Target’s new Beauty Studios will debut at stores across the country this month.

What Is Target Beauty Studio?

The new in-house concept is described as a “reimagined beauty destination featuring an expertly curated assortment of more than 1,600 products from 90 prestige, emerging and global brands — most new to Target,” according to an Aug. 26 news release.

The retail giant had previously announced plans to open its own beauty business after its partnership with Ulta Beauty ended. Target and Ulta Beauty announced this year that they had mutually agreed not to renew their collaboration, which launched in 2021 and brought prestige beauty brands into Target stores.

Target Beauty Studio is set to replace Ulta Beauty shop-in-shop locations in more than 600 stores that currently feature Ulta. The company said it plans to expand the concept to additional locations over time.

According to Target, the new Beauty Studio will offer a shopping experience centered on prestige beauty, featuring more than 80 global and emerging brands, including more than 60 that will be new to Target customers.

The retailer said shoppers can expect exclusive product launches, trend-focused displays, dedicated beauty team members offering personalized recommendations, beauty-specific Target Circle rewards and a seamless shopping experience across stores, Target.com and the Target app.

“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,” Amanda Nusz, Target’s senior vice president of merchandising, said in a statement. “It’s an inspiring destination to discover what’s new, now and next in beauty — and a powerful example of how our merchandising authority comes to life through an elevated guest experience.”

When Is Target Beauty Studio Opening?

Target Beauty Studio is scheduled to open across the country at more than 600 Target stores on Thursday, Sept. 10. The feature will also be available on the Target app and through the website on the same day.

Target Circle members will also receive exclusive offers and experiences during the launch. On Sept. 26, guests are invited to attend an in-store celebration from noon to 4 p.m. local time.

The first 100 guests in most Target stores will receive an exclusive Target Circle bonus to shop Target Beauty Studio in-store and online, while select stores will offer additional giveaways.

Why Target Is Making the Change

During the company’s first-quarter earnings call, Chief Merchandising Officer Cara Sylvester said Target is focusing on product categories with the greatest growth potential, identifying beauty as one of its biggest opportunities.

Operating its own beauty destination also gives Target full control over product selection, merchandising and the customer experience rather than sharing the space with another retailer.

The move comes as beauty continues to outperform many other retail categories, despite cautious consumer spending.

According to McKinsey’s 2026 State of Beauty report, the global beauty market is expected to grow about 5% annually through 2030. At the same time, shoppers are increasingly seeking value, gravitating toward lower-priced brands that deliver strong performance without luxury price tags.

This article originally appeared on USA TODAY.