Target’s Waldorf store is one of 14 Maryland locations getting a major beauty department overhaul next month, as the retailer rolls out its new “Target Beauty Studio” concept nationwide on Sept. 10.
The reimagined beauty section will carry more than 1,600 products from 90 prestige, emerging and global brands, with roughly two-thirds of those brands new to Target altogether. The assortment spans skincare, haircare, makeup, fragrance, bath and body, and nail products, and includes names like Sunday Riley, Briogeo, First Aid Beauty, Boy Smells and Lake & Skye, along with Korean beauty brands Amuse, Kaja, Rom&nd and Purito Seoul.
The launch comes about a month after Target’s longtime shop-in-shop partnership with Ulta Beauty came to an end. The two retailers announced last year they had mutually agreed not to renew the arrangement when their existing agreement expired in August 2026, effectively opening the door for Target’s own in-house beauty concept. Target Beauty Studio is being positioned as part of a broader company strategy: the retailer outlined a multiyear plan in March that includes $5 billion in capital investment for 2026 and what it describes as more in-store changes than any year in the past decade.
At store level, the new format includes dedicated Beauty Advisors trained to offer product recommendations, along with rotating features like “Editors’ Picks” and “Most Loved” sections, a center table used for product sampling and brand storytelling, and a dedicated section for smaller, lower-cost “minis” versions of full-size products. Target Circle members will have access to exclusive offers tied to the new department.
“Target Beauty Studio is designed” to let shoppers mix familiar go-to products with newer, trending items, said Amanda Nusz, the company’s senior vice president of merchandising for essentials and beauty.
In addition to Waldorf, the other 13 Maryland stores getting Target Beauty Studio include locations in Baltimore, Bel Air, Glen Burnie, Bowie, Laurel, Ellicott City, Columbia, Germantown, Silver Spring, Gaithersburg, Cockeysville, Wheaton and Rockville — none of the other 14 are in Southern Maryland, making Waldorf the region’s sole location for the new concept.
Select Maryland stores, though it’s not yet confirmed whether Waldorf is among them, will host in-store launch events on Saturday, Sept. 26, from noon to 4 p.m. The first 100 guests at participating locations will receive a Target Circle bonus and, at some stores, additional giveaways.
