In an effort to serve their wide range of customers, Target has introduced not one, not two, but EIGHT new cosmetic brands all created to serve women of color, a demographic that often goes ignored in the beauty world.

The mass retailer announced the department expansion today via press release, revealing that the eight selected make-up lines “will bring more than 150 products designed for medium to dark skin tones” to Target stores May 20. Fortunately, the vast collection is already available at

Many of the brands already have an online following, with Target being their first foray into brick-and-mortar sales. The eight brands soon to hit Target shelves are as follows:

  • Coloured Raine
  • EveryHue Beauty
  • Makeup Geek
  • Reina Rebelde
  • The Lip Bar
  • Violet Voss

The store will also carry Curls Cashmere & Caviar hair products, created for highly-textured hair.

“We know our guests have a wide range of beauty needs and preferences, and we want to make sure Target has the best assortment for all hair types or skin tones,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “These eight new cosmetic brands will further our range of shade options—from foundation to lip—and are available at incredible prices. We’ll continue to listen to our guests to understand what beauty products they’re looking for at Target, and look forward to seeing their response to these new cosmetic brands.”