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Target adds 40 brands to beauty assortment

New brands featured in Target’s beauty aisles include Fredrick Benjamin, Sassy Hair, Love Seen, Pure Culture and Skinsei among others.

Target’s beauty aisle is getting a whole lot larger.

The retailer recently shared that it has added not one, but 40 new brands to its lineup, which include clean and Black-owned brands poised to give consumers new ways to browse the beauty aisle.

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Half of the new brand launches are exclusive to Target, retail for less than $10, and span across the hair, nail, makeup, skin care, bath and body aisles.

“Our guests turn to Target for the latest in beauty, and with the addition of nearly 40 new beauty brands, we are raising the bar on our premier beauty experience, with a strong focus on our commitment to Black-owned or -founded brands and Target Clean offerings,” Cassandra Jones, vice president and general manager, beauty and cosmetics at Target said. “Thanks to our assortment of national, trending and exclusive beauty brands and our suite of fulfillment services like Drive Up, Order Pickup and same-day delivery with Shipt, guests will discover joy in Target beauty as they shop in stores or online.” 

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Twenty of the retailer’s new beauty finds come from Black-owned or founded brands, meet its Target Clean standards for ingredient transparency and make progress toward its commitment to spend $20 billion with Black-owned businesses by 2021, the company said.

Brands part of the new launches, which include graduates from the Target Takeoff accelerator program, include Fredrick Benjamin, Sassy Hair, Love Seen, Pure Culture, Skinsei and more.

Target’s new beauty launches can be found in stores and online at

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