Target is replacing Ulta’s mini-shops with its own specialty beauty concept in more than 600 stores this fall.
Story Snapshot
- Target Beauty Studio launches September 10, 2026, in 600+ stores and online.
- Assortment features 1,600+ products from about 90 prestige and emerging brands.
- The Ulta partnership ends on schedule in August 2026, as agreed by both companies in 2025.
- Dedicated beauty advisers, testing, and rotating showcases aim to upgrade service.
Target flips the beauty script as Ulta exits
Target confirmed it will launch Target Beauty Studio on September 10, 2026, across more than 600 stores and on Target.com. The new format follows the planned conclusion of the Ulta Beauty at Target shop-in-shop program in August 2026, which both companies announced in 2025 as a mutual non-renewal of their five-year deal.
The Beauty Studio assortment includes more than 1,600 products spanning roughly 90 brands, with Target stating over two-thirds are new to its shelves.
The retailer positions Beauty Studio as a specialty-grade upgrade inside a mass store. Target says the experience will include dedicated beauty advisers, product testing, and rotating product showcases to guide discovery.
That formula mirrors what draws shoppers to standalone beauty chains: service, curation, and trial before they buy. By bringing those features into a general merchandise aisle, Target aims to keep beauty trips in-house while lifting the overall basket.
Target Beauty Studio will roll out to more than 600 stores. https://t.co/0esr2JE3Cw
— FOX 5 DC (@fox5dc) September 2, 2026
What ends and what begins
The Ulta Beauty at Target partnership will end as scheduled in August 2026, with both companies stating they would not renew the agreement but would operate through the expiration date. That clarity matters for shoppers who have seen the co-branded aisles expand to more than 600 locations.
The new Beauty Studio signs and fixtures start appearing after the Ulta-branded spaces are wound down, turning a public “goodbye” into a quick “hello” with minimal empty-floor time.
Framing Beauty Studio as a replacement sets a high bar. Shoppers knew what Ulta brought: prestige names, trained staff, and a clear identity. Target answers with its own curated mix, and says most brands will be new to its stores.
That claim, paired with service elements, signals an assertive play to keep prestige-minded beauty buyers inside Target’s four walls rather than sending them elsewhere for advice or limited lines.
The retail logic behind the move
Retailers often reclaim a maturing category partnership by launching a homegrown format. Beauty has been a leading test bed for store-within-a-store deals because it drives traffic, repeat visits, and higher margins.
By shifting to an in-house concept, Target retains greater control over merchandising, layout, and customer data while staying nimble with brand swaps and seasonal edits. That control can pay off when trends move fast and shoppers want novelty with guidance to match.
The numbers support the scale of the bet. Coverage of Target’s announcement cites 1,600-plus products and around 90 brands at launch, with a promise of ongoing rotation. Reporters also note the service focus: advisers on the floor, testing, and personalized picks. Those features do more than sell a single lipstick. They build trust.
What to watch next in stores and online
Shoppers will see how Target adapts the former Ulta footprints, which averaged about 1,000 square feet in many stores, into Beauty Studio zones that feel premium without feeling off-limits.
Expect endcaps and seasonal bays to work harder, more sampling near guided displays, and clearer wayfinding for skin care versus color. Online, Target.com will mirror the curation with richer education, shade guidance, and fast re-order paths that tie into store pickup for last-minute needs.
Target is launching its own specialty beauty concept as its five-year partnership with Ulta comes to an end.
The retailer is launching Target Beauty Studio in more than 600 stores nationwide, bringing in 1,600+ products from 90 prestige, emerging, and international brands. pic.twitter.com/8YO14ex8F8
— Tricia McLaughlin News 🚨🇺🇸 (@TriciaMcLanarc) September 1, 2026
Analysts will measure the swap by repeat visits, basket size, and the mix of prestige versus mass. A strong read would show beauty acting as a traffic engine for the whole store. A softer read would show shoppers buying basics but seeking advice elsewhere.
The claim that most brands are new to Target sets a clear scoreboard. If advisers and testing make those finds feel easy and fun, the concept will stick. If not, Target will adjust quickly, as it has in past format shifts.
Sources:
foxbusiness.com, corporate.target.com, reuters.com, retaildive.com, finance.yahoo.com
