Rare Beauty by Selena Gomez will launch in more than 1500 Ulta Beauty stores across the US and on Ulta.com from February 1, marking the brand’s first retail expansion since its debut in 2020.
The launch aligns with Ulta Beauty’s focus on expanding access to makeup products across its retail network.
“I started Rare Beauty to help people feel seen and celebrated as they are,” said Gomez, founder and creator of Rare Beauty.
“Expanding means we get to share that mission with even more people, and that makes me really proud.”
The rollout also marks Ulta Beauty’s first guest donation partnership with a brand. From February 1 to 28, 2026, in-store guests can donate at checkout, with proceeds split evenly between the Ulta Beauty Charitable Foundation and the Rare Impact Fund.
The funds will support youth mental health and well-being programmes across the US. The initiative does not link donations to any specific brand, product or service.
“We are thrilled to celebrate Ulta Beauty’s partnership with Rare Beauty through our first-of-its-kind donation initiative with the Rare Impact Fund,” said Kecia Steelman, president and CEO of Ulta Beauty.
“Supporting and giving back to our community through the Ulta Beauty Charitable Foundation is core to our DNA and reaffirms our commitment to using beauty as a force for good.”
Scott Friedman, CEO of Rare Beauty, said the Ulta Beauty rollout represents the next stage of the brand’s growth.
“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,” he said.
The launch will include the brand’s core product range, alongside two Ulta Beauty-exclusive kits: Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo.
Ulta Beauty will support the partnership through in-store and online merchandising, including fixtures, product displays, window banners and co-branded gift cards.
“Expanding into Ulta Beauty allows us to reach an entirely new audience while staying true to our founding mission of breaking down unrealistic standards of perfection,” said Kim Magee, chief sales officer at Rare Beauty.
