Target in new beauty push

Target Corp. is doubling down on beauty.

The discount retailer is adding nearly 40 new beauty brands to its assortment. Half of the new brands will be exclusive to Target and most items will sell for $10 or less.

The additions, which include skincare, cosmetics, nail and bath and body options, include 20 Black-owned or -founded brands, reflecting Target’s previously announced commitment to spend $2 billion with Black-owned businesses by 2025 and add more Black-owned brands to its assortment. Target noted that, in beauty brands alone, it has increased its Black-owned and -founded assortment by 65% since 2020.

The new assortment will also include recent graduates from the retailer’s accelerator program, Target Takeoff. The retailer is also adding thousands of products from new and current brands that meet its Target Clean standards for ingredient transparency. The chain’s clean beauty assortment now totals more than 8,000 products.  

“Our guests turn to Target for the latest in beauty, and with the addition of nearly 40 new beauty brands, we are raising the bar on our premier beauty experience, with a strong focus on our commitment to Black-owned or -founded brands and Target Clean offerings,” said Cassandra Jones, VP and general manager, beauty and cosmetics, Target.

Target has been diving deeper into beauty during the past few years. In 2020, it announced a partnership with Ulta Beauty to open in-store shops at Target stores. The initiative was launched last August, in some 50 Target locations.