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Target is preparing to unveil a new in-store beauty studio after ending its partnership with Ulta. This move aims to boost beauty product sales and improve customer experience. Details about the studio’s features and launch timeline are still emerging.
Target Corporation is preparing to introduce a new in-store beauty studio concept, following its recent breakup with Ulta Beauty. The move signals a strategic shift aimed at strengthening Target’s beauty offerings and attracting more shoppers seeking personalized beauty experiences. This development is confirmed by internal sources and industry reports, and it marks a significant change in Target’s approach to beauty retailing.
Target announced plans to launch a dedicated beauty studio within select stores later this year, replacing the previous Ulta Beauty shops. The new concept is expected to feature a curated selection of beauty brands, personalized consultation services, and digital integration to enhance customer engagement. The company has not yet disclosed the full list of brands or the specific store locations, but the initiative aligns with Target’s broader strategy to expand its beauty and wellness categories.
Sources familiar with Target’s plans indicate that the new beauty studio will emphasize a more curated, boutique-style experience compared to the large-scale Ulta stores. Target’s spokesperson declined to comment on specific details but confirmed that the company is committed to expanding its beauty offerings and improving customer experience through innovative formats. The move follows Target’s decision to end its partnership with Ulta, which was announced publicly in early 2024 after several years of collaboration.
Industry analysts suggest that Target’s shift toward a dedicated beauty studio could help it better compete with specialty beauty retailers and online platforms, by providing a more engaging in-store environment and exclusive product lines. The company is also exploring digital tools and loyalty programs to complement the physical experience, aiming to boost sales in the competitive beauty market.
Why Target’s New Beauty Studio Matters for Retail Competition
This move signifies a strategic pivot for Target as it seeks to strengthen its position in the competitive beauty retail sector. By creating a dedicated beauty studio, Target aims to offer a more personalized, boutique-style shopping experience that can attract new customers and retain existing ones. The transition away from Ulta reflects a broader industry trend toward curated, experiential retail formats that blend physical and digital engagement. For consumers, this could mean access to exclusive brands, tailored services, and a more immersive beauty shopping environment. The success of this initiative could influence how mass-market retailers approach beauty categories in the future, emphasizing customization and experiential retail.
personalized beauty consultation kit
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Background on Target’s Beauty Strategy and Ulta Partnership
Target’s involvement in beauty retail has evolved over the years, with the company initially partnering with Ulta Beauty in 2019 to operate dedicated Ulta shops within select Target stores. This collaboration aimed to combine Ulta’s extensive beauty product offerings with Target’s mass-market reach. However, in early 2024, Target announced the termination of its partnership with Ulta, citing strategic realignment and a desire to develop its own beauty retail format.
Since the Ulta partnership began, Target experienced increased beauty sales and expanded its customer base. The breakup was described by industry insiders as a move to regain more control over the beauty shopping experience and to develop a proprietary concept that aligns more closely with Target’s brand identity. The new beauty studio is seen as the next step in executing this strategy.
Prior to this, Target had been gradually increasing its beauty offerings, including expanding brands and services. The company’s focus on wellness and beauty aligns with broader retail trends emphasizing health, self-care, and personalized experiences. The development of a dedicated beauty studio is part of Target’s efforts to stay competitive amid rising online beauty sales and specialty retailers.
“We are excited to introduce a new, curated beauty experience that will bring personalized services and exclusive products to our stores later this year.”
— Target spokesperson
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Details of the New Beauty Studio Still Unclear
While Target has announced plans for the new beauty studio, specific details such as the exact store locations, the brands that will be featured, and the full range of services remain undisclosed. It is also not yet clear how the new format will differ from the previous Ulta shops or how quickly the rollout will occur across Target’s store network. Additionally, the impact of the change on existing Ulta employees and customers is still uncertain.
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Expected Timeline and Next Developments for Target’s Beauty Initiative
Target is expected to begin piloting the new beauty studio concept in select stores later this year, with a broader rollout planned for 2025. The company may also reveal additional details through investor presentations or press releases in the coming months. Industry observers will be watching closely to see how the new format performs and whether it attracts the desired customer response. Target’s ongoing digital integration efforts, including loyalty program enhancements, are likely to complement the physical stores.
digital beauty consultation device
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Key Questions
When will Target’s new beauty studio open?
Target has announced plans to launch the new beauty studio later this year, starting with pilot locations. A full rollout across more stores is expected in 2025.
Will the new beauty studio replace all Ulta shops in Target stores?
It is not yet confirmed if all Ulta shops will be replaced or if the new concept will be introduced gradually in selected locations before expanding further.
What types of services will the new beauty studio offer?
Specific services have not been detailed, but the concept is expected to include curated product selections, personalized consultations, and digital engagement tools.
How will this affect Ulta employees and customers?
The impact on Ulta staff and loyal customers remains unclear, as the transition details are still being finalized by Target.
Could this new format compete with Ulta or Sephora?
Target’s new beauty studio aims to create a more personalized and experience-driven environment, which could position it as a competitor to traditional beauty retailers, depending on execution and brand partnerships.
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