MINNEAPOLIS — Target's beauty business is entering a new phase with the introduction of Target Beauty Studio, a specialty concept that replaces the discontinued Ulta Beauty-branded departments in many of its stores.
Target Beauty Studio will debut on September 10 in more than 600 stores nationwide and on Target.com, featuring more than 1,600 products from 90 prestige, emerging, and global brands. More than two-thirds of the brands are new to Target, significantly expanding the retailer’s assortment of prestige and trend-driven beauty products.
The launch followed the end of a partnership between Target and Ulta that was announced in November 2020 and rolled out in August 2021. The companies said last year that the arrangement would end when their current agreement expired in August 2026. Ulta Beauty at Target was designed to give Target shoppers greater access to prestige beauty brands through dedicated shop-in-shop departments and online.
Target Beauty Studio effectively gives Target its own successor to the Ulta-branded spaces while allowing the retailer to put its own stamp on the assortment and the customer experience.
The initiative is also part of Target’s broader effort to strengthen its merchandising authority and enhance the shopping experience as it works to return to steady growth.
“When guests shop for beauty, they want to pick up their standbys while also exploring what’s new and trending, and Target Beauty Studio is designed with that mix in mind,” said Amanda Nusz, Target’s senior vice president of merchandising, essentials and beauty. “It’s an inspiring destination to discover what’s new, now and next in beauty — and a powerful demonstration of how our merchandising authority comes to life through an elevated guest experience.”
Target Beauty Studio will span skincare, makeup, haircare, fragrance, bath and body, and nails, combining established names with emerging and international brands.
The skincare assortment includes Clearstem, Eqqualberry, First Aid Beauty, and Sunday Riley, while haircare offerings include Bondi Boost, Briogeo, Joico, and Nioxin.
Target is also expanding its selection of Korean beauty products, adding cosmetics brands Amuse, Kaja and Rom&nd, and skincare brands Dr.Melaxin, Purito Seoul and Sungboon Editor. International additions include the Mexican beauty brand SARELLY and the French nailcare brand Manucurist.
Fragrance will be another focus, with brands such as Lake & Skye, Boy Smells, and Smooch. The assortment also includes styling products and accessories from Slickhair, Machete, and Slip; premium sun care from Bask and Dune; and self-tanning products from Peta Jane Beauty and Tan-Luxe.
Beyond changing the assortment, Target is emphasizing service and product discovery in the new departments. Dedicated Beauty Advisors wearing Target Beauty Studio uniforms will offer personalized recommendations, while shoppers will be able to test select products.
A center table will anchor the department and provide a changing platform for interactive brand storytelling and sampling, beginning with Lake & Skye fragrances. Target plans to refresh the space several times a year with new brands, collaborations and editorial-inspired presentations.
Other features will include rotating displays such as “Editors’ Picks,” “Most Loved” and “Standouts of the Season,” along with a dedicated assortment of minis intended to provide an affordable way to experiment with new products. Target Circle members will receive exclusive Beauty Studio offers and experiences.
The new concept builds on Target’s longstanding efforts to make beauty a traffic-driving and differentiating category. Beauty remained a bright spot for the retailer even before the decision to end the Ulta partnership: Target reported that beauty sales increased 5% in 2024, compared with a 0.9% decline in overall merchandise sales that year.
Target will support the Beauty Studio rollout with an in-store celebration on Sept. 26 from noon to 4 p.m. local time. The first 100 guests at most Target stores will receive an exclusive Target Circle bonus for shopping the new assortment in stores and online, while select locations will offer additional giveaways.
By replacing the Ulta shop-in-shops with a proprietary concept, Target is betting it can retain the prestige and discovery elements that distinguished the partnership while gaining greater control over the brands, merchandising and experience. Target Beauty Studio will complement the retailer’s core beauty assortment, creating what the company describes as a one-stop destination spanning everyday essentials, prestige favorites and emerging beauty trends.
