Rare Beauty shook up the cosmetics industry with its viral liquid blush. But the six-year-old brand, founded by Selena Gomez, has yet to reach the skin-tone category. That may change with the new True to Myself Natural Matte Longwear Foundation, which will be released on April 2nd. Gomez and chief brand officer Joyce Kim worked on the formula for three years, and Gomez even wore it to her wedding to Benny Blanco in September 2025.
“We needed to test it towards the end of Oscar season.” [2025]”It was really hard to keep it a secret, because even on my wedding day, I was like, oh, I want everyone to know I’m wearing this,” Gomez said from her office in El Segundo, California.
This is not Gomez’s first foundation. When Rare Beauty first launched in 2020, she launched her Liquid Touch Weightless Foundation, which received mixed reviews. Many people, myself included, found the cute but not very effective doe-footed applicator to be a little dry and not easy to build up without settling into fine lines. True to Myself Natural Matte is not a reformulation. This is a completely new product and the Liquid Touch Weightless Foundation is being phased out (already removed from Sephora’s website).
Gomez is especially proud of a new component: a pump that pushes out the right amount of product. “Each year we launch special new products that focus on accessibility in terms of packaging,” she says. In some cases, this can be as simple as adding a matting spray to the bottle, making it less slippery and giving the user a better grip. For the True to Myself Foundation, Gomez “hates caps,” Kim jokes. This means the team has designed a bottle with a locking feature similar to the brand’s eau de parfum.
“People who have manual dexterity challenges like I do…I want my products to feel comfortable for people who have some type of challenge,” Gomez adds. “I think this makes our brand what we wanted it to be: something where everyone can feel included and seen.”
Regarding the new formula, the brand claims that the 3-in-1 foundation primes, covers, and sets (self-priming and self-setting), making it a more efficient product. Kim still stands behind the brand’s original foundation with its “beautiful serum quality” and “professional blowout look.” But she says they listened to their customers and created a product that was “easy to use.” [with] There aren’t that many steps. ”
Gomez uses One Pump all over her face and blends it with the new Soft Touch Makeup Blending Sponge. According to Kim, this method can be easily peeled off or applied with a brush for more medium to full coverage.
So why does it have a matte finish instead of a glossy, dewy finish? Kim says there are several reasons. Three years ago, she noticed that makeup trends were starting to lean toward breathable, natural-looking mattes and fuller coverage rather than the no-makeup makeup of recent years. “I’m really looking forward to it because I’m going to see a lot of matte, full-beat faces,” she explains. “But many of our customers are experiencing Rare for the first time and are also first-time makeup users, and they really look sheer using this.” Matte formulas tend to have a longer staying power than dewy formulas, so they can lean toward the “self-setting” claim.
According to a press release, Rare Beauty says, “Advanced film formers act as a primer to extend wear and keep the finish looking fresh, while finely milled powder provides all-day coverage.” It also promises to be sweat, moisture, and stain resistant without the use of powder. Gomez can attest to that. “On my wedding day, I sweated like a pig,” she says. “I was so excited and so nervous…my hair was a little curly from sweat, but my makeup was perfect.”
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