Target announced a new spring beauty lineup that will be the retailer’s largest ever, adding nearly 3,000 new products and more than 60 new brands to its stores and e‑commerce site. The rollout began in February 2026, with Target Circle 360 members receiving early access to select items during the week of the announcement.
The assortment features Target‑only exclusives such as Ontu and new offerings from Morphe, Minimalist, GoPure, Dasique, The Crème Shop, I’m Meme, haruharu wonder, Elizavecca, Kundal, and Remedy by Dr. Muneeb Shah. Over 90 % of the items are priced under $20, and some hair‑care products start at $6.99, underscoring the retailer’s focus on accessible luxury and value for budget‑conscious shoppers.
In addition to the expanded product mix, Target refreshed its in‑store beauty experience with dedicated trend spaces and scheduled beauty events that help guests discover new favorites. The new layout is designed to drive foot traffic and increase basket size, while the early‑access program for Circle 360 members reinforces loyalty and frequency.
The launch comes at a strategic moment: Target’s Ulta Beauty shop‑in‑shop partnership will conclude in August 2026. By expanding its own beauty assortment, Target aims to capture the prestige‑brand traffic that Ulta previously supplied and to strengthen its discretionary category, which has shown resilience as an “accessible indulgence” amid broader softness in non‑essential spending.
Amanda Nusz, Senior Vice President of Merchandising, Essentials and Beauty, said the lineup “reflects what guests are looking for right now—exciting new discoveries, Target‑only exclusives and prices that feel good.” Chief Commercial Officer Rick Gomez added that “guests are choiceful, stretching budgets and prioritizing value, especially in food, essentials and beauty.”
The expansion is expected to improve margin control through exclusive brands, broaden Target’s competitive differentiation against Walmart, Amazon and specialty retailers, and support the retailer’s broader strategy to grow same‑day delivery and in‑store pickup options for beauty shoppers. By positioning beauty as a key discretionary driver, Target seeks to offset headwinds in other non‑essential categories and sustain traffic and basket growth in a challenging retail environment.
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