Target plans its own in-store beauty brand, rolling out “Beauty Studios” in September with exclusive offers

Target is preparing to launch its own in-store beauty concept, “Beauty Studios,” debuting this month and featuring exclusive offers for shoppers, according to reporting published Sept. 1, 2026.

The move follows Target’s earlier announcement that it would open its own beauty business after its partnership with Ulta Beauty ended. That shift indicates Target’s intent to bring more beauty shopping under its own branded roof rather than relying on a third-party partner for the category.

While the announcement and accompanying reporting confirm the timing and the presence of “exclusive offers,” they do not detail in the available material how many locations will carry the concept at launch, the full menu of services, or the specific brands and deal structures included in those offers.

What is clear from Target’s public direction is that it wants beauty to operate more like a destination category. In retail terms, that typically means tighter merchandising control, category-specific staffing and training, and a differentiated customer experience designed to keep shoppers in-store longer and to reduce the appeal of going elsewhere for beauty.

For consumers, the headline question will be whether Target’s Beauty Studios become a credible alternative to established beauty retailers and to other department-store beauty floors. For Target, the strategic bet is that it can translate its scale in general merchandise into beauty-specific traffic, with exclusive promotions designed to give shoppers a reason to try the new format early.

Industry-wide, beauty has been one of the most dynamic retail categories because it mixes product discovery with repeat purchases and service components. When retailers add an experiential element, they often aim to combine “browse and buy” shopping with guided recommendations, stronger basket-building, and better conversion for new brands and trial-size items.

Still, Target has not, in the available reporting, laid out key operating details such as whether Beauty Studios are tied to a particular service schedule, whether they rely on third-party operators for services, or whether the model includes a membership or loyalty-driven offer structure. Without those specifics, it is difficult to gauge how directly the concept will change store economics beyond the introductory promotional period.

The next items to watch are rollout scope, the nature of the exclusive offers, and whether the company frames Beauty Studios as a nationwide expansion or a limited pilot phase. Shoppers will also look for confirmation of what is actually offered in-studio, including any service capabilities and how frequently promotions are expected to refresh.