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Target Expands Wellness Assortment


Target has rolled out more than 1,000 new wellness-related products, including apparel, supplements, skincare, beverages, consumer tech and hundreds of exclusives from emerging and celebrity-founded brands. 

Some of the new products are priced as low as $1.99 as Target looks to “support guests on their wellness journey without stretching their budgets,” according to a media release. 

In-Store Merchandising

Shoppers will see a curated assortment of wellness-related products near the entrance, including colorful fitness styles from Target’s All in Motion private label that match an exclusive assortment of the popular Stanley Tumblers and Bala Bangles workout accessories. Additionally, prominent displays merchandising other “top” wellness brands are positioned in their respective departments, such as health and beauty.

The retailer also identifies better-for-you brands using its Target Clean symbol in stores and online near products that are formulated without certain chemicals and that meet the retailer's Target Clean standards for ingredient transparency.


Online Destinations

In December, the retailer launched an online “Health & Wellbeing” hub within, listing a slew of products, deals and wellness ideas. It also launched a similar hub for food and beverages dubbed “Dietary Lifestyles,” highlighting better-for-you products, meal inspiration, recipes and deals. 

Some of the brands (both new-to-Target and existing) that make up the retailer’s bulked up assortment online and in stores include: 

  • Target Exclusives: Non-alcoholic beverage brands Ghia and Sechey (both new), Good & Gather grocery private label, Ashley Tisdale’s beauty and personal care brand Being Frenshe and Blogilates fitness brand, among others.
  • Supplements and hydration: Bloom nutrition, Hum gummy supplements (new), Liquid IV, vitamins and probiotics from O Positiv (new) and protein from Podium (new).
  • Celeb-founded brands: good.clean.goop, a new line of beauty and wellness essentials from Goop founder Gwyneth Paltrow; Lemme, Kourtney Kardashian Barker's line of vitamins and supplements; and Being Frenshe, a line of personal care products from founder Ashley Tisdale.
  • Staples from national brands: Tree Hut, CeraVe, Native and Lume for skin care, hair care and personal care.

"Wellness has been redefined to encompass a more holistic way of living — and it's also different for every person," Rick Gomez, executive vice president and chief food, essentials and beauty officer, Target, said in the release. "That's why Target is delivering like no other retailer, offering guests the ultimate destination to support their wellness journey, whether that's enjoying a non-alcoholic beverage from Sechey or stocking up on Bloom to get their daily greens. We're making it fun and easy for our guests to discover new products at a great value, with more than 1,000 new wellness products, starting at just $1.99."

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