Inside Rare Beauty’s Spicy Partnership with Tajín

When Makeup Meets Spice, Culture Comes Alive

What happens when a beauty brand collides with one of the most iconic seasonings in Latin households? You get a collaboration that is bold, flavorful, and culturally on point. Rare Beauty’s partnership with Tajín is more than a quirky product launch. It is a powerful example of how brands can authentically connect with Latina consumers in a way that feels fresh and fun.

With its vibrant campaign rollout and meaningful community investments, Rare Beauty showed that marketing can be both playful and purposeful. In this article, Hollywood Branded shares why this partnership was brilliant, how it was marketed, and what lessons brands can take away.

Why Rare Beauty x Tajín Was a Perfect Match

Rare Beauty didn’t just partner with any food brand. It chose Tajín, a spice deeply rooted in Mexican and Latinx culture. Tajín isn’t just seasoning, it is a household staple that brings back memories of fruit stands, family snacks, and moments filled with flavor.

With Selena Gomez’s Mexican heritage and her personal ties to the culture, the collab felt authentic and heartfelt, not gimmicky. By leaning into cultural pride and identity, Rare Beauty tapped into one of the fastest-growing and most influential audiences in beauty: Latinas. This campaign proves that authenticity will always drive more impact than chasing fleeting trends.

Photo Credits: Rare Beauty, Instagram

TikTok Was Their Main Stage

The Rare Beauty x Tajín campaign thrived on TikTok and Instagram, where the energy matched the boldness of the products. The content was colorful and playful, with swatches of blush and gloss paired with Tajín-dusted fruit and chamoy-dripped snacks. It blurred the line between food and beauty, creating a visual story that was both snackable and shareable.

What really made it work was the spotlight on Latina creators. Rare Beauty handed the mic to the community, allowing them to tell the story in their own voice. This made the campaign feel like it came from the culture itself.

The launch was exclusive and intentional. Products were available only on RareBeauty.com, Sephora.com, and Sephora Mexico. That mix of limited-time availability and cross-border access fueled hype and positioned Rare Beauty as a truly global brand. At $30 for a blush and gloss, the collab was priced to feel inclusive but still aspirational.

Photo Credits: Rare Beauty, Instagram

Community and Cultural Impact Beyond the Product

This wasn’t just another product launch. Rare Beauty extended the impact far beyond makeup. Proceeds supported the Escuela Nacional de Cerámica, a ceramics school in Mexico co-founded by Tajín that helps preserve traditional artistry.

Rare Beauty also continued its Rare Impact Fund, supporting youth mental health. A portion of funds went to Latinx Therapy, directly benefiting the community that inspired the collab. By investing in artisans, culture, and mental health, Rare Beauty proved that authentic partnerships are not just about sales but about creating lasting value.

Photo Credits: Rare Beauty, Instagram

Culture at the Center

Latinas loved this collab because it was familiar. It wasn’t about luxury labels or abstract inspiration. It was about something they grew up with, now celebrated in a glamorous new way. Seeing Tajín, a literal pantry staple,  elevated into beauty was both validating and fun.

Rare Beauty showed that it understands its audience. This wasn’t about borrowing from culture for attention. It was about celebrating culture with respect and joy. For Latinas scrolling TikTok, watching creators swatch the “Chamoy” blush while eating mango with Tajín wasn’t just another beauty video. It was culture being celebrated front and center.

This is what true representation looks like. It is not just diverse casting, but celebrating culture itself in a way that feels authentic and proud.

Photo Credits: Rare Beauty, Instagram

Spicy, Smart, and Here to Stay

Rare Beauty x Tajín proves that when brands lean into authenticity, celebrate culture, and invest in the community, the results go far deeper than sales. This wasn’t just makeup with a spicy twist. It was a case study in how to earn consumer love and cultural relevance.

For marketers, the lesson is simple: cultural partnerships need creativity, care, and a true respect for the audience. When brands celebrate traditions, uplift communities, and deliver real value, they create campaigns that stick.

Eager To Learn More?

If Rare Beauty x Tajín has you craving more insights on how brands can spice up their marketing with culture, you’re in the right place. At Hollywood Branded, we’ve covered everything from beauty collabs that break the internet to strategies that make multicultural marketing work. Dive into these related reads to keep the inspiration going:

• Culture Is the New Currency: Why Brands Can’t Afford to Ignore the U.S. Latino Market
• Selena Gomez: The Ultimate Celebrity for Modern Brand Partnerships
• How Rare Beauty’s Success Turned Selena Gomez into a Billionaire - and Boosted Our Media Reach
• How Celebrities Have Found Success By Launching Beauty Brands
• Celebrity Brands That Are Taking Over TikTok

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