Target and Ulta Beauty have announced a strategic partnership. The two trusted retailers say they are "redefining beauty experiences" with the new "shop-in-shop" experience at Target. 

Ulta Beauty at Target will debut at more than 100 Target stores nationwide and online at Target.com, beginning in 2021. 

The partnership brings Ulta Beauty's best-in-class beauty authority to millions of guests who love the ease and convenience of Target's one-stop shopping experience. It also provides beauty brands an opportunity to expand and grow in a new, industry-leading omnichannel retail experience.

Brian Cornell, chairman and CEO, Target, says, "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."

Cornell continues, "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."

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

Dillon continues, "This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values. We are thrilled to bring our beauty expertise, unparalleled assortment and digital innovation to life in a new channel to delight and deepen loyalty with our existing guests and introduce Ulta Beauty to new guests."

Soon To Scale Up To Hundreds More Locations

Ulta Beauty at Target will debut at more than 100 Target locations starting in 2021, with plans to scale to hundreds more over time.

The shop-in-shop will operate as an extension of the welcoming Ulta Beauty experience, mirroring the retailers' existing stores and designed to 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.

Newly hired Target team members to serve as experts on prestige beauty offerings, aligning to Target's focus on providing guest service with deep product expertise. 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.