US speciality beauty retailer Ulta Beauty and Target have decided not to renew their Ulta Beauty at Target shop-in-shop partnership after the current contract expires in August 2026.
The strategic, long-term partnership between the two retailers, which began in 2021, has broadened access to high-end beauty products.
Go deeper with GlobalData
It has also allowed consumers to link their Ulta Beauty Rewards and Target Circle accounts for combined benefits.
The collaboration will persist in Target stores and on Target.com until that time.
Ulta Beauty chief retail officer Amiee Bayer-Thomas stated: “As we continue to execute our Ulta Beauty Unleashed plans, we’re confident our wide-ranging assortment, expert services and inspiring in-store experiences will reinforce our leadership in beauty and define the next chapter of our brand.”
Customers with connected accounts can continue to accumulate Ulta Beauty Rewards on qualifying purchases at Ulta Beauty at Target until the partnership concludes.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataBoth companies are dedicated to maintaining a smooth shopping experience and ensuring product availability until the end of their agreement.
They also aim to support their staff and partners throughout this period of transition.
Target also plans to maintain a beauty selection for its customers, including a mix of staple items and new discoveries, alongside engaging product trial events and a focus on competitive pricing.
Target executive vice-president and chief commercial officer Rick Gomez said: “The magic of shopping for beauty at Target is the combination of on-trend products that delight consumers with an inspiring and convenient shopping experience. We look forward to what’s ahead and remain committed to offering the beauty experience consumers have come to expect from Target – one centred on an exciting mix of beauty brands with continuous newness, all at an unbeatable value.”
In the second half of 2025, Ulta Beauty intends to launch the Ulta Beauty Marketplace, an online platform aimed at attracting new brands and consumers.
