As the seasons change, so do our beauty routines.
Fall is a natural reset moment, as we return to daily routines, refresh our regimens and embrace the colors, scents and rituals that define the season. That's why our beauty team spends months identifying the trends that matter most to curate an assortment that makes it easy for guests to discover the latest beauty products.
This year, Target's Fall Beauty Edit centers around three trends shaping the beauty conversation: restorative self-care rituals, bold color statements and cozy gourmand fragrances. With more than 150 new beauty items (120 of which are exclusive to Target) featured across the assortment, we're helping you find new favorites while delivering the incredible value you expect from Target.
"At Target, we're constantly listening to guests, partnering closely with brands and watching what's emerging across beauty," says Amanda Nusz, senior vice president, Essentials & Beauty. "This fall, we're seeing beauty become increasingly personal, with guests using it as both a form of self-expression and self-care. Our goal is to bring them the newest trends, trusted favorites and exciting discoveries across every price point, making beauty both inspiring and accessible."
How we spot what’s next in beauty
Curating a seasonal beauty assortment starts long before products arrive on shelves.
Throughout the year, Target's beauty merchants analyze guest insights, collaborate with brand partners, monitor emerging trends and attend industry events to identify the products and innovations most likely to resonate with guests. Those insights help shape a seasonal assortment that balances newness, exclusivity and value while ensuring guests can easily shop the trends they're seeing from social media to the runway.
The result is a trend-forward edit designed to inspire discovery across skincare, makeup, haircare, wellness and fragrance.
Here’s a look at the top trends for Fall beauty at Target.
Trend No. 1: Self-care reset
After a summer spent in the sun, many guests are focused on rebuilding routines and restoring skin and hair health.
That means they’re looking for wellness and results-driven beauty, from K-beauty innovations that deliver the coveted "glass skin" look to dermatologist-backed skincare and hair glossing treatments that create healthy-looking shine.
Products that help bring skin and hair back to their best include:
- K-beauty skincare designed to help achieve hydrated, luminous skin like Mimitime Konjac Jelly collagen-infused snacks, fueling beauty from the inside, and Medicube Collagen Night Wrapping Face Mask
- New dermatologist-inspired skincare products focused on healthy aging and restoration, including Remedy Skin Copper Peptide Serum and Prequel Multi-Quench Hydrating Mist
- Saltair’s new Hyaluronic Acid Body Serum delivers effortless hydration that improves the skin’s moisture barrier and boosts elasticity for visibly firmer skin
- Our new viral Kristin Ess hair glossing treatments help refresh summer-stressed hair with healthy-looking shine, including the new Soft Mocha Signature Hair Gloss, a rich brown shade available exclusively to Target
Trend No. 2: Bold color is back
Fall fashion is inspiring a return to richer, more expressive beauty looks.
This season, makeup trends are centered on fuller glam, deeper tones and statement-making color. Think bold burgundy nails from Olive & June and essie, rich brown and blue mascaras from L’Oreal and Maybelline, vibrant and creamy eyeshadow sticks from Milani, and bold, blurred lip shades from e.l.f. inspired by cinnamon browns and berries.
Trend No 3: Cozy gourmand scents
Fragrance continues to be one of beauty's fastest-growing categories, and this fall, it's all about comfort.
Gourmand fragrances with notes inspired by vanilla, marshmallow, chai and warm baked treats are capturing attention across fragrance, body care and even haircare. These scents evoke nostalgia and seasonal comfort while offering a more modern take on traditional fall fragrance profiles.
- NEW pumpkin chai and toasted marshmallow body care from eos
- Modern vanilla fragrances like Dossier Vanilla Dream and Crèmerie Fleur De Vanille Mist
- Hair fragrances featuring warm, dessert-inspired scent profiles, like Kitsch Warm Sugar Hair Perfume
Making beauty discovery easier
The Fall Beauty Edit brings Target’s curated approach to beauty to life, bringing together products inspired by the latest trends and guest needs. From introducing new and exclusive brands to expanding premium beauty offerings through Target Beauty Studio experiences, we're helping guests navigate the latest products and trends, find what works for them and learn from experts, all in ways that feel both elevated and accessible.
