Target Just Gave Its Beauty Aisle a Major Upgrade
Your Target beauty run just got a lot more interesting.
Today, Target officially launched Target Beauty Studio, a new prestige beauty destination rolling out across more than 600 stores nationwide and online.
And this isn't just a redesigned beauty aisle.
Target Beauty Studio brings more than 1,600 products from 90 prestige, emerging and global beauty brands to the retailer, with more than two-thirds of the brands completely new to Target.
The lineup spans skincare, makeup, haircare, fragrance, body care and nails, mixing recognizable names with emerging brands you may not have spotted on a Target run before.
Skincare favorites like Sunday Riley and First Aid Beauty are joining the shelves alongside haircare brands Briogeo and Joico. K-beauty also has a major presence, with rom&nd, AMUSE, Kaja and PURITO SEOUL among the lineup.
But some of the more interesting additions come from founder-led brands.
Dancing with the Stars champion Peta Murgatroyd is bringing her self-tanning line Peta Jane Beauty to the Studio, while Mexican creator Anna Sarelly and Rémi Martini are introducing SARELLY, a beauty brand originally created around needs often overlooked in the market, including different undertones and lash types.
Celebrity makeup artist Kim Baker's Glamazon Beauty and beauty industry veteran Katia Beauchamp's Buff Beauty are also part of the new assortment.
The actual shopping experience is getting an upgrade too.
Target Beauty Studio locations feature dedicated Beauty Advisors, testers for select products and a minis section designed for discovering something new without committing to the full-size version.
Shoppers will also find rotating “Editors’ Picks,” “Most Loved” and “Standouts of the Season” displays, plus a central discovery table that will change throughout the year with different brands, collaborations and launches.
And there's more coming later this month.
On September 26, Target will host an in-store Beauty Studio celebration from 12 to 4 p.m. local time. The first 100 guests at most Target stores will receive an exclusive Target Circle bonus, with additional giveaways planned at select locations.
Basically, going into Target for toothpaste and leaving with a new skincare routine just became even more likely.
Consider us warned.
