New York – September 12, 2026 -- Wella Company will place four haircare brands -- Wella Professionals, Sebastian Professional, Nioxin and Briogeo -- into Target Beauty Studio, a new prestige beauty retail concept launching September 10 across more than 600 stores and on Target.com.
Target Beauty Studio debuts with 90 curated brands and 1,600 products
The retail format spans skincare, makeup, haircare, fragrance, bath and body, and nails, combining specialty-level merchandising with dedicated Beauty Advisors and Target Circle promotional offers. Wella's four brands enter as part of this curated prestige and emerging-brand assortment.
Four brands target distinct haircare segments from repair to scalp science
Wella Professionals will offer its Ultimate Repair line, including a Miracle Hair Rescue product, shampoo, conditioner, mask and leave-in treatment. Sebastian Professional brings mixable styling formulas such as Potion 9 shampoo and conditioner, Professional Shaper Hairspray and Dark Oil styling oil. Nioxin, backed by more than 30 years of scalp science, will stock its Hair Fall Defense Serum, Night Density Rescue Serum and System Kits for light and progressed thinning. Briogeo rounds out the lineup with clean-science formulations including its Don't Despair, Repair! mask, Scalp Revival shampoo, Farewell Frizz leave-in spray and a caffeine-biotin density serum.
Wella executives frame the launch as a bet on prestige haircare discovery
Guillaume Cantelou, Senior Vice President and General Manager of Wella Company's U.S. Professional Hair Division, said the retailer's new format aligns with efforts to make professional and prestige hair care more accessible to everyday shoppers. Laure Murciano, Head of Sales for the division, said the retail environment offers a modern channel for reaching beauty consumers seeking updated haircare solutions.
Distribution scale reaches over 600 U.S. locations plus online
All four brands become available in Target Beauty Studio locations nationwide and on Target.com starting September 10, giving Wella Company access to Target's retail footprint alongside the retailer's broader beauty assortment strategy.