Target Expands Its Makeup Shade Range
Target Just Added 8 New Beauty Brands and 60 Foundation Shades to Expand Its Range
As POPSUGAR editors, we independently select and write about stuff we love and think you'll like too. If you buy a product we have recommended, we may receive affiliate commission, which in turn supports our work.
Over the past few months, we've seen a lot of exciting things coming to Target beauty aisles across the country. For one, the megaretailer gave the department a luxe remodel that includes fresh new floor plans and beauty concierge desks. It has also ramped up its K-beauty and unisex brand lineup. To further diversify its stock, Target announced that it will now sell brands that cater to people with a wider range of skin tones.
According to a press release, eight new brands that were hand-selected by a team of women have dropped on Target's website. Come May 20, these items will be available in select stores.
This massive acquisition means you'll be able to get your hands on 150 products from brands like Coloured Raine, The Lip Bar, Violet Voss, and more. Included in the stock are 60 new foundation shades — yes, 6-0.
To make things even better, most of the brands were previously only available to purchase online, so once those goodies reach shelves, more people can buy them than ever could before.
Read on to see the exciting new labels you can now shop at Target!
EveryHue Beauty
Tinted moisturizers have some of the most limited shade ranges out there; that's why we love EveryHue Beauty's lineup of nine offerings. Each one costs $19, and Target also sells the brand's setting powder and spray.
Haleys
Target will sell 31 shades of the oil-free Haley Re:Set Liquid Matte Foundation ($20). This full-coverage base controls shine and lasts forever, so you don't need to duck into the bathroom during your lunch break for a midday touch-up.
Coloured Raine
You could do your whole face with this blogger-approved beauty brand; Coloured Raine sells literally everything. Target will tout nine shades of its Matte Lip Paint ($17, seen here in Bachelorette) and four blush powders. Did we mention that it's also cruelty-free?
Hue Noir
Twenty shades of this Hue Noir Foundation ($20) join Target's beauty aisle. This matte base is long-lasting, buildable, and hypoallergenic.
Makeup Geek
With its acquisition of Makeup Geek, Target has scooped one of the internet's favorite beauty brands. This pigmented and reflective powder Highlighter Compact ($20) comes in three shades. We tend to think the one pictured here ("Nightlight") looks a wee bit like Fenty's Trophy Wife. Target will also sell the brand's lip stain, lipstick, bronzer, and eye shadow quads.
The Lip Bar
In 2012, former Wall Street financial analyst Melissa Butler pitched a beauty line made up of inclusive shade colors meant to satisfy women of all skin tones to the show Shark Tank. The judges passed, but six years later, Target picked up the indie darling label. It will sell eight lip glosses, plus the same number of matte and cream lipsticks ($13, shown in Prima Donna). Every item has an inspiring shade name, such as Bawse Lady, Baddie, and Goddess.
Reina Rebelde
This liquid eye liner in Zapatista ($14) is inspired by the Mexican revolutionary army and pays homage to the fight for women's rights and the civil liberties of indigenous people. Plus, it's cruelty-free and lasts all day. Target's lineup also includes a contour set, eye shadow, lip gloss, concealer stick, eye shadow quad, and cosmetics bag.
Violet Voss
Along with 10 Violet Voss lipsticks, you can also pick up a pair of the brand's iconic falsies ($10) at the megastore.
