New brands flock to Target’s post-Ulta beauty section
Target will launch its Beauty Studio concept nationwide on September 10, following a preview for influencers at LTK Con. The rollout includes 14 locations in Maryland, such as the Waldorf store. While the initiative aims to attract high-end shoppers with 90 brands, reports indicate a lack of Black-owned businesses in the selection. Meanwhile, competitor Ulta Beauty reported strong Q2 sales driven by K-beauty growth, though CEO Kecia Steelman cautioned against the fast fashion nature of that trend as the company focuses on China and exclusivity.
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- ✓ Target Beauty Studio launches nationwide on September 10.
- ✓ The Waldorf store is among 14 Maryland locations receiving the new beauty concept.
What changed
Target announced a September 10 nationwide launch date and provided a preview to LTK Con creators.
Live updates
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Target Beauty Studio set for nationwide launch September 10
Target will launch its Beauty Studio concept nationwide on September 10, following a preview for influencers at LTK Con. The rollout includes 14 locations in Maryland, such as the Waldorf store. While the initiative aims to attract high-end shoppers with 90 brands, reports indicate a lack of Black-owned businesses in the selection. Meanwhile, competitor Ulta Beauty reported strong Q2 sales driven by K-beauty growth, though CEO Kecia Steelman cautioned against the fast fashion nature of that trend as the company focuses on China and exclusivity.
Why it matters
Target is replacing its partnership with Ulta to revitalize its beauty business through a curated prestige assortment. This shift forces Ulta to rely on exclusivity and international expansion to maintain growth. The transition tests Target's ability to attract luxury consumers independently.
What is confirmed
- Target Beauty Studio launches nationwide on September 10.
- The Waldorf store is among 14 Maryland locations receiving the new beauty concept.
Still unconfirmed
- Ulta Beauty CEO Kecia Steelman warned against the fast fashion attitude of the K-beauty trend.
What to watch next
- Customer reception of the September 10 nationwide rollout
- Changes to brand diversity in the Beauty Studio assortment
- Ulta Beauty's Q3 sales performance relative to Target's new competition
confidence 90%Sources used for this update (5)
- cosmeticsbusiness.com — Ulta Beauty’s Q2 sales boosted by K-beauty, but CEO warns of trend’s ‘fast fashion’ trap
- www.modernretail.co — Target’s new beauty selection has almost no Black-owned brands
- southernmarylandchronicle.com — New Target Beauty Concept Coming to Waldorf Store Next Month
- www.forbes.com — Target Launches Exclusive Preview Of Beauty Studio For Creators At LTK Con
- www.retaildive.com — Ulta leans into exclusivity amid Target Beauty Studio competition
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Target launches 90-brand Beauty Studio after Ulta split
Target has launched its Beauty Studio concept, featuring a curated assortment of prestige brands in over 600 stores, following the end of its partnership with Ulta. The new beauty section aims to attract high-end customers and revitalize Target's beauty business. The Beauty Studio offers a range of products from 90 brands, including some founded by entrepreneurs. Target is also hosting in-store events to promote the launch.
Why it matters
The launch of Beauty Studio comes as Target looks to revamp its beauty offerings after parting ways with Ulta. The move is part of Target's efforts to enhance its shopping experience and appeal to a wider range of customers. The beauty industry is highly competitive, and Target's new concept aims to establish the retailer as a major player in the prestige beauty market.
What is confirmed
- Target's Beauty Studio features a curated assortment of prestige brands in over 600 stores.
- The Beauty Studio offers products from 90 brands.
- Target is hosting in-store events to promote the launch of Beauty Studio.
- The launch of Beauty Studio follows the end of Target's partnership with Ulta.
What to watch next
- The performance of Target's Beauty Studio in the coming months
- Target's plans for expanding or modifying the Beauty Studio concept
- The impact of the Beauty Studio launch on Target's sales and market share
confidence 100%Sources used for this update (8)
- Modern Retail — New brands flock to Target’s post-Ulta beauty section
- Target Corporation — Target Beauty Studio Is Almost Here. Meet Some of the Brand Founders in Target’s New Prestige Beauty Experience.
- Allure — Target Launches 90-Brand Beauty Studio Following Costume Backlash
- WWD — Post Ulta Breakup, Target Corp. Gears Up to Unveil New Beauty Studio
- Retail Dive — Target to host in-store event for Beauty Studio launch
- The MoCo Show - — Target Launching New Beauty Concept at 14 Maryland Stores Following End of Ulta Partnership
- www.modernretail.co — Big-Box Briefing: Retailers get direct tariff relief. Their shoppers likely won’t
- insights.citeline.com — Target Launches Beauty Studio After Ulta Split; Coty Navigates Transitional Year: Beauty Roundup
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