Target Unveils Beauty Studio Concept

Target is preparing to reshape its beauty offering later this year with the launch of Target Beauty Studio, a retail concept designed to introduce prestige brands across its stores and digital channels. The new beauty space will debut in more than 600 locations, with further expansion planned, signalling a more sophisticated direction for the retailer’s beauty aisles.

The move signals a shift in strategy for the US retailer following the end of its partnership with Ulta Beauty. That collaboration, which brought Ulta shop-in-shops to hundreds of Target locations, is set to conclude in August 2026 after the companies agreed not to renew it, as reported by Forbes. Target’s new in-house beauty format appears intended to fill that gap while giving the retailer greater control over its assortment and in-store experience.

The concept will bring more than 60 new brands to Target across skincare, haircare, fragrance, and cosmetics, adding a mix of global prestige labels and emerging brands to the retailer’s lineup. By integrating these high-end offerings directly into a redesigned destination within the existing beauty department, Target is positioning itself as a streamlined, one-stop authority for both daily essentials and luxury discoveries.

“With Target Beauty Studio, consumers will discover incredible prestige brands, an elevated experience, and personalized support to easily find something new and exciting every time they shop at Target,” said Amanda Nusz, Senior Vice President of Merchandising, Essentials, and Beauty at Target. “Shopping for beauty is all about inspiring confidence and creativity, so we’re curating an assortment and creating an experience that will help guests feel their best.”

Rather than operating as a separate shop-in-shop, the Beauty Studio will sit within Target’s existing beauty department. New fixtures, curated displays, and signage are intended to highlight trending products, spotlight new launches, and make navigating unfamiliar brands easier. To complete the boutique-style service, dedicated beauty team members will also be on hand to offer recommendations and help shoppers refine their routines.

The rollout will also extend to Target’s website and app, where all Beauty Studio products will be available, with purchases linked to its Target Circle loyalty programme.