Rare Beauty Expands to All Ulta Stores With a Mental Health Mission

Selena Gomez’s beauty empire takes a bold leap into **Ulta**—with a cause. Discover how this launch blends makeup, momentum, and meaningful change.

, and Administrator

2026 January 5 . 4:13 PM

1 min read

In this picture we can see a woman wore goggles and giving a beautiful smile. She is standing and... — In this picture we can see a woman wore goggles and giving a beautiful smile. She is standing and she wore a dress which is in red color.

Rare Beauty Expands to All Ulta Stores With a Mental Health Mission

Rare Beauty is set to launch in all Ulta Beauty stores across the US on 1 February. The brand, founded by Selena Gomez, will also be available online at ulta.com. This expansion marks a major step for the beauty company, which has seen strong growth in recent years.

The partnership with Ulta Beauty introduces the retailer’s first guest donation programme. From 1 to 28 February, customers can donate at checkout, with funds split between the Ulta Beauty Charitable Foundation and Rare Beauty’s Rare Impact Fund. Both organisations focus on providing mental health resources for young people.

Rare Beauty has built significant momentum ahead of the launch. It ranks among the most searched brands on ulta.com, with top-selling products like the Soft Pinch Liquid Blush set to be highlighted in stores. Ulta Beauty sees the brand as a strong match for its values, particularly in driving positive social change. The company’s sales reached around $400 million in 2024, a 14% increase from the previous year. Its current valuation exceeds $2 billion. Selena Gomez has expressed enthusiasm about the Ulta Beauty collaboration, calling it an exciting opportunity to reach more customers.

The launch will bring Rare Beauty to over 1,500 Ulta Beauty locations nationwide. The donation campaign aims to raise funds for youth mental health initiatives during February. The brand’s continued growth and high-profile partnership signal its expanding influence in the beauty industry.

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