After break with Target, popular beauty brand finds new partner
The move comes as Ulta has experienced a period of market share losses.
Chloe Mitchell 
Ulta Beauty is making a strategic pivot following its high-profile 2025 separation from Target. As reported by The Street, the beauty giant is launching an exclusive collaboration with Pacsun to capture the attention of younger shoppers.
A Fresh Retail Alliance
This limited-time partnership integrates fashion and beauty, featuring curated kits that include both popular cosmetic products and a custom, limited-edition hoodie. Items will be available for purchase both online and in physical store locations for both participating retailers.
Shifting Market Strategy
The move arrives at a critical juncture for Ulta as the company navigates a period of market share losses. While leadership previously hinted at a strategy focused heavily on stand-alone growth, this collaboration demonstrates that curated brand partnerships remain a cornerstone of their long-term expansion efforts at 205focus.com.
Building Community Connections
Richard Cox, CMO of Pacsun, expressed enthusiasm regarding the synergy between the two companies. In a public statement, Cox highlighted that the collaboration aims to provide a fresh destination for guests to explore products centered on self-expression, confidence, and individuality by marrying Pacsun's fashion-forward identity with Ulta's established authority in the beauty space.
