The launch marks the first Target entry for Star Nail International, part of Cuccio Global Distribution, a beauty enterprise spanning 90 countries that has generated $2 billion in sales. Founded 45 years ago by Tony and Roberta Cuccio in Venice Beach, the business has historically focused on the professional salon and spa channel, making the Target rollout a notable push into mass retail.

“I want to yell it from the rooftops. This is truly a dream come true. It’s so well deserved for my family,” says Danielle Cuccio, president of Cuccio Beauty Brands and daughter of Tony and Roberta Cuccio. “I’ve never seen reviews like we have for this cuticle oil. It’s still shocking to me. Now, everywhere I go, someone tells me they have that product or their wife or boss has it. It’s so nice to see it explode.”

The cuticle oil was introduced around 1999 as part of Cuccio Naturale’s effort to create a spa-style experience for manicures and pedicures. Formulated with natural oils such as safflower seed, cottonseed and vegetable oils, ingredients that are kitchen staples to the Cuccios, the product was designed to nourish nails while elevating services. Today, it’s available in 12 scent varieties, though Target is starting with the brand’s bestselling Milk & Honey scent.

With many consumers feeling cash-strapped, Cuccio Naturale reduced both the size and price of its cuticle oil for Target shoppers to heighten the value proposition. The retailer is carrying a 1.9-ounce version priced at $8.99, compared with the brand’s standard 2.3-ounce size, which sells for $9.99. On a per-ounce basis, Cuccio’s pricing is lower than much of the mass nail-care category. Target pricing for the cuticle oil works out to about $4.73 per ounce, compared with roughly $15.31 per ounce for Sally Hansen’s cuticle oil and about $44.41 per ounce for Olive & June’s cuticle oil.

“We’ve always made luxurious products that are affordable,” says Cuccio. “We’re not going to price this at $25. Staying accessible is why we’ve been so successful.”

Cuccio Naturale’s Target launch coincides with broader movements in the nail category. The rise of press-on nails, led by brands such as Olive & June and Chillhouse, has extended the category’s reach and normalized at-home nail routines, helping draw more consumers into do-it-yourself nail care. As inflation continues to pressure discretionary spending, many shoppers are maintaining their nails at home or stretching time between salon visits, fueling demand for affordable maintenance products.

“It’s really hard to get into Target, especially with a nail product. They keep the category very refined and small,” says Cuccio. At the same time, she notes, “The nail category is growing year over year, and there’s room to expand shelf space with more retail-friendly nail brands.”

Gaining access to Target’s shelves was a lengthy process. Cuccio traces discussions with the retailer back to mid-2024, with the full process stretching roughly 18 months from initial conversations to launch. She details that Target typically buys months in advance and prefers to partner with brands through dedicated sales representatives rather than directly. Cuccio Naturale’s sales brokerage for the account is The Moscoe Group.

At Star Nail International, sales were largely steady last year and are expected to pick up in 2026 as retail momentum compounds. The company’s portfolio spans more than 1,000 SKUs across multiple brands, including Cuccio Naturale, ASP, Cuccio Pro, Cuccio Colour, Cuccio Somatology and Cina. While professional salon distribution has remained stable, brands such as ASP, one of the company’s bestselling lines at Sally Beauty, are boosting Star Nail’s traction at retail.

To support the Target rollout, Cuccio Naturale is increasing its marketing budget by 50% and is leaning heavily into social and public relations to drive in-store awareness. The brand is executing influencer seeding and content creation tied to the launch. It’s spotlighting real customers and everyday users rather than relying solely on polished campaigns. Cuccio explains the strategy is to translate the cuticle oil’s strong word-of-mouth and online reviews into sales at physical retail by encouraging shoppers to seek out the product during their Target trips.

Looking ahead, Cuccio Naturale sees room to build its presence at Target beyond the initial Milk & Honey cuticle oil, should early performance meet expectations. Potential additions include the brand’s roll-on cuticle oil, different scents, seasonal or limited-edition offerings and adjacent body care products. Cuccio says the brand is intentionally beginning with a single hero product to learn what resonates with Target shoppers before enlarging the assortment.

With Target contending with soft sales and declining foot traffic, brands are interested in diversifying their distribution. Cuccio Naturale’s distribution plans touch on a wide array of retailers. The brand recently landed on Nordstrom’s website, and it has aspirations for the future to break into retailers like Ulta Beauty, Costco, Walgreens and CVS.