* Target is expanding their makeup department
* 8 new cosmetics brands have been added
* Medium to Deep shade ranges will be expanded
Target is expanding their ever-growing beauty department with the addition of eight new cosmetic brands. These brands were founded by a passionate and diverse group of women that will bring more than 150 new products to the department with an emphasis on medium to darker skin tones.
These brands, that started out mainly online and grew greatly via social media, will now be available in stores for the first time, giving them the exposure smaller, independent brands can only dream of.
The selection and shades will vary from foundations to lip, will focus on a wide variety of skin tones and will be available at Target’s affordable price points. The products are available online now and the site will be continuously adding more as they come in.
Check out the brand bios below and our choice picks from each collection.
1. Violet Voss
Violet Voss was created by a team of makeup artists with a goal to make highly pigmented, long-lasting makeup products. Their false lashes are some of their more popular items and we have chosen the “Sexy and Eye Know It.” This pair of synthetic lashes is a triple stacked, dramatic lash that will give you volume, brighten up your eyes and enhance your eye makeup for both day and night, depending on your look. These lashes are glue-on and have an ultra flex band that make placement fast and easy.
2. The Lip Bar
The Lip Bar makes high-quality, natural and vegan lip products for women of every skin tone at an affordable price point. With a wide array of lipsticks and lip gloss shades, there is a color for everyone. Their Lip Gloss is non-sticky and we chose the bright orange shade in Control Freak that is the perfect summertime color to take you through all your vacations, pool parties and date nights.
3. Reina Rebelde
Reina Rebelde was founded by Mexican-American Regina Merson and is a makeup line filled with high-quality cosmetics and bold colors that celebrate the unique cultural dualities of today’s Latina. The On Your Face Contour + Color Trio is an example of their celebration of beauty that features a universally-flattering pearl rose blush, matte bronzer and pearl white highlighter. This multi-use trio is easy to apply and blend to define and highlight your facial contours.
4. EveryHue Beauty
EveryHue Beauty was created by four women and men who believe that beauty comes in all shapes, sizes and complexions. With an emphasis on multi-ethnic women, they offer wearable shades with a focus on warmer hues for every woman. Their Tinted Moisturizer offers a natural satin finish and vitamins A,C & E with SPF 25. Suitable for all skin types, this moisturizer comes in 12 wearable shades that give the skin a natural, healthy glow.
HALEYS Beauty was created with the mission to create a makeup line that also helps treat common skincare concerns. The brand encourages diversity, experimentation and expression while offering products with skin-friendly ingredients. The RE:SET liquid foundation comes in 31 diverse shades that stay true to skin tone and offer a seamless, matte finish. Formulated with a double dose of pigments to deliver instant coverage while helping conceal all skin imperfections it also contains an antioxidant blend to help nourish, soothe and protect from environmental aggressors.
6. Coloured Raine
Coloured Raine was created as a cosmetic line that encourages self-expression and diversity, shades for women of color and a line that breaks all beauty barriers. Their Focal Point GlowLighters are butter-soft highlighters that melt into your skin and blend out seamlessly. Great for highlighting your face and body, these highlighters come in a wide range of colors that work beautifully on all complexions.
7. Hue Noir
Founded and created by a cosmetic chemist, Hue Noir blends color, science and technology to offer luxurious, skin-nurturing cosmetics for women of color. Their True Hues Flawless Foundation is long-wearing with a matte finish and formulated in true skin-tone hues that are buildable. There are 25 shades to choose from that are ideal for darker skin tones and the formula is also lightweight, crease-resistant and hypoallergenic.
8. Makeup Geek
Makeup Geek started out as a passionate YouTube channel that turned a women’s love for makeup into a mega-popular line with products that rival some of the biggest brands on the market at a fraction of the cost. The Ever After Eyeshadow Pallete contains 1 duochrome eyeshadow and 3 signature shades that all work together to create a wearable, chic look. These shadows are pigmented, can be applied wet or dry and blend seamlessly.