Target Is Going to Blow Your Mind With Its New Natural Additions

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Friday feel-good alert: Target is taking its natural beauty offerings to the next level.

As reported on by WWD, the retailer is adding a lot of new names—Alaffia, Little Seed Farm, Nubian Heritage, Thayers Natural, The Seaweed Bath Co., Nature’s Gate, W3ll People, S.W. Basics, Fig + Yarrow, Nourish Organic, Plant, Savannah Bee, and Zum—to its shelves.

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“We know guests are increasingly interested in and aware of ingredients within the products they’re using, particularly when it comes to skin care,” a Target spokesperson told WWD. “Target is constantly on the lookout for new brands and the latest beauty trends, and we’ve continued to expand and refine our selection of better-for-you offerings in hopes that guests will think of us first when they’re shopping for natural beauty products.”

Besides the additions, Target is also committed to adopting “full ingredient transparency” by 2020. The goal will be to list ALL ingredients “for beauty, personal care, baby care and household items even for fragrance, the compounds in which the federal government doesn’t require be disclosed.”

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