Photo: Beautycounter Lip Sheer.
Safe beauty brand Beautycounter is hitting Target shelves this fall, in a limited-edition partnership that marks a first for both companies.
California-based Beautycounter came on the scene in 2013 with a mission to clean up the beauty industry. Gregg Renfrew, CEO, founded the company to offer safe beauty alternatives and promote greater oversight of the industry. Taking a proactive approach, Beautycounter has compiled a never list of more than 1,500 ingredients—including known and suspected toxins—banned from its products.
Up to now, the cosmetics and skincare line, including new offerings for baby, has been sold through Beautycounter consultants, the company’s e-commerce website, and collaborations with the likes of J.Crew and Goop. The Target deal is Beautycounter’s first foray into mass-market retail, and Target’s first limited-edition partnership with a beauty brand since it introduced designer collaborations seven years ago.
“We know our guests are on the lookout for high-quality products that contain safer, cleaner ingredients, and Beautycounter is an up-and-coming brand that’s made a big splash in this area,” Dawn Block, Target’s Senior Vice President, Beauty and Essentials, said in the company’s announcement.
From Sept. 12 to Nov. 5, 1,500 Target stores will carry a collection of Beautycounter’s top sellers, hand-picked to provide a well-rounded introduction to the brand. The lineup of 17 products, including five kits, will come in smaller sizes than Beautycounter’s standard offerings, keeping pricing at a moderate $12-$39.
