Wella Company Joins Target Beauty Studio, Bringing Four Iconic Haircare Brands to Target Guests Nationwide

Wella Professionals, Sebastian Professional, Nioxin and Briogeo join Target's new prestige beauty destination

NEW YORK, Sept. 8, 2026 /PRNewswire/ -- Wella Company U.S. announced that four brands from its leading haircare portfolio - Wella Professionals, Sebastian Professional, Nioxin and Briogeo - will launch in Target Beauty Studio, Target's new prestige beauty destination that officially opens September 10 in more than 600 stores nationwide and on Target.com.

As part of Target Beauty Studio's thoughtfully curated assortment of new prestige, emerging and global beauty brands, Wella Company will bring Target guests in the U.S. a broad range of premium hair and scalp solutions spanning healthy haircare, salon-grade repair, professional styling and thinning-hair care. Together, the four brands make it easier for guests to discover targeted, high-performance products for a wide range of hair types, textures, routines and concerns.

Wella Company Brands at Target Beauty Studio

Each brand brings a distinct point of view and area of expertise: Wella Professionals translates 145 years of salon expertise into transformative care; Sebastian Professional champions fearless creativity through mixable, pro-grade styling; Nioxin applies advanced scalp science to thinning-hair and scalp concerns; and Briogeo combines clean science with naturally derived ingredients.

"Target Beauty Studio shares our belief that beauty discovery should be inspiring, intuitive and grounded in expertise," said Guillaume Cantelou, Senior Vice President and General Manager, U.S. Professional Hair Division, at Wella Company. "Together, we're creating a space where guests can explore professional and prestige hair care and find what's right for their individual needs."

"Prestige hair care is evolving, and Target Beauty Studio gives us the opportunity to provide beauty consumers fresh, modern solutions to their haircare needs in an interesting shopping environment," said Laure Murciano, Head of Sales, U.S. Professional Hair Division at Wella Company.

Wella Professionals

Salon-grade repair and care rooted in professional expertise. Wella Professionals brings together advanced science, professional expertise and artistry to help people express their individuality through hair. Its performance-led care portfolio translates salon innovation into intuitive routines for consumers seeking healthier-looking, stronger and more manageable hair.

Product assortment includes:

• Ultimate Repair Miracle Hair Rescue
• Ultimate Repair Shampoo, Conditioner, Mask and Protective Leave-In

Sebastian Professional

Fearless, salon-grade styling for limitless self-expression. Created with stylists and designed for all, Sebastian Professional makes lightweight, mixable formulas that help consumers condition, protect, shape and restyle hair while preserving movement and individuality. The brand believes products should create possibilities, not rules.

Product assortment includes:

• Potion 9 Shampoo, Conditioner, Super Luxe Styling Drops, Leave-In Conditioner & Styling Cream
• Professional Shaper Hairspray
• Dark Oil Hair Styling Oil

Nioxin

Advanced scalp and hair shedding solutions. Backed by more than 30 years of advanced scalp science, Nioxin offers personalized systems, serums and targeted treatments that help strengthen hair, reduce breakage and improve the look of density, making complex scalp and hair shedding concerns easier to navigate.

Product assortment includes:

• Hair Fall Defense Serum
• Night Density Rescue Serum
• Nioxin System Kits for light and progressed thinning
• Scalp care and targeted treatment solutions

Briogeo

High-performance, clean haircare for every hair type and texture. Briogeo pairs naturally derived ingredients with clean science and clinically tested performance. The brand creates targeted solutions across repair, scalp care, density, curl care and styling, empowering consumers to build healthy-hair routines without compromising results.

Product assortment includes:

• Don't Despair, Repair! Deep Conditioning Mask
• Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo
• Farewell Frizz Rosarco Milk Leave-In Conditioning Spray
• Destined for Density Caffeine + Biotin MegaStrength+ Peptide Density Serum

About Target Beauty Studio

Target Beauty Studio is a prestige beauty destination that combines Target's merchandising authority and elevated shopping experience, making it easier for guests to discover and shop what's new, now and next in beauty. The reimagined experience brings together an expertly curated assortment of 90 prestige, emerging and global beauty brands and more than 1,600 products across skincare, makeup, haircare, fragrance, bath and body, and nails.

Designed to blend inspiration, expertise and convenience, Target Beauty Studio will feature specialty-level presentation, dedicated Beauty Advisors, Target Circle offers and rotating product spotlights for a discovery-led experience both in-store and online.

Together with Target's core beauty assortment, Target Beauty Studio creates a one-stop beauty destination for every routine, from everyday skincare and beauty essentials to prestige favorites and the latest beauty finds.

Briogeo, Wella Professionals, Sebastian Professional and Nioxin will be available beginning September 10 in Target Beauty Studio locations across the U.S. and on Target.com.

About The Wella Company

The Wella Company is the world's largest pure-play hair and nail company, with a 145-year heritage and presence in more than 100 countries. The Company's 6,000+ employees combine science, artistry and professional expertise to develop and market hair color, care, styling and treatment products, nail products, and premium hair styling tools. Rooted in the professional beauty community, The Wella Company serves salon owners, hair stylists, nail technicians and consumers around the world.

Its portfolio of iconic brands includes Wella Professionals – the #1 salon color brand globally*, Sebastian Professional, Nioxin, ghd, Clairol, Wella/Koleston, and OPI. The Company has primary offices in New York City, Geneva, London, and Calabasas, California. The company also has sites in Germany, Mexico, Thailand, Italy, Poland, Brazil, Japan, India, France, Canada, and Australia, among many others.

For more information on Wella Company, visit www.wellacompany.com and follow us on LinkedIn and Instagram.

*Based on Wella Master Brand USD sales on the 2025 Salon Hair Care Global Series for the hair coloring products category published by Kline

SOURCE Wella Company