What the Rare Beauty and BÉIS Limitless launch leaves out: how costs are divided
Selena Gomez's Rare Beauty and Shay Mitchell's BÉIS launched a travel and makeup set on Oct. 12, after a first set reportedly sold out fast.
Selena Gomez's Rare Beauty and Shay Mitchell's BÉIS launched a second co-branded collection on Oct. 12, 2026. The Limitless line, which Good Morning America counts as eight pieces and Elite Daily as seven, includes luggage, cosmetic pouches and a blush-and-lip set. It follows a smaller first collection that press coverage says sold out in under an hour.
For founders, the drop shows how two founder-led brands can share a launch in public. Each brand sold the set on its own website, and the coverage shows products, prices, dates and sales channels. It does not show how the two companies divide production, revenue or costs, and that gap matters most to anyone considering a similar deal.
What the second drop contains
Good Morning America lists eight products in the Limitless line. The luggage is a Carry-On Roller at $278, a Medium Check-In Roller at $348, a Large Check-In Roller at $378 and a Mini Weekender at $118. Three cosmetic pouches run from $34 to $74, at $34 for the small, $54 for the medium and $74 for the large. The makeup piece is a Cheek & Lip Set at $32, built around a liquid blush and a lip gloss. Elite Daily describes the items as a new raspberry shade.
Across the eight pieces, prices run from $32 for the Cheek & Lip Set to $378 for the Large Check-In Roller. Good Morning America also notes that some prices may change after publication.
Elite Daily counts seven items rather than eight, and lists the Cheek & Lip Set at both $45 and $32. It also names a Disney Carry-On Roller from BÉIS at $278 as an alternative to the Limitless carry-on, which it mentions without a price. The same article lists a BÉIS x KidSuper Hybrid Check-In Roller at $398 as another alternative, and suggests two Rare Beauty Soft Pinch products as shade matches: a liquid blush at $25 and a lip oil stick at $26.
What the first collection contained
BÉIS's guide to the first collection is dated Nov. 4, 2025. It describes three limited-edition cases in the Worth shade, which it identifies as a Rare Beauty blush shade. The Blush Case is a compact, sleek case with a mirror, meant for quick touch-ups and to fit in a purse or tote. The Makeup Brush Pouch stands brushes upright so the bristles do not bend, and the guide suggests setting it on a hotel vanity. The Large Cosmetic Pouch has elastic pockets and customizable dividers.
Remezcla gives the prices of the three cases as $28, $24 and $74. The top price in Good Morning America's 2026 list is $378, against $74 for the largest item in the first set. The Large Cosmetic Pouch is $74 in both sets.
Good Morning America describes the 2026 set as the second official collaboration between the two brands. BÉIS's guide to the first collection says it grew out of a travel problem the founders knew first-hand. Shay Mitchell and Selena Gomez, who both travel, found that brushes got crushed and makeup bags got messy, and that it was hard to look put together after long flights. Remezcla reports that the two brands launched the first collection and that Gomez and Mitchell celebrated it on social media, calling it a long-time dream collaboration. BÉIS's page says Gomez describes the partnership as growing from mutual love between the two brands and their communities, and from her friendship with Mitchell. No cost or percentage for either brand's contribution has been announced.
Who supplies what, as far as the coverage shows
No licence, royalty, revenue split or manufacturer has been announced for the collection. BÉIS's page describes the set as brought to you by BÉIS and Rare Beauty, and says the two brands combined their strengths: BÉIS for function and Rare Beauty for accessible beauty. The only structure visible in the coverage is the product mix.
Remezcla describes the first collection as launched by BÉIS and Rare Beauty, the brands of actresses Selena Gomez and Shay Mitchell. In Good Morning America's listings, every item is labelled BÉIS, while Elite Daily labels the Cheek & Lip Set as Rare Beauty. Good Morning America says its shop links lead to e-commerce sites operated under different terms and privacy policies, and that ABC will receive a commission for purchases made through them. The coverage does not connect that commission to either brand's sales.
Selling direct on both brands' websites
Elite Daily reports that both Rare Beauty's website and BÉIS's website carried the collection. When its reporter checked, only the lip and cheek kit remained on Rare's site and only the large cosmetic pouch on BÉIS's. Both sites let shoppers enter their details to be notified if a restock happens. Good Morning America says each product has its own Shop Now link, labelled BÉIS, and Remezcla says the set is available on both brands' sites.
Each brand sells the same collection on its own website. No sales split by site has been announced. Elite Daily also reports that a Rare Beauty representative described the launch as limited-time, with no restock planned as of that report.
“The public record shows what was sold and where, but not how the two companies divided the work or the money.”
What the sell-out claims rest on
Elite Daily says the first Rare Beauty and BÉIS collection sold out in under an hour. Remezcla reports that Gomez teased the collaboration at the third annual Rare Impact Fund Benefit on Oct. 29, 2025, held at Nya Studios West in Los Angeles. The sell-out is a press description rather than a published figure, and no brand has released unit or sales numbers for either set.
Mitchell's Instagram captions, quoted by Elite Daily, frame the new drop as a second round and say one release was not enough. Gomez wrote "We had to do it again" in her own post, according to Good Morning America. In a separate caption she thanks Mitchell and the BÉIS team for part two of the collab, this time with makeup and luggage. Good Morning America writes that the pieces are expected to sell out quickly, a prediction rather than a report of sales. The 2026 line's sell-out has not been confirmed by a brand.
What to settle before copying a co-branded drop
The public record leaves several questions open for any founder considering a similar launch. These include who makes each product, how revenue is split, who holds inventory, which site takes each order and who pays for the campaign. Each would need a written answer before launch.
The sell-through question is also open. The first set's sell-out is a press claim, and the 2026 drop is described as expected to sell quickly, with no confirmed figures. The Rare and BÉIS drop shows how products, prices and sales channels were presented to the public. It does not show how the partnership works behind the scenes. The public record shows what was sold and where, but not how the two companies divided the work or the money.
