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Valued at close to $3 billion, Selena Gomez‘s cult-favorite beauty label Rare Beauty, which she launched in September 2020, is one of Sephora’s top-performing brands — not to mention being the most popular celebrity-backed beauty endeavor of 2025, according to some findings (with its “11.6 million Google searches between October 2024 to September 2025” and eight-million-strong Instagram following, per Cosmetics Business).
Now, Gomez’s success story has a new chapter. On February 1, Rare Beauty went live at Ulta, where you can now shop 36 of its most coveted offerings: from the Soft Pinch Liquid Blush that estimated $70 million in sales only two years after its initial release to the no-less-snag-worthy Positive Light Liquid Luminizer, Soft Pinch Tinted Lip Oil, and a number of kits that are ideal for Valentine’s Day gifting.
The 33-year-old actress made such a splash in the beauty industry that the aforementioned Soft Pinch Liquid Blush’s signature spherical top is now recognized all over the world, which comes with a caveat: Gomez’s cream-of-the-crop collections, especially collaborative ones, tend to sell out in mere days. This is exactly the fate that touched Béis and Rare Beauty’s collab from last October, whose makeup pouches and blush case — swathed in the latter’s top-selling blush color, Worth — were almost impossible to get your hands on (unless you had speedy reflexes, of course). No less buzzy was the Tajín partnership circa August 2025, whose cheek and lip set reinterpreting the Mexican giant’s Clásico Seasoning mix and Chamoy Sauce in makeup form managed to win over foodies and beauty gurus alike (all while paying tribute to Gomez’s own Mexican-American identity).
Not every Rare Beauty gem made it onto the dedicated Ulta.com landing page, but it’s safe to say the strongest players are all there — for the most part tested and approved by our editors in years past (to read the detailed reviews and get more insight into all things Rare Beauty, like its cruelty-free status, turn to WWD Shop’s earlier roundup of the best Rare Beauty products).
“We’re winning in blush, bronzer, brow, highlighter,” Kim Magee, Rare Beauty’s chief sales officer, told WWD for another story. “We want to make those products accessible to the Ulta Beauty guests.”
Gomez’s undertaking is nothing if not value-driven, which is something that attracts customers almost as much as those sculptural fragrance bottles (sadly, the Rare Eau de Parfum has not dropped anchor at Ulta yet). Rare Beauty aims “to reduce the stigma associated with mental health and give people access to the resources they need to support their mental well-being,” having formed the Mental Health Council to help guide strategy while working closely with key mental health partners. The company’s push for self-love and self-acceptance is even evident in the names of its colorways, doubling as positive affirmations. In case you were wondering, this team has a soft spot for Grateful, Serenity, and Transcend.
In short, Rare Beauty has a firm grasp of the secret formula brands need to not only stay afloat but thrive in context of today’s increasingly picky shoppers. It’s ethical, it’s intentional, and it knows how to curate a viral moment. Don’t miss a thing by making your way over to Ulta’s site and scoring the bronzer sticks, brow gels, volumizing mascaras, highlighters, makeup brushes, sunscreens, mists, and under-eye patches found there.
Things this good Rarely last.
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Rare Beauty Soft Pinch Liquid Blush
Meet Rare Beauty’s magnum opus: the Soft Pinch Liquid Blush, over three million units of which were sold in 2022, with no less success being witnessed in the present day. Why people can’t get enough? The blush’s entire objective is to make your skin feel great, and it achieves this by being weightless, noncomedogenic, highly buildable, and derm-tested (experts vouch for its ability to treat sensitive skin well).
Think of the product as a choose your own adventure: either helping you attain a bold, attention-grabbing makeup look or working in service of your soft, flushed, au naturel complexion. Expect a seamless finish every time, paired with silky-smooth application and the ability to blend oh-so-well with other layers like foundation. The Soft Pinch Liquid Blush — which comes in 16 diverse shades at Ulta, as well as dewy or matte options — is not just a looker, though. It’s also boosted by a tight edit of nourishing ingredients, from gardenia to white water lily. (Your face deserves nothing less.)
