Winky Lux is expanding its retail footprint with a new distribution deal at Target where the brand will debut at in nearly all doors and online on Sunday, March 1 with more than 68 SKUs across product range. The brand will be merchandised within the retailer in a whimsical fashion, similar to its stand-alone experiential stores, with endcaps featuring neon signs and an oversized display of its iconic Flower Balm.

“At Target, we’re always seeking out brands and products that excite and inspire our guests, and we know they love exploring our assortment to find the latest trend or product at an affordable price. With the Winky Lux debut at Target, we’re excited to offer our guests a clean, premium quality and fun cosmetics brand,” said Cassandra Jones, Vice President, General Merchandising Beauty & Cosmetics at Target.

Founded by Natalie Mackey in 2015, Winky Lux was boot-strapped for its first two years before raising $2 million in seed round funding in 2017, followed by a $6 million Series A in 2018. The entry into Target adds to the brand’s brick and mortar distribution, which includes Nordstrom, Sephora (US + UK), Ulta, Macy’s, Bloomingdale’s and a store in New York City and one in Nashville.

“We are proud to be working with Target and being able to bring our brand to the place where our customer shops. The Winky Lux core values of design, quality and accessibility are closely aligned with that of Target’s and we couldn’t be more thrilled with our relationship,” said Natalie.