EXCLUSIVE: Target Adds More Multicultural Beauty Brands To Its Shelves And We're Obsessed 

Andrea Arterbery Apr, 17, 2018

Your next Target run might include even more beauty products thanks to the addition of eight new cosmetics brands. The red bullseye themed retailer just announced plans to sell an even wider range of cosmetics for medium to darker skin tones – including at least 60 new shades of foundation across more than 150 products.

Available for purchase now at Target.com, brands will include: EveryHueBeauty, Makeup Geek, Coloured Raine, Haley’s, Hue Noir, Reina Rebelde, The Lip Bar and Violet Voss. Products will include items such as lipsticks, eyelashes and eyeshadows with a price range from $9.99 to $24.99. 

The struggle to find beauty products that adequately match and blend seamlessly into the skin tones of women of color is real. Historically speaking, the majority of mainstream beauty brands didn’t even make cosmetics for medium to darker skin tones and for years black women have depended upon brands such as Fashion Fair Cosmetics and M.A.C. to adequately meet their makeup needs. Over the years, other brands such as CoverFX, Make Up For Ever and, most recently, Fenty Beauty have created a slew of cosmetics with perfect skin tone matches for all skin tones.

But, when it comes to a mass market level, black women have only had a handful of brands – think CoverGirl Queen Collection and Black Opal – to meet their cosmetic needs. And we won’t even get into how hard it can be to find an adequate range of products for textured hair outside of the local beauty supply.

That’s why it’s such refreshing news to see that retail stores such as Target are stocking their shelves with even more beauty products to meet the needs of a diverse range of clients.

“We know our guests have a wide range of beauty needs and preferences, and we want to make sure Target has the best assortment for all hair types or skin tones,” Senior Vice President of Target’s Essentials and Beauty, Christina Hennington told ESSENCE.

The first multicultural beauty products hit Target stands over a decade ago and included a small assortment of haircare brands (think Carol’s Daughter and Miss Jessie’s) to major applause and fanfare from customers. Since then, the retailer has added at least 100 more brands specifically to help meet the beauty needs for all races. This is all done thanks to a diverse in-house team that relies heavily on guest insights from various store locations across the United States.

These eight new beauty brands will be prominently displayed front and center of the beauty department in select Target stores May 20 and Hennington shares that the company plans to continue listening to guests to understand what beauty products they’re looking for in-store.

“We look forward to seeing the response to these new cosmetic brands,” Hennington added.

Tags

# Beauty

Tags

# Beauty