You walk into a Target, and you think the superstore has literally everything under the sun, but something has been noticeably missing—diversity in beauty products. They’ve made strides to include natural-focusing beauty brands and eco-friendly formulas, but shade ranges and options were still not as inclusive as they should be. But Target is making moves to change all that by introducing more than 150 new products specifically made for medium-to-dark skin tones to store shelves.
The 150+ products, which will include more than 60 shades of foundation, will come by the way of eight new cosmetics brands created by a diverse group of women. This includes companies like Coloured Raine, EveryHue Beauty, HALEYS, HUE NOIR, Makeup Geek, Reina Rebelde, The Lip Bar, and Violet Voss. That means even more lipstick, eyeshadow, concealer, foundation, highlighter, bronzer, blush, and more to shop while you're picking up your weekly groceries.
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Most of these brands were only ever available online, so this will be the first time you'll see some of them on store shelves. Along with the makeup brands, Target will introduce the haircare brand Curls Cashmere & Caviar in stores, too.
And this isn't something you're going to have to wait weeks for, either. All of the new brands are already listed on Target.com, while they'll appear in stores starting on May 20.
Your Target shopping cart just got a little more packed.