Target Wellness Expansion Amid Declining Sales
Target is growing its wellness assortment to address declining sales and traffic. At the start of 2025, the retailer added 2,000 new wellness products. With about 70% of Target guests already shopping wellness, this expansion aims to bring even more value, incorporating trusted brands to meet consumers’ needs.
Lisa Roath, Target’s Chief Merchandising Officer of Food, Essentials, and Beauty, stated, “Our goal is to make wellness really accessible – fun, easy, affordable, and personalized.” She emphasized that the goal was to help customers build routines that support both physical and mental well-being.
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Target’s Focus on Value and Product Innovation
The wellness expansion is part of a larger turnaround effort by Target, which includes revamping its product range with new and exclusive offerings while enhancing the perceived value for consumers. Chief Commercial Officer Rick Gomez explained, “We’re focused on improving performance, particularly in discretionary categories, listening closely to our guests and moving with greater agility.”
To further invest in its growth, Target announced a $1 billion investment into its business for 2026, increasing its total capital expenditure to $5 billion. Despite these efforts, Target’s Q3 net sales dropped by 1.5% year-over-year to $25.3 billion, and comparable sales saw a 2.7% decrease.
Competition in the Wellness Category
As Target expands its wellness products, it faces competition from other retailers like Ulta Beauty. Ulta has also capitalized on the growing wellness trend, expanding its dedicated wellness space to 370 stores, with more locations planned. CEO Kecia Steelman mentioned that wellness is outpacing beauty growth, driven by consumer engagement and product innovation.
Ulta launched “The Wellness Shop” in 2021, offering 150 brands and 700 SKUs focused on self-care. The space has grown significantly in 2023, attracting more attention from wellness-focused consumers.
Target’s Apparel and New Partnerships
In addition to wellness products, Target is introducing 1,000 new apparel and accessory items throughout the year. These new offerings include brands such as All in Motion and JoyLab, Target’s exclusive athletic labels. The retailer also plans to launch new products in 2026 through its owned brands and exclusive partnerships.
Target and Ulta Beauty had announced their decision to dissolve their beauty partnership in August 2025. The two companies had launched Ulta Beauty shop-in-shops at Target five years ago, but now will focus on their independent growth strategies.
