Rare Beauty is putting the spotlight on the many faces of Latina identity with its latest foundation campaign.

Created to support the launch of the True to Myself Natural Matte Longwear Foundation, the campaign features 48 Latina, Indigenous and Afro-Latina women, each representing one of the foundation’s 48 shades.

Rather than presenting a singular vision of Latina beauty, the campaign embraces the diversity of skin tones, backgrounds and lived experiences across the Latin American diaspora.

Fronted by Selena Gomez, the campaign sends a clear message: there is no one way to look, speak or experience Latinidad. Instead, it highlights the individuality and cultural richness that exist within the community.