These Just-Launched Target Beauty Brands Are Killing It With Their Shade Ranges

Most of the time, we dash in and out of stores with a very particular purchase in mind. But let's be real, when we shop at Target, that never seems to be the case. It's the one store that just gets us — and its beauty section is no exception. TBH, we could spend hours perusing the aisles full of face masks for every skin type, natural skin-care must-haves (hello, orange-blossom face mists), and to-die-for makeup palettes that are (almost) too pretty to use.
So when we got word of the retailer's fresh new beauty brands launching this season, we couldn't wait to check them out. Click through to discover our faves from each collection — from a set of false lashes you'll want to wear every. single. day. to a red statement lipstick that's just so, so good.
Just as we might connect with our BFFs over shared passions, we've been known to bond over our beauty obsessions. Think: the perfect cult-favorite lipstick, common beauty woes, or best-kept skin-care secrets. For more hair, makeup, and skin-care inspo, check out these Beauty Bond stories curated in partnership with Target Beauty.
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The Lip Bar offers way more than your average nude-y pink — from bright purple to metallic gold, no color is off-limits. To make a bold statement, we happen to love this deep-red matte shade. The formula lasts up to 12 hours, so go ahead and swipe it on for your next summer night out.

The Lip Bar Matte Liquid Lipstick in Bawse Lady, $13.00, available at Target.
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If you haven't already fallen in love with Makeup Geek, what are you waiting for? The Insta-famous brand makes high-end formulas at a fraction of the cost. And they're good. We've tried everything from its lipsticks to its brushes, but our fave is hands-down its eyeshadow selection. This neutral quad has everything you need to create a simple everyday eye: two warm matte browns, a rosy burnt sienna, and a buff peach base.

Makeup Geek Eyeshadow Palette in Dream, $21.99, available at Target.
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When it comes to foundation, it often feels like you have to choose between two formulas: a tinted moisturizer with quality ingredients or a pasty high-coverage matte foundation. But it doesn't have to be that way. Enter: this new liquid matte foundation from Haleys. The full-coverage formula is free of parabens, sulfates, phthalates, and fragrances. Plus, it comes in 31 different shades, so you won't have to worry about finding your match.

Haleys Re:Set Liquid Matte Foundation, $19.99, available at Target.
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For Latinx-owned makeup brand Reina Rebelde (which translates to "Rebel Queen"), beauty is all about celebrating the dualities inside us: creative and analytic, bold and demure, rebel and royal. This eye paint does just that. The skull packaging is all rebel while the multifunctional eye and brow gel offers a smoky brown that's fit for a queen. Wing it out as a liner, comb it through your brows, or pat it on as a creamy shadow — the possibilities are endless.

Reina Rebelde Rebel Eye Paint for Brows & Eyes, $13.99, available at Target.
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At one point or another, you've probably considered what it would be like to be royalty. The dream is highly unrealistic, but that doesn't mean you can't treat yourself like a queen. The new Cashmere & Caviar line from Curls promises the royal treatment. Whether it's the silky leave-in conditioner or the foolproof hair gel, each product is meticulously crafted for women with curly, coily, and natural hair. And in case you were wondering, no, it's not made with real caviar, but your hair will surely feel just as luxe.

Curls Cashmere & Caviar Collection, $14.99-$19.99, available at Target.
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EveryHue Beauty focuses on providing wearable shades for, you guessed it, every hue. The star of the show? The brand's tinted moisturizer. It’s an all-in-one product that gives the hydration of a moisturizer and the finish of a medium-coverage foundation — with the added bonus of SPF 25. So in other words, it’s ideal for those busy summer days when all you need is a little coverage and sun protection to get you out the door fast.

EveryHue Beauty Tinted Medium Coverage Moisturizer, $18.99, available at Target.
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Lately, there's been a lot of hype around Violet Voss' amazingly opaque eyeshadows. But the winner in our book is the brand's line of faux mink lashes. From fluttering and dramatic to natural and wispy, the brand has a lash for everyone. This pair, aptly named "Sexy And Eye Know It," is our go-to for a full-lash look. And seeing as though each pair lasts up to 10 uses, there's no reason to not wear these on the daily.

Violet Voss Sexy And Eye Know It Lashes, $9.99, available at Target.

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