Do you find yourself wandering over to Target's beauty aisles, regardless of why you popped into the store? If the answer is yes, then it's time to meet the emerging beauty brands at Target. Sure, you may have a few tried-and-true staples you look for every time you stop by the retailer; however, Target's beauty section has quickly become a place to discover new brands you may've never heard of before.
Better yet, Target's recently added more than a handful of smaller, up-and-coming brands to its repertoire — and if you don't know where to look, you may just miss out. Some are only available on Target.com, too; so it looks like you have yet another excuse to do some online makeup shopping.
Ready to discover something new? Keep on scrolling to meet five emerging beauty brands available at Target.
Olive + M
A Target newcomer, Olive + M's skincare collection stays true to its name, keying into the power of olive oil as a hero ingredient. "From the very beginning of my Olive + M journey as a single mother of two, my main goal was to create clean and effective products that a single mom could plug into her budget," reads a quote by Founder and CEO, Mariska Nicholson, on Olive + M's website. "So I did."
You may've spotted the nail salon-turned-polish brand, tenoverten, on your Instagram feed — and rightly so. It ticks all the boxes: non-toxic, vegan, and with color stories that are perfectly on trend. (Though you can still visit the original and oh-so chic salon locations if you're lucky enough to be in one of the select cities, too.)
The first thing you'll notice about the new beauty brand Makeup Obsession are the prices: they give other drugstore brands a run for their money. However, while impressively affordable, the products are aiming high, featuring a collection of vegan and cruelty-free makeup products.
Grace + Tonic
The COSMOS-certified beauty brand Grace + Tonic landed on the community's radar virtually the moment its products hit Target's shelves back in January. With just three products to offer, the brand is slowly — but surely — carving out a name for itself in the clean beauty industry.
Consider Finnish skincare brand Lumene the new dark horse of drugstore beauty. Even though the brand has been around for decades, its global expansion has brought it a legion of diehard fans — just check out the beauty products' glowing reviews on Target's website to see the cult following for yourself.