Target unveils Target Beauty Studio concept
Brands are backing the launch with consumer education, sampling, creator partnerships, and training for Target team members to help shoppers navigate the expanded assortment.
USA – Target is set to launch Target Beauty Studio, an elevated store-in-store and online beauty destination, on September 10, 2026,
The debut will be in more than 600 U.S. stores and on Target.com, with a curated assortment of over 1,600 products from 90 prestige, emerging, and global brands.
Target Beauty Studio is positioned as a “prestige beauty destination” designed to blend discovery, personalized guidance, and trend-led merchandising under one roof (and online), leveraging Target’s merchandising authority to spotlight what’s new and next in beauty.
According to the retailer, the format responds to shoppers who want both their everyday staples and access to trending innovations, with an experience that feels elevated yet accessible.
As part of Target’s broader push to return to growth, the concept leans into differentiation through curation, education, and an enhanced in-store journey
The launch assortment spans skin care, hair care, body care, fragrance, makeup, and international offerings, with a pronounced emphasis on K-beauty and premium skin care.
In total, the Beauty Studio will carry more than 1,600 products from 90 brands at kickoff, with most of those brands new to Target’s shelves.
Among the new-to-Target names are Italian skin care heritage brand Borghese, K-beauty makeup label Kaja, and Japanese honey-infused hair care brand &Honey, alongside established and emerging skin care players such as Clearstem, Eqqualberry, First Aid Beauty, and Sunday Riley.
In makeup, Target is highlighting Asian beauty brands including Amuse and Rom&nd, while Kaja’s social-media-fueled products, such as Beauty Bento, Wink Stamp, Jelly Charm, and Cheeky Stamp, plus Juicy Glass lip care and Dewy Bar, will be available in stores and online.
Hair care is skewed toward premium treatments, scalp care, heat protection, and repair solutions from brands like Bondi Boost, Briogeo, Joico, and Nioxin, with &Honey bringing its Deep Moist and Melty Moist Repair ranges (shampoo, treatment, and hair oil) to a wider U.S. audience.
Target is using the Beauty Studio platform to elevate founder narratives, showcasing entrepreneurs whose personal insights are shaping product innovation.
Featured founders include celebrity makeup artist Kim Baker of Glamazon Beauty; Buff Beauty, founded by industry veteran Katia Beauchamp; Peta Jane Beauty, created by Peta Murgatroyd.
Meanwhile, Mexico-born SARELLY, co-founded by creator Anna Sarelly and beauty executive Rémi Martini, centres Latina beauty needs and rituals, from undertones to lash essentials, with culturally rooted storytelling.
Alongside the Beauty Studio rollout, K2o, the functional hydration brand founded by Kylie Jenner, is making its first in-store retail partnership with Target, going live chainwide.
The brand reports more than USD 2 million in sales in its first five weeks online.
Its debut product, the Advanced Skin Hydration Mix, is an on-the-go hydration stick combining electrolytes, hyaluronic acid, and Verisol Bioactive Collagen peptides, which the company says is clinically shown to improve skin elasticity and reduce the appearance of eye wrinkles in as little as four weeks and increase skin hydration in as little as eight weeks.
Flavours include Strawberry Lychee, Peach, Watermelon Lime, and a variety pack.
The Beauty Studio will offer personalized guidance from Beauty Advisors and exclusive Target Circle offers to deepen engagement and support discovery.
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