Rare Beauty, the cosmetics brand founded by Selena Gomez, will officially be available at Ulta Beauty starting February 1, 2026. This is a major expansion for the brand, as it will be present in over 1,500 Ulta Beauty stores across the United States, alongside availability on Ulta.com. The move into Ulta’s nationwide network marks a significant step for Rare Beauty since its 2020 debut, offering fans broader access to the line, which has previously been limited to select retailers and direct-to-consumer sales.
The timing of the rollout is strategic, aligning with the beginning of the year when beauty enthusiasts are refreshing their routines and seeking out new products. Rare Beauty’s new placement in Ulta’s extensive network will allow the brand to reach more consumers in urban and suburban locations, which may have previously been underserved. This increased accessibility is likely to appeal to consumers who are interested in shopping for products they’ve seen online or heard about through word of mouth but couldn’t find in their local stores. With Ulta’s established reputation for offering a wide range of beauty products, Rare Beauty is poised to make a significant impact on shoppers who may be discovering the brand for the first time.
Selena Gomez, whose personal connection to Rare Beauty is deeply tied to her values, continues to emphasize the brand’s commitment to helping people feel seen and celebrated. Entering Ulta Beauty’s platform allows Rare Beauty to amplify this message, reaching a broader audience and ensuring that the brand’s core mission of inclusivity and self-expression remains at the forefront of its expansion. The move represents an exciting new chapter for Rare Beauty, one that balances the desire to reach a larger audience while staying true to the mission that has made the brand so beloved.
What Rare Beauty Shoppers Can Expect In Stores and Online
When Rare Beauty launches at Ulta, customers will find a carefully curated selection of the brand’s hero products across key categories, such as complexion, lips, and eyes. Ulta’s store layout and merchandising will highlight the brand’s bestsellers, while also introducing exclusive kits designed to offer customers a well-rounded experience with Rare Beauty’s most popular items. These kits will be available only at Ulta, providing an added incentive for beauty enthusiasts to explore the brand’s offerings.
In-store presentation plays a significant role in how products are discovered and experienced by shoppers. Rare Beauty will benefit from Ulta’s emphasis on creating a visually appealing shopping environment that encourages hands-on interaction. Shoppers will have the opportunity to try on products, test out shades, and experience textures firsthand—a process that is difficult to replicate online. This is especially important for Rare Beauty, whose products are often praised for their wide shade ranges and high-quality formulations. Ulta’s store environment will provide a tactile experience, allowing customers to see and feel the products before making a purchase.
Additionally, Ulta’s online platform will allow shoppers to access Rare Beauty products in a more convenient manner. Ulta.com’s easy-to-navigate interface will make it simple for consumers to shop from home, and the option for in-store pickup adds another layer of convenience. This omnichannel approach ensures that Rare Beauty will be available to customers both in-store and online, allowing the brand to capture a wider range of shopping preferences.
Rare Beauty and Ulta Beauty Add a February Donation Program
As part of the expansion, Rare Beauty and Ulta Beauty are launching a charitable initiative during the month of February 2026. From February 1 to February 28, Ulta customers will have the opportunity to make a donation at checkout, supporting both the Rare Impact Fund and the Ulta Beauty Charitable Foundation. This collaboration connects the brand’s retail presence with its ongoing commitment to social impact, making it more meaningful for consumers to participate in the expansion while supporting causes they care about.
The donation option will be available to all customers, regardless of whether they purchase Rare Beauty products. This reflects Rare Beauty’s commitment to blending commerce with community values, as the initiative is structured to support charitable causes without requiring a direct purchase of any products. The Rare Impact Fund, founded by Rare Beauty, has been instrumental in supporting mental health initiatives, while the Ulta Beauty Charitable Foundation focuses on empowering communities through various causes. Together, these two organizations represent a broad spectrum of social impact work, making the charitable program a powerful extension of Rare Beauty’s values.
This initiative also aligns with Ulta Beauty’s ongoing efforts to incorporate more purpose-driven brands into its retail strategy. By providing customers with the option to donate at checkout, Ulta continues to offer opportunities for shoppers to align their purchasing decisions with their values. While the donation program is separate from product purchases, it strengthens the connection between Rare Beauty’s retail presence and its mission to create a positive impact in the community.
How the Ulta Rollout Fits Rare Beauty’s Retail Strategy
Rare Beauty’s move into Ulta Beauty is designed to increase the brand’s visibility and availability across the U.S., particularly in regions that may not have had access to Rare Beauty through previous distribution channels. For consumers who live in areas where Rare Beauty has not had a significant retail presence, Ulta’s widespread footprint provides an opportunity to experience the brand in person. Ulta’s established infrastructure supports convenient access to the brand’s products, making it easier for shoppers to explore Rare Beauty and find the right products for their needs.
The move also allows Rare Beauty to tap into Ulta’s well-established consumer base. Ulta’s customers are accustomed to discovering new beauty products and enjoy the experience of browsing through stores that offer a variety of options. Rare Beauty’s presence in Ulta stores will introduce the brand to a larger pool of potential customers who may be unfamiliar with its offerings. This kind of exposure, combined with Ulta’s strong promotional strategies, is likely to create a steady stream of new shoppers who are eager to try out the products that have garnered attention online.
Ulta’s retail model is designed to be flexible, with frequent product restocks and promotional events that encourage repeat purchases. For Rare Beauty, this strategy helps ensure that its products remain available to customers even after the initial wave of excitement from the launch. It also creates opportunities for Rare Beauty to participate in Ulta’s seasonal campaigns, further boosting its presence throughout the year. This alignment with Ulta’s retail cadence positions Rare Beauty for sustained growth, making it easier for shoppers to find and repurchase their favorite products.
