# Collaborative Beauty Shop-in-Shops Target and Ulta Beauty are Making Shopping Even More Seamless By Laura McQuarrie | Published 2020-11-12 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/target-and-ulta References: [prnewswire](https://www.prnewswire.com/news-releases/target-and-ulta-beauty-announce-strategic-partnership-301169169.html) & [Target](http://Target.com/abullseyeview) [Target](https://www.trendhunter.com/trends/target1) and [Ulta Beauty](https://www.trendhunter.com/trends/wellness-by-ulta-beauty) are teaming up to create Ulta Beauty at Target "shop-in-shop" experiences at hundreds of stores nationwide and online to enhance the one-stop shopping. At a time when people are being mindful about the number of stores they frequent, Target and Ulta are streamlining the shopping experience so that it's easier for beauty lovers to discover prestige brands. Ulta Beauty at Target will begin appearing in Target locations as of 2021, expanding on the assortment of beauty products that are already available from the retailer. The branded shop-in-shop is set to offer an immersive experience that responds to the needs of the times, such as [in-store digital discovery tools](https://www.trendhunter.com/trends/superdrug-beauty-playground) like the GLAMLab virtual try-on tool for safe beauty product trials. Image Credit: Target ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 65% | Activity: 78% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Collaborative Shop-in-shops:** Creating collaborative shop-in-shops enhances the one-stop shopping experience. - **Streamlined Shopping Experience:** By streamlining the shopping experience, Target and Ulta are making it easier for beauty lovers to discover prestige brands. - **In-store Digital Discovery Tools:** Integrating in-store digital tools like virtual try-on enhances the safety and convenience of beauty product trials. ### Industries Being Reshaped - **Retail:** The retail industry can take advantage of collaborative shop-in-shops to attract more customers and increase sales. - **Beauty:** The beauty industry can leverage streamlined shopping experiences to improve brand discovery and customer engagement. - **Technology:** The technology industry can capitalize on the integration of in-store digital discovery tools to provide innovative solutions for retail experiences. ## Related on Trend Hunter - [Wellness Shop-in-Shops](https://www.trendhunter.com/trends/wellness-by-ulta-beauty.md) - [In-Store Beauty Sampling Kiosks](https://www.trendhunter.com/trends/ulta-beauty-and-sos.md) - [Substantial Beauty Retailer Expansions](https://www.trendhunter.com/trends/ulta-beauty1.md) - [Beauty Product Replicas](https://www.trendhunter.com/trends/beauty-product-replicas.md) - [Speedy Beauty Product Deliveries](https://www.trendhunter.com/trends/doordash-and-ulta-beauty.md) - [Branded Electronics Boutiques](https://www.trendhunter.com/trends/target1.md) - [Design-Forward Concept Stores](https://www.trendhunter.com/trends/target-soho.md) - [Hair Product Retail Expansions](https://www.trendhunter.com/trends/hallo-hair-ulta-beauty.md) - [Collaborative Beauty Product Partnerships](https://www.trendhunter.com/trends/rodan-and-fields.md)