Celebrity Name: Selena Gomez
Brand Name: Rare Beauty
Deal Type: Founder/Brand Campaign — Product Launch
Announced: March 2026
Impact: Extends the “True to Myself” product line into foundation; coincides with Rare Beauty’s nationwide Ulta Beauty rollout across 1,500+ stores, the brand’s first major retail expansion since 2020
- Rare Beauty has unveiled its True to Myself Natural Matte Longwear Foundation, a new complexion product with Selena Gomez as the face of the campaign.
- The launch comes just weeks after Rare Beauty expanded into all 1,500+ Ulta Beauty stores nationwide, marking the brand’s first retail expansion since its 2020 launch.
- The campaign centers on self-acceptance, staying true to who you are, a message rooted in Gomez’s personal ethos as both a celebrity and founder.
- Rare Beauty has grown to an estimated $2.7 billion brand valuation, making this one of the most high-stakes foundation launches from any celebrity-owned beauty brand.
Selena Gomez is back in the spotlight for Rare Beauty; this time fronting the brand’s newest launch, the True to Myself Natural Matte Longwear Foundation.
The campaign, which dropped in March 2026, leans fully into Gomez’s signature message: wear what makes you feel like you, not what the beauty industry says you should look like.
The timing couldn’t be bigger for the brand. Rare Beauty launched into all 1,500+ Ulta Beauty stores at the start of February 2026, marking the brand’s first major retail expansion since it debuted in 2020.
The new foundation campaign arrives hot on the heels of that rollout, putting Gomez front and center as the face of the next chapter.
Rare Beauty has grown to an estimated $2.7 billion valuation, bolstered by product expansion and its charitable focus on youth mental health.
The True to Myself foundation fits squarely into that identity, a matte, longwear formula designed to look natural rather than “done,” reinforcing the idea that makeup should enhance who you are, not mask it.
The campaign celebrates all the sides that make us unique and is the brand’s call to action encouraging their community to embrace all that makes them who they are. The True to Myself foundation is available now at Sephora, Ulta Beauty, and RareBeauty.com.
On the personal side, Gomez is having quite the moment off-camera too. She is set to receive the Excellence in Beauty Philanthropy Award at the 2026 Social Impact Summit, being honored for her work through Rare Beauty and the Rare Impact Fund.
Just as Selena is redefining what beauty campaigns can look like, other stars are making bold brand moves of their own: Sabrina Carpenter just launched her Sweet Tooth Bite-Size Mini Perfume Collection, and Kendall Jenner and Simone Ashley headlined L’Oréal Paris’s Oscars Night Campaign.
Takeaways
Selena Gomez isn’t just the face of Rare Beauty, she is the brand. The True to Myself campaign is a masterclass in how founder-led beauty companies build emotional loyalty that ad spend alone can’t buy.
Gomez’s authenticity is the product. As Rare Beauty lands in Ulta stores and drops a new hero foundation simultaneously, this isn’t just a product launch, it’s a brand crescendo.
What makes this campaign smarter than most? It doesn’t sell perfection. It sells permission to look like yourself and feel good about it. In a landscape packed with heavily retouched beauty ads, that’s a genuinely disruptive message.
Does Rare Beauty’s mental health mission make you more likely to support the brand over competitors? Could the foundation’s “natural matte” positioning challenge more established players like Fenty Beauty in the complexion market?
