Target is deepening its push into higher-end beauty with a new specialty-style concept that the retailer describes as part of its broader effort to return to growth.

The Minneapolis-based retailer said Target Beauty Studio will launch Sept. 10 in more than 600 stores nationwide and on Target.com, bringing together more than 1,600 products from 90 prestige, emerging and international brands. More than two-thirds of those brands will be new to Target.

The rollout marks a significant expansion of the retailer's beauty assortment while introducing features typically found at specialty beauty retailers, including dedicated beauty advisers, product testing, rotating product showcases and personalized recommendations. Beauty has been a rare bright spot for mass retailers in an otherwise soft discretionary spending environment, with Target previously citing its beauty category as a sales standout even as shoppers pulled back on other nonessential purchases.

Target said the new concept is one example of the investments it is making in merchandise and the in-store shopping experience as part of its plans to return to growth. The company operates more than 2,000 U.S. stores.

"When guests shop for beauty, they want to pick up their standbys while also exploring what's new and trending, and Target Beauty Studio is designed with that mix in mind," Amanda Nusz, Target's senior vice president of merchandising, essentials and beauty, said in a statement. "It's an inspiring destination to discover what's new, now and next in beauty — and a powerful example of how our merchandising authority comes to life through an elevated guest experience."

The assortment will span skincare, makeup, haircare, fragrance, bath and body products, nail care and sun care. Brands joining Target include Sunday Riley and First Aid Beauty in skincare, Briogeo and Nioxin in haircare, and several Korean beauty brands, including Amuse, Kaja and Rom&nd. The inclusion of Korean beauty brands reflects the broader surge in K-beauty sales among U.S. retailers in recent years, a trend that has pushed chains including Target, Sephora and Ulta to expand their Korean skincare and makeup offerings.

The announcement follows the conclusion of the retailer's shop-in-shop partnership with Ulta Beauty. That partnership launched in August 2021 and ended this month. The concept placed Ulta-operated beauty counters inside hundreds of Target stores, and its conclusion left Target to fill that premium beauty space with its own offering rather than a partner-branded shop.

Target is also adding products from international brands, including Mexican beauty company SARELLY and French nail care brand Manucurist, alongside premium fragrances, styling products, sun care and self-tanning products.

Stores featuring Target Beauty Studio will include a central display that rotates several times a year to highlight brands, collaborations and seasonal products. The retailer will also offer a dedicated assortment of miniature products, giving shoppers a lower-cost way to try new items.

The concept is being tied to Target's Circle loyalty program through exclusive offers and experiences. Target said the first 100 guests at most stores during a Sept. 26 promotional event will receive a Target Circle bonus that can be used to shop Beauty Studio in stores and online.

Target said Beauty Studio will continue to evolve with new brands and products, while its existing beauty assortment will remain alongside the new concept. How the concept performs will be visible in the coming months as Target reports quarterly results and updates on its broader turnaround plan.