Target Beauty Studio Rollout
Target Launches Beauty Studio Across 600 Stores, Replacing Ulta Partnership
Anonymous
Key Points
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Remilia Hair's inclusion in Target Beauty Studio marks one of the brand's first brick-and-mortar retail entries, with founder Eliran Luzone calling the space 'a completely new environment where it’s really focused on beauty discovery and education and its own sales associates,' and noting the brand has grown to seven figures on Amazon since 2018 before this Target launch.
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The Beauty Studio will feature brands making their Target debuts, such as SARELLY and Manacurist, illustrating the program’s role in bringing new and niche brands into physical retail for the first time.
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Target Beauty Studio places emphasis on founder-brand storytelling, highlighting entrepreneurs like Kim Baker (Glamazon Beauty), Katia Beauchamp (Buff Beauty), Peta Murgatroyd (Peta Jane Beauty) and SARELLY founders Anna Sarelly and Rémi Martini to showcase personal insights and innovations shaping what's new in beauty.
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MarketWatch notes that Target's Ulta mini-shop partnership is ending as part of the Beauty Studio rollout, signaling a strategic shift in how Target sources and displays beauty products.
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MarketWatch also points to a broader product scope for the Studio, including Korean-based beauty brands and sun care in addition to skincare, makeup, hair care and fragrance.
Target is launching its Target Beauty Studio on September 10 across more than 600 stores and online, featuring 1,600 products from 90 brands. Two-thirds of these products are new to Target, marking a major shift in how the retailer approaches beauty. Chain Store Age reports the Studio emphasizes discovery, personalized advice, and exclusive offers to create an elevated shopping experience.
The rollout signals Target's exit from its Ulta mini-shop partnership and represents a strategic bet on niche and founder-led brands. Modern Retail notes that many brands view the Studio as their first-ever brick-and-mortar opportunity, with founders planning to train staff on product education and storytelling.
Brands See First Storefront Opportunity
For many emerging and niche brands, Target Beauty Studio opens a door to physical retail that didn't exist before. Remilia Hair founder Eliran Luzone said the space is 'a completely new environment' focused on discovery and education. Modern Retail reports the brand has grown to seven figures on Amazon since 2018 before this Target launch. Similarly, SARELLY and Manacurist are making their Target debuts through the Studio.
Founder Stories Drive the New Format
Target is spotlighting entrepreneurs behind brands as a core part of the Studio experience. The retailer will feature stories from founders like Kim Baker of Glamazon Beauty, Katia Beauchamp of Buff Beauty, and Peta Murgatroyd of Peta Jane Beauty. Beauty News Daily reports the Studio uses dedicated spaces and storytellers to highlight innovation and new trends in beauty, positioning founder brands as central to the curated discovery experience.
Ulta Partnership Ends, Beauty Strategy Pivots
Target's relationship with Ulta is ending as the Beauty Studio rolls out. MarketWatch notes this signals a strategic shift in how Target sources and displays beauty products. The Studio will include Korean-based beauty brands and sun care alongside traditional categories like skincare, makeup, hair care, and fragrance. WFTV confirms the launch spans both physical stores and Target.com on September 10.
Beauty Advisors and Rotating Offers Drive Engagement
The Studio includes beauty advisors trained to provide personalized recommendations and product education. Store Brands reports the space features rotating product spotlights and exclusive Circle loyalty offers to encourage repeat visits. This hands-on approach reflects Target's effort to create an experience that goes beyond typical retail shelves and drives long-term growth in its beauty category.
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