Amazon sales triple, 90 new brands at Target: beauty grows beyond the store

Bath & Body Works reported second-quarter fiscal 2026 net sales of $1.5 billion (approximately KRW 2.07 trillion), down 2.3% year over year. Even so, CEO Daniel Heaf said the 'Consumer First Formula' turnaround strategy launched this year is on track for a multi-year, sustainable return to growth. The evidence he cited first was not the stores, but the performance of a newly opened distribution channel.

According to Heaf, since launching a curated selection on Amazon in February, Amazon sales tripled in the second quarter compared to the first quarter. He said the Amazon channel is drawing younger, wealthier new customers than the company's own site, and that average unit retail (AUR, the average price a customer pays per item) is also higher than on existing channels. The partnership that placed products in Ulta Beauty stores starting in July is still in its early stages, but he said consumer response to the trial-size products has been strong.

Heaf drew a clear line that neither channel cannibalizes store sales, distinguishing Amazon's role as convenience and Ulta's as experience and discovery. In the second quarter, the company opened 24 new stores, mostly in off-mall locations, and closed 10 stores, mostly located in malls, while international partners opened 17 additional stores. During the same period, the company introduced Fruit Fusion, a new body care franchise fronted by its first major celebrity ambassador, Hilary Duff, supported by both social creator campaigns and Amazon sales, and plans to add two new scents in the third quarter.

Source · Glossy, "Bath & Body Works says its Amazon sales have 'tripled' as it seeks to return to growth"

Target's new beauty store concept, Beauty Studio, opening September 10 at more than 600 stores nationwide and online, will carry roughly 1,600 products from 90 brands spanning skincare, makeup, hair care, fragrance, bath and body, and nail care. More than two-thirds of these brands are new to Target, and for some, this marks their first physical retail placement of any kind.

New brands joining include First Aid Beauty, Joico, and Nioxin, along with Mexican beauty brand Sarelly and French nail care brand Manacurist. Each brand said it decided to participate because of the store's curated, experiential format, or because it was their first time entering Target at all, and as a condition of placement, brands also had to provide training videos and materials for store staff education.

Eliran Luzon, founder and CEO of hair serum, shampoo, and conditioner brand Remilia Hair, described the placement not simply as putting products on a shelf but as a new environment focused on beauty discovery and education. Having launched the brand in 2018 and grown it to seven-figure sales on Amazon, he said this marks the brand's first physical retail placement, and that discussions with Target buyers, which began about two years ago, saw little progress until preparations for Beauty Studio picked up in earnest. The stores will feature an editor's picks and rotating popular products section, mini-size offerings, and personal recommendations from beauty advisors, with Target Circle member benefits also offered at the September 26 launch event.

Source · Glossy, "New brands flock to Target's post-Ulta beauty section"

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