As part of its ongoing efforts to make its stores more inclusive, Target is bringing in more than 150 products especially for women of color. 

Starting this week and May 20 in select stores, Target is introducing eight new cosmetic brands to its beauty assortment. Created by a diverse group of women for everyone.

“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,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “These eight new cosmetic brands will further our range of shade options—from foundation to lip—and are available at incredible prices. 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.”

The brands are: 


Coloured Raine

In 2013, Loraine R. Dowdy launched her makeup brand Coloured Raine, that offers bold, colorful, cruelty-free cosmetics for women of various skin tones.


EveryHue Beauty

Created by #FourWomenForWomen, EveryHue offers tinted moisturizers in 12 wearable shades, with an emphasis on warmer hues, and an array of makeup tools to help achieve a perfect application.


Haleys Beauty

Founded in 2016 with the mission to create a makeup line that also helps treat common skincare concerns, HALEYS Beauty products are vegan and made without sulfates, phthalates, parabens and fragrance.


Hue Noir

Founded and created by cosmetic chemist Paula Hayes, HUE NOIR blends color, science and technology to offer a wide array of luxury, skin-nurturing cosmetics for women of color.


The Lip Bar

Made with natural ingredients and without cosmetic chemicals, Detroit-based The Lip Bar offers vegan lip products in an inclusive array of shades for women of every skin tone, all at an affordable price point. 


Makeup Geek

What started out on founder Marlena Stell’s YouTube channel—where she shared her love and knowledge of makeup—has turned into the mega-popular Makeup Geek brand that offers everything from colorful eyeshadows to lipsticks, bronzers and more.


Reina Rebelde

Founded by Mexican-American Regina Merson, Reina Rebelde is a makeup line filled with bold colors for eyes, lips and face, gorgeous packaging and high-quality products.


Violet Voss

Created by a team of makeup artists, Violet Voss was born out of a mission to make long-lasting lip products, cruelty-free lashes and other highly pigmented makeup products.


At Target’s Multicultural Beauty Panel, which accompanied the launch, the changing landscape of inclusive and diverse beauty was noted. Richelieu Dennis, founder and CEO of SheaMoisture, said that in the past 10 years, “we went from having nothing but a wall of relaxers in the back of the store to assortments that speak to every hair type and every skin type, with messaging that is relevant, and that’s inclusive with companies that are coming out of our communities.”