Target Deepens Push into Beauty and Wellness
Target is significantly expanding its presence in the wellness and beauty sectors with several new initiatives. The company is rolling out a new organic and natural private-label grocery brand and has reshuffled its executive team to accelerate growth. Concurrently, The Hair Edit is launching its first hair care line at Target, fronted by Sistine and Sylvia Stallone, and the retailer hosted a high-profile beauty event during New York Fashion Week.
- The New York Fashion Week event, "The Target Spring Beauty Studio," celebrated the retailer's largest-ever spring beauty assortment, which includes nearly 3,000 new products and more than 60 new brands. - The executive reshuffle under new CEO Michael Fiddelke promoted Lisa Roath, previously the chief merchandising officer for food, essentials and beauty, to Chief Operating Officer. Cara Sylvester is now the sole Chief Merchandising Officer, while Chief Commercial Officer Rick Gomez will be departing the company. - Beauty has been a consistent high-performing category for Target, posting comparable sales growth of over 6% in Q3 2024 and nearly 7% in Q1 2025, even as the company's overall comparable sales saw declines. - The push to expand its own beauty offerings comes as Target and Ulta Beauty are set to end their "Ulta Beauty at Target" shop-in-shop partnership when the current agreement expires in August 2026. The planned expansion from roughly 610 locations to 800 was paused in 2025. - The new private-label grocery effort is part of the "Good & Gather" brand, which launched in 2019 to replace the Archer Farms and Simply Balanced lines. It has since grown to become Target's largest in-house brand, with over 2,000 products. - Earlier in 2024, Target added more than 1,000 new wellness-focused products, including celebrity brands like Kourtney Kardashian Barker's Lemme supplements, Ashley Tisdale's Being Frenshe, and Dwayne "The Rock" Johnson's Papatui men's care line.
