Let’s talk about Target and what it means to our community. For years, Target has held a special place in the hearts of African Americans. It wasn’t just a store; it was an experience. When you stepped into Target, you didn’t just find everyday essentials—you found a space where Black culture was celebrated, where brands that reflected us were given a seat at the table. In 2021, Target made a bold commitment to invest over $2 billion in Black-owned businesses by 2025, with a goal of doubling the number of Black-owned brands it carries. By the spring of 2022, they had already made strides, offering more than 100 Black-owned brands and increasing investments with Black-owned businesses and suppliers by over 50%. Their Diversity, Equity, and Inclusion (DEI) efforts made us feel valued, not just as consumers but as a community. So, when Target announced that they were ending their DEI program, it hit different.
Target’s DEI initiatives were more than just marketing buzzwords. They gave Black-owned businesses the platform they deserved, shining a light on entrepreneurs like Tabitha Brown, and offering products from brands like BLK & Bold, McBride Sisters, and more. For many of us, those products felt like a celebration of our culture and our contributions, and the decision to end the DEI program feels like a step backward.
But here’s the thing—while it’s tempting to be upset and even boycott, we have to consider the bigger picture. Boycotting could hurt the Black-owned brands that fought hard to make it to Target’s shelves. These businesses worked tirelessly to earn their spot, and they stand to lose the most if we stop showing up.
Instead of abandoning Target altogether, let’s rethink how we show up. Let’s make those Target runs purposeful. Instead of walking in just for a quick trip, let’s show up for the brands that represent us, that celebrate us, and that we know have worked hard to get where they are. I’ve got a list of Black-owned and founded brands available at Target—let’s keep showing up for them, even when the big guys miss the mark.
Black-Owned and Founded Brands to Support at Target
Beauty and Personal Care
- The Lip Bar
- About: A vegan and cruelty-free beauty brand that celebrates inclusivity and creates makeup for every shade.
- Products: Lipsticks, foundations, blushes, and mascaras.
- Website: thelipbar.com
- Camille Rose
- About: A luxury hair care line designed for textured and curly hair, made with natural ingredients.
- Products: Stylers, deep conditioners, and scalp treatments.
- Website: camillerose.com
- Mielle Organics
- About: Focused on natural, hair-health-promoting products, Mielle Organics has become a go-to for many in the natural hair community.
- Products: Rosemary Mint Oil, conditioners, and styling gels.
- Website: mielleorganics.com
- Pattern Beauty
- About: Tracee Ellis Ross’ hair care line made for curly, coily, and tightly textured hair.
- Products: Hydrating shampoos, deep conditioners, and styling products.
- Website: patternbeauty.com
- Fenty Beauty
- About: Rihanna’s iconic beauty brand that revolutionized the industry with its wide range of shades for all skin tones.
- Products: Foundations, highlighters, lipsticks, and blushes.
- Website: fentybeauty.com
- Bevel
- About: A premium grooming brand designed for men with coarse or curly hair, known for its high-quality razors and shaving products.
- Products: Bevel razor, shave butter, and exfoliating pads.
- Website: bevel.com
Food and Beverage
- BLK & Bold
- About: A coffee and tea brand that donates 5% of profits to initiatives supporting youth in underserved communities.
- Products: Whole bean and ground coffee, as well as loose-leaf teas.
- Website: blkandbold.com
- Partake Foods
- About: Allergy-friendly cookies and baking mixes that are gluten-free, vegan, and top 9 allergen-free.
- Products: Crunchy cookies, soft-baked cookies, and pancake/waffle mixes.
- Website: partakefoods.com
- McBride Sisters Wine Company
- About: The largest Black-owned wine company in the U.S., offering premium wines from California and New Zealand.
- Products: Red blends, rosé, and sparkling wines.
- Website: mcbridesisters.com
- Me & The Bees Lemonade
- About: Founded by a young Black entrepreneur, this brand offers delicious, all-natural lemonades.
- Products: Flavors like Classic Lemonade, Mint, and Prickly Pear.
- Website: meandthebees.com
- Brooklyn Tea
- About: A brand that celebrates the rich history and culture of Brooklyn, with a focus on high-quality, hand-blended teas.
- Products: Herbal and flavored teas like “The Brooklyn Mint” and “Classic Chai.”
- Website: brooklyntea.com
Baby and Kids
- Big Ups by The Happy Hues Company
- About: Black-owned and mom-founded, Big Ups offers toddler training pants infused with shea butter for added comfort.
- Products: Unisex hypoallergenic training pants with wetness indicators and leak guards.
- Website: happyhues.com
Home and Lifestyle
- Be Rooted
- About: A stationery brand that celebrates women of color with inspiring designs and affirmations.
- Products: Journals, planners, and notebooks.
- Website: berootedco.com
- Fresh Pawz
- About: The first streetwear-inspired brand for pets.
- Products: Stylish collars, leashes, and pet accessories.
- Website: freshpawz.com
Tabitha Brown’s Collection
Tabitha Brown’s collaboration with Target includes:
- Vegan Food Line: Plant-based sausages, spreads, and seasonings.
- Home Decor: Throw pillows, kitchenware, and serving dishes.
- Clothing: Vibrant dresses and loungewear.
Website: Tabitha Brown for Target
While Target’s decision to end its DEI program is a hard pill to swallow, let’s not forget the brands and businesses that thrived because of it. Our support for Black-owned brands has always been about more than just loyalty—it’s about uplifting and investing in our community. So, let’s keep showing up, not for Target, but for the brands that reflect us, that celebrate us, and that we know are worth our support. Let’s turn these setbacks into stepping stones, because when we lift each other up, we all win.