Target and Ulta Beauty Partner on New Store Experience

Jamie Grill-Goodman
Editor in Chief
Jamie goodman
The Ulta Beauty at Target shops will debut at more than 100 Target locations, with plans to scale to hundreds more over time.

Target Corporation and Ulta Beauty have entered a long-term partnership to launch "shop-in-shop" concepts nationwide beginning 2021.

The Ulta Beauty at Target shops will debut at more than 100 Target locations, with plans to scale to hundreds more over time. The planned locations will complement Ulta Beauty's current store footprint.

Target and Ulta Beauty aim to create a new way for consumers to discover prestige brands. The partnership brings Ulta Beauty's beauty authority to millions of shoppers who love the convenience of Target's one-stop shopping experience. It also provides beauty brands an opportunity to expand and grow in a new omnichannel retail experience.

"The durable strategy we have built has made Target a top retail destination,” said Brian Cornell, chairman and CEO, Target. “The ease and convenience of our stores and fulfillment services provide broad reach and relevance for the curated brands our guests love. 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."

The distinctive, branded shop-in-shop will operate as an extension of the Ulta Beauty experience, mirroring the retailers' existing stores and designed to discover established and emerging prestige brands. With approximately 1,000 square feet of retail space, Ulta Beauty at Target will be prominently located next to the existing beauty section.

To bring Ulta Beauty's guest-centric experiences to life, the company will train newly hired Target team members to serve as experts on prestige beauty offerings. The shop-in-shop is expected to be enhanced with Ulta Beauty's immersive, in-store digital discovery tools such as GLAMLab, a virtual try-on tool that provides safe trial across beauty categories.

"Ulta Beauty at Target 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. More than ever before, now is the time for innovation in retail," said Mary Dillon, CEO, Ulta Beauty. "This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values. We are thrilled to bring our beauty expertise, unparalleled assortment and digital innovation to life in a new channel to delight and deepen loyalty with our existing guests and introduce Ulta Beauty to new guests."

The online experience on and the Target app will reflect the look and feel of the elevated Ulta Beauty experience for an immersive, engaging way to find beauty favorites and new products. The Ulta Beauty at Target assortment will be available on and in select stores in the second half of 2021. online shoppers will enjoy free shipping for qualifying orders as well as Target's same-day fulfillment services, Drive Up, Order Pickup and Shipt same-day delivery at participating store locations. Drive-Up and Order Pickup are free on all orders.

Together, the two retailers have more than 100 million active loyalty program members across Target Circle and Ultamate Rewards. The partnership will seek to create compelling, integrated opportunities to harness the power of these members and reward them when they shop at Ulta Beauty at Target. The partnership between Ulta Beauty and Target seeks to redefine beauty experiences, creating new opportunities for brand partners.

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