Selena Gomez’s Rare Beauty Launches Nationwide at Ulta Beauty
Rare Beauty, founded by Selena Gomez, is preparing for a significant expansion with a nationwide launch at Ulta Beauty starting February 1. This move will increase the brand’s presence in over 1,500 Ulta stores and on ulta.com, allowing greater access to its unique offerings.
Selena Gomez on Rare Beauty’s Mission
Selena Gomez expressed her excitement about the launch, emphasizing the brand’s commitment to self-acceptance and mental health. “I started Rare Beauty to help people feel seen and celebrated as they are,” she stated. The expansion enables Rare Beauty to share its message with a wider audience.
Strategic Growth and Accessibility
Scott Friedman, CEO of Rare Beauty, highlighted the importance of accessibility. He noted that partnering with Ulta Beauty allows the brand to reach new markets. “We’re widening our distribution and able to meet people where they are,” Friedman explained. This strategic approach ensures that the brand continues to grow intentionally and sustainably.
Community Partnership
The Ulta Beauty launch includes an innovative charitable initiative. From February 1 to February 28, donations collected at checkout will benefit both the Ulta Beauty Charitable Foundation and the Rare Impact Fund, which enhances mental health resources for youth. Kim Magee, Chief Sales Officer of Rare Beauty, spoke about the opportunity this partnership creates to engage with a larger customer base.
Product Highlights and Performance
- Rare Beauty’s strongest product categories include:
- Blush
- Bronzer
- Brow products
- Highlighter
- Soft Pinch Liquid Blush remains the brand’s most popular item worldwide.
- The brand’s total sales in 2024 reached approximately $400 million, representing a 14% increase from the previous year.
- Current estimates value Rare Beauty at over $2 billion.
Anticipation and Future Plans
Rare Beauty’s presence at Ulta is highly anticipated, as it has been among the top five searched brands on Ulta’s website. Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty, noted the brand’s strong cultural resonance and the unique products it brings. She emphasized that Rare Beauty aligns closely with Ulta’s values and commitments.
Looking to the future, Scott Friedman indicated that Rare Beauty is building a strong pipeline of new products for 2026. The focus is on quality and readiness, ensuring the brand continues to thrive in the long term.
