The news: Less than a month after the end of the Ulta Beauty at Target partnership, Target plans to launch its new beauty section, Target Beauty Studio, in 600 of its roughly 2,000 stores and online on September 10.

The department will feature more than 1,600 products from 90 prestige, emerging, and global brands, more than two-thirds of which are new to Target. The assortment reflects Target’s broader merchandising strategy of emphasizing differentiated, culturally relevant products. In beauty, that means building a distinct assortment rather than recreating what shoppers previously found at Ulta Beauty at Target or can find at other beauty retailers.

The strategy: While beauty discovery increasingly happens via TikTok, physical retail is still the dominant discovery channel for health and personal care. Nearly 3 in 5 (59.4%) US buyers who recently purchased a new health and personal care product first encountered it in a physical store, compared with 34.1% on shopping websites or apps and 18.6% on social media, per a July EMARKETER survey.

Target Beauty Studio is designed to capitalize on that behavior by making stores more conducive to discovery and experimentation.

Personalized service. Beauty Advisors in signature Target Beauty Studio uniforms will offer personalized recommendations and product guidance.

Multiple ways to try products. The departments will feature product testing opportunities for select items, and a dedicated assortment of minis will provide shoppers an affordable way to test products.

A design focused around discovery. A central display table will serve as a rotating showcase for brands, with interactive storytelling and sampling starting with Lake & Skye’s premium fragrances. Target plans to refresh the space several times a year with new brands, collaborations, and rotating sections such as “Editors’ Picks,” “Most Loved,” and “Standouts of the Season.”

Target’s approach gives emerging brands national physical distribution without requiring them to build awareness entirely through paid social or search. For Target, it creates significant control over which brands get surfaced, how they’re merchandised, who sees them, and what happens after purchase. With that control comes greater responsibility to get the curation right.

Implications for retailers: Rather than relying on Ulta’s brand equity, loyalty, and expertise, Target is taking ownership of the beauty category and making a play to control more of the funnel, from discovery through purchase and retention.

Differentiating the assortment is a smart place to start. Beauty shoppers increasingly seek newness, giving Target an opportunity to stand out rather than compete on products consumers can find elsewhere.

If Target can establish itself as a trusted curator of emerging beauty brands, the payoff could extend beyond product sales. It can monetize discovery through retail media, give emerging brands a reason to launch with Target, and strengthen its authority in beauty. But without Ulta’s expertise and credibility to lean on, execution becomes even more important.