Target Corporation announced that beginning in February, guests will find the retailer’s largest-ever Spring beauty assortment in stores nationwide and online. 

Curated by Target’s beauty team, the assortment is paired with a fully refreshed store experience and in-store beauty events.

Amanda Nusz, senior vice president of merchandising, essentials and beauty, Target, said,

“Beauty is incredibly important and deeply personal to our guests, so our team has worked with beauty powerhouses and small, innovative, emerging brands alike to bring thousands of new products to the mix. We ended up with a Spring beauty lineup that reflects what guests are looking for right now — exciting new discoveries, Target‑only exclusives and prices that feel good. And we’ve freshened up the in‑store experience, too, so finding a new favorite feels easy and enjoyable.”

Available Brands

Target is bringing prestige-inspired beauty within reach, introducing popular brands like Morphe Cosmetics, exclusive-to-Target brands like Ontu, and new offerings from Minimalist and GoPure.

Target’s largest K‑beauty expansion yet includes cult favorites and emerging innovators across skincare, makeup, and haircare. 

Guests will find Dasique’s fruit- and floral-inspired makeup, The Crème Shop’s colorful packaging and complexion basics, I’m Meme’s playful, multi-use makeup, haruharu wonder‘s antioxidant-rich fermented ingredients, Elizavecca’s high‑performance actives, and Kundal’s fragrance‑forward haircare.

Target is also adding new dermatologist‑backed brands like Remedy by Dr. Muneeb Shah, alongside expanded assortments from La Roche‑Posay and Prequel with products like barrier‑boosting moisturizers, peptide serums, and microbiome‑friendly treatments.

Continuing to lean into the need for year-round, full-body sun protection, Target is excited to welcome Supergoop! The retailer is also expanding its collections of up&up and Vacation Brand SPF options, adding offerings from brands like Carroten and introducing new sun haircare protection from Dove Beauty.

Target is continuing to invest in all‑hair‑type innovation. New brands include Gracie’s Corner, Skala, and Lola from Rio, plus expanded offerings from favorites like The Doux, Camille Rose, Design Essentials, tgin, Urban Hydration, and Watch and Sea. 

Newness from Athena Club, Scents Unearth’d and Crémerie, along with expanded offerings from eos and Saltair, helps create elevated everyday rituals.

Reimagined Store Experience

The space updated is intentional, welcoming, and built around how guests naturally shop beauty today: by trend and by need.

A clearer layout that highlights what’s new and trending, so guests can discover the latest products at a glance.

Updated displays that inspire guests to explore and interact with products. For example, in fragrance, new testers and signage explain scent notes to help guests find the right scent.

A spotlight on only-at-Target finds, bestsellers, and new products, helping guests shop with confidence.

A fully refreshed haircare aisle — the category’s biggest transformation in years — making it easier to explore products based on textures, routines, and needs.

Target will host beauty activations, offering guests hands-on ways to experience new products.