• by Sarah Mahoney  @mahoney_sarah, April 17, 2018

American women are spending more on color cosmetics, and Target and BET are both making sure there are more options for all women. Target says it is launching eight new beauty brands. And BET is teaming up with Beautycon for exclusive tutorials, giving African-American consumers the latest in make-up trends.

Available online this week and in stores late next month, the eight new brands, some of which had only been sold online, bring more than 150 products to Target, designed for medium to dark skin tones that are often ignored by mainstream beauty brands,Target says. 

“We want to make sure Target has the best assortment for all hair types or skin tones,” says Christina Hennington, senior vice president of Beauty and Essentials at Target, in its announcement. “These eight new cosmetic brands will further our range of shade options—from foundation to lip—and are available at incredible prices.”

The new brands include Coloured Raine, which offers bold, colorful, cruelty-free cosmetics for women of various skin tones; EveryHue, created by #FourWomenForWomen, sells tinted moisturizers in 12 shades; Haleys, a collection of vegan skincare products made without sulfates, phthalates, parabens and fragrance; Hue Noir, which offers skin-nurturing cosmetics for women of color; the Lip Bar, vegan lip products for women of every skin tone; Makeup Geek, from YouTube star Marlena Stell, with colorful eyeshadows, lipsticks and bronzers; Reina Rebelde, with bold colors for eyes, lips and face, and Violet Voss, a line of long-lasting lip products and cruelty-free lashes.

And BET Networks says it is working with Beautycon to create original short-form beauty content, featuring Black models and influencers with all kinds of skin tones and hair textures.

The tutorials “for diverse make-up enthusiasts provides limitless opportunities to serve a community often overlooked in the beauty space,” says Bobby Singh, head of Digital BET Networks, in its announcement. 

The push for more inclusivity comes at a time when sales of color cosmetics are heating up. Mintel reports that global sales for 2017 are expected to total $48.3 billion, up 6% from $45.5 billion last year. In the U.S., the largest market, sales are predicted to be $12.1 billion. (Japan, China, the U.K. and South Korea are the next largest.)