Target Beauty Studio and K-Beauty: Six Korean Brands Named, and One Filed as Skincare Instead
Updated: 3 days ago
Target Beauty Studio Opens: A New Era for K-Beauty in the U.S.
Target Beauty Studio opens on 10 September in more than 600 U.S. stores, replacing the Ulta Beauty at Target shop-in-shops that closed on 16 August. Target's announcement highlights six Korean brands under two explicit K-Beauty headings and mentions a seventh Korean brand, Eqqualberry, under curated skincare. For a Korean brand, the label it receives is a bigger commercial fact than the mere listing itself.
What is Target Beauty Studio?
Target Beauty Studio is a new specialty beauty format launching on 10 September 2026 in over 600 Target stores and on Target.com. It will carry more than 1,600 products from 90 prestige, emerging, and global brands. Notably, more than two-thirds of these brands are new to Target.
This new format succeeds the Ulta Beauty at Target partnership, which lasted nearly five years and ended on 16 August. Target is converting the same spaces—approximately 1,000 square feet each—across more than 2,000 U.S. stores into a format it fully controls.
NewBeauty aptly described this transition: Target now has "full control over the assortment and merchandising it never had under the Ulta deal."
Amanda Nusz, Target's Senior Vice President of Merchandising, Essentials, and Beauty, called Beauty Studio "a powerful example of how our merchandising authority comes to life through an elevated guest experience."
From a supplier's perspective, this shift is significant. For five years, the buying decisions in these spaces were made by beauty specialists. Now, they are made by a mass merchant's merchandising organization, which has clearly indicated that its authority is paramount.
Which Korean Brands are Featured in Target Beauty Studio?
Target's announcement lists 26 of the 90 brands, revealing six Korean names under two distinct headings:
"K-Beauty Cosmetics Favorites" — Amuse, Kaja, and Rom&nd.
"Top Skincare Discovery Brands" — Dr. Melaxin, Purito Seoul, and Sungboon Editor.
It's essential to note that six is merely a starting point. Since only 26 names were published, the complete count of Korean brands remains unknown from the release. Anyone quoting a total should refer to Target's own brand list for accuracy.
Why Does Eqqualberry Matter?
Eqqualberry is significant because Target did not categorize it as a Korean brand.
Founded in Seoul and launched in 2023, Eqqualberry produces its products in Korea. However, in Target's announcement, it appears under curated skincare, alongside brands like Clearstem, First Aid Beauty, and Sunday Riley—not under either K-Beauty heading.
This categorization is not an oversight; it is a critical detail in the announcement. Being placed in the K-Beauty group allows a Korean brand to benefit from category momentum and shopper expectations regarding price and novelty. In contrast, being categorized under curated skincare means it will be evaluated based on efficacy claims and price per milliliter.
The second position is more challenging and potentially more lucrative. The national label serves as a merchandising category, and moving out of it is a strategic decision rather than a mere coincidence.
One caution when interpreting Target's two Korean headings: favorites suggests proven sales performance, while discovery implies that a brand is being trialed. Therefore, I would advise treating the second group as being on trial and planning inventory and margins accordingly. This interpretation is my own, not something Target explicitly states, and the trade press has not interpreted it this way either. Cosmetics Business combined all six into a single list of K-beauty favorites.
What Does a Beauty Studio Listing Actually Require from a Brand?
Target has outlined its experience elements in detail. Here’s my interpretation of what each one demands from a supplier—none of the published sources discuss vendor economics, so consider this an operator's perspective rather than mere reporting.
Dedicated Minis Assortment: Minis effectively create a second product line. This involves another fill run, additional packaging, and labeling, resulting in lower revenue per unit. They serve as a trial mechanism, typically funded by the brand.
Product Testing Opportunities for Select Items: Testers are inventory that is never sold. Brands must purchase these units and replenish them as they deplete.
Rotating Product Features: These include "Editors' Picks," "Most Loved," and "Standouts of the Season," along with a center table anchoring the space, starting with Lake & Skye's fragrances. Target states that the space "will evolve several times a year to showcase new brands, collaborations, and editorial-inspired moments." Rotation is not a risk here; it is part of the published design, and being included at launch does not guarantee inclusion during peak seasons.
Dedicated Beauty Advisors: These advisors, dressed in signature uniforms, will offer personalized recommendations. This is the element I would value most and expect to be the hardest to achieve. It requires training materials, samples, and a memorable experience to stand out among 89 other brands vying for attention.
Exclusive Target Circle Offers: Target presents these as a member benefit. In most retail agreements I have encountered, such offers are funded from somewhere, so it's crucial to clarify this before signing any contracts.
Why is Target Launching This Now?
Beauty is playing a pivotal role in Target's turnaround strategy.
According to Cosmetics Business, Target's first-quarter 2026 sales were significantly boosted by a robust beauty performance, with beauty sales rising to USD 3.39 billion from USD 3.1 billion the previous year. Retail Dive reports total net sales for the quarter at USD 25.4 billion, reflecting a 6.7 percent increase.
The beauty category is expanding across both price segments. Circana data cited by Retail Dive indicates that U.S. prestige beauty reached USD 17.1 billion in the first half of 2026, while mass beauty hit USD 39.2 billion, each up by 7 percent.
Moreover, the distinction between mass retailers and beauty specialists is diminishing. Ally McPartland, a beauty and luxury manager at Kearney's consumer and retail practice, noted: "The line between 'mass retailer' and 'beauty specialist' is getting thinner from both directions."
Kearney's upcoming Future of Beauty report reveals that approximately 45 percent of U.S. beauty shoppers are purchasing through mass channels, while 44 percent are shopping through specialty retailers. Walmart is also expanding its specialized beauty associate role to 425 stores.
What Should a Korean Brand Monitor Moving Forward?
Following the Ulta separation, Target's Executive Vice President and Chief Commercial Officer Rick Gomez stated that the company remains committed to a beauty experience "centered on an exciting mix of beauty brands with continuous newness, all at an unbeatable value," as reported by NewBeauty.
Continuous newness is a promise to shoppers. For suppliers, it signals a commitment to longevity.
Thus, the key metric is not merely the 600 doors opening on 10 September. Instead, it is how many Korean brands remain on that fixture in September 2027. Will those that endure still be categorized under K-Beauty, or will they have transitioned into categories where they are compared to brands like Sunday Riley rather than each other?
The latter outcome is the one worth aspiring to. However, it is also the more costly one to support.
In conclusion, understanding the dynamics of Target Beauty Studio is crucial for Korean brands aiming to penetrate the U.S. market. The strategic positioning, category placements, and the evolving landscape of beauty retail will dictate the success of these brands in this competitive environment.
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