Uncommon Magnificence by Selena Gomez will develop into mass specialty retail, with Ulta Magnificence set to inventory the model in additional than 1,500 US shops and on Ulta.com starting subsequent month.
Ulta’s announcement comes because the retailer continues to stipulate plans for 2026 assortment “newness” following its newest reported quarter. As beforehand reported by CosmeticsDesign, “our retailers have been arduous at work in creating their plans for fiscal 2026, we’ve an thrilling pipeline of newness,” Kecia Steelman, Ulta Magnificence president and CEO, stated through the firm’s earnings name in December.
‘An thrilling new chapter for the model’
The model stated its Ulta rollout is designed to broaden entry to its core assortment and units. “I’m so excited to convey Uncommon Magnificence to Ulta Magnificence,” stated Selena Gomez, Uncommon Magnificence founder and creator, in a press assertion.
“I began Uncommon Magnificence to assist individuals really feel seen and celebrated as they’re,” she added, and “increasing means we get to share that mission with much more individuals, and that makes me actually proud.”
Uncommon Magnificence CEO Scott Friedman framed the enlargement in distribution phrases. “Uncommon Magnificence’s enlargement into Ulta Magnificence marks an thrilling new chapter for the model,” Friedman stated in the identical press launch. “Our purpose is to make individuals really feel good and that features making it simpler for our group and Ulta Magnificence friends to search out our merchandise.”
Alignment with Ulta’s plans for 2026
Ulta has hinted at assortment planning and upcoming launches like Price Magnificence as a part of its broader merchandising work. “Our merchandising imaginative and prescient is to actually curate and encourage friends with the perfect magnificence and wellness assortment for all life levels,” Steelman stated through the December earnings name.
She additionally pointed to a robust pipeline extending into the following fiscal yr. “Backside line, I really feel actually nice about what I’m seeing for 2026,” Steelman stated.
Retailer-first visitor donation model partnership
Alongside the rollout, Ulta Magnificence confirmed it’s going to run its first visitor donation partnership with a model. All through February, in-store customers can donate at checkout, with 50% of every contribution directed to the Ulta Magnificence Charitable Basis and 50% to the Uncommon Affect Fund. The press launch said donations aren’t tied to any particular product buy.
“We’re thrilled to have fun Ulta Magnificence’s partnership with Uncommon Magnificence by our first-of-its-kind donation initiative with the Uncommon Affect Fund,” Steelman stated within the press launch. “Supporting and giving again to our group by the Ulta Magnificence Charitable Basis is core to our DNA,” she added.
Assortment and exclusives at launch
Ulta Magnificence stated the preliminary lineup will embrace finest sellers and hero collections, together with Delicate Pinch Liquid Blush, Forehead Concord Versatile Lifting Gel, and Heat Needs Easy Bronzer Stick, in addition to two Ulta-exclusive kits: Selena’s Most-Liked 3-Piece Set and Selena’s Lash & Forehead Duo.
“Uncommon Magnificence is a really one-of-a-kind model, not just for the merchandise however for the aim on which the model was constructed,” stated Lauren Brindley, chief merchandising and digital officer at Ulta Magnificence within the launch. “That’s why we’re so proud to convey Uncommon to Ulta Magnificence and drive its impression additional,” she added.
Uncommon Magnificence chief gross sales officer Kim Magee stated the model is targeted on attain whereas retaining its positioning constant. “Increasing into Ulta Magnificence provides us a chance to succeed in a completely new viewers whereas staying true to our founding mission of breaking down unrealistic requirements of perfection,” Magee stated within the assertion, and “we’re excited to proceed to share this message and convey our fan favourite merchandise to new clients.”
Ulta Magnificence stated the partnership can be supported with devoted merchandising in shops and on Ulta.com, together with customized fixtures, product shows, and window banners, plus co-branded reward playing cards.
Uncommon Magnificence can be accessible at Ulta Magnificence shops nationwide and on Ulta.com beginning February 1, 2026.
