Retail giant Target is gearing up for the April launch of SheaMoisture Cosmetics, cashing in on the natural and organic brand’s current popularity as a leader in the natural masstige beauty market.

With an initial rollout at 200 Target locations, SheaMoisture “A Better Way To Beautiful” Cosmetics will be displayed prominently in its own four-foot planogram adjacent to established brands such as Maybelline and Revlon, with price points ranging from $5.99 to $19.99.

“Our products are at the level of prestige in terms of quality but we wanted them to be accessible financially,” said Christine Keihm, Vice President of Marketing of Sundial Brands, creator of the SheaMoisture Cosmetics brand.  

Items are formulated with strong and vibrant pigments and teh collection includes lipstick crayons, eye shadows, CC creams, mascaras, lip stains, lip exfoliator, toner, eye makeup remover and brushes. “Everything you need,” added Christine.

SheaMoisture skin care and hair care products are sold in 17,000 stores nationwide, including Walmart, Harmon Face Values, Duane Reade and Walgreens. Its entry into color signals how the brand has caught on with consumers as an affordable luxury offering, thanks to their certified organic shea butter-infused products for women, men and children.

“The reason SheaMoisture is catching on is because we are a product-solution brand and we’re addressing the needs of a broad and diverse community with products made with natural and organic ingredients,” said Christine. “The community of consumers is really loyal. We find that once they try [our products] they become brand advocates.”

Christine added that the new cosmetics line for Target will “most definitely” be a permanent fixture at the retailer, hoping to follow in the footsteps of Target’s successful Sonia Kashuk beauty collection.