Target is set to enhance its beauty offerings with the launch of the Target Beauty Studio on 10 September. This ambitious initiative plans to unveil over 1,600 new products from 90 brands in more than 600 stores and online. Notably, more than two-thirds of these brands will be appearing at Target for the first time.
New Beginnings for Emerging Brands
For several brands, this collaboration with Target marks their inaugural entry into brick-and-mortar retail. Remilia Hair, for instance, which began in 2018 and became popular on Amazon with its hair care products, found the format attractive. Eliran Luzone, founder and CEO, expressed the value in Target’s specialised and experiential setup. They began discussions with Target two years ago, which only picked up pace with the Beauty Studio’s development.
Clearstem, a skin-care line catering to anti-acne and anti-aging needs, also chose this platform as its first retail outlet. Co-founders Danielle Gronich and Kayleigh Christina appreciated Target’s buyer familiarity with their products, having achieved $50 million in sales last year.
Established Names Find New Platform
Borghese, an established Italian skin-care brand, sees Target’s Beauty Studio as a chance to provide more than a mere product display. Dawn Hilarczyk, the company’s COO, emphasised the importance of accessibility and expects the venture to potentially double revenue next year, following a 38% sales increase last year.
Meanwhile, By the Beach Suncare, a novel “fragrance-first” sun-care line launched last October, anticipates $4 million in first-year sales. Co-founder Jessica Singer highlighted Target’s willingness to promote emerging brands, providing both product testing experiences and creative branding options.
Curated Experiences and Customer Engagement
The Beauty Studio will offer rotating features such as “editors’ picks” and “most loved” items, alongside mini products to encourage new purchases. Beauty advisers will be on hand to deliver personalised guidance. Additionally, the Target Circle loyalty programme will provide shoppers with exclusive offers, being highlighted by in-store events celebrating the launch on 26 September.
Amanda Nusz, Target’s senior vice president of merchandising for essentials and beauty, described the Beauty Studio as an inspirational hub for beauty discovery and innovation, designed to appeal to consumers seeking both popular and trending products.
Laura Schubert and Lillian Tung, who co-founded Fur, a body care brand, also decided to join Target’s new beauty platform despite not pursuing retail opportunities previously. They feel more aligned with Target’s focus now that their products have gained recognition in the market.
Reporting based on coverage first published by modernretail.co.