Target’s New Badges Make It Easy to Find and Support Black-Owned Brands

Morgan Noll
·2 mins read

One of the many positive things that have resulted from the heightened Black Lives Matter movement in recent months is the push for more shoppers to put their money where their mouth is. This means divesting from companies with discriminatory practices and policies and putting more money toward Black-owned brands. Shopping more consciously in this way, however, requires a bit more time and research. To make things more simple for consumers, Target created a badge to identify items from Black-owned brands on its website.

The badge, which is a beige circle with five hearts in different shades of nude, can be found in the "details" section on any item by a Black-owned or Black-founded brand. In this section, products can also be identified as clean, vegan, or cruelty-free. According to a statement to Allure, Target's implementation of the Black-owned badge was a direct response to consumer requests.

"We have carried a number of Black-owned brands for years and continue to listen to guests to ensure we offer a compelling and relevant assortment that supports our guests' needs," the statement reads. "Based on what our guests are searching for, we have started to implement icons online to help our guests find and support Black-owned brands and founders when they shop online."

With this new badge, you can identify a number of great brands to incorporate into your shopping list—and here are just a few examples:

If you're looking for a new matte lipstick to fall in love with, try out this one from Melissa Butler's The Lip Bar. Or, shop products that are great for curly hair by brands like Carol's Daughter, founded by Lisa Price, and Shea Moisture, founded by Nyema Tubman and Richelieu Dennis. When you're stocking up for that special time of the month, shop plant-based menstrual products from Bea Dixon's The Honey Pot. There are also brands made by Black people, for Black people, like Shontay Lundy's Black Girl Sunscreen, which this beauty writer calls "a dream come true for melanated skin." (There's a kids' version of the sunscreen available here.) You can even add a Black-owned brand to your grocery order with this coffee from BLK & Bold, which was founded by Pernell Cezar and Rod Johnson.

To build up the number of Black-owned brands on your radar, check out these lists of Black owned beauty and fashion brands and keep that purse open.