- Rare Beauty's new Every Story Belongs campaign centers the launch of the True to Myself Natural Matte Longwear Foundation, available in 48 shades, with 48 people from across Latin America each representing a different story and skin tone.
- The campaign features Latina creators and personalities including Desi Perkins, Monica Veloz, Sonia Ramos, Mikayla Nicole, Javiera Quintana Del Poso, and Pili Montilla, alongside employees, friends, family members, and community voices.
- Rather than simply promoting a wider shade range, the campaign openly challenges how Latina identity was repeatedly reduced to a "medium tan shade" and a hypersexualized standard of femininity, positioning itself as a cultural statement on belonging.
- Rare Beauty has been on a major expansion run in 2026, launching into all 1,500+ Ulta Beauty stores from February 1, its first retail expansion since its 2020 launch.
Selena Gomez and beauty influencer-entrepreneur Desi Perkins have teamed up for Rare Beauty’s latest campaign, Every Story Belongs, a Latin American-focused initiative launched in May 2026 to celebrate the new True to Myself Natural Matte Longwear Foundation.
The campaign features 48 individuals from across Latin America, each representing a unique shade, story, and identity, a direct response to decades of narrow Latina representation in beauty advertising.
Perkins, one of the most influential Latina voices in digital beauty culture, joins a diverse cast that includes community members, employees, and creators, not just recognizable names.
This isn’t the first time Gomez and Perkins have shared the spotlight. The pair recently reunited on YouTube, a moment fans described as a revival of 2016-era beauty creator culture.
Perkins has also been building her own beauty empire with Dezi Skin, her skincare brand which recently landed at Sephora, putting her in rare company alongside fellow Latina-founded brand Rare Beauty.
Beyond this campaign, Gomez has been making major moves in 2026. From her True to Myself foundation launch to her Serendipity ice cream bar rollout, she continues expanding the Rare Beauty ecosystem and her broader brand footprint.
She was also recently honored with the Excellence in Beauty Philanthropy Award at the 2026 Social Impact Summit in New York. On the endorsement front, Gomez holds a multi-year global ambassador deal with Puma reported to be worth $30 million.
Rare Beauty has previously partnered with Sephora as its exclusive retail home since launch, and entered Ulta Beauty this year, joining forces with Huda Kattan and other brand partners the retailer has championed.
Takeaways
Every Story Belongs isn’t just a foundation campaign, it’s a cultural flex. By casting 48 real people from Latin America to match 48 foundation shades, Rare Beauty is making the product the proof point, not just the pitch. That’s a smarter move than a diversity press release ever could be.
The Desi Perkins inclusion is also strategically sharp. She’s not just a face for hire, she’s a Latina beauty entrepreneur with her own Sephora-stocked brand, a built-in community, and serious credibility in the exact audience this campaign is speaking to. This collaboration reads as peer-to-peer, not brand-to-influencer.
With Rare Beauty now in both Sephora and Ulta and raising $30M toward mental health causes, Gomez has built something almost impossible to replicate: a beauty brand with both a cultural mission and mainstream reach. This Latin American campaign leans directly into that brand DNA.
Does casting 48 real community members, not just celebrities, make this campaign more believable than typical brand diversity campaigns? With Desi Perkins running her own beauty brand at Sephora, how does that complicate or strengthen her role as a Rare Beauty campaign face?
