Target Beauty Studio, Target’s new discovery-led beauty destination, has begun rolling out in more than 600 Target stores and on Target.com. The experience features dedicated Beauty Advisors, rotating product features and an expertly curated assortment of more than 1,600 products from 90 prestige, emerging and global brands, most new to Target. By working closely with brand founders and bringing new brands to Target, we’re helping these businesses grow while giving our guests new products and trends to discover.
One of the new additions is Glamazon Beauty, the inclusive beauty brand founded by celebrity makeup artist, beauty expert and entrepreneur Kim Baker. Inspired by years of helping women find the right products for their unique skin tones and concerns, Kim created Glamazon Beauty to simplify shade matching and make beauty feel more accessible and empowering for everyone. Now, with Glamazon Beauty arriving at Target Beauty Studio, guests can shop the brand's innovative products and signature Roadmap system in stores, on Target.com and in the Target app.
We caught up with Kim to learn more about the inspiration behind the brand and what it means to join Target Beauty Studio.
What inspired you to create Glamazon Beauty?
I started Glamazon Beauty because I wanted everyone to feel included. As a makeup artist, I constantly saw women struggling to find products that truly worked for their skin tone and skin concerns. I was especially passionate about helping women who felt overlooked by the beauty industry, including women with rosacea and those who couldn't easily find their perfect foundation match.
Eventually, I got tired of complaining about what was missing and decided to become part of the solution. I wanted to create products that matched real skin tones and looked like skin, not makeup. My goal has always been to help women see the best version of themselves when they look in the mirror.
Glamazon Beauty is known for its Roadmap system. How does it work?
Makeup’s First Roadmap was designed to take the confusion out of shopping for makeup.
Many women feel overwhelmed by endless foundation shades, powders and concealers. The Roadmap simplifies the process by helping guests identify the complexion profile that best matches their skin. Once they've found their profile, we've already mapped out the complementary foundation, concealer and powder shades for them.
That means less guesswork and more confidence. From there, guests can choose lip colors and other products based on their personality and style, knowing their complexion products are already working for them.
Why is a simplified beauty system important to you?
I've spent years working one-on-one with women, and I saw firsthand how frustrating beauty shopping can be. So many people don't know what shade they are or what products are right for them.
I wanted to create a system that made beauty easier. Just like skincare routines are personalized, makeup should be personalized, too. Glamazon Beauty is about giving women a roadmap that helps them feel confident in their choices.
How and when did Glamazon come to be?
I started working on the brand in 2017, but really accelerated in 2021.
The pandemic gave me an opportunity to reassess everything and decide how I wanted to move forward. I refined the brand, updated the packaging and focused on bringing Glamazon Beauty to more women. The quality of the products never changed, but I wanted every part of the brand to reflect the experience I envisioned.
What has been the biggest challenge in building your brand?
One of the biggest challenges has been growing awareness on a national level as an independent brand.
When you're building something from the ground up, you don't always have the resources that larger beauty companies have. Fortunately, word of mouth has been incredibly powerful for us. So many customers discover Glamazon Beauty because someone they trust recommended it to them, and that kind of organic growth has been invaluable.
You've worked as a model, makeup artist and entrepreneur. How has this varied experience helped you as a brand founder?
I have a philosophy that every five years, you should "graduate." You should evaluate where you are in life, hold yourself accountable and think about what's next.
I've always been passionate about helping women feel confident and empowered. When a woman looks in the mirror after I've done her makeup and sees herself differently, that's incredibly rewarding. Glamazon Beauty is truly a labor of love, and that passion has kept me motivated every step of the way.
How did Glamazon join Target Beauty Studio?
I met members of the Target beauty team at an industry event and made sure they had the opportunity to experience the products firsthand.
I believed in the products and knew they would speak for themselves. After additional conversations and presentations, including sharing our Roadmap concept, things moved quickly. It was an exciting journey and an unforgettable moment for our team.
What does it mean to see Glamazon Beauty at Target?
It means everything.
More than 20 years ago, I was walking through a Target beauty aisle and saw brands I admired on the shelves. I remember telling my mother that one day I wanted my own beauty brand to be there. She told me I could do anything I set my mind to, and I've carried that belief with me ever since.
To now see Glamazon Beauty at Target feels like a full-circle moment and a dream realized.
Why is Glamazon a great fit for Target Beauty Studio?
Target guests are looking for products that make their lives easier, and that's exactly what Glamazon Beauty was designed to do.
We're bringing more than makeup. We're bringing education, expertise and a completely unique approach to complexion matching. Glamazon’s Roadmap offers something guests can't find anywhere else, helping them navigate beauty with confidence.
Most importantly, we're meeting women where they already shop. Target serves busy guests and families every day, and we're excited to bring a beauty solution that fits seamlessly into their lives.
What do you want Target guests to know about Glamazon Beauty?
I want guests to know that we're here to help.
Glamazon Beauty isn't just about selling products. It's about making beauty easier to understand and more enjoyable to use. We want to take away the uncertainty, give women a system they can trust and help them feel confident in their own skin.
At the end of the day, that's what Glamazon Beauty is all about: helping every woman feel seen, empowered and beautiful.
Discover Glamazon Beauty among 90 prestige, emerging and global brands at Target Beauty Studio in more than 600 Target stores and on Target.com.
