Ulta Beauty To Launch “Shop-In-Shop” At Target


The two powerhouses of convenient, affordable beauty are coming together to announce a long-term partnership that has the ability to change the landscape of American beauty purchasing forever.

The “shop-in-shop” initiative is the ability to shop Ulta Beauty inside of Target stores.Ulta Beauty at Target will debut established and emerging prestige brands at more than 100 Target stores nationwide and online at Target.com

Mary Dillon, CEO at Ulta Beauty had this to say of the partnership;

“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.”

“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.”

A depiction of what Ulta at Target will look like.

This collaboration is sure to bring about a new lease of life for Target who has been trying to re-invent itself as a more prestige place to shop beauty with the addition of private-label initiatives and partnerships like Jason Wu.

The Chairman and CEO of Target, Brian Cornell said, “The durable strategy we have built has made Target a top retail destination. The ease and convenience of our stores and fulfilment 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 role out will begin in 2021 starting with 100 stores, with plans to scale to hundreds more over time. 

The company will train newly hired Target team members to serve as experts on prestige beauty offerings, aligning to Target’s focus on providing guest service with deep product expertise. 

Photos via Ulta Beauty

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