Target Adds 8 Makeup Brands for Dark Skin Tones to Its Beauty Aisle

The Fenty Effect is real: Beauty brands are waking up to the importance of makeup made to fit a diverse range of skin tones. Now, burgeoning beauty retailer Target is giving the movement a massive boost by stocking a wave of new beauty brands specifically made for darker skin tones.

The phenomenon that is Rihanna's Fenty Beauty was a massive "duh" moment for the beauty industry. After decades of catering to skin tones in the "ivory" to "caramel" range, RiRi proved that, yes, wide shade ranges are needed in the makeup marketplace — Fenty's 40-shade foundation range even won the title of "Invention of the Year" from Time magazine. In the wake of Fenty Beauty's success, more and more brands are stepping up with inclusive shade ranges and products specifically tailored to those with darker skin tones.

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Target's latest beauty move confirms the focus on diversity in beauty isn't just a fleeting trend. This week, the retailer announced that it's started stocking eight up-and-coming cosmetics brands created for (and many designed by) women of color, reports WWD. Currently available online, the inclusive beauty brands are also scheduled to roll out in hundreds of Target stores in May.

The launch is significant — we're talking 150 new products from brands including Coloured Raine, the inclusive brand behind the viral Queen of Hearts palette; Every Hue Beauty; Hayleys, which recently added slew of diverse new shades in Instagram-friendly packaging; Hue Noir, color cosmetics specifically formulated for women of color; Reina Rebelde, formulated for Latina women; Violet Voss, known for their rainbow shades; The Lip Bar, and Makeup Geek.

According to a Target executive, the launch is just one part of a larger initiative to be an inclusive beauty destination. "The world is changing, especially for the Millennials and Gen Z," Christina Hennington, senior vice president merchandising for essentials, beauty, pets and wellness, told WWD. "We carry breadth [of assortment] and that's paid off in hair care and we are confident it will in cosmetics, too."

Here's to growing the beauty inclusivity movement even further.

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