Selena Gomez’s Rare Beauty Honors Hispanic Heritage Month With #RareConsejos
Selena Gomez’s Rare Beauty is celebrating Latine Heritage Month with a campaign rooted in family, culture, and the ways we express love across generations. The brand partnered with photographer Thalía Gochez to create a visual series called #RareConsejos, featuring Latine talent and their loved ones in intimate portraits of connection.
According to the campaign, the theme “Las raíces de tu amor / The roots of your love” was inspired by conversations between Rare Beauty employees. It reflects how love in Latine families goes beyond words.
Rare Beauty brings Latine stories into focus
Rare Beauty explained that the campaign highlights culturally specific ways love shows up. From food and shared creativity to supporting family businesses, each duo represents a different facet of Latine life.
Daniela Legarda and her mother from Colombia showed their bond through cooking. Fidel Torres and his sister, Mayra Sigala Torres, from Mexico, highlighted their teamwork running Raffa’s Market in Pomona. Dominican siblings Perla and Jeffrey Figuereo reflected on how film and photography keep them connected.
The photos were shot across Los Angeles and Pomona, grounding the campaign in everyday Latine spaces, according to Rare Beauty.
Partnering with Las Fotos Project for the second year
Rare Beauty also extended its partnership with Las Fotos Project, a nonprofit that mentors young photographers in Los Angeles. The collaboration provided students with access to professional shoots, mentorship from established photographers, and increased visibility for their work.
The brand emphasized that centering community is at the heart of its Latine Heritage Month efforts. “It’s very important, as allies, that we show up for each other,” Rare Beauty noted in its campaign materials.
Perla Figuereo’s words on being part of #RareConsejos
Perla Figuereo, who appears in the campaign with her brother, said the experience felt deeply personal.
“[Being a part of the #RareConsejo campaign] meant everything. As a Black Latina, being part of this campaign felt like honoring the love and history that raised me. A history that is rooted in softness, resilience, beauty, hardship, and community. Doing it with my brother made it even more special; through our love of film, we’ve always created space to be seen, and for it to be highlighted with other duos felt incredible,” she told Rare Beauty.
She also reflected on the importance of representation in beauty spaces. “We deserve to see our beauty reflected. Growing up, I rarely saw Afro-Latinas in beauty spaces. Representation reminds us we belong—not just as faces in the crowd, but as storytellers shaping the culture. To see our faces, to hear our accents, and see our curls is freedom from believing that our beauty is not the standard.”
Rare Beauty connects advice, culture, and belonging
Figuereo also shared her personal consejo, drawn from the novela Teresa. “My biggest advice [or #RareConsejo] to our next generation and even to myself every day stems from the novela Teresa, where she tells herself, ‘entre ser y no ser, yo soy.’ It means claiming space. Even in the in-between, I say: I am here, I am real, and I am enough. It means I shouldn’t question who I am or where I stand in this world because I will always be Perla Marina Figuereo. I always encourage those around me to fill in the name with theirs.”
Through #RareConsejos, Selena Gomez’s Rare Beauty makes Latine Heritage Month a celebration of identity, creativity, and belonging, with voices like Figuereo’s reminding us why representation matters.
