Ulta doesn’t carry Rare Beauty because the brand has exclusive partnerships with specific retailers. These retailers include Sephora, Amazon, and Rare Beauty’s own website. This approach helps Rare Beauty maintain a focused distribution strategy.
Rare Beauty’s partnerships align with its core values. These values include being vegan and cruelty-free. By limiting its retail partners, Rare Beauty ensures that its products meet these standards.
The brand also prioritizes mental health initiatives. Rare Beauty’s chosen retailers support this important aspect of the brand. This commitment helps the brand stay true to its mission.
By choosing specific retailers, Rare Beauty manages to control its brand image better. This strategy helps in maintaining the quality and values that customers appreciate.
So, while you won’t find Rare Beauty at Ulta, you can still find it at Sephora, Amazon, and their own website. This selective distribution supports their unique brand mission and values.