Target is Expanding Their Shade Selection in the Beauty Department

Snaps for Target.

Caitlin M.
ByCaitlin M.

Anyone knows that walking into Target is like walking into a time warp and resurfacing a few hours later with so much new stuff you can't believe it. And don't get us started on the beauty aisle. Taking a stroll through the beauty offerings is how many of us discover new launches from our favorite drugstore brands, uncover cool K-Beauty finds, and even scope out the best in indie beauty. And now, Target's beauty game is getting even better with addition of eight new cosmetic brands with more than 150 products that will totally expand their shade selections.

Most of these eight brands were, up until now, primarily sold online only, so see them hit stores at Target is major news! And that's not all. These brands are all brands that have been created by a totally diverse group of women. And the offerings range from lipsticks to foundations to highlighters and so much more. To make things even better, most are made to specifically complement medium-to-dark skin tones. Check out the brands hitting Target below and see which product is our pick to shop:

Hue Noir: Science and makeup come together in this makeup company designed for women of color that's founded by cosmetic chemist Paula Hayes.

Try: True Hues Flawless Matte Foundation Deep, ($19.99, Target


The Lip Bar: Created for women of every skin tone, this vegan brand is created with natural ingredients sans cosmetic chemicals.

Lip Bar Matte Lipstick

TryLiquid Matte Lipstick ($13.00, Target)


Coloured Raine: This cruelty-free brand is only five years old but has already made a statement in the indie beauty world for their bold and vibrant color offerings.

Coloured Raine matte lip paint

TryMatte Lip Paint, ($16.99, Target)


EveryHue: This brand not only boasts an array of tinted moisturizers (primarily in warm tones), but it's also all-female founded. #FourWomenForWomen!

everyhue Tinted Medium Coverage Moisturizer

Try: Tinted Medium Coverage Moisturizer, ($18.99, Target)


Violet Voss: One of the more well-known of the brands hitting Target, this brand was founded by makeup artists and focuses on cruelty-free lashes, bold pigments, and long-wearing lipstick.

violet voss Sexy and Eye Know It Lashes

TrySexy and Eye Know It Lashes, ($9.99, Target


HALEYS: Sensitive skin lovers will rejoice at HALEYS: it's vegan and free of sulfates, phthalates, parabens, and fragrance.

haleys Re:Set Liquid Matte Foundation

TryRe:Set Liquid Matte Foundation, ($19.99, Target)


Reina Rebelde: This beauty brand balances quirky colors and beautiful packaging, all at an affordable price point. Founder Regina Merson says she's excited to "elevate and honor what it means to be Latina with high-quality cosmetics that celebrate the unique cultural dualities of today’s Latina” with this launch at Target.

4 Play Wet Dry Eye Color,

Try: 4 Play Wet Dry Eye Color, ($18.00, Target)


Makeup Geek: Fun fact: Founder Marlena Stell started sharing her love of all things makeup on her YouTube channel, and since then Makeup Geek has become its very own cosmetics line.

makeup geek Bronze Luster Bronzer

TryBronze Luster Bronzer, ($21.99, Target)


You can shop all these products and so much more right now at and on May 20 in select stores.

Which of these brands will you be shopping? Share below!

About the Author
Caitlin M.
Caitlin M.
Runner. Music lover. All things nachos. Follow me on Instagram: @caitlinsmiller