Target is getting back into the makeup artistry-led brand game.

Glamazon Beauty, founded by longtime model and celebrity makeup artist Kim Baker, is entering the retailer on Aug. 30 online and in 611 doors as part of the retailer’s Target Beauty Studio launch, which will bring an in-house curation of prestige beauty brands to stores for the first time.

The Studio rollout comes one year after Target and Ulta Beauty announced that their Ulta Beauty at Target shops-in-shop would wind down this month, five years after debuting in August 2021.

For Glamazon Beauty, which first launched in 2017 and is best known for its $46 Second to None Foundation Stick, the Target entry marks an inaugural nationwide brick-and-mortar expansion.

“I’m going in [to Target] knowing this is my space; I belong here, I’ve done the work, I have the knowledge, and now I’m here to share that with the world,” said Baker, who began a 20-year modeling career when she was 13 years old and would encounter iconic makeup artists from Way Bandy to Bobbi Brown at a young age.

Baker soon embarked on an artistry career of her own, joining Bobbi Brown Cosmetics at the counter as a national makeup artist early on in the brand’s history, and in the 2000s becoming one of the first makeup artists to work with E.l.f. Cosmetics before working with clients including Toni Braxton and Tom Cruise. When Baker launched Glamazon in 2017, she did so at Ricky’s, the New York beauty supply and costume chain loved by drag queens and fashion people alike, which closed its doors in 2020.

“When Ricky’s closed, I started studying the industry more — I saw that women really loved foundations and [skin] textures,” said Baker, who rebranded the company in 2021 with new packaging and doubled down on complexion as Glamazon’s core category with a Mystical Veil moisturizing primer, Second to None Concealers and Color Correctors, and a Perfect Pressed Setting Powder, priced between $29 and $34.

“Ultimately, what we are is a complexion brand; once we have your skin correct and glowing, then you can find your lip oil, lipstick, brushes — all the things that will help you accentuate what you’ve done to your skin,” said Baker, who also offers the latter products as well as eyeliner, mascara, eye shadow palettes and more.

Industry sources estimate that Glamazon, which has previously sold via home shopping channels including HSN and ShopHQ, could do $7 million in retail sales during its first year at Target.

Glamazon is the first makeup artist-led brand to join Target’s assortment in years, though the retailer has history in the arena. In 1999, makeup artist Sonia Kashuk launched her namesake line exclusively at Target, which went on to acquire the brand in 2015, and in 2008 Target added JK Jemma Kidd, Napoleon Perdis’ NP Set and Pixi by Petra Strand in one swoop, the latter of which still sells in stores.

“There is a true partnership and synergy with Target; I’ve always known I want to be able to talk to the everyday woman, who’s maybe coming in to buy diapers but is looking in the mirror [thinking] ‘I would love to have a new lipstick, or for someone to tell me what my foundation shade is’ — we’re simplifying that for her,” Baker said.

The time is ripe for the move: Expert-led brands are booming across beauty and particularly in cosmetics, with makeup artists Mary Phillips and Hung Vanngo most recently launching offerings of their own at Sephora, joining the likes of Mario Dedivanovic’s Makeup by Mario, Danessa Myricks’ Danessa Myricks Beauty and more.

“I’m passionate about women, and I want to see more women be confident in owning their beauty, being the best versions of themselves, and owning that sh—t, girl. That’s my stance with the brand,” Baker said.