Target Unveils Beauty Studio in 600 Stores Following Ulta Split
Just weeks after parting ways with Ulta Beauty, retail giant Target has made a bold move to reclaim its place as a beauty destination. On September 10, 2026, Target officially launched its new Target Beauty Studio concept in approximately 600 locations across the United States, unveiling a dramatically elevated in-store experience featuring over 1,600 products from 90 brands.
Many of the brands are entirely new to Target’s shelves, including luxury and prestige names like Dyson, Sunday Riley, St. Tropez, and Boy Smells. The move directly responds to data from Circana showing that prestige beauty retail dollar sales grew +4% year-over-year to reach $36 billion in 2025. Meanwhile, former partner Ulta Beauty has been expanding its own wellness-focused boutiques independently, rolling out its “Wellness by Ulta Beauty” shop-in-shop format, which features dedicated wellness advisors and curated brands including Naomi Watts’s Stripes and Christina Aguilera’s Playground.
“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,” said Amanda Nusz, Senior Vice President of Beauty at Target.
The two retail giants are now in direct competition for the booming prestige and wellness beauty consumer — and industry analysts say the rivalry will only intensify heading into the holiday season.
Source: Yahoo Shopping – After Ulta breakup, Target is launching a new inside beauty store
Additional source: BeautyMatter – Why Target Is Building Its Own Prestige Beauty Destination