MINNEAPOLIS - Starting April 17 on Target.com and May 20 in select stores, Target is introducing eight new cosmetic brands specifically designed for medium to dark skin tones.
Target says the brands will bring more than 150 additional products to its beauty line.
“We know our guests have a wide range of beauty needs and preferences, and we want to make sure Target has the best assortment for all hair types or skin tones,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “These eight new cosmetic brands will further our range of shade options—from foundation to lip—and are available at incredible prices. We’ll continue to listen to our guests to understand what beauty products they’re looking for at Target, and look forward to seeing their response to these new cosmetic brands.”
Historically, mainstream beauty brands didn't offer shades for women with medium to dark skin.
Adrianne Dena'e, a MAC Cosmetics makeup artist, says her kit containing foundation could use more shades for women of color.
She recalls a frustrating moment when she was trying to match foundation that would blend flawlessly into the skin of a model with dark complexion similar to actress Lupita Nyonga.
"They call her the queen of dark. I didn't have anything that fit her. I have to have all these shades plus different formulas of these shades for different clients," she said. "To be a makeup artist and not have something for your clients. I can only imagine how many other makeup artists go through that or just people in general."
Dena'e says the move by Target is bold but no surprise. She called the company a leader in the industry for expanding its multicultural hair options.