Sept. 15 to Oct. 15 is Hispanic Heritage Month! It’s a month dedicated to honoring the history and culture of U.S. residents with ancestry from Spain, Mexico, the Caribbean, and Central and South America. I want to focus on a popular business that is known for its products and brilliant campaigns that represent diversity and inclusion in the makeup industry. Its founder, who embodies what it means to come from a Hispanic Heritage, is singer, actress, and business owner Selena Gomez.
According to an article from HipLatina, Selena has been vocal about her complicated relationship with Latinidad throughout her career. She saw herself struggle with being accepted as a Latine who is half Mexican and did not grow up speaking Spanish. It wasn’t until releasing Spanish music, taking on Spanish-speaking acting roles, and launching her makeup brand that she began reconnecting with her roots. Now, she uses her platform to uplift others by embracing all backgrounds.
If you are on the makeup side of TikTok, you have definitely heard of Rare Beauty’s soft pinch liquid blush. These blushes are designed with elegant packaging and cute names, like Joy, Happy, Adore, and my personal favorite, Hope. This product is all the rage on social media, and as a makeup girly, I have to agree with the hype! There are so many shades to choose from, and although they are a little pricey ($25), I swear they last forever. While this line of blushes has gained so much attention from the media, there’s more to the brand than just that one product.
In May of this year, Rare Beauty started the Every Story Belongs Campaign to promote their True to Myself Natural Matte Longwear Foundation. This project celebrated 48 individuals who were part of the diverse Latin community to go with the 48 shades of foundation. Another important element of the campaign was that nearly the entire production crew identified as Latine. The efforts were praised as a major cultural and marketing success for its authentic representation.
“There isn’t a specific mold, and there’s not one way to be Latine. Everyone belongs. We’re each an important part of this community, exactly as we are.” -Selena Gomez (Sephora, 2026)
I honestly cannot run out of good things to say about this brand! I love that each product offers a variety of shades and each campaign, like Every Story Belongs, is carefully thought out. Selena Gomez and her team do a fabulous job of focusing on more than one shade, more than one story. Rare Beauty is about more than just blush. It’s about community, diversity, and embracing your background. Â