As the Gen Z’ers might say, Target has gotten a bit of a glow-up and it seems to be paying off.
In August, the company reported that sales grew about 3% in its last fiscal quarter. Shares also closed about 11% higher, following the profit jump. The report came after a period of flatter sales for the company and cracked Wall Street’s revenue expectations.
According to the brand, purchases of discretionary items were largely to thank for the growth — items considered to be “wants” rather than “needs.”
The 122-year-old store has historically positioned itself as a family-friendly one-stop shop in the American retail landscape; known best for its red and white bullseye and carefully curated floors stocked with household essentials, appliances, and school supplies.
However, Target’s recent growth could have more to do with its embrace of affordable, trend-forward merchandise and younger shoppers’ consumption habits.
The big-box retailer has been flirting with newer sexual health, wellness, and skincare categories — and social media and Gen Z have been at the center of this evolution.
For twenty-somethings, Target is no longer a place to buy what you need, but also where you can tick off your wish list. That is everything from designer fragrance dupes to moisturizers, pimple patches, athleisure clothing, vegan chocolate, and yes, even sex toys and other pleasure products.
Consumer trends indicate that about 86% of Americans aged between 25 and 29 years old own at least one sex toy.
Target has been paying attention to those trends. Over the last three years, the retailer has launched hundreds of new sexual health and period care brands including Bloomi, Cake, Cheeky Bonsai, and Dame.
In 2022, the store was pulled into controversy after Rep. Marjorie Taylor Green was quoted at a young Republican convention stating that “you can pick up a butt plug or a dildo at Target and CVS nowadays.”
The sudden fascination around sex toy sales may seem new, but many retailers have been selling them for years. However, people could be noticing the changes in marketing around these personal “discretionary” products; they’re brighter, flashier, easier to buy online, and now placed front and center on the shelves in stores.
Sales of personal care items don’t stop at sex toys. Target has also leaned into more skincare, beauty, and wellness brands that are favored by Gen Z and millennials.
In January, the store added popular supplement and hydration products from Bloom, Hum, and Liquid I.V., as well as celeb-led beauty and wellness brands like Gwyneth Paltrow’s good.clean.goop products, Kourtney Kardashian Barker’s, viral Lemme gummies, and Ashley Tidsale’s beauty line, Being Frenshe.
Many younger shoppers have started noticing these changes and liked what they see.
Type “Target haul” into TikTok and you’ll quickly find millions of videos of influencers displaying their favorite finds and “self-care” splurges.
“Do not go to Target right now, if you’re not prepared to want literally everything you see. I’ve never seen Target have so much freaking cute stuff,” creator Korey Gregg shared back in April as she held two heavy plastic bags filled with clothing.
“I can usually browse and leave, but today that didn’t happen,” she stated.
Another influencer, Alyssa Lauren, went viral after posting an eleven-second clip of her Target purchases alongside the caption, “had a bad day today but I bought some things at Target to make me feel better.”
The content of that receipt: tropical fruit gushers, kettle-cooked chips, Secret deodorant, a plusOne rechargeable vibrator, and Astroglide Premium silicone lubricant.
From Gen Z’s perspective, Target is essentially the mecca for treating culture and self-care splurging. Essentials will always be essential, but the newer ‘cheap, chic’ merchandise seems to be moving the needle and Target has taken note.
Below, find Target’s latest best-sellers across the beauty, skincare, wellness, and adult toy categories
Kourtney Kardashian’s new Lemme line has taken off in every direction – including down there. These Lemme Purr gummies are formulated to support vaginal health, pH levels, and healthy odor. They’re formulated with 1 Billion CFUs, plus antioxidant Vitamin C and real pineapple in every serving.
Looking for a new way to clean your face? Olay’s cleansing melts are among the easiest options for a complete, three-in-one cleanse. The pads dissolve into a rich, creamy creamy microbubble lather that cleans, tones, and refreshes for a deeper do-it-yourself clean.
Gwyneth Paltrow’s clean beauty and wellness line was built around world-class research, and the diverse array of beauty products is top-of-the-line. Goop takes a more natural approach to skincare, and this “Daily Juice Cleaner” is proof. It’s infused with fruit enzymes — making it “like a green juice for your face.”
Target’s been no stranger to the sex toy category, but there’s been a recent push to onboard even more pleasure brands and offer a wider selection to spice things up. At just under $30, the Plus One vibrating ring has become a fast best-seller — perhaps due to its 10 vibration settings, two hours of run time, and lofty promises to enhance size.
Clinique’s Moisture Surge Hydrator is a best-seller in the beauty category and a popular step on TikTok #getreadywithme videos. It’s said to penetrate deep into the skin’s surface and last for over 100 hours, even after washing your face, leaving a healthy-looking glow that lasts days.
Gen Z can get pretty snuffy when it comes to their skincare, and Eminence is one of the brands that has earned their stamp of approval. The Strawberry Rhubarb Hyaluronic Serum is a rising star in their line of products, combining plant-derived hyaluronic acid and salicylic acid to plump saggs and boost radiance.
There’s no doubt about it. Gen Z loves their green juice and Bloom has cornered the market with their superfood-rich green powder. The fibrous formula has flooded TikTok, with millions of young people integrating their daily dose into their everyday routines. Target also carried the newly, launched Bloom energy drinks.
Bloomi’s been front and center in the sex toy business, and it’s been a huge year for them in the retail sphere. The brand launched its entire collection of lubricants, vibrators, and body oils at Target back in March, and the compact, curvy “versatile” Mini Play has remained a top seller in the intimates section.
Pimple patches have been swimming all over social media, beloved by celebrities like Alex and Ashtin Earle, Hailey Bieber, and Millie Bobby Brown. The Mighty Patch is said to work wonders overnight by absorbing pimple gunk and protecting the skin barrier.
The wildly versatile and surprisingly stylish Bala Bangles became a quick hit after the brand made an appearance on Shark Tank. They’re suitable for use on wrists or ankles and available in a sea of colorways, making them an easy addition to any #hotgirlwalk.
Collagen has come to Target, too. It might seem like every twenty-something has gotten their hands on Jennifer Aniston’s beloved Vital Proteins collagen powder. Celebs have sworn the unflavored, grass-fed peptides are a secret weapon for strengthening nails, growing longer hair, and supporting the body’s connective tissues.
Skincare junkies love their Saltair. The brand launched their TikTok viral serum body washes at Target not too long ago, and customers seem to love the range of luxury scents sitting at a much more accessible price point.
Need some energy? Perfect for a day of popping in and out of classes or early morning gym sessions, these easy, on-the-go Liquid I.V. supplements have become a fast favorite at Target. The range of sugar-free flavors includes popsicles, rainbow sherbet, and cotton candy.
The younger generation has a major fascination with gut health (especially the hot girls with IBS), which is why it’s not too shocking that Love Wellness’ iconic Bye Bye Bloat collection is one of Target’s gems. The capsules are formulated with digestive enzymes that can aid in normative water retention and digestion.
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