These Women-Owned Beauty Brands Just Hit Target Today

Already wondering what you need to get at Target this weekend? Allow the retailer’s latest — and perhaps most major — beauty announcement to help. Starting today, Target is adding 150 new beauty products to its ever-evolving personal-care section from women-owned brands that largely highlight the needs of WOC.

After spending the past couple of years bettering its skin-care, makeup, hair, and body-care aisles — with everything from capsule collections from top Korean beauty brands to a newfound commitment to transparency in natural products (with ingredients lists you can actually read) and even a signature fragrance line — the megastore is taking a major step forward to be as inclusive as it is expansive, adding eight new brands to its shelves, including internet favorites like Violet Voss, Makeup Geek, and Coloured Raine.

In a recent email newsletter, Christina Hennington, senior vice president of Beauty and Essentials at Target, noted that the retailer recognizes its customers’ needs, especially when it comes to beauty preferences. “These eight new cosmetic brands will further our range of shade options — from foundation to lip — and are available at incredible prices,” Hennington wrote. “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 cosmetic brands.”

As of today, you can find a portion of each brand’s hero products on Target’s site and on its in-store shelves starting May 20. Click ahead to check out every product you need to try now.

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EveryHue

The Brand: Founded by Gizelle Bryant, star of Bravo’s Real Housewives of Potomac; Karlene Damallie, professional makeup artist; Erika Liles, sales and marketing professional; and Sophia Rabkin, beauty and healthcare industry expert, EveryHue hopes to create an inclusive range of shades and everyday essentials for the modern women.

EveryHue Beauty, $10.99, available at Target

Coloured Raine

The Brand: Founder and CEO Loraine R. Dowdy’s internet-famous brand offers bold, bright, and long-lasting makeup for women with a range of skin tones. Bonus: It’s all cruelty-free.

Coloured Raine, $16.98, available at Target

Haleys Beauty

The Brand: Founder Ashley Ocampo paves the way for a more inclusive beauty industry that also includes vegan formulations that are gentle and safe for sensitive skin.

Haleys Beauty, $19.98, available at Target

Lip Bar

The Brand: Founder Melissa Butler hopes to formulate a vegan beauty collection that caters to bold trends without costing more than your weekly Seamless tab.

The Lip Bar, $12, available at Target

Makeup Geek

The Brand: By no means a newbie to the makeup world, Makeup Geek founder Marlena Stell continues to create innovative shadows, highlighters, and lipsticks that flatter every skin tone while helping longtime fans master Instagram trends.

Makeup Geek, $19.98, available at Target

Reina Rebelde

The Brand: Regina Merson created her beauty brand as an homage to her Mexican-American background. Even better, she hopes to continue creating makeup that makes you feel good — both physically and ethically. (Everything is vegan and cruelty-free.)

Reina Rebelde, $13.99, available at Target

Hue Noir

The Brand: As a cosmetic chemist, founder and CEO Paula Hayes wants to create beauty essentials that feel less like full-coverage makeup and more like your tried-and-true skin routine.

Hue Noir, $19.98, available at Target

Violet Voss

The Brand: Created by a team of makeup artists, it only makes sense that Violet Voss has garnered a major following all over Instagram and YouTube.

Violet Voss, $9.99, available at Target

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