Target is staking its claim on the beauty and skincare aisle with the announcement of nearly 40 new brands hitting the physical and digital shelves. The assortment backs up Target’s commitment to supporting Black-owned brands and clean beauty. It also includes recent graduates from the Target Takeoff accelerator program and half of the brands are Target exclusives.

As Target continues to invest in beauty, here are a few top takeaways from our team for brands looking to break into the space and grow at Target: 

1. Understand How to Scale at Target

Now more than ever, Target is looking to partner with small and emerging brands in beauty. If your brand is ready to scale, consider Target as the tip of the spear to launch into Mass Retail channels. Exclusive launches are very important to Target. Be sure to evaluate your brand’s options as part of a launch strategy.

2. Keep it Clean

Sustainability and Target’s clean standards are crucial for brands to consider and understand. At Harvest Group, we guide our clients through these requirements and best practices to make sure they’re always informed and thinking forward.

3. Focus on Inclusivity

Target will continue to focus on inclusivity to provide amazing products for all Guests at any budget. Premier beauty items (i.e. Ulta store within a store) down to opening price point have a place. 

Be thoughtful about who the consumer is for your brand. Harvest Group is here to help you identify how Target’s initiatives overlap with the Target Guest experience.

4. Prioritize Your Supply Chain

The supply chain continues to be tight, and Target wants reliability. Brands that have delivered strong fill rates and on-time shipment results have grown faster than the competitive set.

Prioritize Target within your supply chain as they are outpacing market growth with strong in-store and online traffic.

Overall, it is an exciting time to be a beauty brand at Target as the retailer continues to make investments in brands that exemplify their values and core initiatives. At Harvest Group, we’re assisting our clients in the day-to-day work required to stay relevant at the retailer and exceed expectations. If you’re interested in learning more about our capabilities to grow your brand at Target, reach out to us at hello@harvestgroup.com or fill out our Contact Us form. 

Beth Voronyak

Author Beth Voronyak

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