Is Target Trying To Become The Sephora Of Drugstore Beauty?

In the past few years, Target has solidified itself as a mecca of affordable beauty — from tapping exclusive makeup and skin-care brands to the recent collaboration with K-Beauty Glow Recipe. But now, Target is on the verge of revamping its entire image, starting with 75 new U.S. stores by the end of the month and even more amazing news for anyone shopping its beauty section.

According to WWD, alongside the expansion, Target’s beauty section is also getting a major upgrade — a good move considering that beauty makes up for an estimated 10% of the retailer's total sales.

Here's what can you expect with its latest expansion: bigger open-concept layouts, modern fixtures, and more attractive lighting — something that will lend itself nicely to the new service counters, where customers can get skin consultations from beauty concierges, swatch products, and find free samples. And, if you're located near the new Target location in New York City's Herald Square, you can find a Nyx Professional Makeup Brow Bar, more E.l.f. Cosmetics products, and an entire section dedicated to the aforementioned Glow Studio collection from Glow Recipe.

“Our guests love to explore and be inspired,” Mark Tritton, Target EVP and chief merchandising officer, told the publication. “We see that across our assortment, and it’s particularly true in a category like beauty. This is one of the reasons we’re investing to create a more compelling experience ... The new design in beauty pulls you in, it’s a specialty environment that invites you to shop.”

But the expansion does more than provide a heightened sense of visual appeal. Target is bringing the model of luxury beauty stores — à la Sephora and Space NK — to the mass market. Gone are the days of guessing our foundation shade and assuming a flattering color of lipstick. Target is bringing a Sephora-like approach to drugstore beauty. We're gonna need a bigger red shopping cart.