Target is significantly expanding its beauty offering, adding roughly 3,000 new products from more than 60 brands as it refreshes its in-store experience ahead of the wind-down of its Ulta Beauty partnership.
More than 90% of the expanded assortment is priced under $20, reinforcing Target’s value positioning as it leans further into owned and exclusive beauty merchandising.
New brands joining the lineup include Supergoop, Morphe and other established and emerging labels.
The spring beauty assortment, Target’s largest to date, will roll out in February. Members of the paid Target Circle 360 loyalty program will receive early access to select products beginning this week.
Alongside the assortment expansion, Target is redesigning its beauty departments to spotlight new and trending products, with updated fixtures for fragrance and hair care aimed at helping shoppers better understand product benefits.
Stores will also host in-person beauty events, allowing customers to test products and engage with brands.
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“Beauty is incredibly important and deeply personal to our guests,” said Amanda Nusz, Target’s senior vice president of merchandising for essentials and beauty.
“This spring lineup reflects what guests are looking for right now — exciting new discoveries, Target-only exclusives and prices that feel good.”
The move comes as Target prepares for the end of its Ulta Beauty at Target shop-in-shop partnership, which both companies announced in 2025 would conclude in August 2026, about five years after launch.
The Ulta-branded spaces, which were distinct from Target’s own beauty aisles, will be phased out as Target reasserts control over the category.
Target has already begun hosting themed in-store activations, including “Galentines” beauty events in January and February. One promotion highlights Eos body mist fragrances and includes a free charm with purchase.
The retailer is also leaning further into wellness, having expanded that assortment by 30% earlier this month with thousands of products priced under $10, alongside nationwide in-store events featuring giveaways and samples.
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