Target launches Beauty Studio with K-beauty and premium skin care focus

Target is launching Target Beauty Studio, an in-store and online specialty beauty space featuring over 1,600 products from 90 brands, with most brands debuting on the store’s shelves as part of the kick-off. The US retailer is leveraging its merchandising authority to offer an elevated shopping experience, presenting beauty trends, innovations, and enhanced discovery.

Target is said to be investing in differentiation through curated offerings and elevated experience as part of its plans to return to growth.

The Beauty Studio will feature personalized guidance from Beauty Advisors and exclusive Target Circle offers following its launch in over 600 Target stores on September 10. Its curated range includes products catering to skin care, hair care, body care, fragrance, makeup, and international offerings with an emphasis on K-beauty.

“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.

Accompanying the announcement of the Beauty Studio, brands such as Italian skin care’s Borghese, K-beauty’s Kaja, and hair care brand &Honey are joining Target’s lineup. 

Additionally, Kylie Jenner’s functional hydration brand K2o has launched at Target stores US-wide, marking the brand’s first brick-and-mortar retail partnership.

Curated skin care

According to Target, the Beauty Studio’s skin care segment will feature well-established and emerging brands such as Clearstem, Eqqualberry, First Aid Beauty, and Sunday Riley. The solutions will address a range from daily skin care needs to targeted treatments.

Italian skin care brand Borghese will be one of the 90 brands launching within the Beauty Studio on September 10.

With almost 70 years of skin care heritage, Borghese is said to pair Italian beauty traditions with modern scientific backing to create sensorial and efficacious formulas that

Target’s new beauty destination highlights K-beauty, skin care, hair care, and wellness trends.

emphasize skin care as a ritual.

“Target Beauty Studio allows us to meet consumers where they already shop and introduce our Italian skin care heritage in a way that feels both elevated and accessible,” says Dawn Hilarczyk, chief operating officer at Borghese.

“This partnership gives longtime loyalists and new consumers alike the opportunity to experience our sensorial results, clinically tested efficacy, and the gift of time — because meaningful self-care should fit seamlessly into even the busiest routines.”

Through the launch, Borghese will offer Target shoppers a selection of the brand’s best-selling products: Advanced Fango Active Mud Mask, Curaforte Moisture Intensifier, Crema Ristorativo-24 Moisturizer, and Bagno di Vita Foaming Bath and Shower Gel.

An extended assortment of Borghese skin care and body care will be available on Target’s online shop.

The brand will invest in consumer education, sampling, and creator partnerships. It is also providing education for Target team members in order to introduce consumers to its products.

Target features Asian makeup and hair care

Target outlines that K-beauty cosmetics names like Amuse and Rom&nd will be featured in the Beauty Studio. Kaja, a K-beauty makeup brand boasting social media virality, is one of the South Korean brands launching within the concept.

The brand’s products will be available in Target stores and online, including hero products Beauty Bento, Wink Stamp, Jelly Charm, and Cheeky Stamp. The assortment also includes Juicy Glass Plumping Gloss, Juicy Glass Lip Oil, Juicy Glass Lip Balm, and Dewy Bar.

Kaja positions itself as a playful and accessible brand. With prices ranging from US$18 to US$30 and finger application-friendly formats, its products are designed to make beauty feel “fun and effortless.”

In hair care, Target is focusing on premium treatments, scalp care, heat protection, and repair solutions from brands like Bondi Boost, Briogeo, Joico, and Nioxin.

Japanese honey-infused hair care brand &Honey will offer Target shoppers moisture-forward product formulations that blend honey, botanical extracts, and hair care technology to

The retailer is expanding beauty discovery through curated products and personalized shopping experiences.

deliver softness and shine. The brand touts its products as deeply hydrating and repairing dry, damaged, and color-treated hair.

&Honey is aiming to make its products more accessible and introduce them to new customers through the partnership. Its Target launch expands the brand’s US offerings, bringing the Deep Moist and the Melty Moist Repair ranges, both including a shampoo, treatment, and hair oil. 

K2o brings beauty-from-within

Alongside the Target Beauty Studio launches rolling in, beauty-focused functional hydration brand K2o has entered Target as part of its first in-store retail partnership. Beauty entrepreneur and TV personality Kylie Jenner’s wellness brand has generated over US$2 million in sales within the first five weeks of its launch.

“Launching at Target is a major milestone for K2o and an exciting next chapter for the brand,” says Jay Hunter, CEO.

The launch includes the brand’s debut product, Advanced Skin Hydration Mix, an on-the-go hydration stick.

The formula combines electrolytes, hyaluronic acid, and Verisol Bioactive Collagen peptides to support hydration and offer a beauty-from-within solution. The company says that Verisol Bioactive Collagen is clinically shown to improve skin elasticity and reduce the appearance of eye wrinkles in as little as four weeks, while increasing skin hydration in as little as eight weeks.

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