By  on April 17, 2018

Rihanna’s Fenty might have opened the industry’s eyes to the power of inclusive shades, but Target is bringing it to the masses.

Starting today, Target will add eight up-and-coming cosmetics brands created for medium to dark tones — mostly designed by women of color — to its e-commerce site. Plans call to roll those lines out to hundreds of physical stores on May 20. The bold introductions will be front and center on end of aisle displays in beauty with graphics broadcasting the wide hue options

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