Sailor Smooth Sailing Resurfacing Mask

Organic Indie beauty brand Captain Blankenship is introducing a lower-priced little sister brand exclusively at Target.

Sailor by Captain Blankenship is this month rolling out to 1,668 Target doors — that’s almost all of the retailer’s 1,834 store total — and The line consists of five skin and hair products that are unisex and formulated with plant-based ingredients. Prices range from $14.99 to $19.99.

Captain Blankenship — which is based in New York’s Hudson River Valley and is in about 250 U.S. doors at retailers like Credo, Follain, and Anthropologie — is perhaps best known for its signature Mermaid hair franchise, including a sea salt spray, hair oil, dry shampoo and a gold-flecked shine spray that gives hair an Instagrammable glimmer effect. All of Captain Blankenship’s products are formulated with wild-harvested, organic plant oils, flowers, seaweeds, sea salt and organic essential oils, and without synthetic preservatives, parabens, sulfates and non-natural fragrances. That kind of specific formulation can come at a price — Captain Blankenship’s products run up to $38, higher than the average beauty item at Target.

The retailer approached founder Jana Blankenship about creating an exclusive, lower-priced line based off her Captain Blankenship formulations. A visit to Target headquarters last year proved to Blankenship that the retailer is serious about getting behind Indie lines and natural beauty. “We’re excited to see that Target is expanding its green beauty offering — it’s a way to reach a different audience, and for us it’s important to get green beauty in everyone’s hands.”

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Target is indeed ramping up its natural beauty presence. WWD reported last year the retailer added several new natural brands, including The Seaweed Bath Co., W3ll People, S.W. Basics, Fig + Yarrow and Nourish Organic. Later this month, Meow Meow Tweet will enter 440 stores and with its four best-selling stockeeping units, including its signature aluminum-free deodorant sticks and baking soda-free deodorant cream.

The inspiration for Sailor came from Blankenship’s trip to the Greek islands last summer. Said Blankenship of her tight sku assortment: “You’re traveling and you’re on a boat — what are the things you need? What are your essentials?”.

Included in the Sailor lineup is the Sea Splash Cleanser with grapefruit and sea kelp, Sea Mist Refreshing Toner with basil and witch hazel, Sea Salt Refresh Spray with lemongrass and rosemary and Smooth Sailing Gentle Resurfacing Mask with aloe and pineapple and Deep Blue Face Moisturizer with bergamot and blue chamomile. Blankenship is planning to add more hair and body products to the assortment later this year.

Since founding her line in 2009, Blankenship has observed consumer demand for natural products hit critical mass.

“People are realizing that what you absorb in skin has an impact on your health — we’re excited to be on shelves near conventional products and create product that is accessible to the wider public. It’s not just Target and it’s not just a trend — people’s awareness is changing and they’re learning to read labels on beauty products like they would a loaf of bread.”