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.
As Hypebae reports, 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.
On her Instagram account, the singer, actress, and entrepreneur 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 into this @rarebeauty campaign. Seeing everyone together honestly made me emotional. 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. Love you all.”
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Photo Credit: Kathy Hutchins / Shutterstock.com
