Target will launch its new Target Beauty Studio in over 600 stores and online this September, rolling out its own specialty beauty concept after ending its partnership with Ulta Beauty.
Target is making a high-profile shift in its beauty business, announcing that Target Beauty Studio will open in more than 600 stores and on Target.com with a launch date set for September 10. This move comes as the Minneapolis-based retailer’s shop-in-shop partnership with Ulta Beauty, which began in August 2021, came to a close this month. The company is betting that a fresh, in-house approach to beauty retail will help it return to growth and draw in shoppers looking for both familiar products and the latest trends.
The new concept isn’t a small test. Target Beauty Studio will feature over 1,600 products from 90 brands, with more than two-thirds of these brands new to Target’s shelves. The company says shoppers can expect beauty advisers, product testing, rotating showcases, and personalized recommendations, all designed to create an “elevated guest experience.” Amanda Nusz, Target’s senior vice president of merchandising, essentials and beauty, explained, “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.”
Target is tying the Beauty Studio rollout to its Target Circle loyalty program, aiming to reward regular customers and encourage new ones. The company announced that on September 26, the first 100 guests at most stores will receive a Target Circle bonus redeemable for Beauty Studio purchases in-store and online. Nusz described the new offering as “an inspiring destination to discover what’s new, now and next in beauty, and a powerful example of how our merchandising authority comes to life through an elevated guest experience.”
The end of the Ulta partnership marks a turning point for Target’s beauty strategy. While the “shop-in-shop” model with Ulta brought in prestige brands and cross-shopping opportunities, Target is now betting on its own capacity to curate and showcase trending products. The company says the Beauty Studio “will continue to evolve with new brands and products,” promising that its existing beauty selection will remain alongside the new concept. With more than 2,000 U.S. stores in its portfolio, Target is rolling out Beauty Studio in nearly a third of its locations at launch.
This shift comes at a time when traditional retailers face mounting pressure to innovate and stand out. The beauty sector has proved resilient and lucrative, even as other retail categories struggle with inflation and changing consumer habits. By focusing on exclusive brands, personalized service, and loyalty perks, Target hopes to capture more of the beauty market without relying on outside partners. The reported launch date, product counts, and program details all point to a significant investment aimed at boosting store traffic and digital sales alike.
Target’s stock was recently shown at $160.91, down 1.39%, reflecting the competitive and uncertain climate facing big-box stores. The company’s leadership has made clear that the Beauty Studio launch is just one piece of a broader strategy to regain momentum. The move also signals a return to basics: investing in the in-store experience, expanding product assortment, and giving shoppers reasons to return, rather than chasing every retail fad or outsourcing core customer experiences.
While Target’s announcement includes clear details on the scope and features of Beauty Studio, several questions remain unanswered. The company has not specified which individual stores will receive the concept, the precise value of the Target Circle bonus, or the pricing for the featured products. Likewise, the exact terms of the recently ended Ulta partnership and the financial impact of the transition have not been disclosed. For shoppers, the promise is clear: more options, more brands, and a more interactive beauty experience as Target tries to reassert its place in a competitive market.
In the end, Target’s decision to go it alone in beauty may offer a lesson for other retailers: trusting your own brand and investing in the basics can be a stronger play than any partnership if you deliver value and real choice to customers. Whether this gamble pays off will soon be clear, starting September 10, when the Beauty Studio doors open at more than 600 locations nationwide.
Retailers who answer to customers, not corporate consultants, have the best shot at lasting success, especially when they stick to common sense and let shoppers decide what works.