Rare Beauty, founded by actress and artist Selena Gomez, announced that it will begin selling its products at more than 1,500 Ulta Beauty stores across the United States as well as on the retailer’s official e-commerce platform, Ulta.com. The launch is scheduled for February 1, 2026, and marks the brand’s first major retail expansion since its debut at Sephora in 2020.
Rare Beauty has steadily grown its following through a brand message centered on self-acceptance and mental health, combined with product development focused on lightweight, comfortable wear. More than just a makeup brand, Rare Beauty has positioned itself as a platform for affirming individuality and challenging conventional beauty norms.
Commenting on the announcement, Selena Gomez said, “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.”
With its nationwide rollout at Ulta Beauty, Rare Beauty is poised to reach a significantly broader audience. The expansion represents a key growth phase, allowing the brand to scale its distribution while remaining true to its core values.
