Clean Beauty at Target

target run

Target Does it again

As much as I try to avoid it, I.LOVE.TARGET. So do those sweet girls of mine. It’s one of our favorite outings, and we always end up finding things for which we weren’t actually looking. Shocking.

I can usually find some healthy snack choices, super cute clothes for the kiddos, home decor, but the one thing I’ve struggled with at Target is their beauty section. Sure, I could find a handful of cleaner items - like some plain Burt’s Bees chapstick, but really there wasn’t more much than that.

I started working on this post a month or so ago, and I was sorely disappointed by the beauty section at each Target I visited. I was ready to write a short article and basically say they have about two brands from which to choose, BUT then….I went to Target several days ago to snag a few photos , and they were setting up an entire “Natural Beauty” aisle featuring some of my very favorite brands! Target does it again.

What is Clean Beauty?

This definition will be different for everyone - sometimes you might just need to grab a tube of lipstick and not worry what’s in it. I have been able to finally switch over ALMOST my entire beauty routine: makeup, perfume, skincare, and I’m working on hair care now. It’s taken me several years to get to this point because I will switch things up when I run out - it doesn’t make financial sense to trash everything at once.

Clean beauty to me is anything lower than a 5 on the Environmental Working Group (EWG) Skin Deep scale. This is just my personal preference, and I try to stick to 1s and 2s on the scale, but sometimes Mama needs some nail polish that’ll last me 2 weeks. My goal is to find products that don’t contain synthetic fragrances, endocrine disruptors or lots of fillers. I found this poster in one of the San Antonio Target stores and almost fell on the floor! Despite their aisles and aisle of mainstream toxic makeup products, they are working hard to offer better choices for their customers and point out the ingredients to avoid. Bra. VO.

target beauty

“Go for the good stuff.”

Three of my favorite brands are Beautycounter, Root Pretty and Cocokind. I trust all of these companies and the care they put into how their products are made. Sometimes, it’s difficult to just be 100% loyal to an online store because well, life. I am now thrilled that I can “go for the good stuff” at Target - like my favorite MyMatcha stick! Disclaimer: the makeup (specifically eyeshadow selections) are lacking, but there’s a ton of “pamper yourself” face and body products now.

physicians formula


Physicians Formula was on one the cleanest eye shadow options I could find at Target. It’s almost out of my range on the EWG scale, but again, it’s up to you what exceptions you want to make - eyeshadow might be something you’re not concerned about.

I read online (and saw on Target’s website) that they carry W3ll People - which should offer liquid makeup - more foundation type items for your base makeup. Physicians Formula would have this type of makeup, too. I pull up the EWG website on my phone to test items - there’s an app, but I have better luck finding items on their website.

Overall, I feel like the actual makeup products were lacking. There weren’t a ton of eyeshadow choices, which is something that would be convenient. I would say W3ll People and Physicians Formula are the best options at Target as of right now for eye makeup.

Skin Care

This is where you can find about a million choices now at Target. Masks, serums, moisturizers, exfoliators - there’s a little bit of everything for your skin. It was actually a bit overwhelming to look at.

One of my top choices is Shea Moisture. They have a hair mask that has done wonders for my dry hair, and I’ve their body lotion for quite some time. They also have larger and individually packaged face masks that are so good. They also have fragrance but list it as an “essential oil” blend, which I’m okay with.

I saw lots of other choices from Acure, Alaffia and Honest Beauty. I think the way to pick a new skin routine would be to buy new as you run out - then it won’t be so overwhelming.

nail polish

Nail Polish

Target has Piggy Paint! This is a non-toxic, water based nail polish for kiddos. It’s one of my favorite gifts to give, and my girls love it. It doesn’t stay on for super long because it doesn’t have any chemicals in it, but that’s why I like it. I’m excited that I’ll be able to pick out a safe and fun birthday gift for friends when we need it.

Ella+Mila is another nail polish brand at Target that is less toxic. They are a seven-free product meaning they have no: Toluene, Dibutyl Phthalate (DBP), Formaldehyde, Formaldehyde Resin, Triphenyl Phosphate (TPHP), Xylene or Camphor. They’re also made in the USA and Vegan.


Vital Proteins has landed at Target! This my favorite choice of collagen. We usually buy the unflavored to sneak into smoothies, but I’ve tried the beauty collagen before, and it’s great, too! It’s just a daily fun flavored drink. These are in the beauty section, so you can grab some collagen and a face mask.


These Olly vitamins were at every Target we visited in the Natural Beauty section. I am officially unimpressed with these and would not buy them. The first ingredient is glucose (SUGAR!) - no thanks.

Miscellaneous Items

There are a handful of miscellaneous items in the Target Natural Beauty section that I would consider buying: Dr. Bronner’s soaps, Thayer’s witch hazel and Pacifica oil rollers.

Dr. Bronner’s is a tried and true brand that cares about how their ingredients are sourced so their customers can have the best of the best. Their soap is organic, fair trade and non-GMO. They recommend using it on everything from your hair to your dishes. I use their hand sanitizer spray and love it!

Thayer’s witch hazel is a great option for a gentle toner for your face that still gets the job done. They have several different scents, but I always buy the unscented since I’m unsure of what kind of “fragrance” they’re using. It is also handy for removing eye makeup.

The Pacifica Aromapower rollers would make a great gift for someone. They are clean enough for me, and their scents seem unique. I wouldn’t buy for me to wear daily, but if I were in a pinch, it would be good.

target run

That’s Progress!

I was so shocked to walk into Target the other day and see a beauty overhaul with the addition of lots of cleaner choices. In the past, I was unable to find much of anything that I was willing to put on my skin. Now, I feel like I can grab gifts or even a few essentials of my own on a #targetrun.

*NOTE: I visited at least 5 different Target stores in San Antonio, and they were all at different stages in the new Natural Beauty section. Some stores had different brands that others did not.