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03/24/2021

Beauty Bakerie Debuts 'Bite Size' Line at Target

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Target is carrying a new "Bite Size" line from cosmetics brand Beauty Bakerie as the mass merchant works to expand its beauty assortment.

Bite Size by Beauty Bakerie rolled out to Target stores and target.com on Jan. 17, encompassing 30-some items such as "Pinch of Flour" setting powder in a variety of shades, a makeup sponge, an "EyesCream Paint Job" brush set, and eyeshadow palettes. The collection ranges from $4 to $14 in price with the exception of the brush set, which is priced at $29. The products are currently exclusive to the retailer, but could expand to other retailers in the future, a brand representative told the Path to Purchase Institute in a February email. 

In stores, in-line displays spotlight the brand, positioning it as "complete indulgence" and "vegan-friendly." Shelf strips plug the line's shades and colors and depict the retailer's "Target Clean" icon. Google search ads also support. 

Beauty Bakerie's Bite Size SKUs at Target are more affordable than the brand's — albeit larger-sized — counterparts on direct-to-consumer site beautybakerie.com and retailers such as Ulta Beauty. A 0.5-ounce jar of Beauty Bakerie "Flour" setting powder is $24 via the brand's DTC site, for example, while the brand's 0.25-ounce Bite Size Pinch of Flour setting powder is $12 at Target. 

"Bite Size by Beauty Bakerie was created in an effort to continue down the path of inclusion across as many verticals as possible, including socioeconomic status," said Cashmere Nicole, chief executive officer and founder of Beauty Bakerie, in a media release. "The Bite Size line will give those shopping a lower price point, exposure to, and experience of the brand."

Founded in 2011, Beauty Bakerie is a Black- and woman-owned company. In 2017, the company garnered a $3 million seed investment led by Unilever Ventures, the venture capital and private equity arm of the CPG giant. 

Target has been working to revamp its beauty department, most notably through its: 

  • store remodels, 
  • steady stream of partnerships with DTC brands, most recently Function of Beauty,
  • and partnership with Ulta Beauty to create Ulta-branded makeup and personal care shops inside hundreds of Target stores nationwide. 

Some of the most eye-catching displays at Target are in the mass merchant's beauty department. Most recently, Revolution Beauty London is enjoying secondary merchandising space at select Target stores via endcap displays outfitted with a blinking, larger-than-life eyeshadow palette. (See video below.)

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