The 7 Most Overlooked Beauty Brands at Target
If we could write a letter to Target, it would go something like this: Dear Target, can we move in? Love you. Sincerely, Byrdie. Our fiery passion for the retailer knows no bounds—and the beauty section has particularly impressed us of late. Sure, we know we can stock up on our classic favorites, like Sonia Kashuk, Pixi by Petra, and ELF, among Target’s red bull’s-eye–filled aisles, but did you know there’s a whole other world of lesser-known beauty brands lurking on those shelves? From hair savers to natural superstars, these brands will steal your heart—and be kind to your wallet.
We’ve rounded up seven of our under-the-radar favorites ahead. Happy shopping!
If you love Target-favorite Shea Moisture, allow us to introduce you to Camille Rose. This ultra-nourishing haircare line is perfect for those with curly or natural strands, featuring an assortment of milks, lotions, and even whipped butters for you to choose from. Plus, everything smells so good.
Keep scrolling to shop three top-selling Camille Rose products!
Makeup lovers, rejoice! As of this month, Essence cosmetics’ entire spring and summer collection will be available at 500 Targets across the nation, as well as Target.com. If you love ELF, Nyx, or NYC Color, you’ll drool over Essence’s bold colors, creamy formulas, and wallet-friendly price tag (the collection ranges from $0.99 to $10).
Shop some of the most eye-catching products from the brand’s collection below!
Essence How to Make Your Face Glow Contour & Highlight Box ($10)
We can’t help but want to use Grow Gorgeous’s line of hair-growth products for the chic packaging alone. The brand’s Hair Growth Serum is growing to be a cult favorite, as is the Cleansing Conditioner. We’d gladly snatch them up to display them in our shower.
Keep scrolling to shop three Grow Gorgeous products!
Laneige is everywhere in Korea—which is why we weren’t surprised when Target snatched it up to launch its high-end skincare section. The brand’s Sleeping Mask will help you wake up with glowing, hydrated skin, while the cushion compact is one of the best we’ve tried. Now, we’re just praying for the day the brand’s much-loved Lip Mask migrates to the States…
Keep scrolling to shop three Byrdie editor–approved Laneige products!
We’re obsessed with Korean beauty—can you tell? The latest brand we’re thrilled to now be able to buy at Target is none other than Mizon. We waxed poetic about our love for the brand's Green Apple Smoothie Peeling Gel a while back and have loved every product we’ve tried since. They’re all gentle enough for sensitive skin—yes, even the Snail Cream ($38).
Keep scrolling to shop three Mizon products you’ll love!
Plant, a Brooklyn-based bodycare brand, is the cool-girl bodycare brand of your dreams. Praise-worthy packaging aside, all the products are made of quality natural ingredients that nourish your skin and also happen to smell amazing. Our favorite? The brand’s body oil, which will soothe flaky, sad, dry winter skin in an instant.
Keep scrolling to shop three of our favorite Plant products!
We’re not shy about our love for natural beauty brand W3ll People—and we’re even more excited now that we can snatch up the high-quality, pigment-rich products the same time we pick up our lightbulbs. All of the products in this line are professional quality (one of the founders is a Nars veteran), with none of the sketchy ingredients you might find in more mainstream products. The brand’s Bio Brightener Stick and Mascara are two of our favorites, as well as the brand-new Bio Correct Concealer.
Keep scrolling to shop them all!
Have you tried any of these brands? What are your favorite beauty products to buy at Target? Sound off below!