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Santa Monica Startup Beautycounter Scores a Target Collaboration

Photo: Let It Be Beautiful

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Back in 2013, we introduced you to Beautycounter, a non-toxic beauty startup based in Santa Monica. Over the course of just three years, founder Gregg Renfrew and her stylish team have won over conscious beauty fans from across the globe, offering effective products with impressive pricing. Now, Beautycounter is ready for its next phase of success: a Target collab.

From September 12th and through November 5th, 1,500 Target stores will carry a limited-edition collection of Beautycounter's greatest hits and exclusives. The 17-piece set of skincare and cosmetics will range from $12 to $39, and products will be sized smaller than the brand's standard merch to keep costs down for the everyday Target shopper.

"We are constantly looking and evaluating the beauty landscape, and Beautycounter was on Target’s radar as an up-and-coming brand," Target's SVP of beauty essentials Dawn Block tells WWD. "We have been talking to them on and off about a collaboration since last spring. It’s an industry-disrupting brand known for cleaner, safer products that are premium in nature, and aligns with what our guests are asking for."

As for what to buy when the collection officially hits stores, Block and Renfew rave over the Face Oil and Cleansing Balm.