The 6 Most Overlooked Beauty Brands at Target

Updated 04/28/19

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.

Camille Rose

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.

Camille Rose Naturals Curl Maker $22
Shop

This moisturizing jelly defines curls without crunchiness.

Camille Rose Naturals Curl Love Moisture Milk $15
Shop

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

Camille Rose Naturals Almond Jai Twisting Butter $17
Shop

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

Grow Gorgeous

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.

Grow Gorgeous End Split Ends Serum $24
Shop

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

Grow Gorgeous Back Into The Roots 15 min Scalp Treatment $28
Shop

Keep your scalp happy with this hydrating, restorative treatment.

Missha

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. 

Missha Perfect Cover BB Cream $22
Shop

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

Missha Super Aqua Cell Renew Snail Cream $45
Shop

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

Missha The First Treatment Essence $23
Shop

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

The Lip Bar

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 Lip Bar

The Lip Bar Matte Liquid Lipstick in Bawse Lady $13
Shop

The color alone will get you hooked.

The Lip Bar Lip Gloss in Baddie $14
Shop

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

The Lip Bar Lipstick in Purple Rain $12
Shop

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

Plant Apothecary

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.

Plant Rice & Clean Facial Cleanser $24
Shop

This cleanser will refresh and rejuvenate tired, dull skin.

Plant Reset Organic Oil-Free Makeup Remover $38
Shop

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

Plant Lather, Cleanse, Repeat Organic Lathering Oil Cleanser $18
Shop

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

W3ll People

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.

W3ll People Bio Correct Multi-Tasking Concealer $28
Shop

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

W3ll People Bio Brightener Stick $29
Shop

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

W3ll People Expressionist Mascara $24
Shop

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.

Related Stories