Ulta Beauty and Target will terminate their in-store collaboration by the year 2026.
Ulta Beauty and Target have announced that they will not be renewing their shop-in-shop partnership when the current agreement expires in August 2026. This means that all Ulta Beauty shop-in-shop locations inside Target stores will close, and the Ulta Beauty at Target format will end.
Until August 2026, customers can continue to shop Ulta Beauty products at Target, including earning rewards through linked accounts. However, after the expiration date, Ulta Beauty products will no longer be sold through the Ulta shop-in-shop sections inside Target stores.
Post-expiration, Ulta Beauty will continue its own omnichannel operations, including launching the Ulta Beauty Marketplace online. Target, on the other hand, plans to maintain a differentiated beauty assortment independently. The companies have not publicly given a detailed reason for ending the partnership, though industry analysts have cited potential operational challenges at Target, such as in-store issues and staffing.
Ulta Beauty, which has been revolutionizing the beauty industry for 35 years, offering an unmatched assortment from mass to luxury brands, aims to reinforce its leadership in beauty with its wide-ranging assortment, expert services, and inspiring in-store experiences. Target, meanwhile, promises to maintain an up-to-date beauty selection after the Ulta section closes, offering beauty essentials, brand-new finds, fun product trials, and sharp pricing.
Both companies have pledged to ensure support for their teams and partners during the transition. Amiee Bayer-Thomas, chief retail officer of Ulta Beauty, and Rick Gomez, executive vice president and chief commercial officer at Target, have both made statements about the smooth transition ahead.
In summary, after August 2026, Ulta Beauty products will no longer be sold through the Ulta shop-in-shop sections inside Target stores, and both retailers will pursue their beauty strategies separately. Customers can still purchase Ulta Beauty products at Target stores and online until August 2026.
Despite ending their shop-in-shop partnership with Target, Ulta Beauty will continue to operate in the retail industry, focusing on its omnichannel business strategy, including the launch of the Ulta Beauty Marketplace online. The finance sector may see shifts as a result, with Ulta Beauty potentially exploring new business opportunities and Target redefining its beauty retail strategy. Post-expiration, lifestyle shoppers can still indulge in shopping for Ulta Beauty products at Target stores, but the lifestyle experience provided by Ulta Beauty at Target locations will no longer be available.
