Rare Beauty is officially stepping into a new phase of growth with a confirmed nationwide rollout at Ulta Beauty beginning February 1. The expansion marks a major retail milestone for the Selena Gomez–founded brand, which first launched in 2020 with an exclusive partnership at Sephora. According to official statements from Rare Beauty and Ulta Beauty, the brand will be available in more than 1,500 Ulta Beauty stores across the United States as well as on ulta.com, significantly expanding access for shoppers.
Rare Beauty’s Ulta Beauty Launch Expands Access and Community Impact
The company shared that founder Selena Gomez described the Ulta Beauty launch as a meaningful opportunity to bring Rare Beauty’s message of self-acceptance to more people. She explained that the brand was created to help individuals feel seen and celebrated as they are, and that expanding distribution allows that mission to reach new communities. Rare Beauty chief executive officer Scott Friedman echoed that perspective in a company statement, noting that accessibility and connection have guided the decision. He characterized the Ulta partnership as a natural next step that supports thoughtful, intentional growth rather than rapid expansion.
The launch also introduces Ulta Beauty’s first-ever guest donation partnership with a brand. From February 1 through February 28, in-store checkout donations will be evenly divided between the Ulta Beauty Charitable Foundation, which focuses on the well-being of women and teens, and the Rare Impact Fund, which works to expand access to mental health resources for young people. Rare Beauty chief sales officer Kim Magee added that Ulta Beauty’s strong loyalty program provides a valuable platform to share the brand’s story with a broader and highly engaged audience, while the curated product selection will spotlight top-performing items such as the Soft Pinch Liquid Blush.
From Sephora Exclusive to $400 Million Brand: Rare Beauty’s Growth Journey
Since its debut in 2020, Rare Beauty has followed a measured growth strategy rooted in its founding values. The brand reported approximately $400 million in sales in 2024, reflecting a 14 percent increase from the previous year, with industry estimates valuing the company at more than $2 billion. Ulta Beauty confirmed that consumer interest has been building well ahead of the launch, noting that Rare Beauty ranked among the top five most-searched brands on ulta.com overall and was the most-searched cosmetic brand on the platform in 2025.
Ulta Beauty’s chief merchandising and digital officer Lauren Brindley stated that the retailer evaluates brands based on unique perspective, cultural relevance, and long-term potential. She emphasized that Rare Beauty stands out not only for its products but also for its values-driven approach and ongoing work through the Rare Impact Fund. Looking ahead, Friedman shared that Rare Beauty is focused on long-term development, with a pipeline of future launches planned for 2026 after careful consideration of formula readiness and technology.
