• by Sarah Mahoney  @mahoney_sarah, February 14, 2023

Target is making it easier for bargain-hunters to honor their self-love cravings, introducing “thousands” of new health, beauty and wellness products -- most under $10,

The retailer announced the new additions in a blog post and says many of the latest additions are from Black-owned companies, focusing on inclusivity. They also include many “clean” products, getting the retailer closer to the standards raised by younger consumers.

No matter what people are looking for, says Cassandra Jones, senior vice president of merchandise essentials and beauty at Target, “we want to make sure Target is their one-stop shop, so we’re very focused on what’s new and next and brings joy at an incredible value.”

She also laid out some of the Minneapolis-based retailer’s current big sellers, illustrating the trend. That includes E.L.F. Halo Glow, Tree Hut body scrubs, Love Wellness Good Girl Probiotic and Lume Whole Body Deodorant.

Jones says the new additions focus on the increasing demand for self-care, whether that means a pampering face masque or an easier way to get your greens.

“The idea of beauty products is expanding to include self-care, self-expression and health—and they all go hand in hand,” she says.

This trend also represents a shift as consumers increasingly meld health and beauty.

The emphasis on clean beauty grows from those health concerns.

“Our guests are paying close attention to what they put in and on their bodies, from bath and skin care to vitamins and supplements,” she says.

Clean newcomers include luxury-inspired perfumes from Fine’ry; biodegradable period products from August; and personalized skincare items from Curology.

The retailer is also welcoming new Black-owned brands, including LilyAna Naturals and AfroPick, that offer a variety of products for natural hair.

And like rival Sephora, Target has been hatching its own batch of start-ups through its Target Takeoff accelerator program, which supports fledgling companies. One–Vamigas, a natural skincare company with Latin American roots and ingredients, is also arriving on its shelves.

Target isn’t alone in this move, with retailers like JC Penney, Sephora and Macy’s also adding a steady stream of inclusive brands.

And Walmart just announced a new partnership with Goody, the hair products brand, called Goody Tru. The collaboration partners with three multicultural artists taking on hair styling as self-expression, focusing on all ages, hair types and cultures.