Selena Gomez’s mission-driven makeup brand takes a major step, bringing its bestselling products to Ulta stores across the country
A New Milestone for Rare Beauty
January 5, 2026; Rare Beauty by Selena Gomez is officially expanding across the U.S., launching nationwide at Ulta Beauty locations and online. The move marks a major milestone for the brand — widening access for fans who previously could only shop the line through limited retailers and select markets.
The expansion reflects Rare Beauty’s growing popularity, fueled by a blend of thoughtful formulas, relatable branding, and Gomez’s commitment to authenticity and mental-health advocacy.
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Why This Launch Matters
For many shoppers, Rare Beauty isn’t just another celebrity makeup brand — it represents a shift in how beauty companies speak about identity, confidence, and self-expression.
By moving into Ulta Beauty, one of the nation’s largest beauty retailers, Rare Beauty is poised to reach millions of new consumers — including shoppers in suburban and small-town markets where high-end brands can often feel out of reach.
HOLR has the latest news that Ulta plans to feature the line prominently, integrating it into both in-store and digital experiences.
Image Credit: PR Newswire
What Customers Can Expect in Stores
The Ulta rollout will include Rare Beauty favorites such as:
Soft Pinch Liquid Blush
Positive Light highlighters and luminizers
Always an Optimist primer and complexion essentials
Lip oils, tints, and weightless matte lipsticks
Beauty advisors are expected to provide shade-matching assistance and education on signature techniques behind Rare Beauty’s soft-glow finish. Interactive displays will also spotlight Gomez’s mental-health initiatives tied to the brand’s mission.
Selena Gomez’s Vision in Action
From the start, Gomez positioned Rare Beauty around acceptance rather than perfection. The messaging encourages people to show up as they are — emotional, evolving, and imperfect — rather than chase unrealistic beauty ideals.
Expanding into Ulta Beauty reinforces that philosophy, making the products accessible to a broader audience while staying rooted in purpose.
HOLR has the latest news that Gomez expressed gratitude to supporters, crediting the community for helping transform Rare Beauty from a launch idea into a national movement.
Image Credit: variety
Beyond Makeup: A Brand With Intention
Central to Rare Beauty’s identity is the Rare Impact Fund, which supports youth mental-health resources worldwide. A portion of proceeds continues to go toward this mission — meaning the Ulta expansion could significantly increase funding for programs and outreach.
For customers, that connection deepens loyalty. They aren’t just buying makeup — they’re supporting a broader cultural conversation around wellness and emotional health.
Ulta’s Strategy: Beauty With Meaning
Ulta’s decision to bring Rare Beauty into stores aligns with its ongoing focus on inclusive brands that prioritize authenticity and representation.
The retailer has leaned into product education, community-driven storytelling, and destigmatizing mental-health conversations — making Rare Beauty an organic fit.
Industry analysts say the launch will likely boost both in-store traffic and online discovery — especially among Gen-Z and millennial shoppers who value purpose-driven brands.
Image Credit: Us Weekly
What This Means for the Beauty Market
With beauty trends shifting toward skin-first makeup, lighter coverage, and natural finishes, Rare Beauty’s aesthetic fits perfectly with current consumer demand.
At the same time, the brand competes in a saturated industry — making its emotional resonance and strong values stand out even more. The Ulta expansion signals confidence not just in Rare Beauty’s sales potential, but in its staying power.
Looking Ahead
As Rare Beauty plants roots across Ulta locations, fans can expect exclusive sets, seasonal collections, and in-store activations that continue building community around the brand.
For Selena Gomez, the move represents something bigger than retail growth — it reinforces her ongoing mission: to empower beauty that feels real, human, and inclusive.
Published by HOLR Magazine