The Best Beauty Products at the New Target Beauty Studio
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There’s been a lot of chatter about Target’s Beauty Studio—which officially opened nation-wide September 10—in the beauty community. I’ve been closely following the launch, getting updates from the brands themselves, as well as Target. How would Beauty Studio be different from Ulta? From the regular beauty aisles? What should we expect? After a few trips to various Beauty Studio locations, I can confirm that you will not be disappointed.
It is different from the in-Target Ulta section, however. There are fewer big name brands, but to me, this is a good thing. As someone who lives near Sephora and Ulta (and has the U.S. beauty marketplace available to me a few scrolls and clicks away, let’s be real) I don’t think we need another Sephora or Ulta. What we need is a better curated beauty experience that actually introduces us to new brands and products. And that’s what I think Beauty Studio does best and how it differentiates itself in a crowded marketplace.
At Beauty Studio, you’ll see a lot of Korean and Japanese beauty, as well as other indie brands that I’ve personally loved for awhile. There are some bigger brands (Joico, Sol de Jainero, even D&G perfume), but for the most part, it’s a surprise-and-delight situation across every beauty category (makeup, skin, hair, and nails).
If you’re wondering which brands are worth shopping, keep scrolling. Click here or go to a Beauty Studio IRL! You can’t go wrong either way.
1. Joico
Joico is one of the few U.S.-based hair brands at Beauty Studio: Their formulations are mainly rooted (pun not intended) in keratin-smoothing technologies and a patented liposome follicle delivery system. For Joico, great hair is healthy hair, so all of their products focus on repair. If you have color-treated hair, or you use styling tools, Joico is an amazing brand to add to your hair care routine.
Pricing: $10-$30
2. Sarelly
Founded by Anna Sarelly and Rémi Martini, this Mexico City-based beauty brand specializes in clean, vegan makeup that, despite being made with better-for-you-and-the-earth products, are highly pigmented and fun.
Pricing: $16-$24
3. Tsubaki
Tsubaki is a Japanese hair care line developed by Japanese beauty brand Shiseido. All of its products are formulated with high quality camellia oil and infused with royal jelly and soy protein, so its entire line is focused on nourishing and repairing strands.
Pricing: $17-$20
4. Loving Tan
This Australian-based self-tanning brand offers a professional-level UV-less tanning solution that doesn’t require a cosmetology degree to use it. The tanning formulas designed to give you quick, natural color, and it’s easy to use even for newbies.
Pricing: $25-$45
5. VT Cosmetics
Founded in 2011 in South Korea, VT Cosmetics uses derm-grade technology in their OTC products. Their claim to fame is their “microneedling in a bottle” Cica Reedle tech—which is patented—that use micro spicules to penetrate the skin’s barrier and encourage better skincare absorption. VT Cosmetics also infuses their products with PDRN.
Pricing: $5-$40
6. Mixsoon
Another South Korean-based skincare brand, Mixsoon’s thing is glass skin and making their ingredient list as simple and minimalist as possible. The formulations are often dependent on fermented extracts and centella, both of which are calming and barrier-boosting.
Pricing: $5-$25
7. Sungboon Editor
A beloved South Korean brand, Sungboon Editor is known for its anti-aging formulas that are targeted and highly effective, while remaining sensitive skin-safe.
Pricing: $12-$32
8. MilkTouch
Another South Korean brand, MilkTouch has both skincare and makeup, the latter of which is skincare-facing. The name “MilkTouch” comes from the “milk skin” aesthetic, which is another way to say “ultra, ultra dewy.” They’re most well-known for their cushion foundation (so big right now!), which combines skin-loving ingredients and beautiful pigmentation so that you can easily achieve your perfect shade.
Prices: $10-$25
9. Boy Smells
Boy Smells, which was literally cooked up in Matthew Herman and David Klein’s kitchen, started off as a candle company that focused on “genderful” fragrances (versus “gender-less”) that are truly unisex and celebrate both traditional feminine and masculine scents. The brand has evolved over the last couple years, launching perfumes and packaging that are more femme-leaning. Early adopters certainly have thoughts, and as someone who loved the original Boy Smells, I actually also love Boy Smells 2.0.
Prices: $24-$38
10. Glamazon
Founded by celeb makeup artist and model Kim Baker, Glamazon focuses on an inclusive shade range and has a core philosophy of simplifying one’s makeup routine. Shoppers are left with a wide range of shades and formulas that are breathable and actually skin-friendly.
Prices: $11-$30
11. Manucurist
Manucurist is a French-born nail care brand that solves the problem of discolored, damaged nails. Its genius is that it gives you polishes that strengthen and brighten nails that have been damaged over time by harsh polishes. It’s one of the first “skincare-ification” nail care brands that prioritizes the health of nail beds.
Prices: $9-$89
12. Remilia
Remilia, founded in 2017 in LA, brings high-end boutique formulas in at more affordable, Target prices. You get the best of all worlds: sophisticated formulas that are richly vitamin-infused, smell amazing, target every hair concern at great prices. What started off as a single-dose treatment system (via capsules) has transformed into a full line of shampoos, conditioners, masks, and more.
Prices: $18-$48
13. Mixik
This Korean-Los Angeles skincare line is known for its line of skin mists that are designed to replace (yes, replace) the traditional K-beauty 10-step routine. Mixik’s mists contains all the skincare of a toner, serum, and cream, offering up a 5-second, truly minimalist approach to skincare regimens. The line also has lip tints and lip serums.
Prices: $9-$29
14. Rom&nd
This K-beauty makeup brand launched back in 2016, and has some of the best eyeshadow palettes on the market. Rom&nd has a nice combo of super wearable shades, as well as more out-there glitters and bright pigments, so you really get the best of both worlds. The color palettes lean more “romantic,” so think pinks, purple and champagnes.
Prices: $14-$29
