Following its decoupling with Ulta Beauty, Target is charting its own course with a major push into the fragrance sector, including a focus on hair and body mists, gourmand scents, dry shampoos, men's fragrances, and dupes.
Fragrance Booms with Bold Launches and Travel-Size Trends
The move comes amid a boom in fragrance. Per Circana, U.S. mass fragrance sales spiked 17%, compared to 6% for prestige fragrances, the latter of which totaled $3.9 billion.
While mass sales benefited from a focus on value and engagement in women's scents, prestige sales benefited from an increase in units sold and average selling price.
As a sign of category strength, fragrance sales actually accelerated in Q2, driven by new launches, which accounted for almost 1/3 of fragrance dollar gains.
A continuing trend is the primacy of high-concentration scents, including eau de parfums and parfums, which also connote value, whatever the pricepoint.
In that same vein, as in previous sales periods, mini/travel size juices grew strongly, led by a 15% gain in units sold, a pace almost four times the rate of other product sizes, per Circana.
Target Launches Fragrance Sampling Events and Exclusive Scents for October 2025
Target's fragrance-forward strategy includes a rollout of "curated endcaps" and fragrance sampling events in 300 stores in October 2025. From October 5-11, 2025, the retailer will offer 20% off select fragrances in stores and online.
It will also roll out Target exclusives from Daise, Being Frenshe's Moon Milk, Dossier and Fine'ry.
Target’s Fragrance Array Centers on Key Category Trends
The retailer will focus on key growth areas in its product array, including:
- Dupes: particularly scents from Dossier, which has become a fragrance darling by offering SKUs inspired by well-known brands
- Gourmand notes: scents inspired by foods, including pumpkin spice, sweet cream, pistachio (as seen with EOS' Crème de Pistachio body lotion), saffron, coconut, citrus, vanilla (as seen in launches from EOS, Tree Hut, Mixbar, Being Frenshe and Fine’ry), almond, marshmallow and more
- Body mists: this accessible category delivers high value; participating brands include Moon Milk from Being Frenshe, which is being rolled out as a hair, body and linen mist
- Hair perfumes and dry shampoos: another value-focused and functional sector, with launches from TRESemmé and Kitsch, and a new line of dry shampoos from Fine’ry
- Men's fragrances: including launches from Tone's On The Go Colognes
- Travel/sample sizes: As seen with Tone's colognes, Target is aiming at interest in travel and sample sizes; this focus will also included an ongoing partnership with Snif, a vestige of Target's Ulta Beauty at Target program, which will include Vanilla Vice, Coco Shimmy and Sweet Ash in travel sprays and full-size bottles, as well as the brand's Sample Discovery Set and Mini Bundle Coffret
“Fragrance is more than a trend—it's a meaningful part of our guests’ self-care routines,” says Amanda Nusz, senior vice president of merchandising, essentials and beauty, Target. “This fall, we’ve curated a beauty lineup that is all about discovery and delight, with trending scents and fun new ways to smell amazing. Whether you’re looking for your signature scent or excited to try something new, we’re making it easy by delivering what’s next in beauty, at an incredible value.”
