Minneapolis, MN – January 28, 2026 – In a strategic move to enhance its beauty offerings, Target Corporation (NYSE: TGT) has announced the launch of its largest Spring beauty assortment to date, set to hit stores nationwide and Target.com starting February. This initiative aims to make trend-driven and expert-backed beauty products more accessible, catering to the evolving preferences of consumers.

1. A Curated Collection for Every Taste

Amanda Nusz, Senior Vice President of Merchandising for Essentials and Beauty, emphasized the importance of personalization in beauty. “Beauty is incredibly important and deeply personal to our guests,” she stated. The newly curated collection incorporates insights gathered from consumers, focusing on high-quality ingredients and expert-backed products. Impressively, over 90% of the items in the assortment are priced under $20, making beauty more affordable for a wider audience.

Trend-Driven Innovations

Target's Spring beauty lineup reflects current trends that resonate with consumers:

Prestige Vibes at Accessible Prices: Target is introducing popular brands like Morphe and exclusive lines such as Ontu, providing elevated beauty options without the luxury price tag.

K-Beauty Expansion: The retailer has made significant strides in its K-beauty offerings, featuring a variety of innovative brands such as Dasique, The Crème Shop, and haruharu wonder, bringing cult favorites and new discoveries across skincare, makeup, and haircare.

Simplified Skin Health: Target is adding dermatologist-backed brands like Remedy by Dr. Muneeb Shah and expanding its range of products from La Roche-Posay and Prequel, focusing on accessible skincare solutions.

Sun Safety Focus: With a commitment to year-round sun protection, Target introduces Supergoop! and expands its exclusive SPF offerings, including products from up&up and Vacation Brand, alongside new sun haircare protection from Dove Beauty.

Inclusive Haircare Selection: Target continues to enhance its offerings for textured hair, adding brands like Gracie's Corner and Lola from Rio, and launching its own line, being haircare, priced at just $6.99.

Scent as Self-Expression: The assortment includes new fragrances and body mists from brands such as Athena Club and Scents Unearth'd, allowing consumers to explore sophisticated scents without overspending.

2. A Revamped In-Store Experience

In addition to the expanded product assortment, Target is refreshing its store layout to enhance the in-store beauty shopping experience. Key improvements include:

A clearer layout that highlights trending products.

Updated displays with testers and informative signage to facilitate product exploration.

A spotlight on exclusive items and bestsellers for confident shopping.

A comprehensive overhaul of the haircare aisle, the most significant transformation in years, tailored to diverse hair types and routines.

Early Access for Target Circle Members

Starting this week, Target Circle 360 members will have early access to the new Spring assortment. Select stores will host beauty activations, providing customers with hands-on experiences with the latest products. For more details on events and participating locations, customers can visit Target's official events page.

3. Convenient Shopping Options

Target continues to prioritize convenience, enabling guests to shop beauty products in stores, online at Target.com, or through the Target app. Fulfillment options include Same Day Delivery, Drive Up, and Order Pickup, ensuring a seamless shopping experience.

4. About Target Corporation

Founded in 1946, Target Corporation operates nearly 2,000 stores across the United States, with a mission to help all families discover the joy of everyday life. The company is committed to giving back to communities, donating a portion of its profits to support various initiatives.

In conclusion, Target's expansive Spring beauty assortment and revamped shopping experience underscore its dedication to meeting the diverse needs of consumers in an ever-evolving retail landscape.

Original press release