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Selena Gomez is proudly celebrating her Mexican heritage while highlighting the diversity and individuality within the wider Latine community through a new campaign for her beauty brand, Rare Beauty.
The singer, actress, and entrepreneur recently launched a campaign introducing the brand's new True to Myself Natural Matte Longwear Foundation. The project features 48 individuals from across Latin America, with each person representing one of the foundation's 48 shades. Gomez said the campaign reflects the inclusive vision she always hoped Rare Beauty would represent.
Speaking about the project, Gomez explained that seeing such a broad range of skin tones, identities, and stories represented in one campaign was deeply meaningful to her. She said it goes beyond makeup and speaks to the importance of people feeling seen in media and advertising.
The campaign, photographed by Chicana and Costa Rican director Brittany Bravo, includes several beauty influencers and creators, among them Desi Perkins, Monica Veloz, and Mikayla Nicole. Gomez also participated in the campaign herself, appearing alongside the featured models and creators.
For Gomez, the message behind the campaign is rooted in the idea that the Latine community cannot be defined by one experience or identity. She said the community is vibrant, layered, and filled with unique stories that deserve recognition and celebration.
The "Back to You" singer has often spoken openly about her Mexican roots and the influence her family has had on her life and career. Her paternal grandparents moved from Monterrey, Mexico, to Texas in the 1970s, and Gomez was famously named after late Tejano music icon Selena Quintanilla.
Reflecting on her heritage, Gomez said one of the things she is most proud of is the resilience and complexity within the Latino community. She added that being Latina can mean many different things, and she believes those differences should be embraced rather than simplified.
The campaign was also personal for Gomez because several people involved in the production, including photographers, creators, employees, and models, shared similar cultural backgrounds. She said filming at a Latine-owned studio added another meaningful layer to the project.
Growing up, Gomez admitted she rarely saw herself represented in beauty campaigns or mainstream media. Because of that, she hopes the new campaign can help younger Latine audiences feel included and empowered.
She encouraged young people to embrace what makes them unique rather than compare themselves to others. According to Gomez, individuality is something to celebrate, and she hopes future generations will feel confident expressing themselves without feeling pressured to fit into one standard or image.
