Rare Beauty is expanding beyond its original retail footprint with a major new partnership at Ulta Beauty. Here's what you need to know...
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Rare Beauty, founded by Selena Gomez, will launch online and in all Ulta Beauty stores starting February 1, marking its first retail expansion since its 2020 debut with Sephora.
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The Ulta rollout includes two exclusive Rare Beauty product kits, custom in-store fixtures, dedicated marketing, and co-branded gift cards.
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Ulta will introduce its first customer donation partnership, allowing in-store shoppers to donate during February to the Ulta Beauty Charitable Foundation and Rare Impact Fund.
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The launch supports Ulta’s broader merchandising strategy, as the retailer continues to add new and exclusive brands following its 2025 marketplace launch and wellness expansion.
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Ulta reported strong momentum in Q3, with net sales up 12.9% year over year to $2.9 billion and comparable sales up 6.3%, while adding 35 new brands during the quarter, reinforcing the significance of Rare Beauty’s arrival.
The Data Behind DTC Brand Rare Beauty
Rare Beauty emphasizes authenticity by challenging traditional beauty standards and focusing on makeup that enhances, rather than transforms, individual features.
Rare Beauty
Charm Growth Score: 89.49
Charm Success Score: 89.82
Fastest-Growing Channel: Web Traffic
Rare Beauty is makeup made to feel good in, without hiding what makes you unique.
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