The 6 Most Overlooked Beauty Brands at Target

If we could write a love letter to Target, it would go something like this: Dear Target, thank you for existing. Thoughts on us moving in? Our devotion to the retailer knows no bounds, mostly for the fact that we could easily get lost inside one for hours (and definitely have). Target’s beauty section has especially impressed us of late, and we’ve noticed a lot more indie beauty brands showing up in its hallowed shelves. Sure, we know we can stock up on our classic favorites, like Sonia Kashuk, Pixi by Petra, and E.l.f. cosmetics, but these days, there’s a whole other world of lesser-known beauty brands just waiting to be explored. From hair saviors to natural superstars, these brands will steal your heart—and be kind to your wallet. We’ve rounded up six under-the-radar Target makeup brands, hair saviors, and more ahead.

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.

This moisturizing jelly defines curls without crunchiness.

Give your curls and waves a dose of hydration (without heaviness) using this moisturizing milk. 

Use this oil-butter hybrid on damp hair for the softest, fluffiest curls. 

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.

This hair serum is made with Amazonian oils to help your split ends heal.

Keep your scalp happy with this hydrating, restorative treatment.

Missha is everywhere in Korea—which is why we weren’t surprised when the brand got Target’s attention. The skincare brand is all about hydration, offering everything from essences to sheet masks to help you wake up with glowing, hydrated skin. 

The BB cream is a top seller for the light coverage, skin-loving ingredients, and the creamy, blurring formula.

This gel moisturizer is perfect for oily-combination skin, and the snail extract brightens and tones.

There’s a reason this essence has over 100 reviews on Target’s website—it’s balancing, brightening, and wallet-friendly. 

If you’re a lip girl, The Lip Bar will be your new favorite brand. The company is known for offering the boldest shades in velvety formulas that never feel drying. Its hero product is the Matte Liquid Lipstick, which stays on all day without making your lips feel as dry as the Sahara. 

The color alone will get you hooked.

More of a gloss girl? These glosses give a sheer wash of color and leave your lips feeling super hydrated. 

We could see RiRi rocking this bright purple shade, which feels like the ultimate compliment.

Plant Apothecary, a Brooklyn-based bodycare brand, is the cool-girl skincare 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 cleanser, which uses rice grains to gently exfoliate.

This cleanser will refresh and rejuvenate tired, dull skin.

This fragrance-free makeup-remover is made with organic ingredients and is perfect for sensitive eyes. 

People swear by this cleanser and shaving cream for its clean ingredient list and the way it leaves your skin feeling super soft. 

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 Bio Correct Concealer.

This concealer will correct redness, conceal under eyes, and anything else you can think of.

We love this highlighter for its ability to make our skin look like it’s lit from within. 

We dubbed this one of the best natural mascaras on the market for good reason: It separates and adds more definition than most of its counterparts. 

There you have it—six underrated beauty brands at Target you should definitely try out. Stock up on your next run.

This story was published at an earlier date and has since been updated.