Selena Gomez Launches Rare Beauty at Ulta

Selena Gomez expanded her beauty empire in early 2026 as Rare Beauty officially launched in Ulta Beauty stores nationwide, marking a major milestone for one of the most successful celebrity beauty brands.

Selena Gomez began 2026 with a major career milestone. Her beauty brand, Rare Beauty, is now officially available at Ulta Beauty stores across the United States. The launch marks a significant expansion for the brand, which has grown rapidly since its debut.

Gomez attended the launch event on January 31, 2026 in El Segundo, California. She arrived dressed in an all-black office-inspired look that balanced elegance with modern style. The appearance drew attention from fans and industry insiders alike.

A Polished Look for a Big Moment

For the event, Gomez wore a black blazer dress paired with sheer black tights and black heels. A large floral accent at the waist completed the outfit and added visual interest. The look reflected the brand’s polished yet approachable image.

Gomez greeted guests, posed for photos, and spoke about the importance of the Ulta partnership. Her presence underscored how closely she remains involved in the brand’s growth and direction.

From Advocacy to Global Retail Brand

Rare Beauty launched in 2020 with a mission centered on self-acceptance and mental health advocacy. Gomez positioned the brand as a response to unrealistic beauty standards, encouraging people to embrace their natural appearance.

What began as an online-focused brand quickly gained traction. Rare Beauty expanded into Sephora the same year it launched and later entered international markets. The move into Ulta represents one of its largest retail expansions to date.

The brand is now available in more than 1,500 Ulta stores, as well as on the Ulta website, dramatically increasing its accessibility to consumers.

Industry Recognition and Financial Growth

In 2025, Rare Beauty was named the top celebrity beauty brand, surpassing major competitors such as Kylie Cosmetics, Rhode, and Fenty Beauty. The recognition reflected both strong sales and positive consumer response.

The cosmetics line is currently valued at approximately $2.7 billion. Industry analysts expect that figure to rise following the Ulta partnership, which places Rare Beauty in front of a wider customer base. The expansion also positions the brand to compete more aggressively in the crowded beauty market.

A Commitment to Ethical Beauty

Rare Beauty remains a vegan and cruelty-free makeup brand. Its product line includes foundations, blushes, lip products, and skincare items designed for a wide range of skin tones.

The company continues to emphasize inclusivity and authenticity, values that have helped differentiate it from other celebrity-founded brands.

Gomez has consistently stated that Rare Beauty is about more than makeup. The brand supports mental health initiatives and promotes conversations around self-worth and confidence.

With its Ulta launch complete, Rare Beauty enters 2026 with strong momentum. The partnership marks another step in Selena Gomez’s evolution from entertainer to business leader.