Target Corporation will launch its new specialty beauty experience, Target Beauty Studio, in more than 600 stores and online next month, marking “a new chapter” for the business.
Target Beauty Studio launches on 10 September and is said to combine the US retailer's “merchandising authority and elevated shopping experience” with a curated assortment of more than 1,600 products from 90 prestige, emerging and global brands.
It aims to be “a one-stop beauty destination for every routine, from everyday skin care and beauty essentials to prestige favourites and the latest beauty finds,” read a company statement.
More than two thirds of the brands are new to Target, which the company said is central to its growth plans, investing in a more “distinctive assortment” to elevate the shopping experience.
Target first announced its plans for an overall upgrade to its beauty offering – which focuses on premium and emerging brands, updated presentation and piloting an enhanced service model – back in March this year.
This stronger focus on beauty also comes as Target reported that its overall sales for Q1 2026 were driven by a robust beauty performance, increasing to US$3.39bn, up from $3.1bn in 2025.
"When guests shop for beauty, they want to pick up their standbys while also exploring what is new and trending, and Target Beauty Studio is designed with that mix in mind," said Amanda Nusz, Senior VP of Merchandising, Essentials and Beauty, Target.
"It is an inspiring destination to discover what is new, now and next in beauty.
“And a powerful example of how our merchandising authority comes to life through an elevated guest experience."
Target Beauty Studio will also comprise product testing opportunities for select items, and a centre table which will serve as a “dynamic destination” to bring brands to life through interactive storytelling and sampling.
Premium fragrance brand Lake & Skye will first appear, but the space will evolve several times per year to showcase new brands, collaborations and editorial-inspired moments.
Rotating product features will span ‘Editors' Picks’, ‘Most Loved’ and ‘Standouts of the Season’, while a miniatures assortment gives guests an “affordable way to uncover their next favourite product”, read a statement from the company.
There will also be dedicated Target Beauty Advisors offering personalised recommendations and product guidance, and exclusive Target Circle club offers to help guests explore the “most exciting” brands and products.
Mock-up design of Target's Beauty Studio
Which beauty brands will be stocked in Target Beauty Studio?
Curated skin care from sought-after and emerging brands will be on offer to shoppers, including Clearstem, Eqqualberry, First Aid Beauty and Sunday Riley, covering trending ingredients and targeted treatments.
Hair care that spans premium treatments, scalp care, heat protection and repair solutions will be available from Bondi Boost, Briogeo, Joico and Nioxin.
K-beauty favourites from Amuse, Kaja, Rom&nd, Dr.Melaxin, Purito Seoul and Sungboon Editor will also be on offer.
A more global curation of brands is available too, with Mexican range Sarelly and French nail care brand Manucurist added to the mix.
Target claims there will also be “elevated fragrances that go beyond traditional perfumes”, from niche players such as Lake & Skye, Boy Smells and Smooch.
Visitors can shop premium sun care from brands Bask and Dune, and self-tanning options from Peta Jane Beauty and Tan-Luxe.
Plus, “trending styling essentials”, including Slickhair's finishing oils and luxury accessories from Machete and Slip.
Target said in a statement that its Beauty Studio experience will continue to evolve over time, “bringing guests fresh discoveries and the latest beauty innovations”.
To mark the launch of Target Beauty Studio, the company is hosting a store-wide celebration on 26 September from 12pm to 4pm local time.
The first 100 guests in Target stores will receive an exclusive Target Circle bonus to shop Target Beauty Studio in-store and online, while selected stores will offer additional giveaways.
