Oh Snaaaap: Target is Expanding Shade Range with NEW WOC Beauty Brands!

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Listen, I may have to just move into Target at this point. Between the new collections from Target clothing brands like Who What Wear, Universal Thread, and A New Day; home decor like Opalhouse and Threshold; and what was an already impressive beauty lineup, Target will now introduce several new beauty lines (many of which are owned by Black women) that will increase the makeup options for women of color.

From the press release:

Starting April 18 on Target.com and May 20 in select stores, we’re introducing eight new cosmetic brands to our growing beauty assortment. Created by a diverse group of women for everyone, these brands will bring more than 150 products to Target designed for medium to dark skin tones. Plus, most of these brands were digital-only, meaning this is the first time they’ll be available at a store near you!

“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,” said 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.”

I am SO excited and want to try EVERYTHING!

It makes me so proud to shuffle through Target while buying groceries and breezing by the beauty aisle and seeing so many Black-woman owned brands. Here’s a quick look at some of the new brands coming to Target (you can check either with your local Target store or check Target.com on May 20th to see if certain products from these brands can be picked up at your local Target—I LOVE the buy online and pickup in store option).

I’m also excited to see that so many of these brands are headed by women. I can’t even begin to tell you how many beauty events I’ve been to (and I’ve been to a lot) where men were the heads and running the show.

Coloured Raine

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

In 2013, Loraine R. Dowdy launched her makeup brand Coloured Raine, that offers bold, colorful, cruelty-free cosmetics for women of various skin tones.


“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.”
— Erika F. Liles, Co-founder

Created by #FourWomenForWomen, EveryHue offers tinted moisturizers in 12 wearable shades, with an emphasis on warmer hues, and an array of makeup tools to help achieve a perfect application.


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

Founded in 2016 with the mission to create a makeup line that also helps treat common skincare concerns, HALEYS Beauty products are vegan and made without sulfates, phthalates, parabens and fragrance.


“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.” — Paula Hayes, Founder and CEO

Founded and created by cosmetic chemist Paula Hayes, HUE NOIR blends color, science and technology to offer a wide array of luxury, skin-nurturing cosmetics for women of color.

The Lip Bar

“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.”
— Melissa Butler, Founder

Made with natural ingredients and without cosmetic chemicals, Detroit-based The Lip Bar offers vegan lip products in an inclusive array of shades for women of every skin tone, all at an affordable price point.

Makeup Geek

“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!” — Marlena Stell, Founder

What started out on founder Marlena Stell’s YouTube channel—where she shared her love and knowledge of makeup—has turned into the mega-popular Makeup Geek brand that offers everything from colorful eyeshadows to lipsticks, bronzers and more.

Reina Rebelde

“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.” — Regina Merson, Founder

Founded by Mexican-American Regina Merson, Reina Rebelde is a makeup line filled with bold colors for eyes, lips and face, gorgeous packaging and high-quality products.

Violet Voss

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

The eight brands will bring more than 150 products to Target, ranging in price from $9.99 to $24.99, and will be available on Target.com beginning April 18 and in hundreds of Target stores on May 20.

Which of these brands will you be checking out? Tell me in the comments!

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About Danielle

A former finance girl, Danielle is a New York City based freelance writer and fashion and beauty expert. She's a Hofstra University and Fashion Institute of Technology grad with an obsession with fashion and beauty which she loves to tell you all about every weekday on her award-winning blog. Think of her as your style and beauty entourage all wrapped up into one bubbly brown package. Danielle's work and expertise can be found in print and across the web in Cosmopolitan for Latinas, Allure.com, and more! She's also appeared as an on-air style and beauty expert on The Real, CBS New York's "The Couch" and WPIX11's Savvy Shopper segment.
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3 Responses to Oh Snaaaap: Target is Expanding Shade Range with NEW WOC Beauty Brands!

  1. Nia says:

    I’ll be on the lookout for all but the Everhue and the Haley’s. I haven’t heard much about the Haley’s since it first launched, which makes me think people didn’t really like the product. I don’t know Everhue, but I’d the display looks good, I’ll orobably try a few items. But I’ve been curious about The Lip Bar, so I will definitely be grabbing some of those. I need to do some research so I don’t walk in there with no game plan and go ham!! ? Thanks as always for the quick and detailed post!

    • Danielle says:

      Hey Nia!

      Some brands just can’t afford to send tons of products to influencers when they’re starting out (not to say that’s the case with Haley’s but speculating) so it’s possible that’s why you haven’t heard of it. The shade range looks promising from the photos I’ve seen (check out the New Beauty highlight on my IG page to see).

  2. Dani O says:

    I love Makeup Geek & Coloured Raine as well as the one Violet Voss palette. Can’t wait to see your reviews of these brands.

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