Rare Beauty by Selena Gomez will expand nationwide at Ulta Beauty beginning February 1, 2026. The brand will be available in more than 1,500 Ulta Beauty stores across the United States and on Ulta.com. This marks Rare Beauty’s first retail expansion since the brand launched in 2020.
"I'm so excited to bring Rare Beauty to Ulta Beauty," said Gomez. "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."
Cosmetify recently ranked Gen-Z favorite Rare Beauty at number seven on its list of the brands with the best combined follower counts, engagement rates and search visibility.
A standout in 2025, founder/fan-led brands performed exceptionally well, per Cosmetify; the performance of Kylie Cosmetics, Rare Beauty and Rhode—which recently sold for $1 billion—in this quarter’s index affirmed this.
It's no surprise that Rare Beauty has also been tapped as a top acquisition prospect.
The Rare Beauty Ulta rollout introduces Ulta Beauty’s first-ever guest donation partnership with a brand. From February 1 through February 28, 2026, guests will be able to make donations at checkout in Ulta Beauty stores.
Fifty percent of each donation will support the Ulta Beauty Charitable Foundation, a 501(c)(3) public charity, and fifty percent will support the Rare Impact Fund, a fiscally sponsored project of the Hopewell Fund and also a 501(c)(3) public charity. Donations are not tied to the purchase of any specific product or brand and are intended to support youth wellbeing and mental health initiatives across the United States.
At launch, Ulta Beauty will carry an assortment of Rare Beauty’s best-selling products and hero collections, including Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel, and Warm Wishes Effortless Bronzer Stick. The retailer will also debut two Ulta-exclusive kits: Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo.
The nationwide launch will be supported by prominent in-store and digital merchandising at Ulta Beauty, including custom fixtures, branded displays, window banners, co-branded gift cards, and featured placements on Ulta.com.
"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 CEO, 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, CEO 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."
