Introducing Rare Beauty: A New Era in Makeup

In the fast-paced world of beauty and cosmetics, the launch of Rare Beauty at Ulta Beauty marks a significant milestone. Founded by Selena Gomez, Rare Beauty is now available in over 1,500 Ulta locations nationwide, expanding its reach since its inception at Sephora in September 2020. The buzz surrounding this brand’s launch has not only broken sale records but has also captivated beauty enthusiasts across the country.

A Groundbreaking Launch

On February 1, Rare Beauty set a new precedent by becoming the largest brand debut in Ulta Beauty’s history, dominating sales in categories like blush, highlighter, contour, bronzer, lip, and brow products. Kim Magee, Rare Beauty’s Chief Sales Officer, noted that the brand was already the most searched for at Ulta before the launch, indicating robust consumer interest. “There was a huge appetite for the brand already,” she stated.

To enhance the launch experience, Rare Beauty executed a comprehensive marketing strategy that included prominent displays throughout each Ulta store. Magee revealed, “We have taken over over 1,500 stores with window displays, banners, and a dedicated cash wrap display.” Additionally, promotional efforts extended to Ulta’s magazine, where Rare Beauty secured a striking two-page spread.

Exclusive Product Offerings

To celebrate its entry into Ulta, Rare Beauty introduced two exclusive kits designed to attract new customers. The “$34 Selena’s Most Loved” kit features mini versions of the brand’s liquid blush, liquid highlighter, and mascara. Meanwhile, the “$27 Selena’s Lash & Brow Duo” includes a mini mascara and a full-size brow gel—perfect for those looking to explore the brand.

A Warm Welcome

Gomez’s brand has seen enthusiastic responses from beauty lovers. “People were saying, ‘Now I can finally get Rare Beauty!’” said Magee, pointing out that many fans previously lacked access to Sephora stores.

The launch was celebrated with flair at Ulta Beauty’s El Segundo location in Los Angeles, where a stunning drone show illuminated the sky. “It was unlike anything we’ve ever done before,” remarked Ashley Murphy, Vice President of Consumer Marketing, capturing the excitement of the occasion.

Engaging with the Community

Gomez continued the celebrations with an appearance at Ulta’s Chelsea location in New York, where fans and influencers gathered for a meet and greet. The launch also featured a unique donation initiative, allowing shoppers to contribute at checkout to support youth mental health efforts through the Ulta Beauty Charitable Foundation and the Rare Impact Fund.

Elyse Cohen, Chief Impact Officer of Rare Beauty, shared that the Rare Impact Fund aims to raise $100 million to improve global access to youth mental health services. To date, the fund has successfully raised over $30 million, illustrating the brand’s commitment to meaningful social impact.

Conclusion

Rare Beauty’s retail expansion into Ulta Beauty not only marks a pivotal point for the brand but also symbolizes a growing community invested in mental health awareness and accessible beauty. By breaking sales records and reaching new audiences, Rare Beauty is proving that its mission extends far beyond makeup—it’s about creating a supportive environment for self-expression and well-being. For those interested in exploring these innovative products, now is the perfect time to dive into the world of Rare Beauty!