Target’s Beauty Section Is Expanding With More K-Beauty

The quest for youthful, radiant skin comes with its fair share of challenges—but for many, K-beauty has made it feel more attainable. It’s no longer a fleeting trend; it’s a skin-care philosophy that continues to gain momentum. You don’t have to be a skin-care expert to know what glass skin is or recognize the products behind it—just scroll TikTok or Instagram and you’ll spot the latest viral brands and where to buy them.

Now, things are about to get even easier. Target is significantly expanding its K-beauty assortment, increasing its offerings by more than 80 percent this season to meet growing consumer demand. Below, we caught up with Amanda Nusz, SVP of Merchandising, Essentials and Beauty, to learn what shoppers can expect next.

Why Target Is Investing in K-Beauty

Target’s beauty aisles have long been a source of inspiration, whether you’re shopping for a new mascara or restocking a favorite shampoo. In recent years, the retailer has expanded the department to include a broader assortment of high-quality products, including an array of K-beauty items introduced this past fall. With K-beauty’s mix of skin-care innovation, playful design and accessible pricing continuing to resonate with shoppers, Target is focused on delivering an experience that feels both elevated and effortless.

“Beauty continues to be a standout category at Target—it drives traffic, builds baskets, and is an engine for deep connectivity with our guests. We’ve watched their interest in K-beauty skyrocket and noticed that our guests aren’t just following K-beauty trends; in many cases, they’re leading them. So, when we see this kind of momentum, it’s our job to walk alongside them and offer the innovation they crave through the lens of accessibility and value. That said, the decision to invest in K-beauty feels like the next step and natural progression of our beauty strategy, which really reflects our long-term commitment to leading the beauty market,” says Nusz.

Embracing Innovation

Target’s new K-beauty offerings are all about embracing what’s new and next. “Our guests are hyper-focused on hydration, glow and skin texture, so we’ve curated our assortment of products to meet those specific needs,” says Nusz. She explains that the collection is designed to speak to the innovation of K-beauty, focusing mostly on products and formats that deliver the results consumers are looking for. “Think new cleansing formats, transformative serums and treatments powered by effective, high-quality ingredients at an incredible value. It’s about making the best of K-beauty both accessible and exciting for every guest who shops with us,” she says.

What You Can Expect From Target’s K-Beauty Section

To say that the world of K-beauty is vast would be a complete understatement. New brands are emerging in the U.S. daily, and tons of Korean brands are yet to make their way stateside. But for Target, choosing the collection of brands that would lead the expansion was intentional. “Our team spent a lot of time listening to our customers and watching social media trends to ensure the offerings blend virality with value,” says Nusz. She tells NewBeauty that the retailer’s K-beauty assortment will include household names such as TONYMOLY and Round Lab. They’ll also see really clear ingredient stories, with products featuring hero ingredients such as centella asiatica, birch juice and mochi ceramides.

Beyond that, Target’s initiative aims to introduce customers to newer brands, such as Numbuzin, which offers a line powered by NAD+. “We’re ensuring that guests can instantly find those must-have, trending products and bringing high-performance brands to mass audiences whether they’re shopping in-store, online or on the app,” she says. Let the browsing begin.