Back in 2017, Target made a strategic power move — one that other mass retailers have been unable to match as successfully — by stocking its already-primo shelves with natural, cruelty-free, and vegan beauty products. If you're a loyal shopper, you've probably already noticed that the same place where you shop for basics, like Room Essentials shower curtains and Hanes T-shirts, also stocks fancy, trendy, and clean beauty labels, like The Seaweed Bath Co. and W3ll People.
And now, Target is clearing even more shelf space in its Beauty and Personal Care aisles, effectively revamping its entire range of clean and non-toxic offerings. According to the Target Bullseye bulletin, the initiative is part of the retailer's big picture goal: to eliminate certain chemicals from all their beauty products by 2020.
The newest additions to the Target aisle come from five clean beauty brands — Red Earth, Yuni, Tenoverten, Cocokind, and Grace + Tonic. And if you haven't tried these labels yet, we've rounded up our five must-haves. From a gorgeous sea-foam green nail polish to a brightening Kakadu plum cleanser, scroll through to find the shiny new beauty products you should definitely toss into your cart the next time you're at Target.