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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.
Photo Credit: Unsplash.com
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.