Rare Beauty rolls out across all 1,500+ Ulta stores; first retail move since 2020 launch

February 1, 2026 — Rare Beauty by Selena Gomez launched in all 1,500+ Ulta Beauty stores and Ulta.com, its first major retail expansion since the brand's 2020 Sephora debut. Rollout included two Ulta-exclusive gift sets and a charitable donation partnership between the Rare Impact Fund and Ulta Beauty Charitable Foundation for youth mental health. Rare Beauty's Sephora exclusivity is now formally over; the brand is available at both major US prestige beauty retailers simultaneously. At scale across Ulta's 40M Ultamate Rewards members, one of the largest single-quarter prestige distribution additions Ulta has made.