Makeup

Target Is Expanding Its Shade Range With the Help of 8 Indie Brands

An exciting new makeover for Target's beauty aisle

by Rosie Narasaki | COMMENT

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After swapping the layout of its beauty section for a more user-friendly shopping experience last fall, Target has just added another major change to the docket: eight new cosmetic brands, all helmed by women (and primarily women of color at that).

Starting today on Target.com and on May 20 in select stores, Target will officially carry products from Coloured Raine, EveryHue Beauty, Haleys Beauty, Hue Noir, Makeup Geek, Reina Rebelde, The Lip Bar and Violet Voss. You might recognize quite a few of these indie brands as buzzy beauty blogger favorites — and now you'll have the option to shop their wares in real life.

The new brands greatly expand Target's shade range — between them, they'll be bringing in more than 150 products designed for medium to dark skin tones. In a rapidly shifting beauty landscape, it's heartening to see a well-loved destination like Target taking such big steps towards increased inclusivity — especially since the products are offered at a more affordable price point.

Curiousity piqued? Keep reading to take a closer look at each new brand.

SEE NEXT PAGE: Coloured Raine

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