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Target Is Expanding Its Shade Range With the Help of 8 Indie Brands

An exciting new makeover for Target's beauty aisle
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After swapping the layout of its beauty section for a more user-friendly shopping experience last fall, Target has just added another major change to the docket: eight new cosmetic brands, all helmed by women (and primarily women of color at that).

Starting today on Target.com and on May 20 in select stores, Target will officially carry products from Coloured Raine, EveryHue Beauty, Haleys Beauty, Hue Noir, Makeup Geek, Reina Rebelde, The Lip Bar and Violet Voss. You might recognize quite a few of these indie brands as buzzy beauty blogger favorites — and now you'll have the option to shop their wares in real life.

The new brands greatly expand Target's shade range — between them, they'll be bringing in more than 150 products designed for medium to dark skin tones. In a rapidly shifting beauty landscape, it's heartening to see a well-loved destination like Target taking such big steps towards increased inclusivity — especially since the products are offered at a more affordable price point.

Curiousity piqued? Keep reading to take a closer look at each new brand.

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Coloured Raine
Founded back in 2013 by Loraine R. Dowdy, Coloured Raine is known for its richly pigmented (and cruelty-free!) cosmetics, all designed for women of various skin tones. The brand's finely milled powder products are quite popular, so if you're new to the brand, you might want to check out the Coloured Raine Glowlighter, $19.99.

Buy now

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EveryHue Beauty
Helmed by a diverse cadre of four ladies (#FourWomenForWomen), EveryHue Beauty is known for its 12-shade EveryHue Beauty Luminous Tinted Moisturizer, $18.99, a product specially created to fit a wide range of skin tones.

Buy now

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Haleys Beauty
Haleys Beauty is still fairly new to the scene, having been founded by Ashley Ocampo back in 2016. You'll be happy to hear that its products are vegan and made without common irritants such as sulfates, parabens and fragrance, making them ideal for sensitive skin types. The Haley's Re:Set Liquid Matte Foundation, $19.99, strikes that perfect balance between high-coverage and lightweight and is currently available in an impressive 33 shades.

Buy now

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Hue Noir
Known for using science and technology to develop its products (thanks to founder Paula Hayes' background as a product chemist), Hue Noir has made it their mission to put multicultural women first. The full line includes a range of color cosmetics, though for now, Target will only be featuring the popular Hue Noir True Hues Flawless Matte Foundation, $19.99.

Buy now

BY ROSIE NARASAKI | APR 17, 2018 | SHARES
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