Rare Beauty by Selena Gomez officially announced that the brand will be launching into all 1500+ Ulta Beauty stores and Ulta.com, beginning on February 1, 2026. The expansion marks the first retail expansion for the brand since its 2020 launch.
“I’m so excited to bring Rare Beauty to Ulta Beauty,” said Selena Gomez, Rare Beauty Founder and Creator. “I started Rare Beauty to help people feel seen and celebrated as they are. This brand is about accepting yourself fully and embracing all the things that make you, you. Expanding means we get to share that mission with even more people, and that makes me really proud.”
Rare Beauty’s entry into Ulta Beauty is a highly anticipated debut for the retailer, reflecting a shared goal of bringing “makeup made to feel good in” to a wider beauty enthusiast audience. The nationwide rollout also marks Ulta Beauty’s first guest donation partnership with a brand. From February 1–28, 2026, when guests make a donation in-store at checkout, 50% of their contribution will be directed to the Ulta Beauty Charitable Foundation (UBCF), a 501(c)(3) public charity, and 50% will support the Rare Impact Fund, a fiscally sponsored project of the Hopewell Fund, also a 501(c)(3) public charity. All donations will help empower youth in communities across the country by supporting their wellbeing and mental health. All in-store guests will have the opportunity to donate at checkout. Donations are not tied to any specific brand, product, or service.
“We are thrilled to celebrate Ulta Beauty’s partnership with Rare Beauty through our first-of-its-kind donation initiative with the Rare Impact Fund,” said Kecia Steelman, President and Chief Executive Officer, Ulta Beauty. “Supporting and giving back to our community through the Ulta Beauty Charitable Foundation is core to our DNA and reaffirms our commitment to using beauty as a force for good. To team up with Selena and Rare to authentically deliver on our values and drive impact is truly an honor. We look forward to welcoming new and existing guests to join our mission and help foster a sense of belonging and holistic well-being for all.”
“Rare Beauty’s expansion into Ulta Beauty marks an exciting new chapter for the brand.” said Scott Friedman, Chief Executive Officer at Rare Beauty. Our goal is to make people feel good and that includes making it easier for our community and Ulta Beauty guests to find our products.”
The launch will include an assortment of Rare Beauty’s best-selling products and hero collections, including Soft Pinch Liquid Blush, the award-winning, weightless liquid blush that delivers high-impact color with just one dot that lasts up to 12 hours, Brow Harmony Flexible Lifting Gel, Warm Wishes Effortless Bronzer Stick and more. The retailer will also debut two Ulta-exclusive kits – Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo – at launch.
“Rare Beauty is a truly one-of-a-kind brand, not only for the products but for the purpose on which the brand was built,” said Lauren Brindley, Chief Merchandising and Digital Officer, Ulta Beauty. “That’s why we’re so proud to bring Rare to Ulta Beauty and drive its impact further. We are very thoughtful about which brands we launch, and as a brand that shares Selena’s vision and values, we’re thrilled to help propel Rare Beauty to new heights, while enabling even more beauty enthusiasts around the world to see their beautiful possibilities.”
The exciting retail partnership will be highlighted with prominent exposure and branded elements in Ulta Beauty stores across the country and Ulta.com. This includes custom fixtures and eye-catching product merchandising, window banners featuring the founder and hero products, along with co-branded gift cards and more surprises, that bring the Rare Beauty brand to life.
“Expanding into Ulta Beauty gives us an opportunity to reach an entirely new audience while staying true to our founding mission of breaking down unrealistic standards of perfection. We’re excited to continue to share this message and bring our fan favorite products to new customers,” said Kim Magee, Chief Sales Officer at Rare Beauty.
Rare Beauty will be available to shop in all Ulta Beauty stores nationwide and Ulta.com starting February 1, 2026.
