The big-box retailer is committed to becoming a leading destination for wellness, taking on Amazon’s supplement dominance, and has announced it’s bulking up in the category with over 2,000 new items, more than half of them priced under $10. Some new wellness and beauty items Target has picked up are from Procter & Gamble-owned personal care brand Native, Maesa-incubated Fine’ry, dupe brands MCoBeauty and Timeless, The Mane Choice founder Courtney Adeleye’s haircare brand Watch & Sea, and celebrity and influencers brands Papatui, Frenshe and Imaraïs Beauty associated with Dwayne “The Rock” Johnson, Ashley Tisdale and Sommer Ray, respectively.

The timing is tricky for Target’s recent entrants as they navigate weakening consumer confidence and the DEI rollback. Isfahan Chambers-Harris, founder of haircare and scalp care brand Alodia, which is returning to Target and will live in Black Beyond Measure end-caps the chain has installed for Black History Month, says the retailer’s shift away from DEI “felt like a punch to the gut, extremely demoralizing and frustrating.” If consumers want to express opposition to Target’s anti-DEI stance, she suggests they shop on Alodia’s website.

Speaking to fellow BIPOC founders of brands at Target, Chambers-Harris, who is Black, says, “Walk with your head held high and be proud of your products being sold at Target. Your struggles and hard work are not going unnoticed and you being successful on those shelves will serve as inspiration and make it easier for the next generation of diverse founders.”

Ahead, we dig into Alodia and eight other beauty brands hitting Target shelves.

Along with Frenshe, Provence is bringing French-inspired beauty products to Target aisles. The retailer will be stocking the brand’s $12.99 Soft Bisous Plumping Lip Balm-Mask and $8.99 Tinted Glacé Hydrating Lip Oil in three shades—Vin Chaud, Plum Merlot and Peach Moscato—as part of a new lip care bar in stores and online.

Founder Jeremy Abesera says the 2-year-old brand redefines traditional French beauty “by offering clean, luxurious and highly effective skincare at an accessible price.’ Its products are all priced under $25 and developed in Los Angeles.

Provence began in the off-price retail channel before being overhauled for Ulta Beauty, which has carried it exclusively for two years, according to previous reporting by Beauty Independent. The brand’s facial skincare line is available at Ulta’s stores and on its site. Provence’s products at Ulta include bestseller Pore Amour Clarifying Clay Mask featuring French green clay as its hero ingredient.

“With Ulta, we’re serving the beauty lover,” says Abesera. “With Target, we’re capturing the trend seeker.”

After a successful digital-only pilot with Target last year and scaling its supply chain, personal care brand Noshinku, known for its pocket-sized, refillable hand sanitizers, is rolling out nationwide in Target stores and relaunching online at the chain. Founder Andrew Zahornacky reports its four most popular hand sanitizer scents—Eucalyptus, Lavender, Bergamot and Limon—will be sprinkled into the beauty and travel sections in Target locations. Noshinku could help Target respond to demand for chic hand sanitizers that Touchland, a brand in prestige retailers like Sephora and Ulta, has demonstrated.

Along with Target, Noshinku is carried by Amazon, Eataly, Central Market, Container Store, Ace Hotel and Four Seasons Edition Hotels. The brand landed at Nordstrom in 2020 at a time when hand sanitizer was top of mind for consumers. It’s no longer stocked at the retailer.

When Alodia initially entered Target in 2022, founder and trichologist Chambers-Harris admits she wasn’t prepared to market a brand at a large retailer. “Alodia started as a scrappy DTC brand and relied heavily on data and retargeting to educate customers,” she says. “In retail, as an emerging brand, you don’t have access to data, so you need to rely on your outside marketing and packaging to tell your brand’s story.”

Chambers-Harris continues, “You really need a 360-degree marketing strategy to ensure that your current and potential new customers see the value in what you are offering and decide to make a purchase.” Alodia’s marketing strategy today involves influencer partnerships, founder events, search engine optimization, emails and SMS messaging.

For its Target relaunch, Alodia has transitioned to dark green packaging it believes will distinguish it on shelves and grab shoppers’ attention. Its original packaging, which had a white and green leaf print and gold tops, didn’t set the brand apart from competitors on shelves.

Target is bringing Alodia’s Length Retention Line into 680 doors and online. The brand will be alongside Chéribé, Donna’s Recipe, Camille Rose Naturals and The Doux in Black Beyond Measure end-caps. Alodia’s bestseller, Nourish Hair and Scalp Oil, is the first product Chambers-Harris created.

Beyond Target, Alodia is launching at CVS and Walmart this year. It aims to have 55% to 60% of its revenues coming from retail partners, while still accelerating its direct-to-consumer business.

Bubble Skincare is charging full speed ahead at retail. The gen Z favorite is rolling out to Target stores nationwide and online, ramping up its total door count in the United States to 14,000. Add in international distribution and the number jumps to 17,000. Along with Target, the brand is sold at Walmart, Ulta and CVS in the U.S. as well as Boots in the United Kingdom, Priceline in Australia and Shoppers Drug Mart in Canada.

Referring to Target, Bubble founder Shai Eisenman says, “We always knew it was a natural next step for the brand, but we’ve been intentional about our retail growth. We believe in building strong, deep partnerships with our retailers before expanding further.”

