Rare Beauty's Landmark Ulta Expansion Signals New Era for Purpose-Driven Retail

LOS ANGELES, CA – January 05, 2026 – In a move set to reshape the American beauty retail landscape, Rare Beauty by Selena Gomez will launch nationwide in all 1500+ Ulta Beauty stores and on Ulta.com beginning February 1, 2026. The announcement marks the first major retail expansion for the celebrity-founded brand since its blockbuster debut in 2020, signaling a new chapter of growth and accessibility for one of the industry's most successful and mission-driven lines.

The partnership goes beyond a simple distribution deal, introducing a unique philanthropic initiative that aligns the charitable arms of both companies. This strategic expansion not only brings Rare Beauty's viral products to a wider audience but also reinforces a growing industry trend where brand values and social impact are becoming as crucial as the products themselves.

"I'm so excited to bring Rare Beauty to Ulta Beauty," said Selena Gomez, Rare Beauty Founder and Creator, in a statement. "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."

A Strategic Coup for Ulta's Prestige Ambitions

For Ulta Beauty, the nation's largest specialty beauty retailer, securing Rare Beauty is a significant strategic victory. The move directly challenges its primary competitor, Sephora, which had been the exclusive home for the brand since its inception. By bringing a high-demand, prestige brand into its fold, Ulta strengthens its position as a comprehensive beauty destination that caters to both mass-market and high-end consumers.

This partnership aligns perfectly with Ulta's ongoing strategy to attract and retain younger demographics, particularly Gen Z and millennials, who have fueled Rare Beauty's meteoric rise. The brand's authentic messaging around mental health and self-acceptance, championed by Gomez, resonates deeply with these consumers. The addition of Rare Beauty is expected to drive significant foot traffic to Ulta's physical stores and boost online sales, leveraging the retailer's vast network and its popular Ultamate Rewards loyalty program, which boasts over 40 million members.

"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," stated Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty. "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."

Redefining Retail with a Philanthropic Twist

Perhaps the most groundbreaking element of this partnership is the launch of what Ulta Beauty describes as its "first-of-its-kind guest donation partnership with a brand." Throughout February 2026, customers checking out in Ulta stores will have the option to donate to a shared fund. These contributions will be split equally, with 50% supporting Ulta Beauty's Charitable Foundation (UBCF) and 50% benefiting Gomez's Rare Impact Fund.

This collaborative model sets a new precedent for corporate social responsibility in the retail sector. While many brands and retailers have their own charitable initiatives, this direct, 50/50 split of customer-initiated donations between two distinct foundations creates a powerful, unified message. The funds will support organizations dedicated to youth mental health and well-being, a core focus for both the Rare Impact Fund and the UBCF.

"To team up with Selena and Rare to authentically deliver on our values and drive impact is truly an honor," said Kecia Steelman, President and Chief Executive Officer of Ulta Beauty. "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."

The Evolution of a Celebrity Beauty Powerhouse

Since launching in 2020, Rare Beauty has defied the often-saturated celebrity brand market to become a commercial and cultural phenomenon. Its success has been built on a foundation of high-quality, innovative products—like the viral Soft Pinch Liquid Blush—and an unwavering commitment to its core mission. The brand donates 1% of all sales to the Rare Impact Fund, which has become central to its identity.

The expansion into Ulta Beauty represents a significant maturation for the brand. It moves Rare Beauty from an exclusive, albeit highly successful, entity into a major, mainstream player with unparalleled market reach. This increased accessibility is crucial for scaling its impact, both commercially and philanthropically.

"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," said Scott Friedman, Chief Executive Officer at Rare Beauty. Kim Magee, the brand's Chief Sales Officer, added, "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."

Reshaping the Beauty Landscape

The arrival of Rare Beauty at Ulta is poised to send ripples across the industry. The launch will be supported by a major marketing push, including custom in-store fixtures, prominent product merchandising, and window banners featuring Gomez, ensuring maximum visibility. The product assortment will feature the brand's best-sellers, such as the Warm Wishes Effortless Bronzer Stick and Brow Harmony Flexible Lifting Gel. To further entice shoppers, the launch will include two Ulta-exclusive offerings: the Selena's Most-Loved 3-Piece Set and the Selena's Lash & Brow Duo.

This dual-retailer presence for a brand of Rare Beauty's caliber intensifies the competition between Ulta and Sephora, forcing both to re-evaluate their strategies for brand exclusivity and partnerships. For other celebrity and mission-driven brands, this partnership provides a new blueprint for how to scale a business while amplifying a social cause.

As the February 1st launch date approaches, consumer anticipation is already building. The combination of a beloved founder, viral products, a powerful mission, and now, widespread accessibility through a trusted retailer, creates a potent formula for success. This partnership is more than just a new place to shop; it's a powerful statement about the future of the beauty industry, where purpose and profit are inextricably linked.