Rare Beauty by Selena Gomez Set for Nationwide Expansion in Ulta Stores
Selena Gomez’s beauty empire, Rare Beauty, is poised for a significant expansion. The brand announced on January 5, 2026, that it will be launching in all 1,500+ Ulta Beauty stores nationwide and on Ulta.com from February 1, 2026. This move marks the brand’s first major retail expansion since its inception in 2020.
“I’m so excited to bring Rare Beauty to Ulta Beauty,” said Gomez. “I started Rare Beauty to help people feel seen and celebrated as they are. Expanding means we get to share that mission with even more people, and that makes me really proud.”
The rollout also introduces a unique initiative – Ulta Beauty’s first-ever guest donation partnership with a brand. Throughout February 2026, in-store shoppers will have the opportunity to donate at checkout. The contributions will be split equally, with 50% going to the Ulta Beauty Charitable Foundation and the remaining 50% supporting the Rare Impact Fund. Both initiatives are focused on youth mental health and wellbeing.
In 2024, Rare Beauty’s sales reached approximately $400 million, marking a 14% increase from 2023. Industry estimates now value the brand at over $2 billion. The brand has already gained significant traction, becoming the top searched cosmetic brand on ulta.com in 2025, indicating strong consumer demand ahead of the official launch.
Source: www.prnewswire.com