What’s Included in the Ulta Beauty x Pacsun Collaboration?
Announced via a July 27 news release, the Ulta Beauty x Pacsun partnership blends streetwear fashion with prestige cosmetics to engage Gen Z and younger consumers.
Partnership Highlights:
- Top Beauty Brands: In-store and online availability for popular cosmetic lines, including Fenty Beauty and NYX Professional Makeup.
- Exclusive Apparel: A limited-edition “Who’s Gonna Stop Us” hoodie designed in Ulta’s signature orange colorway.
- Omnichannel Access: Available at select Pacsun retail locations, Pacsun.com, Ulta.com, and TikTok Shop.
The collaboration serves as a core extension of Ulta Beauty’s “Rewrite the Rules” summer marketing campaign, which focuses on self-expression, individuality, and Gen Z style culture.
“Beauty has become one of the most powerful forms of self-expression, and at Ulta Beauty, we’re committed to showing up where culture is created and embraced,” said Kelly Mahoney, Chief Marketing Officer at Ulta Beauty. “Our collaboration with Pacsun is a celebration of individuality and creativity, bringing together fashion and beauty in a way that feels fresh, relevant and authentic.”
The End of the Target Partnership: What Changes for Shoppers?
The debut of the Pacsun collection aligns with a major shift in Ulta Beauty’s retail footprint. Ulta’s five-year strategic shop-in-shop agreement with Target is scheduled to wrap up in August.
Key Changes for Target and Ulta Shoppers:
- Target Beauty Studios: Target is replacing approximately 600 Ulta Beauty mini-stores nationwide with its own proprietary beauty concept, Target Beauty Studios.
- Ulta Standalone Growth: Ulta continues to operate hundreds of standalone retail locations nationwide, maintaining full brand autonomy and expanding its direct retail partnerships.
Retail Strategy Breakdown: Target vs. Pacsun Partnerships
| Feature / Metric | Target Shop-in-Shop Partnership | Pacsun Collaboration |
| Retail Format | Permanent 1,000-sq-ft mini-stores | Limited-edition fashion & beauty capsule |
| Primary Audience | Broad household / everyday shoppers | Gen Z & Gen Alpha fashion enthusiasts |
| Product Focus | Core prestige beauty assortment | Curated beauty kits + exclusive streetwear |
| Status | Ending (August) | Active / Limited-Time Launch |
