Two Major Beauty Retailers Just Joined Forces to Change the Shopping Game

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Target has made major advances in the beauty world in recent years, and it goes without saying that Ulta Beauty continues to dominate the space. And now, the two retail giants just announced a strategic, long-term partnership to “transform the beauty landscape” with Ulta Beauty at Target, a “shop-in-shop” concept that will offer a mix of prestige household names and indie brands.

The new shopping experience will debut at more than 100 of Target’s 1,900 locations in the second half of 2021, and plans are in motion to add hundreds more over time. Each 1,000 square-foot shop-in-shop will be located next to Target’s existing beauty aisles, and will be staffed by newly hired Target team members who will be trained on the prestige products, like an Ulta staffer would be. Additionally, the in-store digital gadgets that Ulta Beauty’s customers have come to love, such as Ulta Beauty’s GLAMLab, will also have a place in the new space.

For those who don’t live near or have access to one of the designated locations, Ulta Beauty at Target will also live online at and on the Target app at the time of the in-store launch.

“Ulta Beauty at Target reflects further evolution in our omnichannel strategy, rooted in unlocking the potential of our physical and digital footprints, creating more seamless shopping opportunities for our loyal guests and continuing to lead the beauty industry,” said Mary Dillon, CEO of Ulta Beauty, in a press release. “More than ever before, now is the time for innovation in retail. This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values. We are thrilled to bring our beauty expertise, unparalleled assortment and digital innovation to life in a new channel to delight and deepen loyalty with our existing guests, and introduce Ulta Beauty to new guests.”

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