February
Magic Molecule
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Hypochlorous acid brand Magic Molecule has launched in all Whole Foods doors nationwide. The brand, which also sells at Target, Amazon and Ulta Beauty, is known for its daily antimicrobial skin spray, priced $22.99 at Whole Foods for the 8-oz. bottle.
Purcell
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Ulta Beauty has added Purcell, best known for its buzzy $33 colostrum-infused facial mist, to its growing assortment of K-beauty brands.
MCoBeauty
Australian dupe brand MCoBeauty has entered Canada with a Walmart rollout. The brand, which ranks number-one in color cosmetics in Australia and has been growing fast in the U.S. where it sells at Target, is known for dupes of popular products by Sol de Janeiro, Charlotte Tilbury and more.
Luna Bronze
Australian self-tan brand Luna Bronze is launching into all Ulta doors in February. The brand’s product includes self-tanning milks, jellies, serums and moisturizers, priced from $29 to $60.
Ethique
Ethique has brought 14 of its solid hair care products to 952 Target doors. The brand, owned by Amika parent Bansk Group, made its first retail foray in 2025 at Ulta after gaining status as an Amazon bestseller.
Cliganic
Cliganic, a skin and hair brand known for its single-ingredient products and essential oils, had launched into more than 800 CVS Pharmacy doors. The brand also sells at Erewhon, Walmart, Grove Collaborative and on Amazon.
January
NatureLab Tokyo
J-beauty brand NatureLab Tokyo is rolling out online and in-store at Target. The hair care brand, best known for its scalp care, also sells at Ulta Beauty, Amazon and Bloomingdale’s.
GoPure
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TikTok Shop-viral GoPure is launching in more than 1,800 Target stores. The brand is best known for its skin-firming offerings, with heroes including its Tighten & Lift Neck Cream and Sculpt & Tone Arm Cream, both priced at $40.
NakedBeauty MD
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Dr. Catherine Chang’s NakedBeauty MD has launched online at Nordstrom. The peptide-powered brand is best known for its hydrogel face masks and and growth factor eye treatment, among other offerings.
Malibu C
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Malibu C is launching its hair care products online and in-store at Target beginning Feb. 1. The brand, launched in 1985, offers need-based care collections, including those geared toward hard water exposure and more.
Tubby Todd
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Amazon-loved baby skin care brand Tubby Todd has entered Target in more than 1,100 stores. Bestsellers include its All Over Ointment Eczema Treatment; Hair + Body Wash and Everyday Lotion, priced between $17 and $36.
Stripes
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Stripes, the menopause-focused beauty brand launched by Naomi Watts, has entered Ulta Beauty online and in select stores. Top brand sellers include the Vag of Honor hydrating gel and Oh My Glide lubricant, $50 and $45, respectively.
