Target Developing ‘Ulta’-Mate Beauty Experience

Target is working with Ulta to bring its beauty products in-store via a new shop-in-shop experience that is reminiscent of its current partnerships with Disney, CVS and Starbucks.

The new Ulta Beauty at Target in-store destinations will begin rolling out at 100 Target stores nationwide in 2021, with hundreds more locations opening in coming years, the Minneapolis-based retailer announced Nov. 10.  

“We couldn’t be happier about bringing these two trusted brands together to redefine retail beauty experiences,” said Brian Cornell, chairman and CEO of Target, in a release. “This matchup brings Ulta Beauty’s coveted prestige beauty assortment, category expertise and guest loyalty together with Target’s high-growth beauty business and the ease and convenience of our industry-leading fulfillment services.”

Ulta Beauty at Target in-store destinations will be located near Target’s beauty section and will be designed to showcase a wide range of products and brands not available in-store today. An immersive online experience at Target.com is also in the works, the retailer said.

Target is also exploring ways to integrate personalized services and digital tools, including GLAMLab, Ulta's virtual try-on tool that allows customers to test out products before buying. Team members in the space also will be specially trained to provide consultative services.