Selena Gomez’s Rare Beauty is about to get a whole lot easier to shop. The brand is set to launch nationwide at Ulta Beauty from February 1, expanding its footprint to more than 1,500 stores and ulta.com.
The move marks a major next step for the label, which first launched in 2020 and quickly became one of beauty’s biggest success stories, thanks to viral hero products and a mission rooted in self-acceptance and mental health advocacy.
Gomez framed the expansion as a values-led moment rather than a simple retail win.
Speaking in a statement, she said:
“I’m so excited to bring Rare Beauty to Ulta Beauty. 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 launch will also include a guest donation partnership running throughout February, with in-store checkout contributions split between the Ulta Beauty Charitable Foundation and the Rare Impact Fund.