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Target Beauty Aisles Just Added 150 New Products Made For Dark Skin

The superstore is expanding its beauty section with eight new makeup brands to make inclusivity more affordable for all skin tones.

The Target beauty aisle is the latest to be hit by the so-called “Fenty Beauty Effect". After Bad Girl RiRi’s beauty empire launched with a 40+ shade range of foundation, it proved that inclusivity is far more than a fad; it’s vital for the longevity of beauty brands. As a rising beauty retailer, Target is stocking its site and stores with new beauty brands specifically made for women (and men) of color.

On Tuesday the brand announced that it would be joining the growing list of retailers working to bridge the gap in beauty diversity with the addition of eight new cosmetic brands meant for medium and darker skin tones. Target reps say the biggest determining factor was that each brand had to be owned by people of color so that products are coming straight from those who know how to satisfy the missing needs in the market. Here are the the beauty brands that made the cut.

  • Coloured Raine
  • EveryHue Beauty
  • Haley’s
  • Hue Noir
  • Makeup Geek
  • Reina Rebelde
  • The Lip Bar
  • Violet Voss

Currently available online, the inclusive beauty brands are scheduled to hit hundreds of Target beauty shelves May 20. We’re talking 150 new products with eyeshadows, blushes, highlighters, bronzers, and lip colors formulated specifically for darker skin tones. Did we mention the slew of over 60 new foundation shades coming to stores? And that everything from these brands will cost no more than $25? Oh yeah, that too!

“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,” Christina Hennington, Senior Vice President of Beauty and Essentials at Target, said via a blog post on the Target website. “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,” she added.

Unknown to many, this isn’t Target’s first step toward becoming an inclusive beauty destination.

"The world is changing, especially for the Millennials and Gen Z," Hennington told WWD. "We carry breadth [of assortments] and that's paid off in hair care, and we are confident it will in cosmetics, too." This new addition is just the brand’s latest move to make inclusive beauty more accessible.

As if you thought your Target trips couldn’t get any longer, be prepared to spend even more time ogling over these new beauty goodies as you do your weekly grocery shopping—RedCard in hand, of course. Here are just a few of the most raved-about products hitting your local Target stores soon.

targe tinclusive beauty haley's

Haley's Re:Set Liquid Matte Foundation, $20, Target

target inclusive beauty makeup geek

Makeup Geek Bronze Luster Compact, $22, Target

targe tinclusive beauty reina rebelde

Reina Rebelde 4 Play Wet Dry Eye Color, $18, Target

target inclusive beauty hue noir

Hue Noir True Hues Flawless Matte Foundation, $20, Target

target inclusive beauty the lip bar

The Lip Bar Matte Liquid Lipstick in Boy Trouble, $13, Target

Taylor Borde

Taylor is an Editor at More.com and an alumna of Iowa State University. Aside from her sartorial love, she considers herself a documentary enthusiast and Frenchie aficionado. She is also shamelessly addicted to crappy teen dramas and anything by Drake.

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