Rare Beauty by Selena Gomez is set to officially launch at all 1500+ Ulta Beauty stores and Ulta.com, beginning on February 1, 2026. The expansion marks the first retail expansion for the brand since its 2020 launch.
Gomez said:
I’m so excited to bring Rare Beauty to Ulta Beauty.
I started Rare Beauty to help people feel seen and celebrated as they are. This brand is about accepting yourself fully and embracing all the things that make you, you. Expanding means we get to share that mission with even more people, and that makes me really proud.
Rare Beauty’s entry into Ulta Beauty is a highly anticipated debut for the retailer. It reflects a shared goal of bringing “makeup made to feel good in” to a wider beauty enthusiast audience.
The nationwide rollout also marks Ulta Beauty’s first guest donation partnership with a brand. From February 1–28, 2026, guests who make a donation in-store at checkout will contribute to two causes. 50% of their contribution will go to the Ulta Beauty Charitable Foundation (UBCF). The foundation will receive half of the contributions made. This is a 501(c)(3) public charity. The other 50% will support the Rare Impact Fund. It is a fiscally sponsored project of the Hopewell Fund, also a 501(c)(3) public charity. All donations will help empower youth in communities across the country by supporting their well-being and mental health. All in-store guests will have the opportunity to donate at checkout. Donations are not tied to any specific brand, product, or service.
The launch will include an assortment of Rare Beauty’s best-selling products and hero collections. This includes Soft Pinch Liquid Blush, the award-winning, weightless liquid blush. It delivers high-impact color with just one dot. The color lasts up to 12 hours. It also features Brow Harmony Flexible Lifting Gel, Warm Wishes Effortless Bronzer Stick, and more. The retailer will debut two Ulta-exclusive kits at launch. These are Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo.