Rare Beauty by Selena Gomez is set to launch nationwide at Ulta Beauty, marking a major expansion for the brand and its first wide distribution beyond Sephora. Starting Feb. 1, Rare Beauty will be available in more than 1,500 Ulta Beauty stores across the U.S. and on Ulta.com, significantly increasing access to the brand’s products.

The launch ends Rare Beauty’s long-standing retail exclusivity with Sephora and represents a key milestone in the brand’s growth since its debut in 2020. With the Ulta partnership, Rare Beauty is aiming to reach a broader and more diverse customer base through one of the largest beauty retail networks in the country.

Ulta Beauty will carry a selection of Rare Beauty’s best-selling makeup items, including hero products such as the Soft Pinch Liquid Blush, Warm Wishes Effortless Bronzer Stick, and Brow Harmony Flexible Lifting Gel. The assortment is designed to reflect the brand’s core focus on easy-to-use, high-performance products.

In addition to its core lineup, Rare Beauty will introduce Ulta-exclusive sets as part of the rollout. These include curated kits featuring some of the brand’s most popular items, aimed at both existing fans and first-time shoppers discovering the brand through Ulta.

The nationwide launch will also include a charitable initiative tied to Rare Beauty’s Rare Impact Fund, which supports youth mental health and well-being. During the first month of the launch, Ulta Beauty customers will be able to donate at checkout in stores, with proceeds split between the Rare Impact Fund and the Ulta Beauty Charitable Foundation.

Founded by Selena Gomez, Rare Beauty was created with a mission centered on self-acceptance and challenging unrealistic beauty standards. Since its launch, the brand has built a strong identity around inclusivity, mental health awareness, and community impact, alongside its growing product portfolio.

Gomez has said that expanding Rare Beauty’s reach has always been part of the brand’s long-term vision. The Ulta launch allows the brand to connect with more consumers while continuing to amplify its message around individuality and emotional well-being.

Ulta Beauty executives have described the partnership as a strong alignment of values, highlighting Rare Beauty’s cultural relevance and purpose-driven approach. The retailer plans to support the launch with prominent in-store displays, branded fixtures, and online merchandising to ensure strong visibility across channels.

The addition of Rare Beauty strengthens Ulta Beauty’s color cosmetics offering and adds a highly recognizable celebrity-founded brand to its assortment. The move reflects ongoing demand for inclusive beauty brands that combine strong storytelling with proven product performance.

Rare Beauty has seen consistent growth since its debut, driven in part by viral product moments and strong engagement on social media platforms. Several of its products regularly rank among top-selling and most-searched items in the beauty category, underscoring the brand’s popularity with younger consumers.

The Ulta rollout is expected to attract both loyal Rare Beauty customers and new shoppers who may not have previously had easy access to the brand. With Ulta’s wide physical footprint, the launch significantly expands Rare Beauty’s retail presence in the U.S.

Industry observers see the move as part of a broader shift in beauty retail, where brands are seeking flexible distribution strategies to fuel growth while maintaining strong brand identities. For Rare Beauty, the Ulta partnership represents an opportunity to scale while staying rooted in its original mission.

As Rare Beauty enters this next phase, the brand continues to position itself as both a commercial success and a platform for positive impact. The nationwide Ulta Beauty launch marks a significant step forward, reinforcing Rare Beauty’s status as one of the most influential brands in today’s beauty landscape.