Target backs diversity with 8 new brand launches

By Becky Bargh 18-Apr-2018

The US discount retailer is adding more than 150 new products in an effort to cater to a more diverse audience

US-based discount store Target has announced the launch of eight new beauty brands with a focus on catering to all ethnicities.

The new brands have been developed by a diverse group of women, and were created to target the retailer’s entire customer base.

Senior VP of Beauty and Essentials at Target, Christina Hennington, said: “We know our guests have a wide range of beauty needs and preferences, and we want to make sure Target has the best assortment for all hair types or skin tones."

“We’ll continue to listen to our guests to understand what beauty products they’re looking for at Target and look forward to seeing their response to these new cosmetics brands.”

The eight new brands include:

Coloured Raine

Founded by Loraine R Dowdy for women of all skin tones.


Offers tinted moisturisers in 12 shades, created by #FourWomenForWomen.


A vegan make-up line to help treat skin care concerns.

Hue Noir

Cosmetic Chemist Paula Hayes founded the brand, for women of colour.

The Lip Bar

Natural ingredients-based brand offers colours for every skin tone.

Makeup Geek

Created from Marlena Stell’s YouTube channel.

Reina Rebelde

Created by Mexican-American Regina Merson, this brand specialises in bold colours for eyes.

Violet Voss

The brainchild of a team make-up artists creates cruelty-free highly pigmented products.

Together, the brands will bring in over 150 products from US$9.99 - $24.99.

The products are now available online at and will be stocked in-store from 20 May.

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