Selena Gomez Takes Fans Back to 2016 With Unexpected Rare Beauty Campaign

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Selena Gomez and her beauty brand, Rare Beauty, are generating buzz with a nostalgic Instagram post. They shared throwback photos from 2016 and hinted at a return to that era with a caption promising something new on March 1st.

In the first picture, Gomez has layered brown hair styled in loose, slightly messy waves, creating a relaxed and natural look. It feels reminiscent of the effortless style popular with models in 2016. She completes the look with smoky eye makeup – darker at the lash line and softly blended for a subtle effect.

In the second photo, her hair is styled in big, flowing waves that fall over her shoulder. Her makeup features a dramatic smoky eye, enhanced by fuller lashes and subtly tanned skin. The third picture showcases a classic 2016 glam look with a deep, blended smoky eye, thick lashes, and well-defined cheekbones.

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A post shared by Rare Beauty by Selena Gomez (@rarebeauty)

Fans were clearly excited, with one jokingly saying they were losing it over the moment. Another enthusiastically declared it was a time they’d love to experience again, while a third pointed out the return of a popular makeup trend – the smoky eye – signaling that 2016 was back in style.

This campaign is launching at a key moment for Rare Beauty, as the brand is rapidly expanding into more stores. After officially becoming available in all 1,500+ Ulta Beauty locations on February 1st, Rare Beauty is leaning into the glamorous makeup trends popular in the early 2010s.

This focus on nostalgia also aligns with the brand’s Rare Impact Fund, which spent February raising awareness for mental health through a unique partnership with Ulta. In addition to her successful beauty line, Selena Gomez is receiving praise for her acting in the film Emilia Pérez.

The movie, also starring Zoe Saldaña and Karla Sofía Gascón, was a major highlight at the Golden Globes, earning Gomez a nomination for Best Supporting Actress. Although she wasn’t nominated for an Oscar, Emilia Pérez set a record for the most Academy Award nominations ever received by a film not in English.

Selena Gomez is back on television with the fifth season of Only Murders in the Building, which premiered on Hulu in late 2025 and continued into this year. In the new season, her character, Mabel Mora, is investigating a complicated case involving a robot doorman and connections to organized crime. The show has already been picked up for a sixth season, meaning fans will continue to see Gomez alongside Steve Martin and Martin Short.

Later this year, Gomez will star in the psychological thriller Spiral, where she’ll play a more serious and mature role. There’s also talk of a new cooking project following the popularity of her previous cooking show, though she’s currently concentrating on her music and charitable work. With fans hoping for a return to her musical style from 2016, March 1st looks like a potentially significant date for the star.

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2026-02-26 17:15