Selena Gomez’s new Rare Beauty campaign celebrates the many faces and identities of the Latino community

• Selena Gomez’s new campaign redefines cosmetic industry standards by focusing on the richness and plurality of the Latin community.

• With the launch of 48 shades of her new True to Myself foundation, the artist seeks to ensure every individual finds their reflection in the media, reaffirming that Latin identity is vibrant, complex and multifaceted.

• Filmed in a Latin-owned studio and captured through the lens of photographer Brittany Bravo, the campaign serves as the singer’s love letter to her Mexican roots.

Selena Gomez decided to use her influence to tell a different story through her makeup brand. This May 11, 2026, the founder of Rare Beauty presented a campaign that transcends aesthetics to pay tribute to Latin identity. While celebrating the launch of her True to Myself Natural Matte Longwear Foundation, the artist gave a voice and face to 48 Latin identities representing the vast range of skin tones in our region.

For Selena, this launch represents a personal mission rooted in the history of her own family, who emigrated from Monterrey, Mexico, to Texas. By posing alongside content creators and influencers, Gomez reinforces the idea that the Latino community is a mosaic of stories that deserve to be told with pride.

A campaign fueled by authenticity

Behind the scenes, the singer strengthened her community’s economy and talent by choosing to work with Chicana-Costa Rican photographer Brittany Bravo and filming in a Latin-owned studio. “Seeing such a wide range of identities represented so intentionally is everything I dreamed of,” Selena Gomez confessed in a recent interview, emphasizing that seeing oneself reflected in the media is fundamental to developing self-esteem.

 

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Una publicación compartida por Rare Beauty by Selena Gomez (@rarebeauty)

The 48-shade line seeks to embrace the complexity of being Latina today. Selena, whose name pays tribute to the legendary Selena Quintanilla, understands that her heritage is her greatest strength. In her words, being Latina can mean many different things, and she seeks to celebrate that specific resilience through Rare Beauty.

A message for the future

Always close to mental health and self-acceptance, the Only Murders in the Building star recalled how difficult it was for her to grow up without seeing herself represented in major beauty campaigns. Therefore, this new era of her brand seeks to fill that void for young people who today look for a space where they feel understood and valued for their uniqueness.

The singer Selena Gomez insists that differences are not obstacles but rather what makes us beautiful. The collaboration with Ulta Beauty ensures this message of inclusion reaches every corner, promoting a beauty that does not seek perfection, but truth.

“There is no single way to be Latin,” the artist asserts, breaking with decades of limited representations in Hollywood and fashion. By reaching this new milestone with Rare Beauty, Selena Gomez reaffirms that her commitment goes beyond music or acting. In this 2026, she builds her legacy on the foundation of empathy and visibility, reminding every young Latino that their story is unique, their skin tone is beautiful, and their identity is, above all, a source of power.