The shopping experience for beauty lovers will look different at Target, with a new concept rolling out on Sept. 10 to 600 stores around the country.

Named Target Beauty Studio, the new specialty in-store setup will feature an assortment of over 1,600 products from across 90 distinct brands, acting like its own sort of Ulta or Sephora inside the store. 

Beyond selling merchandise that is already a staple of the Target aisles, the new format will bring in a myriad of new brands and products, pushing for a discovery-led shopping experience.

“When guests shop for beauty, they want to pick up their standbys while also exploring what’s new and trending, and Target Beauty Studio is designed with that mix in mind,” Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target, said in a press statement.

She added, “It’s an inspiring destination to discover what’s new, now and next in beauty — and a powerful example of how our merchandising authority comes to life through an elevated guest experience.”

The new in-store model follows a decision not to renew a partnership between Ulta and Target, which allowed customers to buy Ulta brands in select Target stores. The shop-in-shop partnership began back in 2021, with the deal expiring in Aug. 2026. The new Target Beauty Studio seems to be the retailer’s way of stepping back into the beauty space.

In terms of skincare, customers may expect popular brands like First Aid Beauty and Sunday Riley, whereas in the hair department, the new aisles will start offering brands like Briogeo and Bondi Boost.

Korean beauty and other foreign brands will also be featured, including K-beauty products from Amuse and Kaja, and Mexican makeup from Sarelly. Additionally, the new aisles will also include fragrances like mists from Boy Smells.

The experience will include staples of other beauty stores, like product testers on display and a mini product section for travel-size-friendly products, or for sampling. It will also include more innovative elements, like Dedicated Beauty Advisors to provide suggestions to customers.

For each beauty section, products will be available at both accessible and premium price points. While around 600 stores are expected to unveil their own Target Beauty Studio, a full list with the store locations will be available on the retailer’s website.

The changes to the store are part of Target’s ongoing turnaround project, which relies on in-store redesigns to boost sales and drive foot traffic in the stores.