Target Just Dropped 8 New Inclusive Beauty Brands--& They're SO Affordable!

April 18, 2018 by Emily Belfiore
shefinds | beauty

It’s no secret that a lot has been going on at Target lately. The Bullseye recently launched a new home décor line, OpalHouse, and it’s been casually dropping new fashion lines like Hunter For Target and Universal Thread. Now, the famous retailer has even more exciting news for shoppers. It will be introducing eight new cosmetic brands to the store’s growing beauty section.

But, that’s not even the best part! These brands were each created by a diverse group of women and each have products that are geared towards a variety of skin tones. Starting today, Target’s online beauty section will have 150 new products that are designed for medium to dark skin tones, including 60 shades of foundation!

“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,” says Christina Hennington, senior vice president of Beauty and Essentials at Target. “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.”

Each brand will be available in select Target stores starting May 20. Thankfully, they’re all online at now, so you can start shopping your favorites and add these amazing products to your makeup collection. Let’s learn a little bit more about them, shall we?

Target’s New Inclusive Beauty Brands

1. Coloured Raine

Launched by Loraine R. Dowdy in 2013, this brand offers bold, colorful, cruelty-free cosmetics for women of various skin tones.

“We’re elated to know that Target is continuously evolving the customer experience and meeting the shopping needs of an ever more diverse clientele by expanding their current cosmetics offerings to include inclusive indie brands like Coloured Raine,” Dowdy says.

2. EveryHue Beauty

This brand was created by #FourWomenForWomen and has tinted moisturizers that are available in 12 wearable shades, with an emphasis on warmer hues, and an array of makeup tools to help achieve a perfect application.


“With Target quickly becoming the mass-market destination for high-quality products made with brown women in mind, we’re thrilled to help propel this movement with our HueNation Collection,” co-founder Erika F. Liles says.

3. HALEYS Beauty

This brand was founded with the mission to create a makeup line that also helps treat common skincare concerns. Each product is vegan and made without sulfates, phthalates, parabens, or fragrance.

“I am thrilled to partner with Target and join the other emerging brands in this new wave of trend and innovation in multicultural beauty,” says founder Ashley Ocampo.

4. hue noir

This line was founded and created by cosmetic chemist Paula Hayes and uses science and technology to offer a wide array of luxury, skin-nurturing cosmetics for women of color.

“Target recognizes the need for affordable, quality products tailored to multicultural consumers, which is why this first national retail partnership for Hue Noir is so gratifying,” says Hayes.

5. Makeup Geek

Makeup Geek offers everything from colorful eyeshadows and lipsticks to bronzers and more. It was founded by Marlena Stell, who got her start on YouTube sharing her love and knowledge of makeup with the world.

“Target has done an amazing job supporting smaller lines and helping them grow, and I am honored to be in the company of such amazing entrepreneurs with amazing products,” Stell says.

6. Reina Rebelde

This makeup line is filled with products for the eyes, lips, and face and offers shoppers bold colors and shades to choose from, and they’re each sold in gorgeous packaging.

“In Target, we have a partner that is passionate about joining our mission to elevate and honor what it means to be Latina with high-quality cosmetics that celebrate the unique cultural dualities of today’s Latina,” says founder Regina Merson.

7. The Lip Bar

This Detroit-based natural, vegan lip brand has an inclusive array of shades for women of every skin tone and offers them all at an affordable price point.

“The Lip Bar provides high-quality, high-performing cosmetics that are beautifully packaged at an affordable price. And Target is the epitome of affordable luxury—it’s the place that makes you feel good about shopping and that’s the sort of environment I wanted my products to be sold in,” says founder Melissa Butler.

8. Violet Voss

Violet Voss was created by a team of makeup artists and born out of a mission to make long-lasting lip products, cruelty-free lashes, and other highly pigmented makeup products.

New Beauty Products At Target

We told you they were amazing! Here are some of the brands’ bestselling products that we think should be on your radar:

coloured raine glowlighter

Coloured Raine Glowlighter ($19.99) 

everyhue tinted moisturizer

EveryHue Tinted Medium Coverage Moisturizer ($18.99) 

haleys foundation

HALEYS Re:Set Liquid Matte Foundation ($19.99) 

hue noir foundation

Hue Noir True Hues Flawless Matte Foundation ($19.99) 

makeup geek highlighter

Makeup Geek Highlighter Compact ($19.99) 

reina rebelde eyeshadow palette

Reina Rebelde 4 Play Wet Dry Eye Color ($17.99) 

the lip bar lipstick

The Lip Bar Matte Lipstick ($13.00) 

violet voss fake eyelashes

Violet Voss Just Slayin' Lashes ($9.99) 



Are you excited about these new launches? Let us know in your thoughts in the comments below! 




[Photos: Coloured Raine, EveryHue Beauty, HALEYS, Hue Noir, Makeup Geek, Reina Rebelde, The Lip Bar, Violet Voss] 


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