Target Unveils New Beauty Spaces After Ulta Split

How Target Plans to Differentiate Its Beauty Offering

Target Corporation is rolling out redesigned beauty sections in over 600 stores starting September 10, marking a strategic shift after ending its partnership with Ulta Beauty. The revamped spaces will feature curated prestige brands and enhanced shopping experiences aimed at attracting beauty enthusiasts. This initiative reflects Target’s effort to strengthen its in-store beauty offering independently.

The new Beauty Spaces will include dedicated areas for skincare, makeup, and haircare, with interactive displays and sample stations. Target says the layout is designed to encourage exploration and discovery, with trained beauty advisors available to assist customers. The rollout follows months of planning and vendor negotiations to secure exclusive and popular prestige lines.

What Brands Will Be Featured in the New Spaces?

Target aims to stand out by combining affordability with a premium feel, leveraging its broad customer base and store accessibility. Unlike Ulta’s salon-focused model, Target’s approach emphasizes convenience and integration with everyday shopping. The company has partnered with both established and emerging brands to create a mix that appeals to diverse demographics. Early test locations reported increased dwell time and higher basket sizes in beauty categories.

The Beauty Spaces will carry a rotating selection of prestige brands, including names like MAC, Fenty Beauty, and The Ordinary, alongside clean beauty and indie labels. Target has not disclosed an exhaustive list but confirmed that exclusives and limited-edition items will be part of the assortment. Seasonal updates and collaborations are planned to keep the offering fresh. Pricing will remain competitive, with frequent promotions tied to Target’s Circle loyalty program.

Will Target offer beauty services like makeup applications or consultations? Yes, select locations will host beauty advisors who can provide product recommendations and mini consultations, though full salon services are not planned at this stage.

Frequently Asked Questions

How will the new beauty sections affect pricing compared to Ulta? Target intends to maintain its value-driven pricing, with many prestige items offered at or below typical market rates, supported by its scale and private-label alternatives.

Are all Target stores receiving the Beauty Spaces upgrade? The initial launch covers more than 600 stores, primarily in urban and suburban markets, with plans to expand based on customer feedback and performance metrics.