.UltaBeauty at Target 1,000-square-foot shops-in-shop feature about 50 prestige beauty brands.
Less than two weeks after Sephora and Kohl’s unveiled their store-in-store concept, Ulta Beauty at Target opened its first doors on Sunday. In total, 52 brick-and-mortar doors are open, out of an anticipated 100 this year. The Ulta Beauty assortment has also launched online at target.com, with top billing for the time being on the homepage.
One key difference, however, is that whereas Kohl’s had no beauty department so to speak of before the Sephora partnership, Target, like Ulta, has a very robust business, meaning finding the right balance. For Target, the partnership represents the opportunity to work directly with prestige brands that have been reluctant to enter the retailer. For Ulta, the goal is to tap into Target’s enormous customer base and pique their interest in prestige beauty with a curated offering that will drive them to a full-line Ulta location or Ulta.com.
“My parents are Korean, and so my mom is very focused on skin care and those steps,” Song said, adding, “I’m mono-lidded, and my eyelids can get kind of oily, and so when I like to use eye shadow and things like that, primers are really important for me, personally.”
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