Rare Beauty Blooms at Ulta: Selena Gomez’s Brand Expands with a Charitable Twist

Rare Beauty, the celebrated beauty line founded by Selena Gomez, is expanding its retail presence significantly with a new partnership with Ulta Beauty. Beginning February 1st, Rare Beauty products will be available in over 1,500 Ulta Beauty stores nationwide, as well as online at Ulta.com. This marks the first retail expansion for the brand since its launch in 2020.

The launch will feature Rare Beauty’s most popular items, including the highly sought-after Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel, and Warm Wishes Effortless Bronzer Stick, among others. To further entice customers, Ulta Beauty will also exclusively offer two curated kits: Selena's Most-Loved 3-Piece Set and Selena's Lash & Brow Duo, providing unique value for both existing fans and newcomers to the brand.

This partnership extends beyond simply offering products; it also introduces a charitable component. Ulta Beauty is designating this as its first guest donation partnership with a brand. Throughout February, from the 1st to the 28th, 50% of all donations made at Ulta Beauty checkout will be directed to the Ulta Beauty Charitable Foundation, demonstrating a commitment to social responsibility.

Kecia Steelman, President and CEO of Ulta Beauty, expressed enthusiasm for the collaboration, stating the initiative aligns perfectly with Ulta Beauty’s core values. She highlighted the company’s dedication to using beauty as a force for good and praised the opportunity to partner with Selena Gomez and Rare Beauty to foster a sense of belonging and holistic well-being. The partnership with the Rare Impact Fund is described as “first-of-its-kind.”

Selena Gomez herself shared her excitement about the expansion, emphasizing the core mission of Rare Beauty: to help individuals feel seen, celebrated, and empowered to embrace their authentic selves. She views the wider availability through Ulta Beauty as a means to extend this message to a larger audience, expressing pride in the brand’s ability to promote self-acceptance and individuality.

This announcement follows a recent collaboration between Rare Beauty and BÉIS, which resulted in a limited-edition “Beauty On-the-Go” collection released late last year, showcasing Rare Beauty’s continued efforts to engage with consumers through innovative and strategic partnerships.