Target Expands 'Clean' Icon to Beauty Aisle

Starting this week, Target shoppers will notice a bright green icon on beauty and personal care products throughout each location's aisles.

The Minneapolis-based retailer says that its new Target Clean logo will mark nearly 4,000 products that are biodegradable and free of dyes, parabens, GMOs and other harsh ingredients. Some of the name brands that will feature the Target Clean logo are Harry’s, Pacifica, Red Earth, S.W. Basics, Smartly, Up & Up, Versed and Yuni, as well as some private flagship Target label products. 

Target says the campaign makes it easy for discerning shoppers to find products. 

“We introduced the Target Clean symbol earlier this year in household essentials and baby, and we’ve had many guests tell us that it’s made their shopping trips easier. That’s why we are excited to introduce the Target Clean icon to the beauty department,” Christina Hennington, SVP and general merchandise manager, said in a release. “Now guests can easily shop for skin care, hair care, cosmetics, oral care items and more that are formulated without a group of commonly unwanted chemicals they may not want included in their daily beauty routines.”

Target has also revamped its food and beverage strategy, naming Stephanie Lundquist to head that division, while also announcing new efforts to drastically reduce emissions across its supply chain in the next few years.