On January 5, beauty brand Rare Beauty, founded by actress and artist Selena Gomez, announced that it will begin selling its products at more than 1,500 Ulta Beauty stores across the United States as well as on the retailer’s official e-commerce platform, Ulta.com. The launch is scheduled for February 1, 2026, and marks the brand’s first major retail expansion since its debut at Sephora in 2020.
Rare Beauty has steadily grown its following through a brand message centered on self-acceptance and mental health, combined with product development focused on lightweight, comfortable wear. More than just a makeup brand, Rare Beauty has positioned itself as a platform for affirming individuality and challenging conventional beauty norms.
Commenting on the announcement, Selena Gomez said, “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.”
With its nationwide rollout at Ulta Beauty, Rare Beauty is poised to reach a significantly broader audience. The expansion represents a key growth phase, allowing the brand to scale its distribution while remaining true to its core values.
Ulta Beauty’s First-Ever Donation Partnership
The initiative also carries symbolic significance for Ulta Beauty. This collaboration marks the retailer’s first brand-led “guest donation program.”
From February 1 to February 28, 2026, 50 percent of all donations made by guests at in-store checkout will be directed to the Ulta Beauty Charitable Foundation (UBCF), while the remaining 50 percent will support the Rare Impact Fund. Donations are not tied to the purchase of any specific brand or product and are open to all in-store guests.
Kecia Steelman, President and Chief Executive Officer of Ulta Beauty, commented: “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. 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.”
Bestsellers and Ulta-Exclusive Kits
At Ulta Beauty, Rare Beauty will offer a wide selection of its best-selling products and hero collections. These include the Soft Pinch Liquid Blush, known for delivering high-impact color with just one dot and lasting up to 12 hours, as well as Brow Harmony Flexible Lifting Gel and the Warm Wishes Effortless Bronzer, among others.
In addition, two Ulta Beauty–exclusive kits will be introduced: Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo.
A New Chapter Built on Shared Values
Scott Friedman, Chief Executive Officer of Rare Beauty, described the expansion as a pivotal moment for the brand.
“Rare Beauty’s expansion into Ulta Beauty marks an exciting new chapter for the brand. 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.”
Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty, also praised Rare Beauty, calling it “a truly one-of-a-kind brand built with purpose.”
Through makeup, Rare Beauty has continued to question unrealistic standards of perfection and foster positive conversations around self-acceptance and mental well-being. Its expansion into Ulta Beauty represents not only a significant retail milestone but also an opportunity to amplify that message on a nationwide scale.
Copyright © 2026 Oui Speak Fashion. All rights reserved.