Selena Gomez’s Rare Beauty has teamed with Mexican seasoning staple Tajín for a limited-edition makeup drop, blending the bold hues of chili-lime spice culture with the brand’s cult-favorite formulas.
The new Cheek & Lip Set, available now through Sephora and Rare Beauty’s website, features a Soft Pinch Liquid Blush in “Chamoy” and a Positive Light Luminizing Lip Gloss in “Clásico.”
The duo draws directly from the vibrant colors of Tajín’s iconic products. “Chamoy” blush infuses deep red-brown tones inspired by the condiment’s sweet-and-spicy sauce, while “Clásico” gloss offers a terracotta shade laced with golden copper shimmer reminiscent of Tajín’s signature seasoning blend.
For Gomez, the collaboration is rooted in personal history. On Instagram, she shared images holding the products alongside bottles of Tajín, writing: “I grew up with @tajinusa because of my family and still use it on everything, so one could say this collab has been years in the making.”
She added in a statement: “This collab is a celebration of what makes us unique—our culture, our energy, and the moments that bring us together. Just like Tajín, these shades bring boldness, warmth, and a spark of joy to every occasion.”
Luis Alfaro, head of marketing for Tajín USA, echoed the sentiment, highlighting the cultural crossover at play.
“As a brand that celebrates the uniqueness of our fans, we’re thrilled to see Tajín’s signature colors, and the joy of sharing, come to life in such a fresh and unexpected way. This collaboration with Rare Beauty goes beyond colors. It’s about the values we share: confidence, authenticity, creativity, joy and the power of bringing people together. It’s our way of inspiring fans to express themselves boldly and freely. Just like we say, ‘My Way to Tajín It.’”
Beyond the striking shades, the partnership also carries a philanthropic edge. Rare Beauty is supporting Tajín’s work with the National School of Ceramics (Escuela Nacional de Cerámica), an organization dedicated to preserving Mexican artistry. The initiative reflects both brands’ emphasis on cultural heritage and community investment, alongside Rare Beauty’s own Rare Impact Foundation, which funds youth mental health services.
The launch also arrives at a moment when Mexican flavors are experiencing a viral resurgence online. From chamoy-coated candies to TikTok’s jumbo pickle challenges wrapped in Fruit Roll-Ups and dusted with Tajín, the seasoning has become a pop culture fixture. This beauty collaboration brings that energy to cosmetics, reframing flavor as a shade story.
Since its debut in 2020, Rare Beauty has carved out a reputation for inclusive color ranges, lightweight formulas, and high-profile advocacy around mental health. For Tajín, founded in 1985 and known globally for its chili-lime blends, the set marks another inventive crossover in a growing portfolio of lifestyle collaborations.
With cultural roots, charitable impact, and a sharp eye for trend-driven relevance, the Rare Beauty x Tajín Cheek & Lip Set underscores how beauty brands are expanding collaborations beyond fashion and into unexpected corners of everyday culture.
Snag your Rare Beauty x Tajín Cheek & Lip Set now!
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