Selena Gomez admits she got 'emotional' over powerful new beauty campaign

Selena Gomez has given fans a look at a new campaign for her brand, Rare Beauty, admitting that the project made her "emotional". In a post shared on Instagram on Monday, Gomez unveiled the marketing for her "True to Myself Natural Matte Longwear Foundation," which celebrates community and diversity.

The post featured a joyful video of Gomez on a photoshoot with a large group of women, all laughing, dancing, and cheering together. It also included a stunning group photograph and images of the 48 different foundation shades.

In the caption, Gomez explained the campaign's powerful message. "48 shades. 48 stories. One community," she wrote. "We brought together 48 women from across the Latin American diaspora, each representing a shade and bringing their own culture, identity, memories, and lived experiences."

A personal project

For Gomez, who is of Mexican heritage, the campaign was a deeply moving experience. "Seeing everyone together honestly made me emotional," she confessed. "It was such a beautiful reminder that our community is not one story, one shade, or one definition of beauty. We’re layered, diverse, real, and deserving of being seen in our own skin. Every story belongs."

The initiative, part of the brand's ethos to challenge unrealistic beauty standards, has been widely praised since Rare Beauty's launch in 2020 for its focus on inclusivity.

The post was met with a wave of support from fans and fellow creators. Influencer Desi Perkins, who was featured in the campaign, commented, "So proud to be a part of this campaign for you thank you for representing us so beautifully." 

The brand's retail partner, Ulta Beauty, also shared its approval, writing, "love this campaign!"

The campaign reinforces the brand's core message of self-acceptance and representation, a mission that continues to resonate with its growing community.