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Cute Press has launched ‘Reborn,’ a new campaign for its My Match Foundation that challenges the tradition of skin-tone matching and promotes choice, freedom, and self-expression.

“Foundation failed, life ruined,” and “Besties don’t let besties wear the wrong shade,” are sayings passed down through generations of Thais, says the campaign. What began as simply beauty advice has long carried weight in Thailand, where it became a form of pressure to match foundation strictly to one’s natural skin tone.

However, in a country that celebrates diversity and recognizes beauty in every shade, why does the makeup industry still cling to traditional norms, asks the campaign.

Cute Press is challenging the standard; the brand believes makeup shouldn’t be about “right” or “wrong”; it should be about choice, freedom, and self-expression, giving everyone the chance to explore and discover new versions of themselves they’ve never experienced before.

“Now, your foundation doesn’t have to match your skin tone only—it can match your heart and your desires,” said a release.

This campaign kicks off with “Reborn,” a film by Wolf BKK and Factory 01. A simple yet powerful short film symbolizing rebirth, which doesn’t mean leaving behind your old self or rejecting who you are, but celebrating the many versions of yourself that makeup allows you to explore through shades you’ve never tried before—also a new form of self-love.

The film closes with Cute Press’s statement for the future of beauty: “Your beauty. Your choice.”