Rare Beauty isn’t available at Ulta due to its exclusive partnerships with certain retailers, such as Sephora. This strategy helps Rare Beauty maintain a focused distribution, aligning with the brand’s core values and goals.
By partnering exclusively with select retailers, Rare Beauty can ensure its products are showcased in a way that resonates with its mission. This includes promoting mental health initiatives and maintaining a vegan and cruelty-free image.
Selena Gomez, the founder of Rare Beauty, emphasizes the importance of these values. The brand aims to create a positive impact on its customers’ lives, and strategic retail partnerships help in achieving this goal.
Moreover, this focused distribution allows Rare Beauty to control its brand image more effectively. By choosing specific retailers, the brand ensures that its products are presented in environments that reflect its commitment to quality and ethical standards.