Rare Beauty by Selena Gomez will expand into mass specialty retail, with Ulta Beauty set to stock the brand in more than 1,500 US stores and on Ulta.com beginning next month.
Ulta’s announcement comes as the retailer continues to outline plans for 2026 assortment “newness” following its latest reported quarter. As previously reported by CosmeticsDesign, “our merchants have been hard at work in developing their plans for fiscal 2026, we have an exciting pipeline of newness,” Kecia Steelman, Ulta Beauty president and CEO, said during the company’s earnings call in December.
‘An exciting new chapter for the brand’
The brand said its Ulta rollout is designed to broaden access to its core assortment and sets. “I’m so excited to bring Rare Beauty to Ulta Beauty,” said Selena Gomez, Rare Beauty founder and creator, in a press statement.
“I started Rare Beauty to help people feel seen and celebrated as they are,” she added, and “expanding means we get to share that mission with even more people, and that makes me really proud.”
Rare Beauty CEO Scott Friedman framed the expansion in distribution terms. “Rare Beauty’s expansion into Ulta Beauty marks an exciting new chapter for the brand,” Friedman said in the same press release. “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.”
Alignment with Ulta’s plans for 2026
Ulta has hinted at assortment planning and upcoming launches like Rate Beauty as part of its broader merchandising work. “Our merchandising vision is to really curate and inspire guests with the best beauty and wellness assortment for all life stages,” Steelman said during the December earnings call.
She also pointed to a strong pipeline extending into the next fiscal year. “Bottom line, I feel really great about what I’m seeing for 2026,” Steelman said.
Retailer-first guest donation brand partnership
Alongside the rollout, Ulta Beauty confirmed it will run its first guest donation partnership with a brand. Throughout February, in-store shoppers can donate at checkout, with 50% of each contribution directed to the Ulta Beauty Charitable Foundation and 50% to the Rare Impact Fund. The press release stated donations are not tied to any specific product purchase.
“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,” Steelman said in the press release. “Supporting and giving back to our community through the Ulta Beauty Charitable Foundation is core to our DNA,” she added.
Assortment and exclusives at launch
Ulta Beauty said the initial lineup will include best sellers and hero collections, including Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel, and Warm Wishes Effortless Bronzer Stick, as well as two Ulta-exclusive kits: Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo.
“Rare Beauty is a truly one-of-a-kind brand, not only for the products but for the purpose on which the brand was built,” said Lauren Brindley, chief merchandising and digital officer at Ulta Beauty in the release. “That’s why we’re so proud to bring Rare to Ulta Beauty and drive its impact further,” she added.
Rare Beauty chief sales officer Kim Magee said the brand is focused on reach while keeping its positioning consistent. “Expanding into Ulta Beauty gives us an opportunity to reach an entirely new audience while staying true to our founding mission of breaking down unrealistic standards of perfection,” Magee said in the statement, and “we’re excited to continue to share this message and bring our fan favorite products to new customers.”
Ulta Beauty said the partnership will be supported with dedicated merchandising in stores and on Ulta.com, including custom fixtures, product displays, and window banners, plus co-branded gift cards.
Rare Beauty will be available at Ulta Beauty stores nationwide and on Ulta.com starting February 1, 2026.
