Walking into a Target these days is sort of like going on a discovery trip. Seriously, there's a new brand to discover down every aisle! In recent years the bull's-eye has brought several of our favorite start-up brands into the national spotlight, including multicultural hair offerings like Oyin Handmade and luxury-level skin care brands like Skinfix. This Spring, the megachain will be dominating yet another beauty category — natural hair care. Four new brands — Attitude, Renpure, SoCozy, and Soapbox — will arrive on shelves nationwide on March 1 as an extension of Target's hair lineup.
When we say "natural," we mean these brands meet the most stringent organic girl's standards, with no sulfates, parabens, or other chemicals you can't even pronounce (di-metha-what?). We had an exclusive opportunity to try out all the products (and share our reviews with you!). Keep reading to discover the amazing stories behind each of these hair-conscious companies and preview what we think will be your new favorite Target beauty buys.