Target is opening 100 mini shops from cosmetics chain Ulta in its stores this August, with 700 more planned

Ulta’s new stores at


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Ulta, the US’s
biggest cosmetics retailer
, will open mini shops at 100
Target stores next month, it said on Wednesday.

Target said it plans to bring these shops to 800 stores in the
future. Target and Ulta, which has 1,200 stores and is especially
popular among teens, first announced their partnership in


Target said that the Ulta shop-in-shops will be close to its
beauty sections in stores, and would feature about 50 brands,
including Clinique, Benefit Cosmetics, and Mac. These products
will also be sold on Target’s website, it said.

Ulta will train Target employees to give advice and
recommendations on products to customers. 

Read more:
Digital became a lifeline
for Ulta Beauty during the pandemic. Meet the 15 execs leading
the retailer’s online strategy.

The new partnership enables Target to double down on the
lucrative beauty industry — estimated to be worth $49
— and appeal to younger shoppers. In a recent survey of
teen spending
, Ulta was listed as the most popular beauty

“Target is still not perceived by many consumers as a specialist
player in beauty and, as such, it has missed out on growth within
the more premium part of the market,” Neil Saunders, managing
director at GlobalData Retail, said in a note to clients in
November. “The addition of Ulta will help to remedy this as it
will add a more specialist element to the proposition.”

The deal means Ulta, which has a market capitalization of
$18 billion
, gets greater exposure across the US to more

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