Ulta plans to open mini cosmetics shops in 100 Target stores next year, with several hundred more Target locations getting their own Ulta shops later. For Ulta, the partnership will allow it to reach customers who don't normally frequent its stores. For Target, it's a way to offer new brands, expanding its beauty category. Ulta has struggled to reach younger consumers and those who don't buy beauty products routinely. Teaming up with Target could change that. Rival Sephora adopted the store within a store approach years ago with JCPenney.
The partnership comes at a time when makeup sales have taken a hit in the pandemic as people stay at home more.