The mini-shops will operate just like a regular ULTA store.

Target and ULTA Beauty have announced a new, beautiful partnership. Beginning in 2021, Target will put “shop in a shop” ULTA Beauty sections in 100 Target stores across the country. The partnership will allow Target shoppers to pick up boutique beauty products during their regular Target run.

The shops will include around 1,000 square feet of the store’s footprint and will be staffed by beauty advisors, similar to regular ULTA Beauty locations. Target shoppers will also be able to order ULTA Beauty products on and take advantage of same-day order pickup.

Lipstick and blush

Photo by Suzy Hazelwood from Pexels

For the past few years Target has been expanding its beauty offerings by adding mid-range beauty brands like Bliss, Pixi By Petra, and Winky Lux. Target has also made an effort to give shelf space to Latino and Black-owned beauty brands. The new partnership with ULTA Beauty will introduce prestige brands to people who might not visit an ULTA store.

"The durable strategy we have built has made Target a top retail destination. The ease and convenience of our stores and fulfillment services provide broad reach and relevance for the curated brands our guests love," said Brian Cornell, chairman and CEO, Target. "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.”

Target plans to start with ULTA Beauty mini-shops in 100 stores but has plans to expand further. Each location will feature a digital “GLAMLab” that will allow you to try on products in a safe and easy way. The brands are also working on a program where shoppers can get rewards points that cross both stores’ rewards programs.