What testers say: “This liquid blush is absolutely gorgeous. A little goes a long way, so one tube will last forever. It goes on so easily and blends like a dream. The colors are beautiful and will complement any skin tone. I love that it comes in dewy or matte finishes! I want to collect them all!!”
Price upon publish date of this article: $25
Rare Beauty Positive Light Liquid Luminizer
Another bright feather in Rare Beauty’s cap, the Positive Light Liquid Luminizer is made for all those who want more dewiness in the thick of wintertime dryness. The formula here is called “second-skin” for a reason: It’s lightweight, breathable, doesn’t crease throughout the day, and won’t ever feel cakey. A few dots applied to the high points of your face (think cheekbones, the bridge of the nose, and right below the brows) is all it takes to look like you’re glowing from within, whether you choose to say “yes” to the purchase’s coppery Reveal shade, the rose gold Transcend, or something in between.
Our suggestion? Ditching your highlighting powder of yore for this inherently moisturizing and undeniably flattering alternative. Thank us later.
What testers say: “Vibrant and highly pigmented. I love how it melts into my skin and that it’s a very lightweight formula. Definitely a new staple in my makeup routine!”
Price upon publish date of this article: $28
Rare Beauty Brow Harmony Flexible Lifting Gel
On Rare Beauty’s website, this baby is deemed a bestseller, and it’s not hard to see why. The water-based gel is made for sculpting and locking in your brows with all-day hold (of up to 12 hours, to be exact). There’s no tint to the product, though it will bestow upon you the definition and sleekness you so crave. Trying to ace the Gen Z–vetted fluffy brow trend? Use the included brush to distribute the gel in efficient, upward strokes all the way down the brow for volume. So too do minimalist brow shapes come easy with the Brow Harmony Flexible Lifting Gel, which is completely waterproof — resisting perspiration and the oils naturally secreted by skin.
Bonus points: It’s petite enough to stash away in your makeup bag for regular use or take on a plane for quick touch-ups. Which translates to: The gel has no flaws that we’re aware of.
What testers say: “I have used clear brow gels from Glossier, Kosas, Nyx, and more, as well as had my eyebrows laminated regularly. Absolutely nothing compares to this brow gel! With others, I experienced flaking, insufficient hold (hairs slumping after a few hours), and even rashes from certain ingredients. But this Rare Beauty gel holds the brows firmly until you get them wet — creating an extremely consistent hold. It also doesn’t flake at all. I’m going to need a lifetime supply.”
Price upon publish date of this article: $21
Rare Beauty Soft Pinch Tinted Lip Oil
Lip oils with a hint of color are trending right now, especially amidst shoppers who are seeking a subtler substitute to the more-is-more, red carpet–ready red lip. This Rare Beauty iteration is not only Jeffree Star–loved but also has a loyal social media following, made up of people who trust the Soft Pinch Tinted Lip Oil’s shine, never-sticky sensation, gel-to-oil transformation, and plumping action. Packed with jojoba seed oil and sunflower seed oil for antioxidant-rich hydration, the favored lippie gives users full control of just how intense it gets — regulated only by the number of swipes they subject their pouts to. “It’s giving weightless, it’s giving airy,” Star shares with his TikTok fans. We couldn’t agree more with this endorsement.
What testers say: “This is my favorite lip oil. It’s not sticky, provides a beautiful tint, and has a light mintiness to it which I love. When I have dry lips, it also helps them look and feel plumper.”
Price upon publish date of this article: $24
Rare Beauty Warm Wishes Effortless Bronzer Stick
In 2026, bronzers come in a wide variety of textures and types, from cream and powder ones to liquid and drop-based offerings. Rare Beauty’s take? It’s shaped like a chunky stick, which makes application as simple as drawing with markers on a whiteboard. Gliding smoothly over your face’s target areas, the Warm Wishes Effortless Bronzer Stick doles out a sun-kissed appearance (which just might make passerby think you’re back from a tropical vacation). All signs of greasiness are kicked to the curb: great news for anyone who’s prone to breakouts or irritation. Rare Beauty also promises that this hot pick “melts into skin,” meaning its warm tones — including the caramel-inspired Always Sunny we’re partial to — will look ever so natural and not overpower the other components of your makeup du jour.
