Selena Gomez’s Rare Beauty will be entering all Ulta Beauty stores nationwide beginning Feb. 1.
“IT’S HAPPENING💫,” the two beauty brands announced in a joint post on Instagram Jan. 5. “See you soooon.” Rare Beauty posted, “We can’t wait to meet even more of you, welcome new friends, and share what we’ve been building together.”
As Fashionista reports, this will be the beauty brand’s first retail rollout since its launch five years ago at Sephora in 2020. Consumers will be able to shop Rare Beauty’s bestsellers and hero collections, plus two store-exclusive kits: Gomez’s “Most-Loved 3-Piece Set” and a “Lash & Brow Duo.”
“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,” Gomez said in a press statement.
As USA Today reports, Gomez, 33, launched her cosmetics company Rare Beauty in 2020. At the time, Gomez said that the idea was inspired by her time sitting in a makeup chair for her various career projects including TV shows, music videos and movies.
“I’m so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare,” Gomez had said at the time, USA Today previously reported. “These products aren’t about being someone else, it’s about being who you are, whether that’s rocking a full face of bold makeup or barely any makeup at all.”
That message apparently resonated with consumers. In June 2025, the cosmetics company was valued at $1.3 billion and Bloomberg, in Sept. 2024, had declared Gomez a billionaire.
One percent of all sales from the line, and all funds raised from partners, always go to the Rare Impact Fund, which has a goal to raise $100 million to help address the gaps in mental health services for “underserved communities.”
Gomez has long been an advocate for mental health awareness, and by bringing the popular makeup line to all Ulta stores and Ulta.com, Rare Beauty will reach more customers and spread the brand’s mission of self-acceptance and mental health awareness.
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