Key Takeaways:
Six months after Target and Ulta Beauty mutually agreed not to renew their shop-in-shop partnership, which closed 600 Ulta Beauty at Target concepts, the mass-market retailer announced plans to bring an elevated beauty retail experience back in stores—this time on its own terms.
Target recently announced plans to launch Target Beauty Studio, an immersive shopping experience inside the retailer’s existing beauty department. Designed to spotlight prestige and emerging beauty brands, Target plans to launch its Beauty Studio in more than 600 stores and online starting in fall 2026, with plans to expand the beauty retail destination to more stores in the future. The shop-in-shop will feature 60 new-to-Target brands and a total of more than 80 global and emerging brands, with a focus on elevated, prestige products and trend-driven picks across skincare, haircare, fragrance, and cosmetics.
“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,” Amanda Nusz, Senior Vice President of Merchandising, Essentials and Beauty at Target, said in a press release. “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.”
Target Beauty Studio will primarily utilize the same square footage currently dedicated to Ulta Beauty at Target, but the space will be reimagined to deliver this new experience. If a store currently has an Ulta Beauty at Target location, it will be converted into this new concept.
The retailer is also taking the opportunity to pilot an enhanced service model, with plans to staff Target Beauty Studio with a trained team member to offer personalized recommendations and help shoppers discover the brands and products that fit their unique needs.
Target currently offers prestige brands like Morphe, Ontu, and Supergoop! in its beauty assortment; however, this marks the first time the retailer is bringing prestige beauty to guests with a curated experience. The elevated shop-in-shop beauty destination will also feature premium, exclusive launches that shoppers can only find inside the concept store, complementing Target’s total beauty assortment. Target Beauty Studio will primarily stock prestige picks, while the retailer’s existing beauty department will continue to cater to value-conscious consumers.
Beyond the mix of more than 80 global, prestige, and emerging brands, the space will be designed with specialty-level displays complete with signage to help break down trends, ingredients, and brand stories.
Designed to demystify prestige beauty and make shopping feel more accessible, informed, and fun, Target Beauty Studio signals the start of a new era for beauty at Target. The shop-in-shop concept was announced as part of Target's multiyear strategy under Chief Executive Officer Michael Fiddelke to accelerate its return to growth after a bumpy few years. In 2025, Target’s stock shed nearly 28% of its value, driven by intense competition from Walmart and Amazon, shifts in consumer spending toward essentials, and self-inflicted marketing, merchandising, and in-store service issues.
"This new chapter of growth at Target is defined by clear choices and rooted in a deeper understanding of our unique lane in retail, the guests we serve, and the areas where we're distinctly positioned to win," said Fiddelke in a press release. "This work is underway, and by putting style, design, and value at the center of every decision, we're making big changes to lead with a trend-forward assortment, elevate the guest experience, accelerate with technology and equip our teams to deliver the most delightful experience in retail, for today and over the long term."
In 2026, Target plans to invest $1 billion in operating improvements to deliver a more consistent, elevated experience for guests, bringing more changes to all stores than in any year in the last decade, including updated floor plans and enhanced in-store displays.
The launch of Target Beauty Studio comes on the heels of the retailer’s announcement of its largest spring beauty assortment ever, which brought in nearly 3,000 new products and more than 60 new brands. Beauty remains a standout category for Target, and the retailer has seen the best engagement when it offers a blend of quality, value, and style.
More guests are seeking prestige beauty items. According to Circana research, prestige beauty retail dollar sales grew by +4% year over year to reach $36 billion in 2025. With Target Beauty Studio, the retailer aims to increase its authority across both the prestige and mass markets.
Since ending its partnership with Target, Ulta Beauty launched its own shop-in-shop concept focused on wellness. Wellness by Ulta Beauty launched in four Midwest stores in January and features dedicated wellness advisors on staff to guide shoppers from discovery to purchase.
Beyond beauty, Target’s plan for growth also includes strengthening its position as a destination for everyday well-being by building on the 30% expansion of its wellness assortment announced in January. The retailer plans to add thousands of new items and even more exclusives, as well as increase vitamin and nutrition offerings by about 20% chainwide in April.
