Can Target’s new cosmetics sell more than Ulta and Sephora?

Target (TGT) – Get the report from Target Corporation is stepping up its head-to-head competition with beauty retailers, claiming this week that it has added 40 new beauty brands, including “clean” or plant-based items.

The move comes six months after Target partnered with Ulta (ULTA) – Get the report from Ulta Beauty Inc on in-store outlets in select Target locations in a highly publicized deal.

But that partnership hasn’t stopped the chain from developing its own line of Ulta-like beauty products and possibly gaining insight into what it sells for their competitor, as the workers of those Ulta pop-ups are Target employees who use the Target technology for making calls and monitoring sales trends.

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