Target and Ulta Partner for New Retail Experience

COVID-19 precautions aside, your Target runs could look substantially different next year. Starting in 2021, select Target stores will include small Ulta Beauty shops in their beauty departments, featuring “new limited-edition products and show-stopping capsule collections, along with staples in skin care and hair care.” They may also integrate digital services like Ulta’s GLAMLab application, which lets customers virtually try on makeup products before buying them. 

Ulta’s CEO, Mary Dillon, told CNBC that the retailers want to utilize this “time of change to innovate and to lead.” During the COVID-19 pandemic, Ulta has closed several stores, as well as reducing the number of new stores planned to open throughout the year, from 75 stores to 30. The beauty industry saw worldwide sales declines this year, and experts estimate that it has lost up to 30% of its annual revenue. Meanwhile, Target saw a rise in revenue and online sales during the pandemic. 

Target CEO Brian Cornell shared in a press release, “We couldn’t be happier about bringing these two trusted brands together to redefine retail beauty experiences. This matchup brings Ulta Beauty’s coveted prestige beauty assortment, category expertise and guest loyalty together with Target’s high-growth beauty business and the ease and convenience of our industry-leading fulfillment services.

The press release also includes a sneak-peek of what the Ulta Beauty at Target shops could look like:

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