Target Overhauls Beauty Aisles to Bring Premium Body Care Brands In-Store
According to Modern Retail, Target is overhauling its beauty aisles on September 10, and that means premium body care brands you've only bought online are about to show up on shelves you can actually walk into.
The retailer is launching Target Beauty Studio in over 600 stores and online, with body oil brand Fur among the first wave of names entering physical retail through this post-Ulta transition.
The New Floor Map
This is not a shelf shuffle. Target is rebuilding the beauty section from the ground up, slotting more than 1,600 products from 90 brands into the new format. Two-thirds of those brands are new to the retailer entirely. For body care specifically, the move pulls digital-first premium names like Fur—body oils and down-there grooming products you previously had to order online—into the same aisles where you already stock basics.
The Studio format itself changes how you shop. Target is leaning on rotating product features like "editors' picks" and "most loved," a curated mini-size range built for testing, and on-floor beauty advisers who can answer real product questions. For a guy who treats body butter and oil selection like sourcing parts, this is the difference between guessing at a label and getting a hands-on read on texture, absorption, and finish before you spend the money.
Run It Like a Routine
Show up with a list. Body oils, ingrown-control formulas, and barrier-seal moisturizers are what the premium body care crowd actually hunts. Fur's oil line and the other indie brands entering Target for the first time give you a chance to test textures and finishes against your skin before you commit to a full-size bottle.
Stack the Target Circle loyalty program during the launch window. The September 26 in-store events are where exclusive offers drop first. Mini sizes are the play. They're cheap enough to run a formula through your actual two-week rotation without betting $40 on a bottle that might sit half-used on the shelf.
Measure Twice, Lock In Once
Premium body care lives or dies on consistency, not novelty. Treat the Target expansion like any upgrade: grab the mini, run it through your real routine, track how your skin responds. If a brand's body oil sloughs off post-shave friction, seals in moisture through a long shift, or keeps ingrowns at bay, that's the bottle worth committing to at full size. If the formula underperforms, you return the mini and move on. No brand loyalty, no label attachment—just measured results from a formula that does the job.