In a crowded celebrity beauty landscape, Rare Beauty has managed to rise above the noise—and today’s breaking news is proof. Starting February 1, Selena Gomez’s beloved brand will be available at Ulta Beauty, a move fans have been quietly (and not so quietly) asking for.
The brand shared the news with followers on Monday, January 5, posting a photo of Gomez to its Instagram feed, seated on a couch alongside the beauty retailer’s instantly recognizable orange shopping bags. “IT’S HAPPENING,” the caption read, confirming that Rare Beauty is coming to all 1,500-plus Ulta Beauty locations nationwide.
Though Rare Beauty’s popularity now feels baked into the beauty industry, the brand itself hasn’t been around that long. Founded in 2020 with makeup essentials we still know and love—like Soft Pinch Liquid Blush ($25) and Always an Optimist Illuminating Primer ($28) —it’s since expanded to include more than 100 products, a body-care line and even beauty accessories.
“I’m so excited to bring Rare Beauty to Ulta Beauty,” Gomez said in a press statement. “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.”
The nationwide rollout also comes with a philanthropic first for the retailer. From February 1 through February 28, guests who donate in-store at checkout will see their contributions split evenly between the Ulta Beauty Charitable Foundation and the Rare Impact Fund, supporting youth mental health and wellbeing initiatives across the country. Founded by Gomez, the Rare Impact Fund focuses on expanding access to mental health resources for young people and has a long-standing commitment to funding community-based programs.
“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, Ulta’s chief merchandising and digital officer. “That’s why we’re so proud to bring Rare to Ulta Beauty and drive its impact further. We are very thoughtful about which brands we launch, and as a brand that shares Selena’s vision and values, we’re thrilled to help propel Rare Beauty to new heights, while enabling even more beauty enthusiasts around the world to see their beautiful possibilities.”
