Target is overhauling its retail beauty strategy with the launch of Target Beauty Studio, a specialty store-in-store concept debuting September 10.

Scheduled to open in more than 600 locations nationwide and on Target’s online channels, the studio will offer more than 1600 products across skincare, cosmetics, haircare, fragrance, and nail care.

The launch will feature 90 renowned, emerging, and international brands, with over two-thirds appearing on Target shelves for the first time.

Among the featured labels are Sunday Riley, Dyson, and Clearstem, alongside global cosmetics brands such as South Korea’s Rom&nd and Mexico’s Sarelly. 

The initiative replaces the retailer’s former arrangement with Ulta Beauty, which concluded following the expiration of their multi-year agreement last year.

The visual footprint incorporates interactive sampling tables, rotating trend displays such as ‘Editors’ Picks’ and ‘Most Loved’, and a section dedicated to mini-sized products suited to travelers. 

In-store locations will be staffed by Beauty Advisors trained to offer personalized consultation and assist consumers with testing selected items, along with exclusive Target Circle offers.

Amanda Nusz, Target’s SVP of merchandising for essentials and beauty, said that shoppers generally look to purchase everyday staples while also seeking out new retail trends. She noted that the new format was developed to serve both preferences, positioning the elevated layout as a direct reflection of the company’s merchandising direction.

“It’s an inspiring destination to discover what’s new, now and next in beauty, and a powerful example of how our merchandising authority comes to life through an elevated guest experience,” said Nusz.

As part of the launch, the beauty studio will be supported by a nationwide in-store promotional event on September 26, featuring loyalty rewards and product giveaways.

Earlier, Target reported another quarter of positive comparable sales growth, which an analyst described as an encouraging sign that the retailer is on the right track for recovery.