When Culture and Marketing Explode:  Selena Gomez launches Beauty product inspired by Tajín 

In its unstoppable penetration of the U.S. and global markets, Tajín, the iconic Mexican seasoning, has now been chosen by world mega-star phenomenon, Selena Gomez, who has launched a Tajín-inspired beauty product under her Rare Beauty cosmetic brand, founded by the 33-year-old actress, singer, songwriter, producer and billionaire businesswoman who has amassed 477 million social media followers.  

Rare Beauty x Tajín Cheek & Lip Set was launched on August 21st. It will be exclusively on sephora.com and on rarebeauty.com, available for a limited time only, while supplies last. It’s the first-ever product collaboration for 

Rare Beauty with another brand.  

 The existence of the product alone is loud evidence of the explosive cultural presence and influence of Latinos in America. In the words of the Texas-born mega-celebrity-influencer: “This collab is a celebration of what makes us unique, our culture, our energy, and the moments that bring us together,” said Selena Gomez.“Just like Tajín, these shades bring boldness, warmth, and a spark of joy to every occasion.”  

 The limited-edition beauty collection Duo Set is said to add “a bold pop of color to your make-up routine with Tajín-inspired hues.” The set includes a full-size Soft Pinch Liquid Blush in a new deep red-brown “Chamoy” shade and a Positive Light Luminizing Lip Gloss in a new rich terracotta “Clásico” shade inspired by Tajín’s flavor.  

 At a value of $45 dlls., the product is attractively priced at $30 dlls. Among its culturally-correct benefits, Rare Beauty x Tajín Cheek & Lip Set is both Cruelty-Free and Vegan. Part of the proceeds will benefit the Rare Impact Fund and one of Tajín’s initiatives, The National Ceramics School in Mexico. 

 With a Bloomberg-estimated net worth of 1.3 billion (as of September 2024), Selena Gomez has always shown pride for her Mexican heritage. She was born in Grand Prairie, Texas. Her father, Ricardo Joel Gomez, is of Mexican descent. Her paternal grandparents immigrated to Texas from Monterrey. She started her career as a child actor on Barney & Friends. Today she is considered a show business powerhouse.  

 Other A-1 list celebs who have also embraced the Tajín it! call to action include Dua Lipa, Bruno Mars, Thalia, Rapper Megan Thee Stallion (who mentions it in the song “Don’t Stop”), super gymnast Simone Biles, and Kim Kardashian, among others.  

 Recent buzz around Rare Beauty, Selena Gomez and Tajín includes Taylor Swift whose cultural impact and quantifiable social media metrics are nearly incalculable. Fans of both mega “besties” have speculated that Swift might have worn Rare Beauty products in connection to her new album,  

“The Life of a Showgirl.”