Target’s upcoming launch of Target Beauty Studio on 10 September in over 600 stores and online has stirred discussions about the representation of Black-owned brands in its curated collection. The Beauty Studio will feature more than 1,600 products from 90 brands, predominantly ones that are new to Target, replacing the previous Ulta Beauty shops.
Among the new brands, only Briogeo and Glamazon Beauty are identified as Black-owned, raising questions about Target’s commitment to promoting diversity. The majority of the 90 brands are owned or founded by white or Asian entrepreneurs, with approximately a dozen from South Korea. Despite the diversity focus, the limited presence of Black-owned brands in the assortment has sparked concerns within the community.
The Response and Inside Perspectives
A Target representative explained that the selection showcases international beauty brands, including those from Korea, Japan, Mexico, and France. They noted that nearly 40% of the brands have “diverse” founders, but did not clearly define this diversity. The spokesperson commented that the representation of Black-owned brands is on par with the previous Ulta partnership, but questions linger about whether Target has actively recruited such brands or if participation reluctance exists from the brands themselves.
Target emphasised its ongoing efforts to foster Black-owned brands through exclusive launches and increased retail access. However, previous reports indicated frustrations among Black entrepreneurs who experienced difficulties with Target as a wholesale partner, including issues with inventory management and communication.
Voices Behind the Brands
Briogeo, founded in 2013 by Nancy Twine, a former Goldman Sachs vice president and notable for her accomplishments as the youngest Black woman to launch at Sephora, remains one of the two Black-founded brands. Glamazon Beauty, initiated by celebrity makeup artist Kim Baker in 2017, is the other. Baker has praised Target for the support and resources extended to her brand, highlighting a valued partnership in helping bring diversity and visibility to other minority-owned businesses. However, she confirmed her non-involvement in deciding the Beauty Studio lineup.
Recently, Target faced backlash after withdrawing a children’s Halloween costume due to offensive connotations, sparking broader discussions on diversity within its leadership and brand offerings. Experts like Christy Pruitt-Haynes have pointed out the critical importance of diverse perspectives in decision-making processes to avoid such failings.
Strategic Directions and Criticisms
Despite concluding several diversity initiatives and altering its focus on DEI strategies, Target asserts that it has fulfilled substantial investment commitments in Black-owned businesses made in 2021. However, critics argue that the company’s current trajectory marks a retreat from previous commitments to racial equity and support for marginalized groups.
Retailers like Ulta Beauty and Sephora have joined the Fifteen Percent Pledge, which challenges companies to allocate 15% of purchasing power to Black-owned businesses, aligning more closely with demographic realities. Inclusive marketing strategist Lola Bakare suggests that Target should consider adopting this pledge to enhance its representation efforts within its beauty assortment.
Consultants like Danyail Lawton urge Target’s leadership to address the issue to prevent speculation and narrative control by the public. They emphasize the importance of transparent communication to restore brand momentum and credibility. Pruitt-Haynes suggests publicly reaffirming Target’s intent to welcome diverse brands back to its shelves could rebuild consumer trust and drive sales.
Reporting based on coverage first published by modernretail.co.