Target is giving Brandless a run for its money with $2 beauty must haves


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Scoring a beauty product for under $20 feels like a total win, but adding a cleanser to your cart for $2? That sounds like any skincare-obsessive’s frugal dream come true. You can go ahead and pinch yourself though: Target, mecca for all things budget-friendly, will soon be competing with Brandless in the just-a-few-bucks beauty market with their new brand, Smartly.

Arriving in stores and online on October 14th of this year, Smartly will offer 70 “everyday items” ranging from paper plates to body lotion—the majority of which will be under $2 (but can go up to $12), according to the press release. Yes, laundry and kitchen staples will be part of the line, but so will the kind of beauty staples you find yourself constantly out of (read: SPF, hand soap, cleansers, razors, face wipes, and more). “The introduction of Smartly to our owned brand portfolio is another example of how we are listening to consumers and bringing them differentiated solutions to make their lives easier. Smartly is affordable, looks great, and most importantly, gets the job done,” says Mark Tritton, executive vice president and CMO the company.

For those living in close quarters, the brand will roll out small multi-packs so that city-dwellers can get in on the buy-in-bulk satisfaction. And even better, the packaging has just a hint of wittiness (for example, the toothbrush containers read: “smile worthy”). So when you inevitably go into a Target-induced trance, hey—at least you’ll have something scintillating to read.

According to the release, new products will keep hitting shelves through early 2019. So, Target, if you’re taking requests, we’d love to see mini-jade rollers, collagen packets, and all-natural deodorants taking part in the marked down fun.

While you’re perusing the superstore, check out Chrissy Teigen’s new $40 dutch ovens and Native deodorant

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