Beauty Launches

Selena Gomez’s Rare Beauty Debuts at Ulta

The brand's debut includes a first-of-its-kind giving partnership at Ulta Beauty, supporting Rare Impact Fund and Ulta Beauty Charitable Foundation.

January 5, 2026

By: Rachel Klemovitch

Assistant Editor

Rare Beauty by Selena Gomez officially announced that the brand will be launching into all Ulta Beauty stores and online, beginning on February 1, 2026.

The expansion marks the first retail expansion for the brand since its 2020 launch.

The nationwide rollout also marks Ulta Beauty’s first guest donation partnership with a brand.

From February 1–28, 2026, when guests make a donation in-store at checkout, 50% of their contribution will be directed to the Ulta Beauty Charitable Foundation (UBCF), and 50% will support the Rare Impact Fund.

All donations will help empower youth in communities across the country by supporting their well-being and mental health.

Selena Gomez, Rare Beauty Founder and Creator, 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 include an assortment of Rare Beauty’s best-selling products and hero collections, including Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel, Warm Wishes Effortless Bronzer Stick, and more.

The retailer will also debut two Ulta-exclusive kits – Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo – at launch.

Kecia Steelman, President and Chief Executive Officer, Ulta Beauty, commented,

“We are thrilled to celebrate Ulta Beauty’s partnership with Rare Beauty through our first-of-its-kind donation initiative with the Rare Impact Fund. Supporting and giving back to our community through the Ulta Beauty Charitable Foundation is core to our DNA and reaffirms our commitment to using beauty as a force for good. To team up with Selena and Rare to authentically deliver on our values and drive impact is truly an honor.”

This retail partnership will be highlighted with prominent exposure and branded elements in stores and online.

This includes custom fixtures and eye-catching product merchandising, window banners featuring the founder and hero products, along with co-branded gift cards and more surprises.