Rare Beauty by Selena Gomez 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.
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.
The 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.
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.
Rare Beauty will be available to shop in all Ulta Beauty stores nationwide and Ulta.com starting February 1, 2026.