Target is carrying 17 stockkeeping units from Bubble and an exclusive Hydro Heroes kit featuring bestsellers Soft Launch, Water Slide and Slam Dunk. To spread the word about its launch at the chain, the brand is tapping its community of over 70,000 ambassadors spanning ages from 13 years old to over 60 years old. Among Bubble’s investors are Willow Growth, Bullish, FAB Ventures, AF Ventures and Stardust Ventures and Echo Capital.

Skincare devices are having a moment as consumers shed any shame around wearing often ominous-looking glowing contraptions. Target has noticed and is expanding in wellness and skincare technology with Tzumi Electronics-owned SLF.

It’s carrying the brand’s $39.99 Pulse Light Skin Rejuvenator, $59.99 Infrared Body Mat, $129.99 Infrared Sauna Blanket, $79.99 Red Light Microcurrent Neck and Face Uplifter, $79.99 5 Light Face Corrector, $27.99 Face & Neck Light Wand and $99.99 LED Face Mask. The SLF lineup includes dupes for products such as Solawave’s $169 4-in-1 Radiant Renewal Skincare Wand, Dr. Dennis Gross Skincare’s $455 DRx SpectraLite FaceWare Pro and HigherDose’s $699 Infrared Sauna Blanket.

The majority of SLF’s products at Target utilize red light to increase collagen production and reduce inflammation. The brand sells outside of Target at J.C. Penney, where its Facial Cryo Globes, Beauty Roller and Nano Mist Facial Steamer are available.

Salwa Petersen has reimagined the eponymous brand she founded in 2020, Salwa Petersen Hair, as Chéribé, which is named after her great-grandmother. The reimagined brand improves upon Salwa Petersen Hair’s formulas and showcases a proprietary bond-repairing ingredient blend it calls the Chébé complex with ingredients cultivated on Petersen’s family farm in Chad. Chéribé describes the complex as clinically proven to strengthen and grow hair while preventing hair loss due to breakage.

Petersen took a shot in the dark and cold-emailed a Target haircare buyer about a possible partnership. She wound up landing Chéribé on the retailer’s Black Beyond Measure end-cap. Its product roster includes Hair + Scalp Growth Oil, Length Retention Leave-In Conditioner, Daily Refresh Moisture Milk, Repairing Hair Mask, Hydrating Shampoo, Flexible Styling Buttercrème and Soft Hold Styling Gelèe. The brand is in approximately 500 Target doors and online.

NatureWell, a skincare and body care brand that’s filling a Sol de Janeiro-sized hole at Target, is extending its relationship with the chain after registering stellar holiday performance. It sold over 250,000 units and saw a 94% sell-through rate in eight weeks at the end of last year. NatureWell is in the portfolio of AX Beauty Brands, an incubator formerly named HatchCollective that’s owned by Aerosoles parent company American Exchange Group.

“This success reinforced how Target’s ability to amplify emerging brands translates into real sales and visibility,” says Kristin Bibb, president and chief commercial officer at AX Beauty. “Additionally, Target’s digital-first approach and engaged beauty shopper base perfectly align with NatureWell’s trend-forward, results-driven products.”

NatureWell’s products are rolling out in phases at Target. The brand’s primary placement is in the body care aisle, and its fragrance mists and body creams are hitting 1,658 doors in the first phase. Throughout 2025, NatureWell products will be in Target’s mini bin sections, too. On March 3, NatureWell’s offering at Target is growing with body washes and body oils, which will be on the retailer’s site.

NatureWell is also available at Sam’s Club, BJ’s Wholesale, Albertsons and Hy-Vee. Bibb identifies Ulta, Bluemercury and Credo as dream retailers for the brand in the future.

After making its debut at Ulta in January, gen alpha body care and fragrance Daise has arrived at Target, which is carrying its Fragrance Body Mist, All Body Spray & Deodorant, Foaming Body Wash, Exfoliating Body Scrub and Bath Bombs in stores and online. Priced from $3.99 to $7.49, the products are designed to be mixed, matched and layered.

Daise has also launched at Tesco in the U.K., and a partnership with Superdrug in the country will follow. There’s aggressive plans to expand to Canada, Australia and New Zealand this year, too. Industry sources estimate the brand will reach between $35 million and $40 million in retail sales for its first year on the market, according to the publication Women’s Wear Daily.

Daise is the latest brand from Zuru Edge, an incubator aiming to be “the 21st century L’Oréal.” Other brands it’s created include Monday Haircare, Being, Osāna Naturals and Laura Polko Los Angeles.

Daise co-founder Jaimee Lupton says, “We know teens and tweens are looking to build a head-to-toe routine, so our goal was to create a destination within a few of their preferred retailers for them to see our brand and routine come to life.”

Laura Polko Los Angeles launched exclusively at Target on Dec. 29 with an 11-product range priced from $6.99 to $13.99 containing shampoos and conditioners focused on moisture, color protection, repair and volume. The brand is a partnership between Laura Polko, a celebrity hairstylist whose clients include Gigi and Bella Hadid, Priyanka Chopra, Adriana Lima, Emma Roberts, Rosie Huntington-Whiteley, Hailee Steinfeld and Candice Swanepoel, and Zuru Edge.

Lupton describes Laura Polko Los Angeles as Monday Haircare’s older sister and shares it’s objective is “offering stylist-led haircare at an attainable price point.” The brand is leveraging Polko’s reach—she has 171,000 followers on Instagram—and her expertise for its education and activations. Industry sources cited by WWD predict it could generate around $10 million in retail sales for its first year on the market.