How many times do you walk into a Target for one item, only to come out with a cart full of things that you didn’t need? Probably too many times to count. After hearing the deal that Target struck up with a major beauty company, makeup lovers might find themselves in that situation a whole lot more.

This week, Target announced a partnership with Ulta Beauty. Ulta will begin to build shops inside of Target stores, making the beauty company even more accessible. This deal is a win for both companies in the long run. It keeps up with the demands of consumers and adapts to a brave new world that is this global pandemic. Pre-pandemic, the beauty industry was thriving and Ulta was on top of the leader board. Mid-pandemic, Target sales are surging more than ever before.

While Target has proven themselves to be a reliable, essential business; it is probable more shutdowns are to come in 2021. Ulta Beauty could potentially be forced to shut down their regular storefronts, once again. Fortunately, this time they will be able to take advantage of their Target stores and still conduct business. This pandemic has changed how Americans shop. It is important that retailers, even huge corporations like Target, adapt to their consumers’ needs.

This is hardly the first partnership the beauty industry has seen. In fact, JcPenny’s has long partnered with Sephora since 2006. Walgreens and Birchbox made a deal in 2018. However, it will be interesting to see if more retailers follow this trend post-pandemic. Not only those in the beauty industry, but a wider market.

Who knows? Maybe Jamba will cut a deal with Planet Fitness to have smoothie stands inside of some of their 2,000 gyms. Maybe Apple will set up shop in a few Walmarts to provide beloved AppleCare more widely. If 2020 has taught us anything, it’s that nothing is impossible.

What are some companies you wish to see partner up? Let us know in the comments.

This article originally published on GREY Journal.