#United States #Los Angeles #Selena Gomez #Ulta Beauty #Rare Beauty

Rare Beauty Expands Into Ulta Beauty Nationwide

Selena Gomez's cosmetic line, Rare Beauty, is making a significant leap by launching in more than 1500 Ulta Beauty stores across the United States, starting February 1, 2026. This move marks the brand's first retail expansion since its debut in 2020.

Gomez, who is both the founder and creator of Rare Beauty, expressed her excitement about this expansion saying, "I'm so excited to bring Rare Beauty to Ulta Beauty. 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." The collaboration with Ulta Beauty is not just about product placement; it's also about a commitment to social responsibility.

From February 1 to February 28, 2026, Ulta Beauty will run a donation initiative where guests can contribute at checkout. Each contribution made in-store will be split equally between the Ulta Beauty Charitable Foundation and the Rare Impact Fund. This initiative aims to support the mental health and well-being of youth across the nation, aligning with Rare Beauty's core mission to create positive conversations around beauty and self-acceptance.

Kecia Steelman, President and CEO of Ulta Beauty, stated, "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."

The product line available at Ulta will feature some of Rare Beauty's most popular items, including the award-winning Soft Pinch Liquid Blush, which provides high-impact color with a long-lasting formula. Additionally, customers can look forward to exclusive kits like "Selena's Most-Loved 3-Piece Set" and "Selena's Lash & Brow Duo."

Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty, mentioned, "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. That's why we're so proud to bring Rare to Ulta Beauty and drive its impact further."

The combination of exclusive marketing displays, collaborative initiatives, and a robust online presence aims to create a memorable shopping experience for more beauty enthusiasts than ever before. Ulta Beauty's commitment to unique customer experiences and community engagement is evident in their enthusiasm for the new partnership.

“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.” said Kim Magee, Chief Sales Officer at Rare Beauty. “We're excited to continue to share this message and bring our fan-favorite products to new customers.”

As the buzz continues to build up ahead of the launch, beauty lovers are eagerly anticipating the experience that Rare Beauty will bring to Ulta stores across the country. With its focus on authenticity and positive mental health, the brand looks poised to become a standout choice for shoppers looking to embrace their unique beauty.

The collaboration between Rare Beauty and Ulta is more than just a retail expansion; it's a shared vision of inclusivity and charity, making this launch a significant moment for both the brand and its new home. From in-store interactions to community support initiatives, Rare Beauty is ready to make a lasting impact in the beauty industry.

Rare Beauty can be discovered at all Ulta Beauty stores nationwide and online at Ulta.com starting from the launch date.