How Target Became the Year’s Most Unlikely Indie Beauty Destination—And What to Buy Now

After nearly 15 years of living in Brooklyn—a makers’ paradise where the currency is homespun snacks, small-batch libations, and artful interiors—I am a big believer in buying local. And yet big-box superstores still hold that very special appeal of one-stop shopping. With its proximity to my apartment—and the mass-meets-designer collaborations it helped pioneer with labels like Proenza Schouler and Missoni—Target has always been my go-to for stocking up on paper towels, bed linens, dish soap, and that rogue Rodarte dress (which I purchased in 2009 and still wear) in under an hour, on-site parking included.

On a recent trip to pick up a shower curtain, a duvet, and an ironing board, I noticed something else Target now provides under one roof: a seriously impressive selection of niche and natural skin care. Seeing an uptick in artisanal brands at the beauty counter is nothing new, of course, as the demand for quality ingredients and innovative formulas, often led by Korean labs, is growing. But Target’s focus on adding products like the Rose Rhassoul mask from Denver-based apothecary brand Fig + Yarrow, the three-ingredient wonder salve that is S.W. Basics’s Cream, and French pharmacy standouts from brands such as La Roche-Posay and Nuxe isn’t just a mere uptick, it’s an explosion, given that the American power retailer boasts almost 1,800 stores nationwide.

On September 12, Target will reveal its latest coup in bringing better beauty to its loyal customer base: a limited-run capsule collection with Beautycounter, the Los Angeles startup known for its safe ingredients and high-end packaging. The smartly priced 17-piece collaboration includes everything from best-sellers like Beautycounter’s cleansing balm and cream blush to a new nourishing oil infused with such botanicals as argan nut, rosehip, and sea buckthorn extracts that’s exclusive to Target. 
Pick it up—along with these six other surprising staples—next time you drop by. Here’s to redefining what it means to restock on “the essentials.”

 

 

 

The post How Target Became the Year’s Most Unlikely Indie Beauty Destination—And What to Buy Now appeared first on Vogue.