The Shade Is Real: Target Expands Beauty Brands For Women Of Color

photo: Target

I am a huge fan of Target. It’s where I buy all my “drugstore” beauty products. So, imagine my surprise when I learned Target was expanding its beauty offerings to include 8 new brands specifically designed for Women Of Color. And better yet, each brand is woman-owned. The foundation shade is real y’all.

Target already offers more than 1,000 beauty brands that meet the unique needs of its customers. There’s almost something for every skin tone, skincare need and hair type. But that wasn’t enough. And thanks to Rihanna’s brilliance with the release of Fenty Beauty, more and more brands that cater to women of color are receiving attention. 

Beginning May 20, Target will begin selling the 8 new beauty brands in select stores. Atlanta locations better have them all too (hope you’re reading Target!) You can buy products from each beauty brands online now. Created by a diverse group of women, these beauty brands will bring more than 150 products to Target designed for medium to dark skin tones. Plus, most of these brands were digital-only, meaning this is the first time they’ll be available at a store near you!

8 New Beauty Brands

“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.”

And without further adieu, here are the newest brands for women of color now available at Target.

8 New Beauty Brands For Women Of Color In Target

8 New Beauty Brands At Target

Coloured Raine

In 2013, Loraine R. Dowdy launched her makeup brand Coloured Raine. The brand offers bold, colorful, cruelty-free cosmetics for women of various skin tones. I have several Coloured Raine Liquid Lipsticks, and they are among my faves. Looking for great color payoff and longer hippies?Coloured Raine has you covered.


8 New Beauty Brands At Target

EveryHue Beauty

Gizelle Bryant from the Real Housewives of Potomac was dogged in her pursuit to start this line for us and by us. She joined forces with his Hampton University friend and two other friends to create EveryHue. Created by #FourWomenForWomen, EveryHue offers tinted moisturizers in 12 wearable shades. The emphasis is one on warmer hues. EveryHue also offers an array of makeup tools to help achieve a perfect application.


The beauty brand was 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

Reina Rebelde was founded by Mexican-American Regina Merson. The makeup line is 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. The beauty brand also offers cruelty-free lashes and other highly pigmented makeup products. I love their eyeshadow palettes. The color combinations are amazing, just like the color payoff.

I can’t wait to try them all. Perhaps my friends over at Target will send me a few items to review! That would be cool right? Bye y’all!



1 Comment

  1. Corinthia Prather
    05/14/2018 / 10:17 am

    I love this!! I buy so much makeup from drug store to high end and I love Target! I’ve already tried some of these brands and have heard good things about some of the the others. I will have my face in the place as soon as these hit my Target store.

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