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Ulta Beauty to Cease Shop-in-Shop Partnership With Target

The programme, which has run in 610 stores since 2021, will end in August 2026 when the current partnership agreement expires.
An Ulta Beauty storefront
Ulta Beauty is undergoing a makeover. (Ulta Beauty)
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Ulta Beauty and Target will not renew a joint partnership that saw the beauty retailer operate shop-in-shops within 610 Target stores, the companies announced on Thursday. The current agreement will conclude in August 2026, and customers will be able to shop the assortment both online and in-store until then.

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About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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