Target announced Wednesday that it would add 1,000 new products in its wellness category, both in stores and online. The new push included a portal on its website and celebrity-backed brands such as Gwyneth Paltrow’s Goop, Kourtney Kardashian Barker’s Lemme and Ashley Tisdale’s Being Frenshe.

Target’s wellness push

Many of the products, which encompass beauty, exercise, self-care, supplements and other offerings, appear aimed at price-conscious consumers. The retailer emphasizes lifestyle aspirations and cost, with listings starting at $1.99.

Target is No. 5 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s online retailers by web sales. Goop is No. 157.

Part of Target portfolio now overseen by Rick Gomez

“Wellness has been redefined to encompass a more holistic way of living — and it’s also different for every person,” said Rick Gomez, who was recently named executive vice president and chief food, essentials and beauty officer at Target. “That’s why Target is delivering like no other retailer, offering guests the ultimate destination to support their wellness journey, whether that’s enjoying a non-alcoholic beverage from Sechey or stocking up on Bloom to get their daily greens.”

Gomez’s role expanded from his previous set of duties as chief food and beverage officer.

Target expects “hundreds” of the products included in the curated category to be exclusives for its stores and website. Brand examples cited include Ghia, Good & Gather, Being Frenshe, Blogilates, Seche and All in Motion.

Broad scope of products

Online, the wellness-themed portal shows apparel, meal planning and wearable tech. The portal leverages the wellness theme to promote products outside the core focus and at higher price points. These range from pet food and household cleaning products to Stanley Tumblers and Apple Watches.

Christina Hennington, Target’s chief growth officer, touted the beauty category as a leader for the retailer in its Q3 2023 earnings report.

In its wellness focus, Target is taking an expansive view of beauty as well.

“It is a lot more than just applying skin care. It’s how someone gets their best sleep and what tools they need to help facilitate that,” Target’s senior vice president of beauty and essentials Cassandra Jones told Glossy. “We’re also seeing our ‘nutrition and supplementation’ category continuing to grow.”

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