Target Beauty Studio Attracts New Brands

Target's Beauty Studio launches on September 10. It will be in over 600 stores and online. The department will feature more than 1,600 products from 90 brands. Over two-thirds are new to the retailer.

Several skincare and beauty brands are entering physical retail for the first time here. Founders cited the curated, experiential nature of the Beauty Studio as a key reason for partnering. They had to provide Target with materials for employee training.

Brand Partnerships and Retail Strategy

Target's approach involves more than just placing products on shelves. The company required training materials from brands for its dedicated beauty advisers. These employees will offer personalized recommendations in-store.

Eliran Luzone is the founder of Remilia Hair. Talks with Target began nearly two years ago. They progressed with the Beauty Studio launch. For a brand like ours, I felt like it was extremely valuable, he said. His brand launched in 2018. It is now entering its first brick-and-mortar retailer.

Skincare Brands Find a New Home

The section has attracted skincare brands at different stages. Clearstem is a line focused on anti-acne and anti-aging. It is launching in physical stores for the first time. The brand reached $50 million in sales last year.

Co-founder Kayleigh Christina said they waited for the right retail partner. We wanted to work with a team that had experienced transformation with Clearstem, she explained. Target buyers approached them earlier this year as users themselves.

In contrast, the 70-year-old Italian brand Borghese is expanding its retail presence. Chief Operating Officer Dawn Hilarczyk said the Beauty Studio offered more than a standard shelf. The brand is already sold at Macy's and Ulta. It saw a 38% sales increase last year. Hilarczyk expects revenue to grow 60% this year. It could double next year due to the Target launch.

Product Discovery and Customer Experience

The Beauty Studio will feature rotating product highlights. These include editors' picks and most loved items. There will be a dedicated assortment of mini products. This allows for affordable discovery. Shoppers can also test some products in-store.

Amanda Nusz is Target's senior vice president of merchandising. She said the space is for customers who want both staples and new trends. It's an inspiring destination to discover what's new, now and next in beauty, she stated.

Exclusive offers will be available through Target Circle. This includes during in-store launch events on September 26.

A Platform for Emerging and Established Lines

The initiative supports both new and veteran brands. By the Beach Suncare launched just last October. It is joining within its first year. Co-founders report the brand expects to reach $4 million in first-year sales. It has sold over 250,000 units.

Co-founder Jessica Singer commented on the partnership. It's so incredible to have such a big retailer have the guts to want to really showcase something that's new and emerging, she said.

Meanwhile, the female-run brand Fur is entering Target after a decade. Co-founder Lillian Tung said they now have sufficient brand recognition and team strength. The brand started with pubic hair care oil. It makes between $10 million and $20 million in annual sales. Tung noted the Beauty Studio caters to a more targeted customer. This makes the partnership timely.

Laura Schubert is Fur's other co-founder. She confirmed the brand has no outside investors.