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A Brooklyn skin-care darling debuts at Target

(Photo: S.W. Basics)
S.W. Basics
(Photo: S.W. Basics)

On Monday, you definitely would have used the word “indie” to describe S.W. Basics of Brooklyn. Today, maybe not.

The cool, Brooklyn-based skin-care brand known for its pure-and-simple formulations and apothecary packaging has officially been picked up by Target, with its products available on as of yesterday and on shelves in 337 stores around the country starting in March 2015.

“It’s just really nice for a major retailer to say ‘We do think people are looking for this,'” says founder Adina Grigore, a passionate advocate for the use of natural ingredients for both better skin and health.

S.W. Basics
Founder Adina Grigore (Photo: S.W. Basics)

While Grigore was mixing up her three- and five-ingredient products by hand in a Brooklyn warehouse not that long ago, she’s now scaling up production to supply the mega-chain, which will stock S.W. Basics’ cleanser, toner, cream (moisturizer), makeup remover, exfoliant, body scrub, and lip balm flights.

Another bonus to going big? It’s allowed the brand to bring the prices of its cleanser, toner, and exfoliant down a few dollars, making the products more wallet-friendly and accessible. “The masses deserve as much natural as possible. Everyone should be able to get it,” Grigore says.

With Target already stocking more natural (and affordable) brands than the average big-box store, such as Nourish Organics and Yes To, it seems like they’re inclined to agree—and to help make that happen. —Lisa Elaine Held

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