It’s about to get a lot easier to get natural beauty off the shelf. Starting September 12, Target is launching a limited-edition collaboration with Beautycounter, the non-toxic beauty brand currently only sold only via its website and its Avon-like social selling system.
Beautycounter’s mission is to “get safer products into the hands of everyone”—and partnering with Target is a huge step forward. “This limited-time partnership furthers our mission,” says Gregg Renfrew, Beautcounter’s founder and CEO. “We are committed to leading the movement for better beauty product safety by putting safety and performance first.”
The Beautycounter for Target collaboration includes a curated selection of the brand’s most popular skincare and cosmetics products in special sizes and exclusive sets—and all at a moderate price range, between $12–$39. This includes their lemongrass sugar body scrub ($30), a fab lip shine and blush/bronzer duo kit ($30), and their nourishing cream cleanser ($24), to name a few star examples.
Target’s no stranger to carrying actually clean beauty products. Acure, Bare Republic, and Burt’s Bees are among their selection with non-toxic ingredients (and on the wellness front, they’ve also snared collabs with Tracy Anderson and Soul Cycle). “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,” Target’s senior vice president of beauty and essentials, Dawn Block, said in a statement.
Beautycounter is known for carefully vetting ingredients—their “Never List” has over 1,500 that are deemed questionable or harmful. But, despite being such an ingredient stickler, Beautycounter doesn’t sacrifice in their super chic packaging—which proves that safe can still be beautiful.
When you rush into your closest bullseye store, prepare to see Beautycounter fan-favorites like their rosewater mist and purifying charcoal mask. Get ready to fill your own beauty counter.
Want to brush up on your clean beauty knowledge? EWG now has an app for that. And take a peek inside the makeup bag of recent natural beauty convert Lena Dunham.
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