What Is Tajín? The Mexican Seasoning Behind Selena Gomez’s New Collab

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Selena Gomez is bringing her Mexican roots to the spotlight in a new way — through food. The singer and actress has teamed up with Tajín, the beloved chili-lime seasoning brand that’s been a staple in Mexican households for decades. And while on the surface it might look like just another celebrity collaboration, this one carries a deeper cultural flavor.

What is Tajín, Exactly?

For anyone who didn’t grow up with it, Tajín is a tangy, slightly spicy seasoning made of ground chili peppers, lime, and sea salt. In Mexico, it’s basically everywhere.

You’ll find it sprinkled on fresh mango or pineapple from street vendors, dusted over cucumbers and jícama, or even rimmed on the edge of a michelada glass. It’s not just a spice — it’s a sensory experience tied to everyday life, childhood memories, and family traditions.

@rarebeauty Classic. Nostalgic. La collaboracion de nuestros sueños. Rare Beauty x @TajinUSA Official Account Cheek & Lip Set – the perfect blend of two icons, the limited-edition set includes Soft Pinch Liquid Blush in Chamoy and Positive Light Luminizing Lip Gloss in Clásico Disponible ahora en @sephora, @Sephora México y rarebeauty.com ❤️‍🔥 #Rarebeauty #rarebeautyxtajín #newrarebeauty #lipgloss #rarebeautyblush ♬ Ojos Tristes – Selena Gomez & benny blanco & The Marías

The brand itself, founded in Jalisco in the 1980s, quickly became more than just a condiment; it turned into a cultural symbol. Ask any Mexican, and they’ll likely tell you about a moment when Tajín transformed a simple fruit into a flavor explosion. That zing of lime and chili is instantly recognizable, and for many, it tastes like home.

Why Did Selena Gomez Partner with Tajín?

Selena Gomez has often shared how proud she is of her Mexican roots (her dad is of Mexican descent), and this collab feels like a full-circle moment. “I grew up with Tajín thanks to my family, and I still put it on everything — so you could say this collaboration has been years in the making,” she explained.

But the partnership goes beyond flavor. Part of the profits from this limited-edition cosmetic set — inspired by the bold, vibrant tones of the iconic Mexican seasoning — will go toward two causes close to her heart: the Rare Impact Fund, which supports mental health initiatives, and Mexico’s National Ceramics School, dedicated to preserving traditional craftsmanship.

@rarebeauty Wait for it… Inspo from @LOEWE entirely btw #rarebeauty #rarebeautyblush #powderblush #lethimcook #transition ♬ Let him cook x Imperius on all platforms – Caleb

By teaming up with a brand so deeply tied to Mexican culture, Gomez isn’t just highlighting a product. She’s celebrating her own identity while inviting fans everywhere to discover what makes Tajín so special. For second- and third-generation Latinos, it’s a proud reminder of heritage.

So next time you see a bottle of Tajín at the store, you’ll know it’s not just seasoning — it’s a cultural icon that now comes with Selena Gomez’s stamp of approval.