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Target Offers a Hue for Every Beauty Shopper

Rihanna’s Fenty might have opened the industry’s eyes to the power of inclusive shades, but Target is bringing it to the masses.
Starting today, Target will add eight up-and-coming cosmetics brands created for medium to dark tones — mostly designed by women of color — to its e-commerce site. Plans call to roll those lines out to hundreds of physical stores on May 20. The bold introductions will be front and center on end of aisle displays in beauty with graphics broadcasting the wide hue options
Target is no stranger to serving multicultural shoppers. The chain was a pioneer in the textured hair category more than a decade ago. Demographics suggest Target is on the right route. According to the U.S. Census, Hispanics or Latinos now comprise 18 percent of the population; African-Americans 13.3 percent, and Asians close to 6 percent. Almost 3 percent of Americans check off they are two or more races, and one in 10 have a spouse of a different nationality or ethnic background.
“The world is changing, especially for the Millennials and Gen Z,” explained Christina Hennington, senior vice president merchandising for essentials, beauty, pets and wellness at Target. She said these more multicultural generations have high expectations including

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