Can Target’s Beauty Studio Survive the Backlash?

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Old-school retailers are coming for TikTok Shop and Amazon’s beauty business. Nordstrom is rolling out same-day beauty delivery, Old Navy is betting on affordable fragrance from a Byredo perfumer, and Target is launching a 1,600-product beauty destination stocked with Sunday Riley, Briogeo, K-beauty favorites, and more. But Target’s timing couldn’t be worse: The retailer is facing backlash over an offensive children’s Halloween costume—and renewed scrutiny of its DEI rollback. We unpack whether legacy retailers can win beauty shoppers back with convenience, discovery, and an IRL experience the algorithm can’t replicate.

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