“I stopped by Target to buy one thing and ended up in there for three hours,” or so the age-old tale goes. We’ve fooled ourselves one too many times thinking we’d only pick up some household essentials like bath towels and laundry detergent, only to end up browsing the vast beauty aisles minutes later. Lest you need a reminder, Target is a treasure trove of affordable, emerging, and innovative brands that include a growing number of Black-owned brands we cherish, runway-inspired makeup, and customizable hair care. Plus, the addition of mini Ulta Beauty stores all but guarantees extended shopping sessions—online or IRL.

Luckily for you, we’ve put together a curated list of 2022’s best and brightest beauty finds — across skin-care, hair-care, and makeup categories — that have earned the coveted Allure Best of Beauty seal. And get this: Most products don’t exceed $20. Yeah, we hope you love a steal as much as we do. If so, start shopping our favorites, including editor-beloved brands like Black Girl Sunscreen, Melē, Olay, and so many more. Feel free to do a little celebratory dance while you wait for your packages to arrive.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

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