Buff Beauty Expands in Retailers Nationwide with Launch in Target Beauty Studio

The nail care brand founded by beauty entrepreneur Katia Beauchamp grows from direct-to-consumer to national retail, live on Target.com and in select Target stores September 10th.

NEW YORK, Sept. 10, 2026 /PRNewswire/ -- Buff Beauty, the nail care brand founded by Katia Beauchamp, is coming to the newly launched Target Beauty Studio. Available on Target.com and in more than 600 stores nationwide beginning September 10th, the move marks Buff's first national retail partnership since launching direct-to-consumer in July 2026.

Target will carry Buff's full lineup, including The Buff Ritual — the brand's three-step system of Resurface, Restore, and Revive; alongside its serums, exfoliants, and gel oils, priced $7 to $50.

"Target is where so many of our customers already shop for the rest of their routine," said Beauchamp. "Putting Buff on those shelves means bare, ready nails are right there, next to everything else you need for your day-to-day."

Buff Beauty, the skincare-inspired nail care brand, was created to make that look an option for everyone. Built on the belief that "Bare Is the New Done," Buff is expanding the possibilities for what beautiful nails can look like and giving consumers another option and the tools they need to wear their nails completely bare. Buff is for people who are bare now, or are ready to go bare- whether it's a short or long break from polish, gel and press ons.

Being available at Target gives national scale to an idea Beauchamp saw taking shape across beauty: consumers increasingly want more options for how they define beauty for themselves. Skincare has moved beyond covering imperfections. Haircare has embraced natural texture alongside styled looks. Makeup has made room for both full glam and barely there. Yet nail style is centered around covering the nail, from elaborate to sheer and nude.

"Beauty has become so much more expansive and personal, but when it comes to nails, we've continued to define 'done' in a very specific way," said Katia Beauchamp, Founder and CEO of Buff Beauty. "Buff isn't about telling women to stop polishing their nails. We are telling women that you deserve another option, where bare, radiant nails are seen as a beautiful finished product. Target seeing the potential in that idea so early was incredibly meaningful, and partnering gives us the opportunity to share it with millions of people, right away."

The launch also marks the latest chapter in Beauchamp's career identifying and building around shifts in how consumers experience beauty. Before founding Buff Beauty, she served as CEO of Victoria Beckham Beauty from 2022 to 2025, where she helped shape the luxury beauty brand's next phase of growth. She previously co-founded Birchbox in 2010, helping pioneer beauty discovery commerce and growing the company into a multi-country business serving millions of consumers.

For more information or to shop Buff Beauty, visit buffbeauty.com

About Buff Beauty
Buff Beauty is a brand designed to give consumers radiant bare nails in minutes a day. It is skincare-inspired nail care brand founded by beauty entrepreneur Katia Beauchamp. Built on the belief intentionally bare is a beautiful style.Buff Beauty creates treatment-driven formulas, thoughtfully designed tools and minutes-a-day routines that make caring for natural nails intentional, effective and satisfying. Through its Buff three-step — Resurface, Restore and Revive — Buff Beauty is creating a way for consumers to have radiant bare nails, and a brand that establishes bare as a deliberate and desirable style choice. The goal: expand the possibilities for what it means to feel "done" on our hands and feet.

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