As an editor who has dedicated my career to spreading representation in the beauty industry, it's so refreshing to see indie beauty brands that celebrate women of all skin tones get major recognition from powerhouse companies. And Target is a trailblazing company leading the pack when it comes to diversity.
The retailer recently announced it'd be expanding its market to include eight indie, multicultural brands with over 150 products and 60 foundation shades for medium to dark skin tones. Can we give them a round of applause, please? For so long, women of color have not had the option to shop for products that cater to a wide variety of skin tones in such an accessible, mass-market store like Target. I remember walking aimlessly up and down drugstore aisles in search of products for my deep complexion and feeling like a complete afterthought because nothing was made with my skin tone in mind.
This is a major move in the right direction.
The brands, dreamed up by diverse women, that are available online now and in selected Target stores on May 20 include Coloured Raine, EveryHue Beauty, Haleys, Hue Noir, Makeup Geek, Reina Rebelde, The Lip Bar, and Violet Voss. Circling back to the point of accessibility, the majority of these brands were only available online up until this point. Next month, you'll be able to see their shiny new bottles in local Target stores. To keep up the momentum, Curls Cashmere + Caviar, a collection made for women with naturally textured hair, will also be added to Target's lineup.
I'll be reveling in this beautiful moment in beauty's history until further notice. Feast your eyes on the below and add them to your shopping list.
These one-swipe wonders have enough color payoff that you won't have to reapply them for hours. It's a won't-budge matte lipstick that stays true to its word—it won't move.
Everyone needs a tinted moisturizer that does the work of a foundation. This lightweight formula has a silky finish that'll blur any problem areas, and its blend of vitamins A, C, and E will keep your skin hydrated.
Every woman will be able to see themselves in this foundation that comes in 31 shades. Those with sensitive skin will be impressed by this 100% vegan, cruelty-free formulation that delivers a filter-like finish.
One of the biggest misconceptions about foundation is that your face is all one color. This brand is debunking that myth with science-backed shades meant to match your skin tone's true hue.
The Lip Bar offers an eco-friendly formulation for a fraction of the price of luxury lipsticks. This striking fuchsia purple will instantly add drama with minimal touch-ups necessary.
How gorgeous are these neutral shades with a dash of shimmer? This seems like one of those day-to-night compacts to keep handy.
This lip crayon promises to give you a bold veil of color in one application—no feathering or smudging. Magic!
This liquid lipstick is available in an array of neutral to deep shades that will enhance your natural lip color. Think shades for all skin tones.
Just when you thought you couldn't love Target more? Shop all 150 of their new, "beauty for all" products here.