Target has launched Target Zero, a new initiative that looks to respond to growing shopper interest in products that help reduce waste.

Appearing now in stores and online are Target Zero icons that signal products and packaging across Target’s assortment designed to be refillable, reusable, or compostable, made from recycled content, or made from materials that reduce the use of plastic.  The beauty, personal care, and household categories will be the first to implement Target Zero, followed by additional product categories.

Beauty brands being spotlighted for Target Zero include Burt’s Bees, Almay, PYT, Dove, Function of Beauty, and Pacifica.

“We can’t wait to introduce our guests to Target Zero because we recognize their growing calls to find products that fit within their lifestyle, designed with sustainability in mind,” said Jill Sando, Executive Vice President and Chief Merchandising Officer, Target. “Our aim with Target Zero is to keep delivering on their needs through our ever-evolving product assortment, as well as to give brands investing in reduced waste products and packaging an opportunity to have those products highlighted by Target.”

Target Zero also marks one of the first initiatives where Target is engaging brand partners in its overall corporate sustainability effort, Target Forward. Up until now, Target has worked with existing national brand partners and owned brands to identify products that meet specific requirements to be a part of the program’s first cohort.