Target Adds New Inclusive Makeup Brands for Medium and Dark Skin Tones
Target's beauty section is a wonderland on earth. It's full of virtually all of our go-to drugstore brands, and is always the best way to reward ourselves after stocking up on cases of La Croix and cleaning supplies. Well, here's another reason to send all of the praise emojis to the superstore: On Tuesday, the brand announced that it would be adding eight new cosmetics brands meant for medium and darker skin tones. There will be 150 new products, including more than 60 (!) shades of foundation.
Per a press release shared to Teen Vogue, the brands included in the new haul are Coloured Raine, which has pigmented palettes that beauty lovers of any skin tone will want to try; EveryHue Beauty, whose tinted moisturizer is straight-up glow-inducing; Haley's, a brand that's all about enhancing the natural color of your skin; Hue Noir; Makeup Geek; Reina Rebelde; The Lip Bar; and Violet Voss. Most of these brands have always been online only, so their debut at Target will also mark the first time customers will be able to get their hands on them IRL.
The new range is now available online and will hit stores on May 20.
In addition to its massive new makeup offering, Target is also introducing the Curls Cashmere & Caviar collection, a brand specifically formulated for highly textured hair. “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,” Christina Hennington, senior vice president of beauty and essentials at Target, said via a blog post on the Target website. “These eight new cosmetic brands will further our range of shade options — from foundation to lip — and are available at incredible prices. We’ll continue to listen to our guests to understand what beauty products they’re looking for at Target, and look forward to seeing their response to these new cosmetic brands.”
In an interview with WWD, Christina also added that "the world is changing, especially for the millennials and Gen Z." The beauty industry has made significant strides toward inclusivity, most notably with Fenty Beauty's 40-shade foundation offering; many other brands followed suit following that drop. (Colourpop, Jouer, and Giorgio Armani have all announced shade extensions for complexion products.)
Related: Rihanna Celebrates the Release of Fenty Beauty
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