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The retailer is boosting its wellness offerings across stores and online, adding new brands, in-store events and more budget-friendly options.
WASHINGTON — Target is making wellness a bigger part of its business this year, announcing a major expansion that will bring thousands of new health, beauty and lifestyle products to stores and online.
The retailer said it is increasing its wellness assortment by 30% in 2026, adding new items across food and beverages, beauty, supplements, baby care, apparel and more. Many of the new products will be priced under $10.
The rollout has already begun and will continue in the coming months. Target says about 70% of its customers already buy at least one wellness item per trip, and the company wants to make those options easier to find and more affordable.
“Our goal is to make wellness really accessible — fun, easy, affordable and personalized — so consumers can focus on building routines that help them look and feel their best,” Lisa Roath, Target’s chief merchandising officer of food, essentials and beauty said.
New products hitting store shelves
Among the thousands of new additions are protein snacks and powders, functional drinks, supplements, skin care brands, baby and family wellness products and new activewear collections.
Shoppers will see brands like ButcherBox, Cymbiotika, Arrae, Prequel, La Roche-Posay, Tubby Todd and Blogilates, along with exclusive products and in-store launches.
Target is also adding non-alcoholic cocktails, mushroom coffee, probiotic yogurt, infant formula and new beauty and self-care lines, including popular products backed by dermatologists and social media creators.
Wellness events hosted in-stores nationwide
To highlight the expansion, Target is hosting its first-ever in-store wellness events nationwide Jan. 10 and Jan. 17, with product samples and giveaways. The retailer has also refreshed its Wellness Hub on Target.com and in the Target app to help shoppers browse by goals like immunity, gut health, protein or fitness.
Target is also in the middle of its Wellness Week, now through Jan. 10, where customers can find even more deals on wellness items.
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