Ulta Target partnership ends in 2026

Ulta Beauty and Target announce they will not renew the Ulta Beauty at Target partnership when the current agreement ends in August 2026.

Ulta Beauty and Target End Partnership in 2026

Ulta Beauty and Target said they will not renew the Ulta Beauty at Target shop in shop partnership when the current agreement ends in August 2026. The collaboration began in 2021 and allowed customers to link Ulta Beauty Rewards with Target Circle, earning rewards on eligible purchases. The companies emphasized a smooth transition and said the Ulta Beauty at Target experience will continue to operate in stores and on Target.com through 2026.

The two companies noted continued support for teams and partners during the transition. Ulta Beauty plans to push its broader omnichannel strategy, including the upcoming Ulta Beauty Marketplace, while Target maintains its beauty assortment and value proposition for shoppers. Ulta has about 1,500 stores in the United States, and Target operates nearly 2,000 stores.

This move reflects a broader shift in how big retailers organize brand partnerships. Ulta is doubling down on its omnichannel and marketplace strategy, signaling a bet on expanding reach beyond traditional partners. Target stays focused on offering an affordable, curated beauty mix inside its stores, preserving the experience shoppers expect.

The decision raises questions for shoppers who valued the linked rewards and for suppliers who benefited from the partnership. It may push both brands to invest more in their own channels, while customers adjust to changing shopping paths. In a crowded beauty market, the split could prompt other retailers to rethink co branded spaces and loyalty integrations.

Highlights

The next phase will test how both brands translate strength into growth.