Target expands K-beauty presence with new studios in 600+ U.S. stores

U.S. retailer Target is expanding its beauty offerings by launching ‘Target Beauty Studios’ in more than 600 stores and online starting September 10. The new spaces will feature over 1,600 products from 90 prestige, emerging, and global brands, with a significant focus on K-beauty.

K-beauty brands such as Amuse, Kaja, Rom&nd, Dr. Melaxin, Purito Seoul, and Sungboon Editor will be featured as representative skincare and color cosmetics brands. Kaja, a makeup brand developed by MBX, will launch 40 items across eye, lip, and face categories in 611 stores and online. Kaja has previously seen high demand on social media, including ranking first in the eyeshadow category on TikTok Shop in the U.S.

The Target Beauty Studio concept aims to enhance the consumer experience through dedicated beauty advisors, product testing areas, and rotating recommendation corners. This move marks a strategic shift for K-beauty brands, moving from online-centric sales on platforms like Amazon and TikTok to established large-scale offline retail networks in North America.