Ulta, Target to Conclude Shop-in-Shop Partnership in 2026
Ulta Beauty and Target have announced that their shop-in-shop partnership, Ulta Beauty at Target, will conclude when the current agreement ends in August 2026. Until then, the experience will continue in stores and online, with Ulta Beauty Rewards remaining active for eligible purchases.
Launched in 2021, the collaboration aimed to expand access to prestige beauty and offered the convenience of linking Ulta Beauty Rewards with Target Circle accounts.
“For 35 years, Ulta Beauty has revolutionized how people experience beauty,” Amiee Bayer-Thomas, Ulta Beauty’s chief retail officer, said in a media release. “Our partnership with Target was one of many unique ways we have brought the power of beauty to guests nationwide. As we continue executing our Ulta Beauty Unleashed plans, our assortment, expert services and in-store experiences will reinforce our leadership in beauty.”
Target executive Rick Gomez added, “We’re proud of our shared success with Ulta Beauty and the experience we’ve delivered together. We remain committed to offering the beauty experience consumers have come to expect from Target – featuring on-trend products, engaging experiences and unbeatable value.”
Both companies emphasized that they will continue to maintain product availability and a seamless shopping experience until the partnership officially ends.
Ulta will continue to grow its omnichannel presence, including launching the Ulta Beauty Marketplace later this year, while Target plans to maintain a differentiated beauty assortment, curated experiences and ongoing product trial events for its shoppers.
The Ulta Beauty Unleashed Plan
Ulta’s Unleashed plan is a strategic initiative introduced in a March earnings call by CEO Kecia Steelman to reinvigorate the company's growth and market share following a period of stagnation.
The plan aims to drive growth through enhanced in-store experiences, expanded wellness and product offerings, a third-party online marketplace and strengthened digital engagement. The plan also emphasizes optimizing inventory, improving customer engagement and diversifying revenue streams to position Ulta for sustained growth in the competitive beauty market.
