Target Expands Beauty Offerings With Makeup Made For Women Of Color

By Kavita Kumar
Star Tribune (Minneapolis)

WWR Article Summary (tl;dr) Meet some of the female entrepreneurs behind eight new cosmetics brands soon to be in the beauty aisles of Target.

Star Tribune (Minneapolis)

Melissa Butler started the Lip Bar by making her own natural lipstick in her kitchen in shades complementary to her skin that she couldn’t easily find in stores.

For Regina Merson, it was her lifelong fascination with makeup, inspired at an early age when watching telenovelas as a girl in Mexico, that led her to launch Reina Rebelde, a brand aimed at Latinas.

Marlena Stell quit her job as a music teacher when her Makeup Geek tutorials on YouTube began to take off. She later started her own line with the same name out of her parents’ basement that has since blossomed into a $22 million company.

These are some of the female entrepreneurs behind the eight new cosmetics brands, most of which are geared toward women of color with medium to dark skin tones, soon to be in the beauty aisles of Minneapolis-based Target.

The lineup of 150 products includes everything from bright lip colors, fake mink lashes, bold eye shadows and an expansive range of foundations at prices ranging from $9.99 to $24.99. The other brands are Coloured Raine, Every Hue Beauty, Haleys, Hue Noir and Violet Voss.

They are launching today on and will roll out to hundreds of stores next month where they will receive prime billing on two prominent displays at the end of aisles to draw more attention.

For most of these brands, which started out online, this will be the first time they will be sold in stores. Like it has with other brands such as Harry’s razors, Target has brokered agreements to be the exclusive mass retailer to sell many of them while they continue to be available on their own websites.

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