On February 1, Rare Beauty entered all 1,500-plus Ulta Beauty stores nationwide and debuted on the retailer’s website, marking the brand’s first U.S. retail expansion since its launch at Sephora in September 2020. On launch day, it broke Ulta Beauty’s existing sales records, delivering the largest brand debut in the retailer’s history, according to Rare Beauty representatives. In the roughly 48 hours since, it has claimed No. 1 spots for brand sales in the blush, highlighter, contour, bronzer, lip and brow categories. Ahead of the launch, Rare Beauty was Ulta Beauty’s most-searched-for cosmetics brand, signaling strong demand going into the partnership, said Kim Magee, Rare Beauty’s chief sales officer, citing data from the retailer. “There was a huge appetite for the brand already, and [now we] have that accessibility in over 1,500 plus stores, which [founder] Selena [Gomez] is super excited about.” Great efforts were taken to support a strong launch, she said: “There’s a Rare Beauty takeover in over 1,500 stores. We’re front of store, we have all the windows, the banners, a cash wrap display — we’re everywhere. We have advertising on the front cover of the Ulta Beauty magazine, and then inside [the magazine], we had a two-page spread that was super strong.”Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
