We fully embrace the fact that we're going to spend more money than we planned on when we step foot into Target. There are little treasures hidden down just about every aisle, and many of them are in beauty section. We love what the retailer has done to grow it's beauty department over the years, and we're not talking about the launch of Ulta Beauty at Target (though that was pretty major). The buyers know a cool thing when they see it, and being in Target serves as a significant launchpad for many indie brands. Here, we explore the best under-the-radar beauty brands at Target right now, along with their top-selling products. Not all of them are available in store and online, or in all stores nationwide, so be sure to check before heading out on your next shopping trip.
Under-the-Radar Beauty Brands at Target
1 / 10
This fun K-beauty brand is known for its sheet masks (you've probably seen them on social), but they have everything from cleanser to face mist. Best sellers at Target include the 2 in 1 Diamond Eye Mask and Lip Mask and Repair - Plump, and we love the Tinted Lip Butters, too.
2 / 10
New to the U.S. this year, this vegan, European brand offers a full range of hair care, from shampoo to shine spray, and everything smells amazing. What sets it apart is the Signature Blend, a smoothing blend of peptides and plant extracts, that's included in each formula. Best sellers at Target include Diamond Glass Styling Spray and 2-in-1 Hair Perfume The Wooden.
3 / 10
Another brand you've probably seen on social (Bethenny Frankel is a fan of the refillable deodorant starter packs), Wild is making quite a statement in the sustainable beauty space. You'll find the aluminum-free deodorants at Target, and we wouldn't be surprised if the brand's other products (hand wash, body wash, lip balm, etc.) launch there soon.
4 / 10
Developed by board-certified dermatologist Samantha Ellis, MD, this skin-care brand is designed to help reverse skin barrier dysfunction and treat various skin issues, from ezcema and acne to rosacea. The best seller at Target is the Gleanser, a glycerin-rich cleanser for the face and body that has developed quite the cult following.
5 / 10
If you're one of the thousands of people battling dandruff or you prioritize scalp care in your regimen, this is a brand to try. The formulas are color-safe and naturally scented (they smell great), including the best-seller at Target, the Anti-Dandruff Balancing Shampoo. Plus, we love the elevated packaging (a recent rebrand), which looks chic in the shower, and everything is less than $20.
6 / 10
Free of dyes and artificial fragrances and made in the United States, this brand has been around since 2009, but still manages to fly somewhat under the radar. The best-seller at Target with more than 10,000 reviews is the Vitamin C and E Ferulic Acid Serum. Another crowd pleaser is the Coenzyme Q10 Serum, which is a great pick for anyone concerned with lines and wrinkles.
7 / 10
This eco-friendly shaving brand launched last fall at Erewhon, and is now the number-one brand in their personal-care category. Brand-new to Target, it offers disposable razors and dermaplaners made of a bio-based, 100-percent compostable alternative to petrochemical plastic, plus solid shaving cream.
8 / 10
Boasting efficacious K-beauty products with affordable price points and rave reviews, this under-the-radar brand offers something for every skin-care routine. The best-sellers at Target include the Day Glow Serum (a mix of vitamins C and E, ferulic acid and hyaluronic acid) and the Multi-Function All-in-One Anti-Aging Snail Repair Cream.
9 / 10
For those of you who weren't introduced to Curie via Shark Tank (the brand landed a deal with Barbara Corcoran on Season 13 in 2022), its best-selling deodorant sticks are now available at Target. Choose from five different scents: White Tea, Coconut Nectar, Warm Vanilla, Santal Sage and Peach Soleil, which will be exclusive to Target.
10 / 10
Founded by Jaimee Lupton (also the founder of MONDAY Haircare), this bath-and-body brand (pronounced days) caters to Gen Alpha and younger Gen Zers. The scents are designed to instantly boost your mood, whether you want something tropical (Sunny Daise), a warm floral (Lowkey Daise) or something else. The best-sellers at Target are the Fragrance Body Mist and the Foaming Body Wash.
