The secret is out. After attracting a cult-like following,eco-friendly cosmetics and skincare brand Beautycounter has partnered with retailer Target on a collection that will available to the masses.
The Beautycounter for Target collection will debut in most of the retail chain's stores and online beginning the week of Sept. 12, with prices ranging from $12 to $39, available in exclusive sizes and sets.
The collaboration also introduces an entirely new nourishing oil that will only be available at Target ($30).
Some products featured in the limited-edition line include fan-favorites such as the Rosewater mist ($24)—a refreshing, hydration remedy for your face—and the brand's Purifying Charcoal Mask, a popular spa-like exfoliating treatment ($30).
For those who are new to Beautycounter, its mission issimple: "To get safer products into the hands of everyone."
The company has a rigorous screening process for the ingredients in its production, avoiding more than1,500 questionable or unhealthy chemicals that are banned on its publicly posted "Never List."
According to the brand, lax regulations by the Food and Drug Administration—the agency that oversees cosmetics in the United States—has allowed for some beauty companies to use ingredients in products that could be considered harmful to the body.
Beautycounter's commitment to safe ingredients (and its transparency) has won the brand a loyal audience in people seeking high quality beauty products at a low cost. Currently, the brand's products are available through its team of beauty consultants, online or at pop-up shops and select retailers.
