Target and Ulta Beauty team up to bring ‘shop-in-shop’ concept to 100-plus Target stores in 2021

Target and Ulta Beauty are teaming up to bring small beauty shops to more than 100 Target stores and Target.com in 2021.

Disney and Target partner in select Target stores, new online store

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The two retailers announced a new partnership Tuesday saying in a news release that it will “redefine beauty experiences, creating new opportunities for guests and brand partners and to strategically and collaboratively lead the retail industry forward.”

“In partnership with Ulta Beauty, a company that shares our deep guest focus, we are able to expand our growing beauty business with new, exciting brands, an immersive experience, and loyalty benefits to transform how our guests shop for all their beauty needs,” Target chairman and CEO Brian Cornell said in a statement.



diagram: More than 100 Target stores are getting a new "Ulta Beauty at Target" shop starting in 2021. This is a rendering of what the concept will look like.


© Target
More than 100 Target stores are getting a new “Ulta Beauty at Target” shop starting in 2021. This is a rendering of what the concept will look like.

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The concept called “Ulta Beauty at Target” is scheduled to debut at more than 100 Target locations and online in the second half of 2021 with plans to “scale to hundreds more over time.”

This is not the first time Target has teamed up with a national brand. In October 2019, small Disney stores in 25 Target locations opened along with an online shop.

According to the release, the “planned locations will complement Ulta Beauty’s current store footprint, welcoming new guests to the brand and building upon Target’s existing assortment of beauty options.”

Ulta CEO Mary Dillon said in the release that the concept “reflects further evolution in our omnichannel strategy, rooted in unlocking the potential of our physical and digital footprints, creating more seamless shopping opportunities for our loyal guests and continuing to lead the beauty industry.”

The Ulta shops will be approximately 1,000 square feet and located next to the existing beauty section at Target.  They will have Ulta’s “immersive, in-store digital discovery tools such as GLAMLab, a virtual try-on tool that provides safe trial across beauty categories,” the release said.  

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