Target, Ulta Beauty join forces on store concept

Gisselle Gaitan
Online Editor
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Target is partnering with Ulta Beauty on a new store-in-store concept. 

The Ulta Beauty at Target concept will offer shoppers an assortment of established and emerging prestige brands both online and at select Target locations nationwide beginning in 2021, the companies said.

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

Each of the planned concepts will not only compliment Ulta Beauty’s current store footprint, but also mirror its existing stores with several feet of retail space that will be located next to the existing beauty section at Target.

Digital discovery tools as GLAMLab, Ulta's virtual try-on tool that provides shoppers with trials across several beauty categories, also will be featured.

“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,” Mary Dillon, CEO of Ulta Beauty, said. “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.”

Newly hired Target team members will receive training and serve as experts on prestige beauty offerings. 

Between the two retailers’ loyalty programs — Target Circle and Ultamate Rewards — more than 100 million active members will be able to benefit from integrated opportunities that will reward them while shopping. 

Additionally, guests who shop at Ulta Beauty at Target will be eligible for free shipping on qualifying orders, as well as such same-day fulfillment services as drive up, order pickup and Shipt same-day delivery at participating locations.