Target plans to replace more than 600 Ulta shop-in-shop locations with an in-house “Target Beauty Studio” concept starting this fall, as its partnership with Ulta Beauty is set to end in August 2026. The retailer says the studio will feature more than 80 brand
Target is getting ready to pull a familiar beauty counter out of more than 600 stores—and put its own name on what comes next.
Starting this fall, the retailer will replace Ulta Beauty shop-in-shop locations with a new in-house concept called Target Beauty Studio. Target said it plans to expand the concept to additional locations over time.
The timing lands just ahead of the scheduled end of the Target–Ulta Beauty partnership in August 2026. Earlier this year, Target and Ulta Beauty announced they mutually agreed not to renew the agreement that began in 2021. During the partnership, Ulta products and rewards benefits will remain available until it officially concludes.
The replacement matters because Target isn’t just filling shelf space. It’s making a bet that an expanded in-house beauty assortment and shopping experience can drive future growth without relying on another retailer inside its stores.
Target Beauty Studio will focus on prestige beauty, with more than 80 global and emerging brands. That includes more than 60 brands that are new to Target customers. Target also said shoppers can expect exclusive product launches and trend-focused displays, plus dedicated beauty team members offering personalized recommendations.
The retailer is pitching an experience that connects in-store and digital shopping. Target said the Beauty Studio concept will offer beauty-specific Target Circle rewards and a seamless shopping experience across stores, Target.com, and the Target app.
The shift is tied to where Target believes the momentum is. On the company’s first-quarter earnings call, Chief Merchandising Officer Cara Sylvester said Target is focusing on product categories with the greatest growth potential, identifying beauty as one of its biggest opportunities.
Running its own beauty destination, Target also argues, gives it full control over product selection, merchandising, and the customer experience rather than sharing the space with another beauty retailer.
The change arrives as beauty remains a standout performer even while consumers show more caution with their spending. McKinsey’s 2026 State of Beauty report expects the global beauty market to grow about 5% annually through 2030. At the same time. it says shoppers are increasingly seeking value—gravitatating toward lower-priced brands that deliver strong performance without luxury price tags.
Target’s planned transition turns those forces into store-level decisions: start replacing Ulta shops this fall, keep Ulta products and rewards available through the end date, and then lean on a beauty lineup designed to be both prestige-forward and tightly controlled by Target.
For now, the partnership’s end in August 2026 remains the line in the sand. After that. Target’s Beauty Studio is set to become the centerpiece of its in-store beauty push. with the company aiming to win shoppers through a broader roster of brands. specialized guidance. and Target Circle perks across every channel.
Target Ulta Beauty Target Beauty Studio retail beauty industry store expansion Target Circle Cara Sylvester U.S. economy consumer spending merchandising