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Selena Gomez Just Spiced Up Beauty With a Rare Beauty x Tajín Set
Selena Gomez never stops surprising. The singer, actress, and entrepreneur has unveiled one of her most unexpected projects yet: a collaboration between her beauty brand Rare Beauty and Tajín, the beloved Mexican seasoning company. At first glance, the partnership might seem unusual, but for Gomez (who has always celebrated her Mexican heritage) it feels perfectly natural.
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Born in Texas to a Mexican father, Selena has spoken often about how her roots shape both her personal life and her creative work. This new collaboration merges her love for beauty with the flavors and colors of her culture, resulting in a limited-edition collection that has already sold out at official retailers.
The Rare Beauty x Tajín Cheek & Lip Set, released on August 21 exclusively through Sephora.com and RareBeauty.com, was designed to bring a “spiced-up” touch to everyday makeup routines. Inspired by the bold reds and oranges of Tajín’s iconic flavors, the set features two full-size products:
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- Soft Pinch Liquid Blush in Chamoy (a deep red-brown) – Rare Beauty’s best-selling blush reimagined with a fiery new shade that blends seamlessly for a radiant finish.
- Positive Light Luminizing Lip Gloss in Clásico (a rich terracotta with golden and copper flecks) – a brand-new gloss shade that leaves lips hydrated and glowing with a mirror-like shine.
As Selena herself explained: “This collaboration is a celebration of what makes us unique: our culture, our energy, and the moments that bring us together. Just like Tajín, these tones bring intensity, warmth, and a spark of joy to every occasion.”
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The packaging maintains Rare Beauty’s signature minimalist look, with its sleek lines and iconic rounded caps. But the outer box borrows Tajín’s recognizable red, green, and white palette, merging the identities of both brands into one eye-catching presentation.
For Gomez, this collab is s personal. “I grew up with Tajín because of my family, and I still put it on everything, so you could say this collaboration has been years in the making,” she wrote on Instagram when unveiling the project.
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Luis Alfaro, Head of Marketing at Tajín USA, echoed the excitement: “As a brand that celebrates the authenticity of our fans, we’re thrilled to see the colors and essence of Tajín brought to life in such a creative and unexpected way. Partnering with Rare Beauty lets us honor the vitality of our shared communities and inspire fans to express themselves as boldly as they enjoy Tajín.”
The collaboration also carries a philanthropic dimension. Rare Beauty has pledged support for Tajín’s initiatives with the Escuela Nacional de Cerámica, which preserves and uplifts Mexican ceramic artistry, as well as for the Rare Impact Fund, Gomez’s nonprofit foundation dedicated to expanding access to mental health services for young people.
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Priced at $30 USD, the set quickly became one of the season’s most coveted releases, resonating especially with Latina consumers who see themselves reflected in both the shades and the cultural pride woven into the campaign.
The Rare Beauty x Tajín launch comes at a moment when Gomez’s entrepreneurial influence is stronger than ever. Since founding Rare Beauty in 2020, she has built the brand into a billion-dollar business rooted in inclusivity and mental health advocacy. By 2024, her success had helped raise her net worth to $1.3 billion, establishing her as one of the most powerful celebrity entrepreneurs of her generation.
With this collaboration, Gomez proves once again that her ventures are not only innovative but deeply connected to who she is—and to the communities she represents. A little beauty, a little spice, and a lot of heart: that’s the magic of Rare Beauty x Tajín.
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