Target Expands Its Shade Range in Cosmetics With Eight New Beauty Brands

April 17, 2018 - Article reads in
Collage of new beauty products

We know guests come to Target’s beauty department for our wide range of products at an incredible price. With over 1,000 brands that meet the unique beauty needs of our guests, there’s something for every skin tone, skincare need and hair type. Whether you’re looking for a new hair care line, signature scent or a K-beauty routine, we’ve got you covered. But, that’s not enough. We want to offer even more.

Starting April 17 on and May 20 in select stores, we’re introducing eight new cosmetic brands to our growing beauty assortment. Created by a diverse group of women for everyone, these brands will bring more than 150 products to Target designed for medium to dark skin tones. Plus, most of these brands were digital-only, meaning this is the first time they’ll be available at a store near you!

“We know our guests have a wide range of beauty needs and preferences, and we want to make sure Target has the best assortment for all hair types or skin tones,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “These eight new cosmetic brands will further our range of shade options—from foundation to lip—and are available at incredible prices. We’ll continue to listen to our guests to understand what beauty products they’re looking for at Target, and look forward to seeing their response to these new cosmetic brands.”

Ready for the big reveal? Check out the eight new brands, below!

Coloured RaineColoured Raine logo, lip product and CEO“We're elated to know that Target is continuously evolving the customer experience and meeting the shopping needs of an ever more diverse clientelle by expanding their current cosmetics offerings to include inclusive indie brands like Coloured Raine.”
Loraine R. Dowdy, CEO

In 2013, Loraine R. Dowdy launched her makeup brand Coloured Raine, that offers bold, colorful, cruelty-free cosmetics for women of various skin tones.


EveryHue logo, product and founders

“With Target quickly becoming the mass-market destination for high-quality products made with brown women in mind, we're thrilled to help propel this movement with our HueNation Collection.”
Erika F. Liles, Co-founder

Created by #FourWomenForWomen, EveryHue offers tinted moisturizers in 12 wearable shades, with an emphasis on warmer hues, and an array of makeup tools to help achieve a perfect application.


HALEYS Beauty logo, product and founder

“I am thrilled to partner with Target and join the other emerging brands in this new wave of trend and innovation in multicultural beauty.” Ashley Ocampo, Founder

Founded in 2016 with the mission to create a makeup line that also helps treat common skincare concerns, HALEYS Beauty products are vegan and made without sulfates, phthalates, parabens and fragrance.


HUE NOIR logo, foundation and founder

“Target recognizes the need for affordable, quality products tailored to multicultural consumers, which is why this first national retail partnership for Hue Noir is so gratifying.” Paula Hayes, Founder and CEO

Founded and created by cosmetic chemist Paula Hayes, HUE NOIR blends color, science and technology to offer a wide array of luxury, skin-nurturing cosmetics for women of color.

The Lip Bar

The Lip Bar logo, lipstick and founder

“The Lip Bar provides high-quality, high-performing cosmetics that are beautifully packaged at an affordable price. And Target is the epitome of affordable luxury—it’s the place that makes you feel good about shopping and that’s the sort of environment I wanted my products to be sold in.”
Melissa Butler, Founder

Made with natural ingredients and without cosmetic chemicals, Detroit-based The Lip Bar offers vegan lip products in an inclusive array of shades for women of every skin tone, all at an affordable price point.

Makeup Geek

Makeup Geek logo, eyeshadow quad and founder

“Target has done an amazing job supporting smaller lines and helping them grow, and I am honored to be in the company of such amazing entrepreneurs with amazing products!"Marlena Stell, Founder

What started out on founder Marlena Stell’s YouTube channel—where she shared her love and knowledge of makeup—has turned into the mega-popular Makeup Geek brand that offers everything from colorful eyeshadows to lipsticks, bronzers and more.

Reina Rebelde

Reina Rebelde logo, eyeshadow quad and founder

“In Target, we have a partner that is passionate about joining our mission to elevate and honor what it means to be Latina with high-quality cosmetics that celebrate the unique cultural dualities of today’s Latina.” Regina Merson, Founder

Founded by Mexican-American Regina Merson, Reina Rebelde is a makeup line filled with bold colors for eyes, lips and face, gorgeous packaging and high-quality products.

Violet Voss

Violet Voss logo, false eyelash and lip product

Created by a team of makeup artists, Violet Voss was born out of a mission to make long-lasting lip products, cruelty-free lashes and other highly pigmented makeup products.

The eight brands will bring more than 150 products to Target, ranging in price from $9.99 to $24.99, and will be available on beginning April 17 and in hundreds of Target stores on May 20.

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