Target and Ulta Beauty announce strategic brick-and-mortar partnership

Tuesday, Nov 10, 2020

Target Corporation and Ulta Beauty have announced their strategic partnership to transform brick-and-mortar retail. These two retailers will work together to create an in-store beauty “shop in shop” concept to offer Ulta’s most established and emerging brands in Target stores.

Target and Ulta are two trusted, high-performing companies in the industry, that each focus on omnichannel and experiential approaches in retail. This new partnership will bring the best of both worlds for Target and Ulta shoppers. Ulta’s best-in-class beauty offerings will add to the convenience of Target’s one-stop shopping experience. This will also allow beauty brands to continue to grow in a new setting – with a focus omnichannel retail.

“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,” said Brian Cornell, chairman and Chief Executive Officer at Target.

Ulta Beauty at Target will launch around 100 stores across the US in 2021, with plans to expand by hundreds more in the future. These locations will work to complement Ulta’s physical store footprint, while welcoming new consumers to browse the latest addition to Target’s beauty section.

The “shop in shop” concept at Target stores will serve as an extension of the Ulta brand, mirroring their existing store’s infrastructure, located next to Target’s existing beauty aisles. To create the ultimate Ulta store with a focus on guest-centric experiences, Target associates will be trained to serve as beauty experts to align with both retailer’s focus on service.

Target has reinvented their beauty business over the years, and this partnership only serves as an extension of that. Ulta and Target both have a strong customer base with active loyalty programs that will successfully work together to create compelling opportunities for shoppers.

This partnership will serve as a redefining experience for beauty and brick-and-mortar to collaboratively lead the retail industry forward.

“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. This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values,” said Mary Dillon, Chief Executive Officer at Ulta Beauty.

Source: Target Press Release 11/10/20
Photo Credit: Ulta & Target – Retail Wire

About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at more than 1,800 stores and at Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. For the latest store count or for more information, visit For a behind-the-scenes look at Target, visit  or follow @TargetNews on Twitter.

About Ulta Beauty
Ulta Beauty (NASDAQ: ULTA) is the largest U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services. Since 1990, the Company has brought together all things beauty, all in one place with more than 25,000 products from approximately 500 well-established and emerging beauty brands across all categories and price points, including Ulta Beauty’s own private label. Ulta Beauty also offers a full-service salon in every store featuring hair, skin, brow, and make-up services. Ulta Beauty operates retail stores across 50 states and also distributes its products through its website, which includes a collection of tips, tutorials and social content. For more information, visit

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