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Exploring Beauty Avenues: Does Ulta Carry Rare Beauty?

As a beauty enthusiast, I’m always on the lookout for new and exciting makeup brands to explore as part of my self-care routine. One brand that has caught my eye recently is Rare Beauty, founded by Selena Gomez. But does Ulta sell Rare Beauty?

We’ll dive into the availability of this popular brand at the renowned beauty retailer Ulta Beauty, as well as the story behind Rare Beauty’s mission and product offerings.

About Ulta Beauty

Ulta Beauty is the largest beauty retailer in the United States, offering a comprehensive shopping experience across its retail locations, website, and mobile apps. With over 1,385 stores across all 50 states, Ulta Beauty provides a wide assortment of prestige and mass beauty products from more than 600 brands, including its own private label brand.

Some key facts about Ulta Beauty:

  • Carries over 25,000 products across categories like cosmetics, fragrance, skincare, and haircare
  • Offers beauty services through salons in every store
  • Provides a compelling value proposition with a diverse product range
  • Ulta Beauty Rewards is the industry-leading loyalty program, offering promotions, coupons, and gifts
  • Offers various fulfillment options like buy online pickup in-store, curbside pickup, ship from store, and ship to home
  • Annual net sales grew from $6.72 billion in 2018 to $11.21 billion in 2023 (projected)
  • Annual net income increased from $658.6 million in 2018 to $1.29 billion in 2023 (projected)
  • Focused on environmental, social, and governance (ESG) initiatives

While Ulta Beauty carries a vast array of beauty brands, including popular names brands like about-face, Ariana Grande, FENTY BEAUTY by Rihanna, It Cosmetics, and more, the comprehensive list does not currently include by Selena Gomez.

Rare Beauty: The Brand Story

Rare Beauty is a makeup brand founded by Selena Gomez in 2019, with a mission to redefine beauty standards and promote inclusivity. The brand’s vision is to create a safe, welcoming space that supports mental well-being across all demographics. Rare Beauty’s core values include:

  • Believing in the beauty of imperfections
  • Nurturing a caring, respectful community
  • Creating meaningful connections and relationships
  • Championing authenticity and positivity
  • Leading with transparency to build trust
  • Believing there is power in being vulnerable

The brand offers a diverse range of makeup products across face, eye, lip, and tools categories, with a focus on self-acceptance and providing tools to help people feel less alone. Some key highlights of Rare Beauty include:

  • 48 foundation and concealer shades
  • Disability-friendly packaging
  • 1% of sales donated to the Rare Impact Fund for mental health initiatives
  • Best-selling product: Liquid Blush ($70 million in sales in 2022)
  • Fastest-growing celebrity beauty brand on social media (6.4 million Instagram followers, 3.4 million TikTok followers)
  • Multiple beauty awards and recognition

Rare Beauty maintains a selective retail strategy, focusing on partnerships that align with its values and mission. The brand has an online store and is available at Sephora stores in North America, as well as in select countries in Europe, Asia, and the Middle East.

Availability of Rare Beauty

Based on the information provided, it appears that Rare Beauty products are not currently available at Ulta Beauty stores or on the Ulta website. The brand maintains a selective retail strategy, focusing on partnerships that align with its values and mission. While Rare Beauty has an online store and is available at Sephora stores in North America, as well as in select countries in Europe, Asia, and the Middle East, there is no indication that Ulta Beauty is one of its retail partners at this time.

However, it’s worth noting that retail partnerships and availability can change over time. As a rapidly growing and popular brand, Rare Beauty may potentially expand its distribution channels in the future, including a possible partnership with Ulta Beauty. Beauty enthusiasts and Rare Beauty fans may want to keep an eye out for any updates or announcements regarding the brand’s availability at Ulta or other major retailers.

In the meantime, those interested in purchasing Rare Beauty products can explore the brand’s official website or visit Sephora stores and website for their desired Rare Beauty makeup items.


In essence, while Rare Beauty by Selena Gomez is currently not available at Ulta Beauty, the popular makeup brand has garnered significant attention and success with its mission of promoting inclusivity and self-acceptance. The brand’s selective retail strategy highlights its commitment to partnering with retailers that align with its values. As the beauty industry continues to evolve, it remains to be seen whether Rare Beauty will expand its distribution channels to include Ulta Beauty in the future.

Ultimately, beauty enthusiasts seeking to experience Rare Beauty’s diverse product range can explore the brand’s online store or visit Sephora locations. As the brand continues to grow, its availability may change, offering more opportunities for consumers to discover and embrace Rare Beauty’s ethos of celebrating individuality and fostering mental well-being through beauty.


Can I Purchase Rare Beauty Products at Ulta Beauty Stores?

Rare Beauty has opted for an exclusive retail strategy, selecting specific retailers to distribute their products. Unfortunately, Ulta Beauty is not among these selected retailers, meaning you won’t find Rare Beauty products there.

Where Can I Shop for Rare Beauty Products in the United States?

In the United States, Rare Beauty products are available at Sephora and SpaceNK stores. You can use the Rare Beauty Store Locator on their official website to find a store near you that carries Rare Beauty by Selena Gomez.

Is Sephora the Only Store That Sells Rare Beauty?

Initially, Rare Beauty was launched exclusively through their official website and Sephora stores in North America on September 3, 2020. Since its launch, the brand has expanded its availability to include countries in Europe, Asia, and the Middle East, though Sephora was the first major retailer to carry the brand.

Why Are Rare Beauty Products Frequently Sold Out?

The frequent sell-outs of Rare Beauty products can be attributed to the brand’s immense popularity. Founded by Selena Gomez in 2019, Rare Beauty has quickly amassed a large following. This popularity is due in part to the brand’s mission to challenge traditional beauty standards and promote the celebration of individuality, leading to high demand for their products.


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