Target Beauty Studio Launches in 600+ Stores with 90 New Brands

Key points

• Target Beauty Studio opens September 10 in 600+ stores and online, featuring 1,600 products from 90 brands, with over two-thirds new to Target.
• The space includes dedicated 'beauty advisers' trained by brands, rotating features like 'editors' picks,' and a minis section for affordable discovery.
• Brands such as Remilia Hair and Clearstem are entering brick-and-mortar retail for the first time via Target, citing the curated, educational experience as a key draw.
• The launch follows the 2025 end of Target's Ulta shop-in-shop partnership and coincides with Target's recent financial turnaround and raised 2026 earnings outlook.

Background

Target ended its 2021 Ulta Beauty shop-in-shop partnership in 2025 after the format struggled against competitors like Sephora at Kohl's and Amazon's prestige push. This new studio is part of CEO Michael Fiddelke's turnaround strategy, following Target's second consecutive positive quarter and raised 2026 guidance. The launch also arrives amid recent backlash over a Halloween costume and prior DE&I controversies, though Target's beauty team remains focused on the new initiative.

How outlets are covering it

Modern Retail emphasizes the brand-side appeal, with founders like Eliran Luzone (Remilia Hair) and Danielle Gronich (Clearstem) highlighting the curated, educational nature and first brick-and-mortar opportunity. Allure frames the launch against recent Target controversies, questioning whether the prestige push will win back shoppers after the Halloween costume backlash and DE&I rollbacks, while noting Target's bullish stance. WWD focuses on the strategic shift post-Ulta, with SVP Amanda Nusz stressing the curated 'point of view' and the role of trained beauty advisers, contrasting the new model with the failed Ulta shop-in-shop. Target's own release spotlights founder-led brands like Glamazon Beauty and Buff Beauty, positioning the studio as a 'prestige beauty destination' for discovery.

Why it matters

The launch signals Target's pivot to a curated, experiential beauty model to drive growth and brand loyalty after losing Ulta. It could reshape how mass retailers compete with specialty beauty stores by combining accessibility with personalized service, potentially influencing brand partnerships and consumer behavior in the prestige segment.

What to watch

Target will host in-store events on September 26 to celebrate the launch, with rotating product features and exclusive Target Circle offers. The company plans to update the assortment frequently to keep it dynamic, and brands like Borghese expect significant revenue growth from the expanded distribution.