On Jan. 17, Target's grooming aisles will be getting a buzzy new addition: the mega store is launching its first-ever in-house beauty line. The chosen category is nail polish for a label dubbed Defy & Inspire. Though you'll have to wait a few weeks to actually purchase the lacquers, we have an exclusive first look at all 38 colors.
According to a Target press release, the line's name gives a nod to the idea that you can "defy the ordinary" and "inspire others" through your personal style. On-trend colors, like deep wine (perfect for grunge lovers), vibrant aqua (for music festivals), and minimalist nude (paging Kylie Jenner), are Instagram-ready. We predict the offering will be a commodity with the blogger set.
Perhaps what will get millennials most enthused are cheeky names, which all pay homage to pop culture — specially cult series and reality TV. "Final Rose," "Bachelor," and "The Right Reasons" will perfectly accompany a Bachelor binge-watch. While "XOXO" will make you nostalgic for Gossip Girl, "Laguna Beach" and "The Hills" will feed your Lauren Conrad fanaticism. A top coat and base round out the collection.
The 5-free formula was also thoughtfully developed. The long-wear polishes contain patented plasticizers that resist cracking or peeling thanks to the idea of "color flexibility." A dual-polymer technology bonds the shade to the nail and fuses to the second coat. To get the gorgeous hues, Target sources unique raw materials (like pearls and highly concentrated pigments) from all over the globe. The result is a wear-resistant, high-gloss finish that rivals its luxe counterparts but only costs $7 a bottle. Fingers crossed this is just the beginning Target's beauty venture!