- Target is opening mini Ulta shops in 100 of its stores this August, featuring 50 beauty brands.
- Ulta, the US' biggest cosmetics retailer, will train Target employees to recommend products.
- The partnership lets Target tap further into the beauty market and gives Ulta greater exposure.
- See more stories on Insider's business page.
Ulta, the US's biggest cosmetics retailer, will open mini shops at 100 Target stores next month, it said on Wednesday.
Target said it plans to bring these shops to 800 stores in the future. Target and Ulta, which has 1,200 stores and is especially popular among teens, first announced their partnership in November.
Target said that the Ulta shop-in-shops will be close to its beauty sections in stores, and would feature about 50 brands, including Clinique, Benefit Cosmetics, and Mac. These products will also be sold on Target's website, it said.
Ulta will train Target employees to give advice and recommendations on products to customers.
The new partnership enables Target to double down on the lucrative beauty industry – estimated to be worth $49 billion – and appeal to younger shoppers. In a recent survey of teen spending, Ulta was listed as the most popular beauty store.
"Target is still not perceived by many consumers as a specialist player in beauty and, as such, it has missed out on growth within the more premium part of the market," Neil Saunders, managing director at GlobalData Retail, said in a note to clients in November. "The addition of Ulta will help to remedy this as it will add a more specialist element to the proposition."
The deal means Ulta, which has a market capitalization of $18 billion, gets greater exposure across the US to more customers.