Naked Sundays

The viral Australian sun care brand is expanding into American retail. The brand’s assortment at Target stores features hero products SPF50+ Mist and SPF50 100% Mineral Primer and two Target-exclusive skincare products, CabanaCreme SPF50 Moisturizer and CabanaClear SPF50 Clear Gel Serum. Naked Sundays sits firmly within the masstige category, with prices landing between $22 and $35.

Along with its Target partnership, Naked Sundays will be rolling out to 50 Urban Outfitters stores this year. Between the two retailers, the brand will be stocked at over 1,000 stores in the U.S.

Founded by Australian news reporter Samantha Brett in 2021, Naked Sundays’ bright, feed-worthy products have gained an audience on social media. Fueled by TikTok, the brand’s CabanaGlow SPF50 Mineral Glow Serum Drops has sold out six times since it launched last August. XRC Ventures, the venture capital firm that’s backed Billie, Scent Lab and Solawave, has invested in Naked Sundays.

Vacation

The nostalgic sun care brand dripping in 1980s-era iconography has been on a tear since it launched in 2021. After landing at Ulta, Nordstrom, Anthropology and Bluemercury, Vacation is premiering in mass-market retail at Target. The brand’s Classic Sunscreen Lotion SPF 50, Chardonnay Sunscreen SPF 30, Classic Sunscreen Spray SPF 50, Sunscreen Classic Whip SPF 30, Super Spritz Face Mist SPF 50 and Baby Oil are sold at select Target stores and online. Its sunscreens are priced from $18 to $24. Powered by its growing distribution network, Vacation last year was forecast to notch $20 million in retail sales.

Investors have been swift to populate Vacation’s cap table. The brand began with $1.5 million in seed funding from a consortium of VC firms and individual investors, including BFG Partners, Brand Foundry Ventures, Finn Capital Partners and Rothy’s founder Roth Martin. Last year, Vacation raised an oversubscribed $6 million series A funding round led by Silas Capital. True Beauty Ventures, BFG Partners, Sonoma Brands, Bluemercury co-founder Marla Beck and Sol de Janeiro co-founder Heela Yang Tsuzuki, among others, participated in the round as well.

Geologie

Geologie’s Target launch marks the direct-to-consumer skincare, body care and haircare brand’s debut at brick-and-mortar retail. Starting late late month, the brand’s acne-focused Clear System Kit rolled out to 800 Target stores in three potency levels. Each kit is priced at $36 and was formulated without benzoyl peroxide, a common ingredient in acne products. Its two-part Blemish Buster Kit, priced at $14.99, was part of the launch, too.

Founded in 2018 and originally marketed as a men’s skincare brand, Geologie retooled its branding in 2021 to become gender neutral. The company raised $5 million from Liquidity Group in 2022.

ESW Beauty

ESW Beauty, a skincare brand known for compostable smoothie-inspired sheet masks, is adding Target to its expanding list of retailers. The brand’s hero Raw Juice Cleanse Sheet Masks, including The Pink Dream Moisturizing Mask, Deep Detox Pore Control Mask and Green Reset Anti-Aging Mask, became available online and in 1,200 doors at the mass market retailer last month. ESW is also carried at Barnes & Noble, Whole Foods, Anthropologie, Free People and Wegmans. Its sheet masks retail for $6 each.

Dermasuri

Three years after going live on Target’s website, Dermasuri has landed in 750 of the retailer’s stores. Grounded in Middle Eastern and Japanese beauty practices, Dermasuri’s range focuses on rayon mitts designed to gently exfoliate the face and body. Priced at under $25 each, the brand’s Target repertoire spans the products Deep Exfoliating Glove Body Scrub, Deep Exfoliating Back Scrub, Deep Exfoliating Face Scrub, Deep Exfoliating Foot Scrub Set and Body Lotion Exfoliator.

Founded in 2013 by childhood friends Melody Akhavan and Susumu Tsuchihashi, Dermasuri’s products made their debut on Walmart’s website last month, too. Over on Amazon, the brand’s Deep Exfoliating Glove Body Scrub has become a bestseller.

CurlyChic Haircare

Black-owned and family-operated textured haircare brand CurlyChic Haircare traveled to Target stores nationwide last month. Its haircare product range includes hair milks, masks, rinses, shampoos, conditioners, styling sprays and lotions formulated for curly, kinky, coily, wavy and frizzy hair. CurlyChic Haircare products are all priced under $10.

Founded by Sandy Williams Bordenave and Charles Williams, CurlyChic Haircare sits in a portfolio of textured haircare brands with CurlyKids and CurlyBaby. Taken together, the brands are stocked across 6,000 independent beauty stores as well as at select Burlington, Sally Beauty and Walmart stores.

RobeCurls

RobeCurls’ only product, Heatless Curling Headband, has made its debut at Target shelves around the country. Designed to curl hair without the damage of traditional heated curling tools, Heatless Curling Headband retails for $28. To promote the launch, the brand offered an exclusive 30% discount to Target customers.

Launched in 2020 by founder Emily Kenison, RobeCurls is a bootstrapped business. According to Kenison, a flood of counterfeit products caused RobeCurls’ sales to drop 90% last year.

SadieB

SadieB arrived at 507 Target stores and on the retailer’s site last month. Target marks the gen Z haircare and body care brand’s first time at a brick-and-mortar retailer. Founded by Sadie and Abby Bowler, two college-aged sisters, in 2022, SadieB’s selection encompasses body washes, sprays, shampoos and conditioners developed for four different lifestyles: The Go-Getter, The Adventurer, The Athlete and The Creator. Target is stocking SadieB’s shampoos and conditioners priced at $11.99 each.

V&Co.

Launched by father-and-son duo Tom and Mike Redmond, members of the Redmond family, the force behind haircare brands Aussie and Renpure, V&Co. is a peptide-infused line addressing the skinification of haircare trend in the mass market. Launching at 8,000 retail doors, including Target, Walmart, Safeway and Albertsons, the brand’s product offering contains shampoos and conditioners for curly, straight, wavy and thick hair. Products are priced between $7.99 and $8.99.

According to WWD, V&Co is expected to reach $20 million in sales in its initial year at retail. Currently, the brand doesn’t sell products on its site. The Redmonds have a history of achieving haircare brand exits. Aussie was acquired by Proctor & Gamble in 2003, and Renpure was purchased by MAV Beauty Brands in 2018. MAV Beauty Brands sold nearly all its assets to private equity firm Nexus late last year.

Glaze

Glaze is breaking into American retail this month by entering 354 Target stores and the retailer’s site. At Target, the British haircare brand is selling $22 GlaziPlex 4-In-1 Super Bond Repair Treatment and $18 SuperGloss Conditioning Gloss, a four-in-one product that claims to repair hair while it colors, in five of its bestselling shades: Sheer Glow, Brilliant Bronde, Glaze Cherry, Sleek Espresso and Luminous Liquorice.

A member of Waldencast Ventures’ portfolio along with beauty brands Whind, Revea and Kjaer Weis, Glaze launched in 2021. Besides Target, it’s carried on Amazon and at Superdrug in the United Kingdom.