The 7 Best Makeup Brands at Target in 2024

Well People

Target sells the 2008 makeup artist, wellness expert, and cosmetic dermatologist-founded brand with minimalist packaging and calming, luxury, rich, creamy eye, lip, and face colours.


Started in 2014 with a bold assortment of eye-catching colours for eyes, lips, and cheeks, most under $10. May have too much shimmer for some.

The Lip Bar

Launched in 2012 with liquid matte lipsticks hailed by Michelle Obama, expanded to tints, concealers, and powders.


The Sweet Relief Overnight Face Barrier Balm and Gentle Retinol Serum are affordable and suitable for all skin types, yet they often sell out.

e.l.f. Cosmetics

Established in 2004, known for excellent, affordable, vegan, cruelty-free products including the Power Grip Primer. Slightly limited hue range.

Jason Wu Beauty

Luxury formulas, cruelty-free, and cheap, but limited colour range; designed by designer Jason Wu and cosmetics professional Toni Ko; offers fashion-forward hues for eyes, lips, and face.

Pixi Beauty

Moisturising solutions with buildable pigments and skin-beneficial ingredients like fruit extracts and vitamins were devised by makeup artist Petra Stand over two decades ago.