Dive Brief:
- Target is bringing in about 3,000 new beauty products with more than 60 new brands for the spring season, per a Wednesday press release. Over 90% of products in the assortment are under $20. New brands include Supergoop, Morphe and more.
- The retailer is also updating its in-store beauty space with a layout that highlights new and trending products, as well as updated displays for fragrance and hair care to help customers better understand the products. The mass retailer will host beauty events in select stores for shoppers to test products.
- Target’s largest spring assortment of beauty merchandise will become available in February, though paid subscribers to the Target Circle 360 program will have first access to select products beginning this week.
Dive Insight:
Target’s beauty expansion comes just a few months before its Ulta Beauty at Target shop-in-shop partnership is set to end.
"Beauty is incredibly important and deeply personal to our guests, so our team has worked with beauty powerhouses and small, innovative, emerging brands alike to bring thousands of new products to the mix," Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target, said in a statement. "We ended up with a Spring beauty lineup that reflects what guests are looking for right now — exciting new discoveries, Target‑only exclusives and prices that feel good."
Target and Ulta in 2025 announced the joint shop-in-shop venture would conclude in August of 2026, about five years after the partnership started. A joint press release issued by the retailers noted both would “remain committed to delivering a seamless shopping experience and product availability” during this time and vowed to support everyone through the transition.
The shop-in-shops at select Target’s had dedicated Ulta-branded spaces, distinguishing them from Target’s own beauty aisles.
Now, Target will update its own store beauty experience. The refreshed displays include testers and signage to explain scent notes for fragrances, as well as a spotlight to highlight products exclusive to Target.
The retailer’s in-store beauty events currently include “Galentines” focused activations in January and February. One event will highlight body mist fragrances from Eos and include a free charm with the purchase of one of the featured products.
The retailer also expanded its wellness assortment by 30% earlier this month, with thousands of products priced under $10. The expansion also includes in-store events nationwide, with giveaways and product samples.
