Rare Beauty Is Celebrating the Spectrum of Latin American Identity With a New Campaign
In honor of the brand’s True to Myself Natural Matte Longwear Foundation.
Fueled by founder Selena Gomez‘s philosophy that “there isn’t one way to be Latina,” Rare Beauty has unveiled its “Every Story Belongs” campaign. By uniting 48 individuals from across Latin America to represent every single shade of the brand’s new True to Myself Natural Matte Longwear Foundation, the campaign is unapologetically celebrating the spectrum of Latin American identity.
“Growing up, I didn’t always see myself reflected in beauty campaigns and when I did, it felt one- dimensional,” Gomez says in a press release. “I wanted this campaign to show the depth and diversity within our community. There isn’t one way to be Latina. There isn’t one shade, one story or one voice. We deserve to see ourselves fully.”
Captured by Chicana and Costa Rican photographer Brittany Bravo, Rare Beauty is tapping into an authentic cultural lens to emphasize the dimension of Latine culture. The campaign features prominent figures like Desi Perkins and Pili Montilla, in an attempt to dismantle stereotypes and the incorrect myth that Latin Americans look a singular way. By spotlighting the diversity of hair textures, languages and cultural identities, the brand is reaffirming its ethos of belonging and self-acceptance.
In other news, Kulfi launched a new face mist.
