Target to Launch Beauty Studio, Its Answer to Ulta's Exit

The new concept will feature more than 1,600 products from 90 prestige, emerging, and global brands, and Target says more than two-thirds of those brands will be new to its shelves. The move comes as the company looks to sharpen its beauty business at a time when Ulta Beauty is winding down its in-store shop-in-shop partnership with Target.

Target first teased the idea back in March, when it announced a broader multiyear turnaround strategy that includes $5 billion in capital investment for 2026 and the biggest wave of in-store changes the company has made in a decade. Beauty was singled out early as a bright spot. CEO Michael Fiddelke pointed to a decade of steady growth in the category during a Q1 earnings call in May, and the studio concept is meant to build on that momentum.

"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, senior vice president of merchandising, essentials, and beauty at Target in the press release.

So what will actually be different when shoppers walk in? For starters, the spaces will be staffed by dedicated Beauty Advisors wearing signature uniforms, on hand to offer personalized product recommendations. Select items will also be available for in-store testing, something that has typically been harder to find outside of specialty beauty retailers.

Each Beauty Studio will be anchored by a center table that rotates several times a year to spotlight new brands and collaborations. The first rotation will feature Lake & Skye fragrances. Beyond that centerpiece, shoppers can expect rotating callouts like "Editors' Picks," "Most Loved" and "Standouts of the Season" to help guide them toward trending products, along with a dedicated minis section for shoppers who want to try something new without committing to full-size pricing.

On the brand side, the assortment spans skincare, makeup, haircare, fragrance, bath and body, and nails. Confirmed names joining the lineup include:

Skincare

• Clearstem
• Eqqualberry
• First Aid Beauty
• Sunday Riley
• Haircare
• Bondi Boost
• Briogeo
• Joico
• Nioxin
• Slickhair (styling and finishing oils)

K-Beauty and Global Brands

• Amuse
• Kaja
• Rom&nd
• Dr.Melaxin
• Purito Seoul
• Sungboon Editor
• SARELLY (Mexican beauty brand)
• Manucurist (French nail-care brand)

Fragrance and Body

• Lake & Skye
• Boy Smells
• Smooch

Suncare and Self-Tanning

• Bask
• Dune
• Peta Jane Beauty
• Tan-Luxe

Accessories

• Machete
• Slip

Target says these are just a sample of the 90 total brands joining the lineup, with more than two-thirds appearing at the retailer for the first time. Shoppers looking for the complete roster can find it listed on Target.com.

Target Circle members will also get exclusive offers tied to the new concept, another sign of how the retailer is leaning on its loyalty program to drive traffic. To mark the rollout, stores will host an in-store celebration on September 26 from noon to 4 PM, with bonuses planned for the first 100 guests at most locations.

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