Target selected 10 up-and-coming startups to participate in a retail boot camp aimed at helping them scale their brands to mass retail.


The Target Takeoff Accelerator Program has a single mission: to help build a pipeline of emerging brands that can further differentiate its assortment to customers.

This spring, Target invited 10 up-and-coming beauty startups to its Minneapolis headquarters for the suitably named Target Takeoff, a mini retail boot camp. The startups focused on natural beauty products, multicultural collections, men’s brands, amongst others.

“We are always looking at how we can improve Target’s retail experience to meet the needs of our guests now and into the future. Helping startups that are building new and exciting retail experiences or products mature is one avenue to do that. We also learn a lot from them we can apply to our business,” said Shandra Tollefson, a Target spokesperson.

All the startups participated in week-long workshops with Target and industry mentors aimed at helping them learn how to scale their brands to mass retail, and continued via virtual workshops and mentorship. The program concluded when the startups returned to Target headquarters to refine their pitches and participate in a Demo Event and product showcase.

Approximately 70 business mentors shared their expertise during the program, including more than 20 Target executives.

The brands that participated in Target Takeoff 2018 included Adwoa Beauty, Amareta, Eu’Genia Shea, Girl+Hair, Heritage 1933, HUE for Every Man, Oars + Alps, ROSEN Skincare, Sienna Naturals and YUNI Beauty.

“We know our guests love to stay up to speed with the latest beauty trends and products,” said Shandra. “Increasingly we’re seeing a lot of interest in smaller niche brands based on natural and multi-cultural products. That’s why we’re connecting with startups to bring fresh thinking to our approach and get exposure to smaller, niche brands.”

HUE for Every Man won the opportunity to be piloted in select Target stores and on Target.com beginning this summer.

“As we continue to expand and evolve our men’s grooming assortment and bring in more niche, specialty brands, HUE is a nice fit within the portfolio. HUE also gives us a change to offer products to a relatively under-served, but significant, men’s multicultural demographic.”

Target Takeoff was launched in 2017, with the inaugural program focusing on better-for-you brands in food and personal care. In 2018, the program focused on emerging beauty brands.

Target continues to partner with companies from last year’s cohort, including FATCO, a natural skin care line, and PiperWai, natural deodorant products.