By Mitchell Parton. This story was first reported on and published by Glossy sibling site Modern Retail.Target’s new beauty section in stores and online has attracted many new brands to the retailer for the first time. For some, this is their first entry into retail stores entirely.
Target Beauty Studio will launch Sept. 10 in more than 600 Target stores and on Target’s website, the company said Wednesday. The department will feature more than 1,600 products from 90 brands, with more than two-thirds of the brands being new to Target. The products include skin care, makeup, hair care, fragrance, bath/body and nails.
The full list of brands is available on Target’s website, from Eqqualberry and First Aid Beauty in skin care to Joico and Nioxin in hair care to Mexican beauty brand Sarelly and French nail-care brand Manacurist, and many more. This is the latest change to Target’s assortment and shopping experience that it hopes will help spur a return to long-term financial growth.
Several brands told Modern Retail that the Beauty Studio convinced them to sell to Target for the first time because of its curated, experiential nature or because it was their first opportunity to enter the retailer. Multiple founders said they had to provide Target with materials for employee training, such as training videos and other documents detailing their products.
