Target Corp. is expanding its presence in the self-care and health-and-wellness space with the addition of thousands of new brands and products to its shelves. A majority of the new items are under $10, and the retailer is putting a spotlight on clean products, as well as Black-owned and inclusive brands.
According to Cassandra Jones, SVP of merch essentials and beauty at Target, the self-care category is seeing massive growth, and the idea of beauty products is expanding to include those self-care, self-expression and health items. Jones’ team curates a mix of owned, exclusive-to-Target and national brands in an effort to create a one-of-a-kind experience for guests.
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“Clean beauty is a big deal for our guests and for Target,” Jones said. “Our guests are paying close attention to what they put in and on their bodies, from bath and skin care to vitamins and supplements.”
As such, the retailer is bringing in luxury-inspired perfumes; organic, biodegradable period care; and personalized skincare, with other specialized products on the way. New Black-owned and inclusive brands coming in 2023 include LilyAna Naturals, AfroPick, YGN and Everyday By Unsun, as well as Saltair and Gainful, two Asian American and Pacific Islander owned brands.
Additionally, Target will stock skincare products from Latina-owned Vamigas, which was part of the Target Takeoff accelerator program that supports up-and-coming brands and creators.
Minneapolis-based Target Corp. is No. 6 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America, with nearly 2,000 locations.