Target gets K-beauty brands to think beyond Sephora, Ulta with new Beauty Studio
Walking around a Target store today, shoppers are going to find far more K-beauty brands than they would have a year ago as the retailer seeks the latest trends and as Korean brands seek to expand into U.S. mass retail.
As shoppers stroll through a Target store, they will encounter an expanded selection of K-beauty brands, reflecting the retailer's aim to stay current with the latest style trends and accommodate Korean brands' ambitions to penetrate the U.S. mass retail market. In a strategic move, Target quadrupled its K-beauty offerings earlier this year, introducing over 150 new products and ten additional brands spanning skincare, makeup, and hair care solutions.
To further revamp its beauty selection and shopping experience, Target unveiled the Target Beauty Studio earlier this month. According to a fact sheet, the studio added six "K-beauty cosmetics favorites" to the assortment, with five of those being debutants for Target. The studio's launch replaces former Ulta Beauty stores within Target locations, offering more than 1,600 products from 90 brands, predominantly introducing new brands to Target.
Among the K-beauty brands featured in the Beauty Studio are notable names such as Amuse, Kaja, Rom&nd, Dr. Melaxin, Purito Seoul, and Sungboon Editor, as confirmed by Target. Beyond the explicitly mentioned K-beauty brands, Modern Retail identified around a dozen additional brands in the launch lineup, which are linked to Korean ownership or founders. Notable among these are hair-care brand Aromatica and skincare brand Voesh.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
This story
This is one outlet's version. Read the fullest account.
