Target Beauty Studio launches September 10

Target Corporation will launch its Target Beauty Studio in more than 600 stores and online on September 10. The company calls this a "new chapter," combining its merchandising with a curated selection of over 1,600 products from 90 prestige, emerging, and global brands. More than two-thirds of these brands are new to Target. The retailer first announced plans for an upgraded beauty offering in March of this year.

Amanda Nusz, Senior VP of Merchandising, Essentials and Beauty at Target, explained the thinking. "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," she said. The company stated it aims to be a one-stop destination for every routine, from everyday essentials to prestige favorites.

Featured Brands and Products

The curated assortment spans multiple categories. Skincare will include brands like Clearstem, Eqqualberry, First Aid Beauty, and Sunday Riley. Hair care offerings come from Bondi Boost, Briogeo, Joico, and Nioxin. Several K-beauty favorites will also be available, such as Amuse, Kaja, Rom&nd, Dr.Melaxin, Purito Seoul, and Sungboon Editor.

A global curation adds Mexican range Sarelly and French nail care brand Manucurist. The fragrance selection promises "elevated fragrances that go beyond traditional perfumes" from niche players like Lake & Skye, Boy Smells, and Smooch. Premium sun care from Bask and Dune will be stocked, alongside self-tanning from Peta Jane Beauty and Tan-Luxe. The section will also carry trending styling essentials, including Slickhair's finishing oils and luxury accessories from Machete and Slip.

The In-Store Experience

Target Beauty Studio is designed to be an interactive destination. It will feature product testing opportunities for select items. A center table will act as a "dynamic destination" for interactive storytelling and sampling. Premium fragrance brand Lake & Skye will be featured first, but the space is planned to evolve several times per year to showcase new brands and collaborations.

Product features will rotate, spanning categories like ‘Editors' Picks’, ‘Most Loved’, and ‘Standouts of the Season’. A miniatures assortment is intended to offer an affordable way for guests to discover new favorites. Dedicated Target Beauty Advisors will be on hand to offer personalized recommendations and product guidance. Exclusive offers through the Target Circle club will aim to help guests explore new products.

This launch follows a robust beauty performance for the retailer. Target reported that its overall sales for Q1 2026 were driven by beauty, increasing to $3.39 billion from $3.1 billion in 2025. The new studio represents a significant investment in a more distinctive assortment to elevate the shopping experience.

To mark the launch, Target is hosting a store-wide celebration on September 26 from 12pm to 4pm local time. The first 100 guests in stores will receive an exclusive Target Circle bonus for shopping the Beauty Studio. Selected stores will offer additional giveaways. The company stated the experience will continue to evolve, bringing guests fresh discoveries and the latest innovations. For a look at how major retailers are updating their fixtures to create similar destination spaces, our industry analysis provides deeper context.