The beauty retailer has signed a long-term strategic partnership with the mass retailer to expand its reach with more than 100 “shop-in-shop” spaces at select Target locations complementing Ulta Beauty’s current store footprint in the U.S.A. The first Ulta Beauty at Target retail spaces will open in 2021.

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,” said Brian Cornell, chairman and CEO, Target.

The branded shop-in-shop will operate as an extension of the Ulta Beauty experience, mirroring the retailers’ existing stores and designed to make Target’s customer discover established and emerging prestige brands. With approximately 1,000 square feet of retail space, Ulta Beauty at Target will be prominently located next to the existing beauty section. Ulta will train newly hired Target team members to serve as experts on prestige beauty offerings. The shop-in-shop is expected to be enhanced with Ulta Beauty’s immersive, in-store digital discovery tools such as GLAMLab, a virtual try-on tool that provides safe trial across beauty categories.

"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," said Mary Dillon, CEO, Ulta Beauty.

An early concept rendering of the distinctive Ulta Beauty at Target experience that’s currently being designed to appear in select Target locations starting in 2021. Not reflective of the final design.

Together, the two retailers have more than 100 million active loyalty program members across Target Circle and Ultamate Rewards. In addition to bringing guests enhanced offerings and expertise, the partnership will seek to create compelling, integrated opportunities to harness the power of these loyal guests and reward them when they shop at Ulta Beauty at Target.