Rare Beauty inks US distribution deal with Ulta Beauty

Rare Beauty by Selena Gomez announced on Monday a new partnership with Ulta Beauty that will see the celebrity beauty line stokced across more than 1,500 Ulta Beauty stores as well as online, from February 1.

The Ulta launch will include Rare Beauty’s best-selling products including Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel, Warm Wishes Effortless Bronzer Stick, and more. The retailer will also house two Ulta-exclusive kits – Selena’s Most-Loved 3-Piece Set and Selena’s Lash & Brow Duo.

The nationwide partnership also marks Ulta Beauty’s first guest donation partnership with a brand. From February 1–28, when guests make a donation in-store at checkout, 50% of their contribution will be directed to the Ulta Beauty Charitable Foundation.

“We are thrilled to celebrate Ulta Beauty’s partnership with Rare Beauty through our first-of-its-kind donation initiative with the Rare Impact Fund,” said Kecia Steelman, president and chief executive officer, Ulta Beauty.

“Supporting and giving back to our community through the Ulta Beauty Charitable Foundation is core to our DNA and reaffirms our commitment to using beauty as a force for good. To team up with Selena and Rare to authentically deliver on our values and drive impact is truly an honor. We look forward to welcoming new and existing guests to join our mission and help foster a sense of belonging and holistic well-being for all.”

The Ulta Beauty deal marks the first retail expansion for the American beauty brand since its launch in 2020 by founder and creator, Selena Gomez

I’m so excited to bring Rare Beauty to Ulta Beauty,” said Gomez. “I started Rare Beauty to help people feel seen and celebrated as they are. This brand is about accepting yourself fully and embracing all the things that make you, you. Expanding means we get to share that mission with even more people, and that makes me really proud.”

Late last year, Rare Beauty and BÉIS joined forces to release a limited-edition “Beauty On-the-Go” collection.