Target Adds 150 New Products for Medium to Dark Skin Tones

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.