Target and Ulta Beauty reveal shop-in-shops, brand lineup

By

Jennifer Braun

Published
Jul 22, 2021

Target and Ulta Beauty unveiled on Wednesday details of the joint retail concept the duo are set to introduce in more than 100 Target stores nationwide and online this August. 

The experience was created based on the companies expertise in beauty, curation and guest-centric experiences and aims to make prestige beauty more accessible than ever before. Each shop will be about 1,000 square feet — roughly one-tenth the size of a typical Ulta store.

Expected to be located near the existing Target beauty section, each "shop-in-shop" will feature specialized displays, discovery zones, as well as on-trend, seasonally relevant offerings. The destination will be complemented by Ulta Beauty-trained team members who will provide guests with industry-leading beauty expertise to guide product discovery and selection.

As part of the reveal, the retailers also named more than 50 specially curated prestige brands that are set to enter in what is described as an “industry-first shopping destination”. The lineup includes the likes of: Anastasia Beverly Hills, Ariana Grande, BareMinerals, Bumble and Bumble, Clinique, Drybar, IT Cosmetics, Jack Black, Juvia's Place, MAC Cosmetics, Smashbox, St. Tropez, Sunday Riley, Tarte, The Ordinary, Too Faced and Urban Decay, among others. 

Finally, the immersive experience will also live on Target.com and in the Target app where guests can benefit from rewards from both Target Circle and Ultamate Rewards. Benefits include free shipping for qualifying orders, same-day fulfillment services, drive up, order pickup and same-day delivery at participating store locations.

"Ulta Beauty at Target reflects our commitment to drive the industry forward and keep our guests meaningfully engaged," said Kecia Steelman, chief operating officer, Ulta Beauty. "Our dynamic teams have worked together to create a disruptive, exciting way to discover prestige beauty with a thoughtfully curated assortment and knowledgeable, approachable experts to serve as beauty gurus."

Next, it plans to roll out the experiential shop-in-shops to reach a total of 800 Target stores across the country in the coming years.

“This unique partnership is another way we continue to elevate the guest experience across our multi-category business to drive traffic and preference as we meet guests' needs in innovative ways," added Christina Hennington, executive vice president and chief growth officer, Target.

"With two powerhouse retailers, our collective brand love, loyalty and omnichannel expertise will inspire guests and raise the bar for the beauty shopping experience."