Rare Beauty Launches New Foundation Exclusively at Sephora
What happened
Selena Gomez's Rare Beauty brand is launching a new foundation, available exclusively at Sephora. The launch emphasizes an inclusive and wide range of shades, reinforcing the brand's position in the prestige beauty market. As the brand expands its product lines, the potential for future surplus inventory increases.
Why it matters
- Rare Beauty's valuation has surpassed $2 billion, with annual revenue crossing $400 million in the 12 months ending in February 2024. Projections for 2025 estimate revenue could reach over $500 million. - While initially launching exclusively with Sephora in North America in 2020, the brand is expanding its retail footprint significantly. As of February 1, 2026, Rare Beauty products will be available in all Ulta Beauty stores nationwide and on Ulta.com. - The brand's first foundation, the Liquid Touch Weightless Foundation, launched with an inclusive range of 48 shades, establishing a core tenet of its product strategy. - Founder Selena Gomez holds a majority stake in the company, and despite rumors of a potential sale or IPO after its valuation hit $2 billion, those plans were reportedly shut down. - The Sephora-exclusive launch model is a key strategy for the retailer, with approximately half of the products it sells being exclusive. This approach helps drive store traffic and create "blockbuster" launch events for new products. - This launch enters a strong market, as U.S. prestige beauty sales rose 8% to $15.3 billion in the first half of 2024, while the mass beauty market remained flat
Key numbers
- - Rare Beauty's valuation has surpassed $2 billion, with annual revenue crossing $400 million in the 12 months ending in February 2024.
- Projections for 2025 estimate revenue could reach over $500 million.
- While initially launching exclusively with Sephora in North America in 2020, the brand is expanding its retail footprint significantly.
- As of February 1, 2026, Rare Beauty products will be available in all Ulta Beauty stores nationwide and on Ulta.com.
What happens next
- Projections for 2025 estimate revenue could reach over $500 million.
- As of February 1, 2026, Rare Beauty products will be available in all Ulta Beauty stores nationwide and on Ulta.com.
- Founder Selena Gomez holds a majority stake in the company, and despite rumors of a potential sale or IPO after its valuation hit $2 billion, those plans were reportedly shut down.
Quick answers
What happened in Rare Beauty Launches New Foundation Exclusively at Sephora?
Selena Gomez's Rare Beauty brand is launching a new foundation, available exclusively at Sephora. The launch emphasizes an inclusive and wide range of shades, reinforcing the brand's position in the prestige beauty market. As the brand expands its product lines, the potential for future surplus inventory increases.
Why does Rare Beauty Launches New Foundation Exclusively at Sephora matter?
Rare Beauty's valuation has surpassed $2 billion, with annual revenue crossing $400 million in the 12 months ending in February 2024. Projections for 2025 estimate revenue could reach over $500 million. While initially launching exclusively with Sephora in North America in 2020, the brand is expanding its retail footprint significantly. As of February 1, 2026, Rare Beauty products will be available in all Ulta Beauty stores nationwide and on Ulta.com. The brand's first foundation, the Liquid Touch Weightless Foundation, launched with an inclusive range of 48 shades, establishing a core tenet of its product strategy. Founder Selena Gomez holds a majority stake in the company, and despite rumors of a potential sale or IPO after its valuation hit $2 billion, those plans were reportedly shut down. The Sephora-exclusive launch model is a key strategy for the retailer, with approximately half of the products it sells being exclusive. This approach helps drive store traffic and create "blockbuster" launch events for new products. This launch enters a strong market, as U.S. prestige beauty sales rose 8% to $15.3 billion in the first half of 2024, while the mass beauty market remained flat
