After a fast-paced rollout that brought Ulta Beauty to more than 600 Target locations across the U.S., the beauty giant is putting a pause on opening any new in-store shops — at least for now.
Instead of chasing more square footage, Ulta says it’s going back to the drawing board to strengthen what’s already in place. Translation? The focus is shifting to boosting performance, refining customer experience, and making each location count.
Why the Slowdown Matters
This isn’t just a pause — it’s a pivot. In an era where brick-and-mortar retail is being redefined by smarter tech and evolving customer habits, Ulta’s move signals a shift in strategy: quality over quantity. With competitors like Sephora ramping up their own shop-in-shop experiences (hello, Kohl’s), it’s clear the beauty wars are still on — just playing out differently.
For Ulta, the slowdown gives them time to analyze what’s working and what’s not in their partnership with Target, while avoiding overextending at a time when efficiency and experience matter more than ever.
Zooming Out: The Bigger Retail Picture
Retail experts see this as part of a larger trend. After several years of aggressive expansion across sectors, brands are being forced to fine-tune — tightening operations, improving margins, and doubling down on locations that actually drive results.
In other words, this isn’t a retreat. It’s a recalibration.
And in today’s hyper-competitive beauty space, slowing down might be the smartest power move of all.
The Author
Sasha Lane
Staff Writer, Readovia
