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The people demand more! And by people, I mean TikTokers, and by more, I mean more beauty products at Target. Target finds are blowing up on the app as shoppers simply can’t resist giving full breakdowns of their favorite products—including the price they scored them at. They’re bargain braggers at their finest, and I for one, love watching people shop and call out their favorite beauty products that rival the more expensive brands. Since the beauty section at Target has skyrocketed in popularity, it only makes sense that the store is adding even more brands to its roster.
Earlier this year, Target revealed massive launch news within the beauty and wellness space, including Saltair, Raw Sugar, and much more. We’ve been keeping track of them all, of course, and here are our top picks picks from the best new beauty brands at Target in 2024. Check them out during your next beauty haul or random visit to Target, where you have one thing on your list and end up leaving with 50 things. Hey, we’re not here to judge! Do what makes you happy!
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The Best New Beauty Brands at Target, Launched in 2024
If you want a luxe body wash without a super high price tag, you can now shop Saltair’s deliciously scented formulas at Target. The brand has all sorts of invigorating scents, but I can’t get enough of the Citrus Scent.
Function of Beauty is known for its customized haircare and, now, you can shop some of the best formulas for curly, straight, wavy, and coily hair at Target. The brand also has one of the best clarifying shampoos around—and it’s only $12.
Naked Sundays is the Australian SPF brand founded by Samantha Brett that packs SPF into makeup primers, serums, and facial sprays. The result is dewy and glowing skin that stays protected from the elements. The brand will drop a few Target exclusives in March, but right now, you can shop their staples, like this collagen glow mineral priming lotion.
Co-Founders and sister duo Sadie and Abby Bowler have redefined the personalized haircare experience with SadieB. One example is the Athlete Clarifying Shampoo, which is for the athlete whose hair might get a bit greasier than others with all that sweat buildup from practice. Each bottle is made from 85 to 100 percent recyclable materials.
Although fine’ry. is not new to Target as a brand, the exclusive label dropped seven new fragrances in February, including trending Pistachio Please, Without a Trace, and Born to Impress. This line is so popular due to it’s high-quality scents and dupe-able profiles at a much more accessible cost.
Well People has also been in Target for a while, but the vegan, cruelty-free, and plant-powered brand recently launched their lip oils with the retailer. You can get a burst of hydration and nourishment while also getting a slightly tinted shade of color at the same time. The best part is they’re just $12 each.
Raw Sugar is a vegan haircare brand that is completely free of parabens and sulfates. This scalp restore shampoo is perfect for the final few weeks of winter, so you can slough off dead skin and remove product buildup at the same time. And did we mention it’s only $10?
MAËLYS focuses on high-quality body care formulas that target common concerns, such as loose skin and cellulite—and it’s now available at Target. The Get-Dreamy Overnight Toning Whip is an excellent example of what the brand is all about. This formula is enriched with ingredients such as milk thistle and passion fruit seed oil to deeply hydrate the skin while also toning and tightening.
Prequel is another new beauty brand to look out for at Target. The brand focuses on high-quality skincare with more mid-range prices that are worth every penny. One of the products I’m most excited for is the Universal Skin Facial Solution. It boasts rave reviews for its ability to calm all types of acne breakouts—including hormonal—without stripping or irritating the skin.
If you have curly hair and are looking for the best budget-friendly haircare formulas for your strands, Curly Chic has you covered with its collection of curl-enhancing formulas, including a Your Curly Smoothie Curl Hydrator styling cream that helps add tons of definition while also increasing moisture levels for healthier-looking strands.
Dwayne Johnson’s brand, Paptui, also landed on Target’s shelves this year. The brand’s lineup includes body and haircare formulas (including the delicious smelling Refreshing Body Wash Lush Coconut), skincare, and a collection of tattoo care formulas, too.
Divi is one of the most exciting Target launches in 2024. With this launch, you can now get your hands and your strands on some of the brand’s most impressive formulas—including the cult-favorite Scalp Serum, which is known for its impressive hair growth results—during your next Target shopping spree.
V&Co. Beauty Curly Hair + Peptide ConditionerV&Co is another haircare company that recently landed on Target’s shelves. The brand focuses on shampoo and conditioner formulas for specific hair types and textures and utilizes the benefits of peptides to promote healthy and strong strands.
Target’s new private-label beauty brand also launched this year. Dealworthy is perhaps one of the most—if not, the most—budget-friendly brand on Target’s shelves with prices starting as low as $1. The brand offers a collection of personal hygiene necessities, including hand soaps, as well as cheap cotton swabs and cotton balls.
Kylie Cosmetics is also available to shop at Target now. While there aren’t a ton of formulas to choose from, you can find several popular lip products, including the Plumping Gloss (just in time for juicy lip gloss to make its comeback) and the Tinted Butter Lip Balm.
ICYMI: Blake Lively just launched her new haircare line, Black Brown Beauty. The entire collection is sold out on the brand’s website, but Target has the coveted formulas fully stocked and ready for your shower. From shampoo and conditioner to styling products, there are so many incredible formulas to test out—and they all arrive in the most stunning, expensive-looking bottles (without the high price tags to match).
