Target Unveils Its Largest-Ever Spring Beauty Reset, Doubling Down on Prestige-at-Mass, K-Beauty and Skin Health

Target is making a major spring statement in beauty. Beginning in February, the retailer will roll out its largest-ever spring beauty assortment across stores nationwide and Target.com, pairing thousands of new SKUs with a fully refreshed in-store experience and live beauty activations.

The news follows the retailer's Q3 fiscal 2026 results, released in November 2025. During an analyst call, Rick Gomez, Target's CCO, noted, "Guests are choiceful, stretching budgets and prioritizing value. They're spending where it matters most, especially in food, essentials, and beauty ... "

In addition, on January 7, 2026, Target announced a 30% expansion of its 2026 wellness assortment, adding thousands of new items and a record number of exclusives as it sharpens its position as a one-stop destination for everyday wellbeing. Built on guest insights and cultural wellness trends, the expanded lineup spans protein-forward foods, targeted supplements, functional and non-alcoholic beverages, family wellness, dermatologist-backed skin care, K- and J-beauty, and performance-driven apparel, while maintaining aggressive value with thousands of items priced under $10. The retailer is pairing the assortment growth with enhanced in-store and digital discovery, including first-ever wellness events, curated cross-category displays, a refreshed Wellness Hub and personalized shopping tools, all supported by a new campaign focused on making wellness accessible, affordable and personalized for a broad consumer base.

Target's Trend-Forward Beauty Line: Expert-Backed and Affordable

Curated by Target’s beauty merchandising team, the lineup reflects a clear strategic throughline: trend-forward, expert-backed beauty at mass prices, with more than 90% of items priced under $20.

“Beauty is incredibly important and deeply personal to our guests,” said Amanda Nusz, SVP of merchandising, essentials and beauty at Target, noting the mix spans established power brands and emerging innovators, including Target-only exclusives.

The strategy: prestige signals without prestige pricing

Target’s spring reset leans heavily into what consumers are actively seeking right now—efficacy, ingredient credibility and discovery—while maintaining aggressive value positioning.

Prestige vibes, mass accessibility

Target is translating editorial and prestige aesthetics into accessible formats, adding brands like Morphe, introducing Ontu as a Target exclusive, and expanding offerings from Minimalist and GoPure—all positioned to deliver “results without the luxury markup.”

Target’s biggest K-beauty expansion to date

The retailer is scaling K-beauty across skin care, makeup and hair care, bringing in brands such as Dasique, The Crème Shop, I’m Meme, haruharu wonder, Elizavecca and Kundal, signaling continued confidence in global beauty’s ability to drive incremental discovery at mass.

Derm-backed, barrier-first skin care

Responding to rising demand for skin health and ingredient transparency, Target is adding Remedy by Dr. Muneeb Shah and expanding assortments from La Roche-Posay and Prequel, with a focus on barrier repair, peptides and microbiome-friendly formulas.

SPF as a year-round category

Sun care continues its elevation, with Supergoop! joining the lineup alongside expanded up&up, Vacation, Carroten and new sun-protective hair care from Dove Beauty, reinforcing SPF as a daily, full-body ritual—not a seasonal add-on.

Hair care by texture, routine and price tier

Target is executing its biggest hair care reset in years, expanding textured hair care space and introducing brands such as Skala, Lola from Rio and Gracie’s Corner, while debuting being hair care, a new line priced at $6.99 and customized by hair type.

Fragrance and scent layering as self-expression

Newness from Athena Club, Scents Unearth’d and Crémerie, plus expansions from eos and Saltair, emphasizes mists, oils and buildable formats that blur fragrance, body care and self-care.

A redesigned beauty floor to match how consumers shop

The assortment expansion is matched by a reimagined in-store beauty experience, built around trend-led navigation and need-based discovery. Updates include clearer “new and trending” layouts, interactive displays, expanded fragrance testers with note education, and a fully refreshed hair care aisle organized by texture and routine.

Target Circle 360 members are receiving early access to select launches, while in-store beauty activations will bring hands-on trial to select doors throughout the season.

Target is reinforcing its role as a volume-driven beauty incubator—scaling prestige cues, dermatologist credibility and global trends at mass prices, while investing heavily in physical retail as a discovery engine.