Target launches new beauty section with just two Black-owned brands
TheGrio...
Target is gearing up to launch the Target Beauty Studio in September, featuring just two Black-owned brands among 90, mostly new additions.
When Target first announced it was stepping back from some of its diversity, equity and inclusion initiatives, officials swore it would not reflect its commitment to diverse customers and entrepreneurs. Perhaps they weren’t talking about the beauty department.
On Sept. 10, the big-box retailer is gearing up to launch a new beauty section that seemingly includes only two Black-owned brands out of 90.
Dubbed the Target Beauty Studio and launching in more than 600 Target stores and on the company’s website, the new beauty selection replaces the former Ulta Beauty shop hubs within Target stores and will feature more than 1,600 products from 90 brands that are largely new to Target.
Out of the lineup, theGrio and other outlets could find exactly two Black-owned brands: makeup line Glamazon Beauty, founded by celebrity makeup artist Kim Baker, and popular hair-care brand Briogeo, founded by entrepreneur Nancy Twine. Outside of those two, the lineup largely features white- or Asian-owned brands, with several Korean beauty brands among them.
To be clear, the Beauty Studio isn’t replacing Target’s entire beauty section, just the Ulta hubs. So the offerings, or lack thereof, don’t necessarily reflect the wider beauty department found elsewhere throughout the store. Other popular Black-owned brands, including The Lip Bar and Black Girl Sunscreen, for instance, are still sold by the retailer.
But representation in the beauty aisle isn’t just about putting money in the pockets of Black founders. If the beauty industry has taught us anything, it’s how often Black consumers have been underserved by products that weren’t developed with our skin tones, hair textures, and specific beauty needs in mind. Who gets a spot on the shelf can quite literally determine who gets to find something that works for them.
And with this move coming on the heels of a racist Halloween costume blunder and at a time when the retailer has supposedly been trying to repair its relationship with Black consumers, Target continues to miss the mark.
A Target spokesperson told Modern Retail that the collection was built around beauty brands from across the globe, including Korean, Japanese, Mexican and French brands. The spokesperson said nearly 40% of the lineup was founded by “diverse” founders, though the retailer did not explain how it defines the term. Target also said the number of Black-owned and Black-founded brands is comparable to its previous in-store experience, likely referring to the Ulta shops, and noted that the products include a range of shades for different complexions.
“Getting back to growth starts with investing in the categories and experiences where Target is uniquely positioned to win, all through our distinctive combination of style, design and value,” the spokesperson said.
Speaking to Allure, Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target, described the Beauty Studio as the retailer’s new “platform for prestige beauty.”
“A lot of time and energy has been spent with the consumer working on what we believe is going to make us compelling in our next chapter of beauty,” Nusz said.