Last month, Target announced that it would be significantly expanding its wellness offerings by adding over 2,000 new products in various categories. This week, Target revealed its plans to further expand its beauty assortment by introducing over 2,000 new products across nearly 50 new brands. The retailer is aiming to attract and win over price-conscious beauty shoppers, with 90% of the new products priced under $20 and some items starting at just $1.29.
“We know consumers love shopping beauty at Target because it’s Tarzhay at its best: the combination of amazing products and prices you can’t find anywhere else,” says Amanda Nusz, Target’s Senior Vice President of Merchandising, Essentials and Beauty.
“That’s why our team is incredibly excited to add more than 2,000 new items to our assortment—including science-focused skin care, hair care, nail care, cosmetics and fragrance. We can’t wait for shoppers to see the products and the prices—with items starting at just $1.29.”
Target is expanding its skin and body are selection with new products from brands like Bubble Skincare, Clean Skin Club, and DAISE. The retailer is also adding to its K-beauty offerings with brands like Beauty of Joseon, Round Lab, SKIN1004, Torriden, MEDIHEAL, and ma:nyo. Additionally, Target is highlighting dermatologist-backed and science-focused skincare brands, including Avene, Curology, and Prequel. New fragrances from Fine’ry and MIX:BAR will round out the assortment, with newness in the nailcare category from Dashing Diva and Olive & June also expected.
The announcement emphasizes a focus on "new, emerging trends and brands, including those created by Black, Latino, female, and other diverse founders,” which differs from the retailer's statement last month that its diversity, equity, and inclusion program would end in 2025. Target’s decision was met with widespread criticism, with some experts arguing that the company's emphasis on inclusivity is what helped it attract a younger, more diverse consumer base.
"Target is making a mistake by ending its DEI goals with its customer base being highly diverse," said Sylvester Turner, Congressman for Texas' 18th Congressional District, on X.
Target offers a virtual try-on feature through its online Beauty Studio that allows consumers to experiment with various face, eye, lip, nail, and hair color options before making a purchase. Additionally, consumers can take haircare and skincare quizzes to help them find the right products. Target Circle members who spend $30 or more on beauty products between February 22 and March 1 will receive a $5 Target gift card.
Target's wellness expansion aimed to introduce consumers to new categories, such as functional beverages, hair health, and wellness technology, and with this latest beauty expansion, the retailer is shifting focus to attract Gen Alpha customers, K-beauty lovers, and consumers seeking science-backed beauty products while reaffirming its commitment to staying accessible and affordable.
Walmart, Target's main rival, seemingly has its sights set on the premium beauty opportunity, leaving the affordable beauty category up for grabs. In 2024, Walmart launched Premium Beauty on Walmart Marketplace, which has the retailer going head-to-head with Amazon. Dollar Tree has also recently joined the competition among affordable beauty retailers by offering name-brand products, such as Burt's Bees and Revlon, for $1.25, which typically retails for up to five times more at Walmart.
US beauty industry sales grew for the fourth consecutive year across mass and prestige, according to Circana. Mass beauty showed a modest 3% growth. Fragrance was the fastest-growing category based on dollar sales in both the prestige and mass markets. Skincare emerged as the category that is most aligned across mass and prestige. Haircare sales were dominated by mass brands, but while close to 70% of consumers say price is important, just 16% say they only buy mass brands, according to a Circana Omnibus survey.
