Beauty discovery is getting a major glow-up at Target. Launching Sept. 10 in more than 600 stores and online, Target Beauty Studio is a new prestige beauty destination featuring 90 prestige, emerging and global brands, many available at Target for the first time. Backed by Target’s merchandising authority and expertise in spotting what’s next for guests, the new space combines curated discovery, personalized expertise and an elevated experience that’s designed to help guests discover the latest trends, innovations and must-have products across makeup, skincare, haircare, fragrance and more.
Target Beauty Studio also shines a spotlight on the visionary brand founders whose personal insights and problem-solving innovations are shaping what's new, now and next in beauty. From celebrity makeup artist Kim Baker of Glamazon Beauty and Buff Beauty founder Katia Beauchamp to Peta Jane Beauty founder Peta Murgatroyd and SARELLY co-founders Anna Sarelly and Rémi Martini, meet some of the entrepreneurs bringing fresh ideas, personal stories and innovative products to Target Beauty Studio.
Glamazon Beauty
Celebrity makeup artist and beauty expert Kim Baker founded Glamazon Beauty after years of seeing women struggle to find products that truly matched their skin tones and needs. Kim developed the brand's signature Makeup First Roadmap, a simplified system that takes the guesswork out of shade matching and helps guests build a personalized makeup routine with confidence. Designed for everyday women, the collection focuses on skin-like, buildable coverage and expert guidance that makes beauty feel approachable rather than overwhelming. For Kim, the mission is deeply personal. “I created Glamazon because I wanted everyone to feel included, and I wanted a base that didn't look like makeup, but felt like an extension of yourself,” she says.
Buff Beauty
Founded by beauty industry veteran Katia Beauchamp, Buff Beauty was inspired by a simple idea: bare nails can look and feel just as polished as a traditional manicure. After noticing that most nail products focused on covering nails rather than making the nail itself radiant, Katia saw an opportunity to create a new category designed to make the bare, radiant look easy and possible for everyone. Buff Beauty's treatment-first approach combines science-backed formulas and thoughtfully designed tools to help guests achieve strong, cared-for nails in minutes a day, and without adding another salon appointment to their schedules. “Buff is about creating a new lane in the nail category where a bare nail is seen as a done nail, and unpolished is an aesthetic ideal,” Katia says.
Peta Jane Beauty
Founded by professional dancer and Dancing with the Stars champion Peta Murgatroyd, the brand was born from years of frustration with self-tanners that looked orange, smelled bad, felt sticky and faded unevenly. Peta spent eight years developing formulas that delivered on what she calls the five essentials of tanning: color, scent, feel, dry time and fade. The result is a collection designed to fit seamlessly into everyday routines while delivering professional-looking results. From gradual lotions for beginners to event-ready mousses and mists, the products help guests achieve a natural-looking glow with confidence. For Peta, the mission goes beyond color. “I want to make sure you feel your absolute best and the most beautiful that you can feel,” she says.
SARELLY
Co-founded by Mexican creator and entrepreneur Anna Sarelly and beauty industry veteran Rémi Martini, SARELLY was born in Mexico to address beauty needs they felt were often overlooked, from undertones and lash types to makeup rituals embraced by Latina consumers. Shaped by feedback from a highly engaged community, SARELLY creates products designed for real beauty routines, including its bestselling lip combinations and innovative lash essentials. Beyond the products themselves, the brand celebrates Mexican culture through playful storytelling, bold creativity and its signature sense of humor. For Anna, the ambition is to make beauty feel both aspirational and approachable. “I want SARELLY to be your comfort beauty brand,” she says.
Check out all the brands coming to Target Beauty Studio, launching Sept. 10 in more than 600 stores and on Target.com.
