I've only known about this since last night when a little bird told me that Target was going to have a major announcement today about new beauty products available on Target's website and coming soon at select Target! With this announcement coupled with Bliss and several other well-known brands, it seems that Target is trying to give ULTA a run for its money.

Press release:

April 17, 2018
We know guests come to Target’s beauty department for our wide range of products at an incredible price. With over 1,000 brands that meet the unique beauty needs of our guests, there’s something for every skin tone, skincare need and hair type. Whether you’re looking for a new hair care line, signature scent or a K-beauty routine, we’ve got you covered. But, that’s not enough. We want to offer even more.

Starting April 18 on Target.com and May 20 in select stores, we’re introducing eight new cosmetic brands to our growing beauty assortment. Created by a diverse group of women for everyone, these brands will bring more than 150 products to Target designed for medium to dark skin tones. Plus, most of these brands were digital-only, meaning this is the first time they’ll be available at a store near you!

“We know our guests have a wide range of beauty needs and preferences, and we want to make sure Target has the best assortment for all hair types or skin tones,” said Christina Hennington, senior vice president of Beauty and Essentials at Target. “These eight new cosmetic brands will further our range of shade options—from foundation to lip—and are available at incredible prices. We’ll continue to listen to our guests to understand what beauty products they’re looking for at Target, and look forward to seeing their response to these new cosmetic brands.”

Ready for the big reveal? Check out the eight new brands, below!

So what eight lines will be on Target.com and in select Target stores?

Makeup Geek

Violet Voss

Coloured Rain

EveryHue Beauty

The Lip Bar

Haleys

Hue Noir

Reina Rebelde

Personally, I've used Makeup Geek and Violet Voss (years ago). I've heard of Coloured Rain and The Lip Bar but the rest are all brand new lines to me. I'm kind of excited to see these products in stores next month.

On top of it, Target also changed their policy and are now allowed customers to return products - WITH receipt (or debit/credit card) - up to 90 days after purchase. Cosmetics use to be one of the few items they didn't really allow to be returned.

So are you excited to see Makeup Geek, Violet Voss, and these other brands at Target? What do you think? Personally, Target is closer to me than ULTA and I have access to more Targets (five) within 15 minutes from my house versus ULTA (two) or even Sephora (two) that are 30 minutes or more away from me.

Images from Target Style.