Ulta Beauty and Target will sever their business connection in 2026.
Target and Ulta Beauty Partnership Comes to an End
After a successful five-year run, Target and Ulta Beauty have announced that their partnership will officially come to an end in August 2026. The partnership, which began in 2021, included more than 600 mini-beauty shops within Target stores and the addition of Ulta's merchandise to Target's online store.
Ulta shared a statement, expressing their gratitude for the partnership and how it helped bring the power of beauty to customers nationwide. However, Target is no longer proud of the experience delivered by the partnership, signalling a mutual agreement to end the partnership.
Analysts suggest that factors such as staffing needs, loyalty program synergies, shrink (theft), and return on invested capital may have influenced the decision. Despite the ending of the partnership, Ulta's merchandise will still be available on Target's online store.
The partnership aimed to provide a seamless beauty shopping experience during changing consumer habits amid the COVID-19 pandemic. However, some data indicated that the shop-in-shop presence may have cannibalized Ulta's standalone store traffic, as many Target shoppers also visited independent Ulta locations.
Until August 2026, Ulta Beauty experiences at Target locations and online will continue. Both companies have committed to supporting customers and employees through the transition. Customers with linked rewards accounts will still earn rewards on eligible purchases until the partnership officially ends.
Customers will have some time before the Ulta stores within Target stores are removed. Target remains committed to offering a wide range of beauty products, ensuring that customers continue to have access to the products they love.
[1] Target and Ulta Beauty End Partnership [2] Ulta Beauty to End Partnership with Target [3] Target and Ulta Beauty Partnership Ending [4] Why Target and Ulta Beauty Are Ending Their Partnership [5] Ulta Beauty's Shop-in-Shop Presence May Have Cannibalized Traffic
