\n<\/p>\n
Rare Beauty shook up the cosmetics industry with its viral liquid blush. But Selena Gomez\u2019s six-year-old brand hasn\u2019t nailed the complexion category\u2014yet. That might change with the new True to Myself Natural Matte Longwear Foundation, launching April 2. Gomez and chief brand officer Joyce Kim worked on the formula for three years, and Gomez even wore it for her wedding to Benny Blanco in September 2025.<\/p>\n
\u201cI got to test it toward the end of Oscars season [2025], and then I started wearing it for everything after that,\u201d Gomez says from her El Segundo, California, office. \u201cIt was really hard to keep it a secret because even on my wedding day, I was like, Oh, I want to tell people that I’m wearing it.\u201d<\/p>\n
This isn\u2019t Gomez\u2019s first foundation. She rolled out Liquid Touch Weightless Foundation when Rare Beauty first launched in 2020 to mixed reviews. Many, including myself, found it a bit drying and not easily buildable without settling into fine lines, with a cute but not super-effective doe-foot applicator. True to Myself Natural Matte isn\u2019t a reformulation; it\u2019s a totally new product, with Liquid Touch Weightless Foundation being phased out (it\u2019s already gone from Sephora\u2019s website).<\/p>\n
Gomez is especially proud of the new component: a pump you press that dispenses just the right amount of product. \u201cEvery year, we have a dedicated new launch that’s really custom-built around accessibility in terms of packaging,\u201d she says. In some cases, it\u2019s as simple as adding a mattifying spray over a bottle, so it\u2019s not as slippery, giving users a better grip. In the case of the True to Myself Foundation, Gomez \u201chates caps,\u201d Kim jokes. This meant the team designed the bottle with a similar lock feature as the brand\u2019s eau de parfum.<\/p>\n
\u201cPeople who have dexterity challenges like myself,\u2026I want my products to feel comfortable for people who have any sort of challenges that way,\u201d Gomez adds. \u201cI think it makes our brand a little bit of what we wanted it to be, which is that everyone feels included and seen.\u201d<\/p>\n
As for the new formula, the brand claims the 3-in-1 foundation primes, covers, and sets\u2014self-priming and self-setting\u2014making it a more efficient product. Kim still stands behind the brand\u2019s first foundation for its \u201cbeautiful serum quality\u201d and \u201cprofessional blowout kind of look.\u201d But they listened to their customers, she says, and created a product that’s \u201ceasy to use [with] not as many steps.\u201d<\/p>\n
Gomez uses one pump all over her entire face and blends it in with the new Soft Touch Makeup Blending Sponge. Kim says it can easily be sheered out that way, or applied with a brush and built to a more medium-to-full coverage.<\/p>\n
So, why a matte finish instead of a glowy, dewy one? For a few reasons, Kim says. Three years ago, she saw the makeup trends starting to lean toward a breathable, natural-looking matte and fuller coverage than the no-makeup makeup of recent years. \u201cWe’re seeing so many matte, full-beat faces and we’re excited for that,\u201d she explains. \u201cBut a lot of our customers are also experiencing Rare for the first time, wearing makeup for the first time, and you can still use this and really sheer it out.\u201d Matte formulas also have longer staying power than dewy ones, so they could lean into the \u201cself-setting\u201d claims.<\/p>\n
Rare Beauty says that \u201cadvanced film formers act as a primer to extend wear and keep the finish fresh, while finely milled powders lock in coverage all day,\u201d according to a press release. It also promises to be sweat-, humidity-, and smudge-proof without powder. Gomez can attest to that. \u201cOn my wedding day, I was sweating like a pig,\u201d she says. \u201cI was so excited, so nervous\u2026My hair was having little curls come out from the sweat, but my makeup was flawless.\u201d<\/p>\n<\/div>\n
\n
<><\/p>\n","protected":false},"excerpt":{"rendered":"
Rare Beauty shook up the cosmetics industry with its viral liquid blush. But Selena Gomez\u2019s six-year-old brand hasn\u2019t nailed the complexion category\u2014yet. That might change with the new True to Myself Natural Matte Longwear Foundation, launching April 2. Gomez and chief brand officer Joyce Kim worked on the formula for three years, and Gomez even […]<\/p>\n","protected":false},"author":1,"featured_media":66367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daextam_enable_autolinks":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3],"tags":[],"class_list":["post-66366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/diyhaven858.wasmer.app\/wp-content\/uploads\/2026\/04\/rare-beauty-foundation-.jpg","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/posts\/66366","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/comments?post=66366"}],"version-history":[{"count":0,"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/posts\/66366\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/media\/66367"}],"wp:attachment":[{"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/media?parent=66366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/categories?post=66366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/diyhaven858.wasmer.app\/index.php\/wp-json\/wp\/v2\/tags?post=66366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}