Target Brings In More Indie Beauty Brands
The word “natural” might not mean much when it comes to beauty—the word is totally unregulated within the cosmetics industry—but customers remain comforted by seeing it written on the label of their products. Even Target’s jumping on the bandwagon; the mega-retailer just announced the addition of two lines to its offerings: S.W. Basics of Brooklyn and French mainstay Nuxe.
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The former is a close-to-the-earth, made-in-Brooklyn brand. One hundred percent of its plant-based ingredients are sustainably sourced and founder Adina Grigore takes pride in using five or fewer ingredients in each of her formulas. Now that it’s available online (and in select stores beginning in March 2015), we’re guessing it won’t be long until this little brand isn’t so little.
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As for Nuxe, good luck finding a French woman who doesn’t own a bottle of its Huile Prodigieuse dry oil. It’s a top seller in pharmacies, thanks to its ability to soothe dry skin without leaving a greasy residue. The oils, along with a selection of Nuxe’s greatest hits, will launch online at the end of the month.
You may have noticed Target making a concentrated effort at improving their beauty game. Their recent acquisitions include La Roche-Posay, a dermatologist-friendly skincare line with an Ultra Light Sunscreen that won’t clog your pores. Laneige harnesses mineral water to keep skin supple, and the ionized Water Sleeping Mask is an indulgent treat that won’t empty your wallet. Pick up some MD Complete products for a quick complexion boost. The Skin Clearing Clarifying Cleanser with Natural Fruit Extracts is incredibly refreshing without stripping away moisture. OWN Beauty uses natural ingredients that are gentle for all skin types—making their Facial Cleansing Wipes an easy purchase.
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It’s bittersweet news. That lip balm you could only find in Paris, or the body scrub sold at your local farmer’s market turns a little less exciting once it hits Target’s shelves. But we live in an age of convenience—and that means the more access the better.
