Story perspectives

Ulta Beauty and Target End Shop-In-Shop Partnership by 2026

8/15/2025

46 9

Summary

Story summary

Ulta Beauty and Target will end their shop-in-shop partnership in August 2026, initiated in 2021.
The decision is influenced by Target's declining sales and Ulta's focus on direct sales channels.
Customers can still earn rewards until the partnership ends, maintaining the Ulta experience.
Ulta plans to launch an online marketplace and open 200 new stores; Target will refresh its beauty offerings.
Both companies are shifting strategies, concluding the partnership aimed at attracting new customers.

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Story summary

Ulta Beauty and Target will end their shop-in-shop partnership in August 2026, initiated in 2021.
The decision is influenced by Target's declining sales and Ulta's focus on direct sales channels.
Customers can still earn rewards until the partnership ends, maintaining the Ulta experience.
Ulta plans to launch an online marketplace and open 200 new stores; Target will refresh its beauty offerings.
Both companies are shifting strategies, concluding the partnership aimed at attracting new customers.