Every Story Belongs

Latin American identity has never been just one thing

When Selena was a kid, she never really saw herself reflected in beauty campaigns. On the rare occasion she did, it often felt one-dimensional.

But the Latine community has never been just one thing. To honor its varied history, pride, sacrifice, culture, and self-expression, we’re bringing new True to Myself Natural Matte Longwear Foundation to life with 48 voices across the Latin American diaspora.

​“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. I want us to see ourselves fully in this campaign.” - Selena Gomez

The new campaign marks the launch of True to Myself Natural Matte Longwear Foundation at Ulta Beauty. Nearly the entire on-set team for the shoot identified as Latine, from the studio’s owner to photographer Brittany Bravo to our crew of makeup artists and hairstylists. For some of my works friends taking their turn as models, it was also a family affair: Emily, our Manager of Social Media and Content, brought her abuela and mom to model alongside her.

“I don’t think I’ve ever seen my mom or grandma have their makeup professionally done, and I’ve definitely never seen either have a professional photo taken,” Emily says.

“My mom and grandma also hate having their photos taken—I think it’s a Latina thing,” Skylar, our Assistant Manager of Global Social suggests.

But once Emily’s grandma and mom sat in the makeup chair, she noticed something shift. With each sweep of foundation and dot of liquid blush, they seemed to shine a little brighter. By the time they got in front of the camera, their confidence was radiating off the lens.

“My mom used to pick apart her photos, but this time she saw herself as she truly is—beautiful,” explains Emily. “Now they want photos all the time! My grandma even started her own TikTok.”

Grandma Maria Estela (Shade 19), Mom Lupita (Shade 7), and Emily (Shade 12)

A LOOK BEHIND THE SCENES

Mikayla Nicole models Shade 25 of foundation

Skylar, making sure she captures what we need for social media

Perla models Shade 34

Models Kaitlin and her grandma, Rosa Argentina, who said on set, “Soy segura de mí misma” (I am confident in myself)

When Skylar snapped these Polaroids, her direction to each model was simple: Be yourself, and let your personality shine through

What’s your story? We’d love to hear it in the comments!