Target expands beauty assortment, add 40 new brands, including slate of clean and Black-owned brands; half of new brands are exclusive to Target, with hundreds of new hair, nail, makeup, skin care, bath, body options--most priced at US$10 or less

Sample article from our Consumer packaged goods (CPG)

February 7, 2022 (press release) –

Ready for a beauty pick-me-up? Target just introduced nearly 40 new beauty brands, including clean and Black-owned brands that give you more ways than ever to lose track of time shopping in the beauty aisles or on Half of the new brands are exclusive to Target, with hundreds of new hair, nail, makeup, skincare, bath and body options to help you feel and look a-maz-ing. With most items $10 or less, we can’t think of a more affordable, convenient way to try out the latest trends and products and find new favorites.  

“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,” says Cassandra Jones, vice president and general manager, beauty and cosmetics, Target. “Thanks to our assortment of national, trending and exclusive beauty brands and our suite of fulfillment services like Drive Up, Order Pickup and same-day delivery with Shipt, guests will discover joy in Target beauty as they shop in stores or online.” 

Inclusive brands and beauty options for all 

Target’s newest beauty finds feature 20 Black-owned or -founded brands — and nearly all of the new products meet our Target Clean standards for ingredient transparency. It’s a win-win and real progress toward Target's commitment to spend $2 billion with Black-owned businesses by 2025 and add more Black-owned brands to our assortment. In beauty brands alone, we’ve upped our Black-owned and -founded assortment by 65% since 2020. With new additions like GlowRx, Thread, Kyutee, Pink Lipps, G.L.A.M., and more, we’re leading the industry with 70+ Black-owned or Black-founded brands in stores and online. The newest assortment will also include recent graduates from our Target Takeoff accelerator program, including Frederick Benjamin, Sassy Hair, Undefined Beauty and more. Whether it's skincare, cosmetics, nails or bath, there’s something for everyone.   

Clean beauty  

Clean beauty is a priority for our guests and for Target. This month we’re adding thousands of products from new and current brands that meet our Target Clean standards for ingredient transparency — our clean beauty assortment now totals more than 8,000 products. New, exclusive beauty brands like Love Seen, Pure Culture, Skinsei and more are part of our ever-growing list of clean brands, giving guests more options than ever. 

Our commitment to ingredient transparency supports our sustainability strategy, Target Forward. As part of this commitment, we recently announced Target’s Building Blocks for Better Products (B3P) program — just one example of how we’re using our size and scale to help small businesses and entrepreneurs create clean beauty and personal care products.  

Shop our new beauty brands in stores and at, and stay tuned for more beauty news. 

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Dan Rivard
Dan Rivard
- VP Market Development -

We offer built-to-order consumer packaged goods (cpg) coverage for our clients. Contact us for a free consultation.

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