In case you haven’t noticed, Target has a truly spectacular beauty department. In fact, these days, strolling through the retailer’s sparkling aisles (whether literally, IRL, or figuratively, online) is just as exciting as a trip to Sephora, Violet Grey, or any of our other favorite beauty stores. Brand and product selection has increased exponentially, and while you’ll still find staple drugstore labels like Maybelline, E.l.f. Cosmetics, CoverGirl, etc., there are also plenty of more obscure brands waiting to be discovered and vying for your attention. So, I was given the ultimate challenge: Choose my top 10 beauty brands at Target, and from there, select two choice products from each. The process, in its entirety—and because I’m too thorough for my own good sometimes—took about five hours. 

Obviously, there are about 30 Target-found brands I desperately want to include here (I’m still swallowing some guilt), but if pressed, the 10 highlighted brands below are the ones I could truly use and recommend until the end of time and are less widely known than the drugstore names we’re already so familiar with. (Don’t get me wrong—I still love those classic brands, but I just want to shine the spotlight on some additional deserving brands.)

Keep scrolling! The 10 best beauty brands at Target—according to me, a super-picky beauty editor—are just ahead. 

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