Get Ready: Target Is Revamping Its Beauty Section in a Major Way

Target is already a major beauty destination. Not only does it carry our favorite drugstore brands, like Maybelline, L'Oréal, and more, but it also has branched out to offering select K-beauty and classic French pharmacy products. (Thanks to Target, I'm never without my beloved La Roche-Posay ;Anthelios 60 Melt-In Sunscreen Milk, $36, anymore.)

Even though we think it’s already kind of an amazing place for makeup, hair, and skincare, the retail giant is looking to expand and refine its beauty section even further. According to WWD, among some of the things we can expect to see in Target's newly designed beauty section are a roomier, more open layout, better lighting (which is always important, especially to the social media mavens among us), and—get ready—beauty service counters. Yes, service counters akin to those found in Sephora and Ulta. We're so on-board with this. Keep reading to learn all of the details about Target’s new beauty renovation.


"Our guests love to explore and be inspired,” Mark Tritton, Target EVP and chief merchandising officer, told WWD. "We see that across our assortment, and it’s particularly true in a category like beauty. This is one of the reasons we’re investing to create a more compelling experience. … The new design in beauty pulls you in, it’s a specialty environment that invites you to shop." This seems to be a prudent move on the brand's part, seeing as beauty reportedly makes up roughly 10% of its total profits. 

With 75 new Target stores opening across the U.S., be prepared to see open-concept design, upgraded accessories and fixtures, better lighting, and more. Beauty counters will be set up, manned by beauty concierges who can help match foundation shades, give out product info, and do basically everything that Sephora and Ulta employees already do. (There's also talk of free samples and swatches being offered at these counters—sign us up.) 

This is a pretty big upgrade that Target is undertaking, so we're assuming it will take a bit of time until you can see these changes IRL in your own local beauty section. When you do get to experience it though, it will surely be worth the wait. It's drugstore beauty paired with a high-end and luxurious shopping experience. What's better than that? 

Head over to WWD to read the full article. Then, see the six products that are discounted up to 50% off at Sephora this week

Related Stories