Target Adds 40 Beauty Brands in Diversity Push

Target has added 40 new beauty brands, including clean and Black-owned brands, to its beauty department.
target new brands

Half of the new brands added are exclusive to Target, the retailer announced, and the new additions bring “hundreds of new hair, nail, makeup, skincare, bath and body options.” Most new items are $10 or less.

“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,” Cassandra Jones, vice president and general manager of beauty and cosmetics at Target, said in a statement. 

The addition of the new brands comes as Target has been focusing on its beauty department. The retailer teamed up with Ulta Beauty last year to debut store-in-store concepts, with Ulta Beauty shops popping up in 100 Target stores nationwide and online. The partnership is similar to Kohl’s store-within-a-store concept with Sephora. Both Target and Kohl’s aim to attract customers through the familiar beauty retailers. Target has also worked on improving its beauty departments as part of an overall store redesign strategy.

Target committed to increasing diversity across the organization, from its corporate leadership makeup down to the products and brands on its shelves. In the company’s 2020 Workforce Diversity Report, Target promised to increase Black representation by 20% across the organization by 2023. In addition, Target has pledged to spend $2 billion with Black-owned businesses by 2025 and add more Black-owned brands to its assortment.

Target’s newest beauty finds feature 20 Black-owned or -founded brands. Since 2020, the retailer has increased its Black-owned and -founded assortment by 65%, with more than 70 such brands in-store and online.

Some of the new brands— including Frederick Benjamin, Sassy Hair, Undefined Beauty and others—are also graduates of the Target Takeoff accelerator program, which is for mature consumer packaged goods companies ready to scale their products into Target retail stores. In its announcement, Target also noted the new brands meet its “clean” standards for ingredient transparency.