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Selena Gomez’s Rare Beauty Just Landed at Ulta — Here’s What You Should be Shopping

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. 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. explore rare beauty at ulta 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

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