Ulta Beauty is coming to Target, and you’re gonna need a bigger makeup drawer

Posted: 10 November 2020 4:16 pm

Woman trying lipgloss color

As if you needed another reason to linger in those red-and-white-tinged aisles.

First came Sephora’s popup in JCPenney, and now Ulta Beauty is reportedly set to follow suit. The retailer for all things beauty will claim a spot at more than 100 Target stores and online in late 2021. While Ulta Beauty and Target currently sell a cross-section of the same brands — like e.l.f cosmetics and FLOWER Beauty — the concept will likely greatly expand Target’s current selection of skincare, hair care and makeup.

The shop-within-a-shop will segment 1,000 square feet next to Target’s existing beauty department:

Ulta beauty at Target rendering

What we know so far

Ulta x Target will include more than 40 brands, and products will periodically rotate between categories like skincare, hair and makeup to bring in fresh merchandise.

Purchases will also be eligible for Target in-store pickup or same-day delivery through Shipt.

Target employees will receive beauty consultant training, so you can get help from knowledgeable associates who are equally qualified to answer product questions and shade-match.

Plus, Ulta’s GLAMlab feature that allows you to test makeup digitally will be available in stores, so you can try on products without dipping into a communal tester.

Our best guess on what brands will be offered? Given that Target offers primarily budget drugstore beauty products, we expect to see many mid-tier brands at Ulta — like GLAMGLOW, florence by mills and beautyblender — to diversify the big-box store’s beauty department.

Will you be able to use your rewards?

As of Tuesday, Target and Ulta have not shared whether Target Circle and Ultamate Rewards members will be able to apply and use their benefits to purchases made at the shop-in-a-shop. For a comparison, Sephora locations in JCPenney allow you to apply your Beauty Insider points to a purchase. But you can’t redeem in-store or online for sample-size products like you can from Sephora or Sephora.com.

Photo: Getty Images

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