Finding the right bottle of Soft Pinch Liquid Blush shouldn't feel like a scavenger hunt. But honestly, with how fast Selena Gomez’s brand has grown, it kind of is. Since the brand first dropped in 2020, people have been obsessing over the formulas. I remember when you could only get it in one or two places. Now, things have changed. A lot. If you're wondering where is Rare Beauty sold right now, the answer just got significantly longer as of February 2026.
Basically, the "Sephora exclusive" era has a new roommate.
The Big Shift: Rare Beauty is at Ulta
For years, if you wanted Rare Beauty, you had to walk into a Sephora or order online. That was it. But as of February 1, 2026, the brand officially launched in all 1,500+ Ulta Beauty stores across the United States. This is a massive deal. It’s the first time the brand has expanded its physical retail footprint in the U.S. beyond its original partner.
You’ve probably seen the orange shopping bags all over your feed. The Ulta launch isn't just a small shelf in the back, either. They’ve brought in the "hero" products—think the Warm Wishes Effortless Bronzer and the Brow Harmony Flexible Lifting Gel.
What’s even cooler? Ulta is doing exclusive kits. You can find "Selena’s Most-Loved 3-Piece Set" and a "Lash & Brow Duo" that you can't actually get at Sephora or even on the Rare Beauty website. Plus, if you're a points hoarder, you can finally use your Ulta Beauty Rewards on your blush restocks. Honestly, that's the best part for most of us.
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Can you still find it at Sephora?
Yes. Absolutely. Sephora was the OG home for Rare Beauty and that hasn't changed. They still carry the full range in the U.S., Canada, and Mexico. If you're in a Kohl's with a Sephora inside, you're usually in luck there, too.
The partnership between Selena and Sephora is deep. While Ulta has the new excitement, Sephora often gets the first look at new seasonal launches or limited-edition holiday palettes. If you're looking for the widest variety of shades—especially in the Liquid Touch Weightless Foundation—Sephora’s flagship stores are still your best bet.
Shopping Rare Beauty Internationally
If you aren't in North America, tracking down these products gets a little more specific. Rare Beauty has done a pretty good job of spreading across the globe, but it’s not in every corner shop yet.
- UK and Europe: Space NK and Sephora UK are the primary spots. In mainland Europe (France, Spain, Germany, Italy), Sephora is still the king.
- Australia & New Zealand: Sephora Australia is the authorized seller. Don't trust random third-party sites that claim to have "cheap" Rare Beauty; they're almost always fakes.
- Middle East: You'll find it in Sephora stores across the UAE, Kuwait, Qatar, and Saudi Arabia.
- Southeast Asia: Sephora carries it in Singapore, Malaysia, and Thailand.
Ordering Direct: RareBeauty.com
Sometimes the stores are just... empty. We've all seen those picked-over shelves where only the darkest or lightest concealer shades are left. If you want the absolute guarantee of the full inventory, go to the official website.
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They ship to over 30 countries now. If you're in the U.S., Canada, or even parts of Latin America and Asia, you can usually get a decent shipping rate. In 2026, they often run "GWP" (Gift With Purchase) deals that you won't find at retail stores. For example, they recently had a "Find Comfort Tinted Clutch" deal for orders over $50.
Is Rare Beauty sold at Target or Walmart?
Short answer: No.
Long answer: Not officially.
You might see Rare Beauty pop up on "marketplace" sections of big-box retailer websites. Be careful. These are usually third-party resellers. They buy the product at Sephora or Ulta and then flip it for a profit, or worse, they’re selling expired or counterfeit goods. Selena has been very intentional about where her brand sits. It’s a "prestige" brand, so it stays in beauty-focused environments like Ulta and Sephora.
The Rare Impact Fund
One thing to remember when you're deciding where to shop is the mission. 1% of all Rare Beauty sales goes to the Rare Impact Fund to support mental health services.
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During the Ulta launch in February 2026, they even did a special 50/50 donation split at checkout. It's one of those rare times where buying a lipstick actually feels like doing something good.
How to spot a fake
Because Rare Beauty is so viral, the market is flooded with "dupes" that are actually just dangerous counterfeits. If you see a Soft Pinch Liquid Blush for $8 on a random site, it's fake. Real Rare Beauty blushes usually retail around $23 to $25.
Check for:
- The Box: Real boxes have a specific matte finish and crisp gold lettering.
- The Smell: Rare Beauty products are generally fragrance-free or have a very light, clean scent. If it smells like chemicals or heavy perfume, toss it.
- The Applicator: The "doe-foot" on the liquid blush is very specific—large, rounded, and holds just enough product. Fakes often have tiny, flimsy sponges.
What should you buy first?
If you've finally found a store that isn't sold out, start with the Soft Pinch Liquid Blush. It’s the product that put them on the map. One dot is literally all you need—I'm not kidding. If you use three dots, you will look like a clown. Start small.
The "Find Comfort" body care line is also worth a look if you're into wellness. The Hydrating Body Lotion is surprisingly good for winter skin, and the scent isn't overwhelming.
Actionable Tips for your next haul
- Check the App: Both the Sephora and Ulta apps have "In-Store Availability" checkers. Use them before you drive 20 minutes to a store that has empty shelves.
- Join the Rewards: If you’re buying Rare Beauty at Ulta, make sure you're using your Ultamate Rewards. If you're at Sephora, use your Beauty Insider account. Those points add up to free products fast.
- Watch for Kits: Rare Beauty is famous for their mini sets. They are the best way to try the formula without committing $30 to a single shade.
- Verify the Seller: If you're on Amazon, only buy if the seller is "Rare Beauty" or "Amazon.com." Avoid "BeautyDeals4U" or similar names.
Knowing where is Rare Beauty sold makes it way easier to keep your vanity stocked without overpaying. Stick to the big names like Sephora, Ulta, and Space NK, and you’ll know you’re getting the real deal.