Ulta Beauty moved out of Target last month, so Target moves its own beauty department in on Sept. 10.


The retailer will open Target Beauty Studio in more than 600 stores and on Target.com, stocking more than 1,600 products from 90 prestige and emerging brands. More than two-thirds of those brands have never sold at Target before. Dyson, Sunday Riley, St. Tropez and Boy Smells are among the arrivals.


Shoppers will find beauty advisers in signature uniforms, testers for select products and Target Circle offers tied to the department. A center table anchors the space, where Target plans sampling and brand storytelling that it will refresh several times a year. Rotating displays will group products under labels like "Editors' Picks" and "Most Loved," and a section of minis gives customers a cheaper way in.


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"When guests shop for beauty, they want to pick up their standbys while also exploring what's new and trending, and Target Beauty Studio is designed with that mix in mind," said Amanda Nusz, Target's senior vice president of merchandising, essentials and beauty. "It's an inspiring destination to discover what's new, now and next in beauty — and a powerful example of how our merchandising authority comes to life through an elevated guest experience."


Both sides saw this coming. Target and Ulta agreed a year ago not to extend Ulta Beauty at Target, and the shops closed for good last month.


Target's merchandise sales rose 5% year over year in the second quarter, and beauty climbed about 7%. Executives point to the studio as proof of the distinctive assortment they say will return the company to growth.


Target will hold in-store celebrations on Sept. 26 from noon to 4 p.m. local time, when the first 100 customers at most stores get a Target Circle bonus to spend in the department. Select stores will add giveaways. Whether the studio keeps the shoppers Ulta used to bring through the door will show up in Target's fall numbers.

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