Selena Gomez’s beauty brand Rare Beauty is set to launch at Ulta Beauty stores and online starting Feb. 1, 2026, marking a significant expansion of the brand’s retail footprint beyond its longtime partner Sephora. This move represents one of the most notable beauty merchandising developments of the year as Rare Beauty seeks broader accessibility and exclusive offerings for its fanbase.
Under the new rollout, Ulta Beauty will carry an assortment of Rare Beauty’s bestselling products — from cult favorites like Soft Pinch Liquid Blush to Brow Harmony Flexible Lifting Gel — while also introducing Ulta‑exclusive product kits that aren’t available elsewhere.
The partnership includes custom store fixtures, co‑branded gift cards, and a customer donation initiative featuring in‑store opportunities to support both the Ulta Beauty Charitable Foundation and Rare Beauty’s Rare Impact Fund throughout February.
This launch highlights Ulta Beauty’s ongoing merchandising strategy to diversify its brand portfolio and drive traffic through exclusive collaborations. In recent years, Ulta has expanded into new categories including wellness and marketplace brands, and has added over 35 new brands to its lineup in recent quarters.
According to company reports, these efforts helped lift net sales by 12.9% year‑over‑year in the third quarter of 2025, with increases in both transactions and average ticket size.
For Rare Beauty, the Ulta partnership broadens distribution after years of retailing primarily through Sephora and the brand’s own channels. The cosmetics line, founded in 2020 with a mission to promote self‑acceptance and inclusivity, has built a strong community around its approachable, quality products.
Bringing Rare Beauty into Ulta’s more than 1,300 U.S. stores and robust online ecosystem introduces the brand to a wider audience of beauty shoppers and aligns with Ulta’s focus on inclusive, trend‑driven assortments.
As competition heats up in beauty retail, this collaboration between a star‑powered brand and a leading omnichannel retailer underscores the importance of exclusive products, charitable initiatives, and strategic merchandising in capturing consumer attention and loyalty in 2026.
