Ulta and Target end shop-in-shop partnership through 2026

Ulta Beauty and Target Corporation announced they will not renew their in-store partnership, ending the shop-in-shop model that has linked the beauty retailer to Target stores for more than four years. The agreement will lapse in August 2026, with Ulta products continuing to be sold in Target stores and on Target’s website through that date. Guests with linked Ulta Beauty Rewards and Target Circle accounts will keep earning Ulta Beauty Rewards on eligible purchases at Target until August 2026. Executives emphasized a smooth transition and the continuation of core services for customers and employees.

The collaboration began in 2021 and quickly expanded, with Ulta Beauty shops installed in hundreds of Target locations. At its peak, the program encompassed more than 600 shop-in-shop areas across Target’s nationwide footprint, delivering a dedicated beauty shopping environment alongside Target’s broader merchandise. A Target executive highlighted the long-standing collaboration, noting pride in the shared success and the intention to sustain a beauty experience “centered on an exciting mix of beauty brands with continuous newness, all at an unbeatable value.” Ulta praised the...