Rare Beauty is entering its next chapter, unveiling a nationwide launch at Ulta Beauty set for Feb. 1.
“I’m so excited to bring Rare Beauty to Ulta Beauty,” said Rare Beauty founder Selena Gomez 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.”
The brand will roll out to more than 1,500 Ulta Beauty stores and ulta.com, broadening access after launching in 2020 exclusively at Sephora.
“For us, it’s all about accessibility and connection,” said Scott Friedman, chief executive officer of Rare Beauty. “By launching at Ulta, we’re widening our distribution, and we’re able to reach new audiences and introduce Rare Beauty to more communities and meet people where they are. To me, it’s a natural next step as we continue to purposefully grow with intention, without rushing.”
That measured approach has been central to Rare Beauty’s evolution, as it balances scale with its founding mission around self-acceptance and mental health. The Ulta Beauty launch also introduces the retailer’s first guest donation partnership with a brand. From Feb. 1 to 28, in-store checkout donations will be split evenly between the Ulta Beauty Charitable Foundation, which supports the well-being of women and teens, and the Rare Impact Fund, which expands access to mental health resources for young people.
The partnership opens the door to a broader and highly engaged customer base, said Kim Magee, chief sales officer of Rare Beauty: “Ulta Beauty has a very strong loyalty program, and that gives us an opportunity to tell our story to so many more guests, to increase our community.”
Courtesy of Rare Beauty
The product assortment has been curated with Ulta Beauty’s shopper in mind, spotlighting Rare Beauty’s strongest global performers.
“We’re winning in blush, bronzer, brow, highlighter,” Magee said, adding that Soft Pinch Liquid Blush remains the brand’s top collection worldwide. “We want to make those products accessible to the Ulta Beauty guests.”
Rare Beauty’s yearly sales in 2024 totaled about $400 million, up 14 percent from 2023. Industry estimates now place the brand’s value at more than $2 billion.
Demand for the brand at Ulta Beauty has been building well ahead of the launch. According to the retailer, Rare Beauty has been a top five brand searched on ulta.com overall and was the top searched cosmetic brand on ulta.com in 2025.
“We’re being very thoughtful about building a balanced portfolio of brands across all ages, all stages and across all categories of beauty and wellness, and we’re being very discerning about which brands we bring into the portfolio and why,” said Ulta Beauty’s chief merchandising and digital officer Lauren Brindley.
She noted the brand’s cultural resonance, strong hero products and long-term growth potential.
“Every brand at Ulta Beauty really has to have a unique point of view and bring something different or superior for our guests,” she added. “With Rare, we really see a brand that can have a real impact in the world. It’s beautiful products and a beautiful guest experience, but it’s also making an impact through what it stands for and the work the brand does with the Rare Impact Fund. We believe our values and Rare Beauty’s values are so closely aligned, and together we can do a lot of good.”
Looking ahead, Friedman framed success beyond sell-through. He noted a strong pipeline for 2026, including products the brand had delayed introducing until formulas and technology were ready.
“We’re building Rare for the long term,” Friedman said.
