Natural skin care is big business for mass and specialty beauty retailers alike

By Deanna Utroske

- Last updated on GMT

clay masks by Fig + Yarrow (image via Target)
clay masks by Fig + Yarrow (image via Target)

Related tags Skin care Human skin color Target

This summer Target will carry skin care from Fig + Yarrow, the latest in the retailer’s portfolio of natural and indie brands. And between Target, Whole Foods, Credo, and Sephora, naturals are gaining ground.

“It’s amazing how quickly natural skincare has come into the collective consciousness, and how people have become very savvy about ingredients,” ​Brandy Monique founder of Fig + Yarrow acknowledges in a Q&A posted on the Target content site.

A five-piece collection from the Denver, Colorado-based skin care brand will be on the shelf at Target this July. It will of course also be available on the store’s ecommerce site.

Natural partnership

Fig + Yarrow joins a growing collection of natural and indie brands available at the mass retailer. The company has recently added European brands like Embryolisse, indie skin care from nűgg Beauty​, as well as products from Sonia Kashuk, S.W. Basics, and defy & INSPIRE.  Plus, a limited-edition range from Beautycounter will be available this fall.

A distribution partnership with Target lets brands reach a lot of consumers in one place. “I wanted to make this line available at Target because I wanted to make it accessible,” ​says Monique in her Q&A.

 ​She explains further, noting that “not only do Target’s guests appreciate these types of products, but our message about selfcare was really suited for the people that I know who shop at Target.”

Clean beauty trend

Target is keeping pace with current consumer expectations and industry trends by carrying natural and indie beauty brands.

Personal care and cosmetics made with fewer ingredients, fewer synthesized chemicals, and without ingredients of concern are available at every level now, from mass to prestige on up to luxury. And the retail landscape is adapting and innovating accordingly.

Just this month Credo opened its second location​, a store in Manhattan’s Nolita neighborhood. That company’s flagship location is across the country in San Francisco, California​. And with a former Sephora executive at the helm and a clear plan to succeed in the organic and clean beauty sector, Credo is expected to be real competition for large and small rivals alike.  

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