It’s been nearly five years since Ulta Beauty set up shop inside Target, complete with its own displays and Ulta-trained staff, but as of this month, that partnership has come to an end. Its replacement, Target Beauty Studio, essentially a Target-curated version of the experience, opens September 10 in more than 600 stores and on Target.com.
The roughly 1,000-square-foot spaces once occupied by Ulta aren’t going anywhere; Target is converting that same real estate directly into Beauty Studio, giving the retailer full control over the assortment and merchandising it never had under the Ulta deal. Shoppers are already documenting the transition on TikTok, catching glimpses of the old Ulta shelving being swapped out in real time, including creator Amanda Monsen (@amandadoeshauls), whose video is already picking up buzz.
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And there’s lots to look forward to. The space will carry more than 1,600 products from 90 prestige, emerging and global brands, more than two-thirds of which are new to Target. Among them are Sunday Riley and Clearstem in skin care, plus K-beauty names like Kaja and Rom&nd. A few are already familiar to our readers: Briogeo and Joico both took home 2026 NewBeauty Awards for hair care, while newcomer Sungboon Editor's capsule cream picked up a Skin win.
You can also expect a dedicated team of Beauty Advisors on hand to help you find what you’re looking for, plus rotating “Editors’ Picks” and “Most Loved” features to point you toward what’s trending. Target’s celebrating the launch with an in-store event on September 26 from 12–4 p.m. local time and the first 100 guests at most stores will walk away with an exclusive Target Circle bonus.
Renderings of Target Beauty Studio
“When guests shop for beauty, they want to pick up their standbys while also exploring what’s new and trending, and Target Beauty Studio is designed with that mix in mind,” says Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target. “It’s an inspiring destination to discover what’s new, now and next in beauty—and a powerful example of how our merchandising authority comes to life through an elevated guest experience.”
“We’re proud of our shared success with Ulta Beauty and the experience we’ve delivered together,” says Rick Gomez, Target’s executive vice president and chief commercial officer. “The magic of shopping for beauty at Target is the combination of on-trend products that delight consumers with an inspiring and convenient shopping experience.”
“We look forward to what's ahead and remain committed to offering the beauty experience consumers have come to expect from Target”—Gomez continues—“one centered on an exciting mix of beauty brands with continuous newness, all at an unbeatable value.”
