Rare Beauty’s Exciting Expansion at Ulta Beauty
Rare Beauty, the innovative makeup brand founded by Selena Gomez, is stepping into an exciting new chapter with a nationwide launch at Ulta Beauty scheduled for February 1. This expansion represents a significant move from its previous exclusive partnership with Sephora, allowing the brand to reach a broader audience through over 1,500 Ulta Beauty locations and the retailer’s online platform. Gomez expressed her exhilaration, emphasizing that the core mission of Rare Beauty is to ensure everyone feels seen and celebrated for who they are, reinforcing the brand’s commitment to self-acceptance and authenticity. By reaching more customers, Rare Beauty can amplify its message of self-love even further, a cause that is very close to Gomez’s heart.
Scott Friedman, CEO of Rare Beauty, echoed Gomez’s sentiments, highlighting that accessibility and connection are at the forefront of this new venture. The collaboration with Ulta Beauty allows the brand to introduce itself to communities that may not have had access to its products previously. This methodical expansion aligns with Rare Beauty’s overarching philosophy of thoughtful growth, a strategy that prioritizes substance over speed. As both companies embark on this journey, it’s clear that the goal is to create meaningful connections with current and potential customers, making it easier for them to engage with the brand’s inspiring mission.
In addition to making their products available to a wider audience, Rare Beauty and Ulta Beauty are teaming up to support charitable causes. From February 1 to 28, donations collected at checkout will be split between the Ulta Beauty Charitable Foundation and the Rare Impact Fund, which focuses on enhancing mental health resources for young people. This initiative exemplifies the shared values of the two brands and emphasizes their mutual dedication to positively impacting the lives of individuals, particularly women and teens in need of support and resources.
The product lineup at Ulta has been carefully curated to showcase Rare Beauty’s standout offerings, particularly in categories where the brand has excelled globally. According to Kim Magee, Rare Beauty’s Chief Sales Officer, products like the Soft Pinch Liquid Blush have garnered immense popularity, and the goal is to ensure that these hero items are easily accessible to Ulta’s diverse customer base. The strong demand for Rare Beauty ahead of the launch is notable, as it has consistently ranked as one of the top searched brands on Ulta’s website, signaling the excitement and anticipation surrounding this partnership.
Ulta Beauty’s Chief Merchandising and Digital Officer, Lauren Brindley, emphasized the strategic thoughtfulness that goes into curating the store’s brand portfolio. By focusing on unique brands that offer distinct products and messaging, Ulta aims to provide a rich shopping experience that resonates with all customers. Rare Beauty’s mission resonates strongly with Ulta’s values, making it a strategic fit not only for its product offerings but also for its commitment to making a meaningful impact in the beauty industry.
Looking toward the future, Friedman shared his vision for long-term success, indicating that the company has an exciting pipeline for 2026 filled with innovative products designed to push the boundaries of beauty. This focus on future growth reinforces Rare Beauty’s commitment to quality and authenticity, ensuring that every new product introduced meets the high standards they set for themselves. The expansion at Ulta Beauty marks not just a broader reach, but also a commitment to creating beautiful products that play a significant role in supporting mental health and self-acceptance – the very foundations on which Rare Beauty was built.