Target launches Beauty Studio with K-beauty

Target will launch its new Beauty Studio concept in more than 600 of its US stores on September 10. The specialty beauty space will feature over 1,600 products from 90 brands, with most of these brands appearing on Target's shelves for the first time.

According to the retailer, the initiative is part of its strategy to return to growth through differentiated, curated offerings and an elevated shopping experience. The Beauty Studio will highlight trends, innovations, and discovery across skin care, hair care, body care, fragrance, and makeup.

"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," says Amanda Nusz, senior VP of merchandising, essentials, and beauty at Target.

Personalized guidance from Beauty Advisors and exclusive Target Circle offers will be part of the in-store experience.

Curated Skin Care and Italian Heritage

The skin care segment will include both established and emerging brands. Target names Clearstem, Eqqualberry, First Aid Beauty, and Sunday Riley as examples. The solutions are said to address daily needs and targeted treatments.

Italian skin care brand Borghese is one of the 90 brands launching with the concept. The nearly 70-year-old brand claims to blend Italian beauty traditions with modern science. Dawn Hilarczyk, Borghese's chief operating officer, states the partnership allows the brand to meet consumers where they shop in an elevated yet accessible way.

The brand will launch a selection of best-selling products at Target. An extended assortment will be available online.

Borghese plans to invest in consumer education, sampling, and creator partnerships. It will also provide training for Target's team members.

K-Beauty Makeup and Premium Hair Care

Target outlines a strong focus on K-beauty within the Beauty Studio. Makeup brands like Amuse and Rom&nd will be featured. Kaja, a South Korean makeup brand noted for social media virality, is also launching.

Kaja's products are designed to be playful and accessible. The brand emphasizes finger-friendly application. Its prices range from $18 to $30.

Reported hero products include the Beauty Bento, Wink Stamp, Jelly Charm, and Cheeky Stamp. The assortment also includes various lip products like the Juicy Glass Plumping Gloss, Lip Oil, and Lip Balm, as well as the Dewy Bar.

In hair care, Target is focusing on premium treatments, scalp care, and repair. Featured brands include Bondi Boost, Briogeo, Joico, and Nioxin.

The Japanese brand &Honey is joining the lineup. It offers honey-infused hair care formulas that blend botanical extracts with technology. The brand claims its products are deeply hydrating and repair dry, damaged, or color-treated hair.

&Honey's launch at Target includes its Deep Moist and Melty Moist Repair ranges. Each range consists of a shampoo, treatment, and hair oil.

Beauty-From-Within Hydration

Separate from the Beauty Studio launch, the functional hydration brand K2o has entered Target stores nationwide. This marks the brand's first brick-and-mortar retail partnership. K2o is a wellness brand from beauty entrepreneur and TV personality Kylie Jenner.

The company reports the brand generated over $2 million in sales within its first five weeks. Jay Hunter, CEO of K2o, called the Target launch a major milestone.

The launch product is the Advanced Skin Hydration Mix, an on-the-go stick. The formula contains electrolytes, hyaluronic acid, and Verisol Bioactive Collagen peptides. The company states Verisol is clinically shown to improve skin elasticity and reduce the appearance of eye wrinkles in as little as four weeks. It claims the ingredient can increase skin hydration in eight weeks.

The hydration stick is available in Strawberry Lychee, Peach, Watermelon Lime, and a variety pack.