Target Corporation (NYSE: TGT) announced the launch of Target Beauty Studio, a dedicated beauty section rolling out Sept. 10 in more than 600 stores nationwide and on Target.com.

The new format will feature more than 1,600 products from 90 prestige, emerging and global brands, with more than two-thirds of those brands described as new to Target. Categories include skincare, makeup, haircare, fragrance, bath and body, and nails.

Brands carried in the new section include Sunday Riley, First Aid Beauty, Briogeo, Joico, Nioxin, Boy Smells, Lake & Skye, and K-Beauty labels such as Amuse, Kaja and Rom&nd, among others.

Target Beauty Studio will include dedicated Beauty Advisors offering product recommendations, product testing opportunities, rotating featured selections and a center table area intended to rotate several times per year to highlight different brands and products. Target Circle loyalty members will receive exclusive offers tied to the section.

On Sept. 26, Target plans an in-store celebration from 12–4 p.m. local time. The first 100 guests at most participating stores will receive an exclusive Target Circle bonus usable in store and online.

"When guests shop for beauty, they want to pick up their standbys while also exploring what's new and trending, and Target Beauty Studio is designed with that mix in mind," said Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target.

According to the company's press release, the initiative is part of broader efforts to return to growth through expanded assortment and an elevated in-store experience.