Looking to squeeze even more use out of this $30 buy? Repurpose it as eyeshadow when your lids are overdue for something creamy and non-drying.
What testers say: “This product has opened my eyes to the world of bronzers, adding just the right amount of warmth to my face. It’s so easy to blend with a brush or fingers, and I’m not left with any harsh lines. I also love the way it feels — practically turning into a powder once you put it on the skin.”
Price upon publish date of this article: $30
Rare Beauty Perfect Strokes Universal Volumizing Mascara
Comparable in price to many top-of-the-line drugstore mascaras, Rare Beauty’s Perfect Strokes Universal Volumizing Mascara (which went live in August 2021) is for everyone. No, seriously: It hits all the high notes when it comes to volume, lift, curl, and length, suiting every beauty need and lash type under the sun. How the mascara is able to have such an extensive resume? That specially designed, curvy brush has a lot to do with it.
Featuring long and short bristles both, the crowd-pleaser deals with the notoriously tricky corners of the eyes and bottom lash line — working its magic from root to tip. And if you’ve long struggled with clumping, smudging, or flaking in this beauty category, know that you can leave all that in the past: being able to go all day without a reapplication while ensuring that neither tears nor rain can get between you and the dramatic eyes of your dreams.
What testers say: “Loved the brush design and the coverage. My lashes looked so much longer and fuller, and it didn’t clump coming out of the bottle. Totally lives up to the hype.”
Price upon publish date of this article: $24
Rare Beauty Selena’s Most Loved Set
Still racking your brain for what to surprise your girlfriend or wife with on Cupid Day? You’re looking right at it. Bursting at the seams with travel-sized versions of Rare Beauty’s most highly rated goodies (that is, the aforementioned mascara, highlighter, and liquid blush), the Ulta-exclusive Selena’s Most Loved Set grants the best of all worlds and will satisfy every kind of makeup addict. No matter if the woman you love — including yourself, because self-gifts are just as important — ends up taking advantage of the trio at work or while jet-setting, it’s going to convince her to get the full sizes of each Gomez-created sampler. Spoiler alert: That’s the desired outcome.
Price upon publish date of this article: $34
Rare Beauty Selena’s Lash & Brow Duo
Now, if you’re more concerned about pampering the hair on your face (read: eyelashes and brows), Selena’s Lash & Brow Duo presents itself as a no-brainer choice. Believe it or not, the Brow Harmony Flexible Lifting Gel shows face here in its full-fledged, 0.15-ounce glory, joined by a mini Volumizing Mascara that nonetheless secures big results. The eye-opening duo is another Rare Beauty find that’s only available to shop at Ulta, so, as much as these things can be predicted, our team thinks there’s a strong likelihood of it selling out and doing so fast.
Grab the two-in-one combo for the biggest beauty buff you know, put a bow on it, and become the most thoughtful gift-giver in a 100-mile radius.
Price upon publish date of this article: $27
Perks of Shopping at Ulta
After reading all this, you might find yourself asking a very logical question: Why is shopping Rare Beauty at Ulta better than shopping the company anywhere else? The long and short of it is this — Ulta is a leading skin care and makeup destination that comes in clutch with limited-time offers and year-round perks such as free shipping on orders over $35 or same-day delivery based on your location.
Case in point: If you fill your online cart with $35 or more in Rare Beauty products, you’ll receive a complimentary Soft Pinch Liquid Blush sample in the color Hope. This deal is available through February 7, and only shipped orders qualify. For more fun bonuses, you can open an Ulta Beauty Rewards credit card (after which you’ll be getting 20 percent off your next purchase). Even so much as becoming a rewards member for free unlocks unmissable goodies the likes of points on every dollar spent, a special birthday gift, and beyond.
For comparison’s sake, Rare Beauty’s direct site only provides free shipping on orders that clock in at $50 or higher. As far as samples are concerned, we’re of the belief that they’re not as juicy as Ulta’s (being the kinds of teeny lipstick and hand cream portions you’d find in a ’90s-era women’s magazine).
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