Rare Beauty is not at Ulta because it has an exclusive partnership with Sephora. This partnership helps Rare Beauty maintain a closer relationship with Sephora, aligning perfectly with its mission and values.
Selena Gomez, the founder, wanted Rare Beauty to promote diversity and inclusivity. Sephora’s values closely match these ideals, making the partnership a natural fit. This bond allows Rare Beauty to focus on its core values.
Sephora offers dedicated support for Rare Beauty, ensuring it reaches the right audience. This exclusive deal provides Rare Beauty with a tailored retail experience. It helps the brand stand out and maintain its unique identity.
Ulta, on the other hand, carries many different brands, which could dilute Rare Beauty’s message. By staying with Sephora, Rare Beauty ensures its mission stays clear and strong. This decision is all about maintaining the brand’s integrity and goals.