Black Woman-Owned Inclusive Beauty Company TLB Expands Its Footprint in Target Stores Nationwide, Offering Vegan Cosmetics and Skincare for All on One Shelf.
DETROIT, Michigan – February 10th, 2023 – Pioneering vegan cosmetics and skincare brand TLB announces its expansion with long-standing retail partner Target. TLB’s expansion in Target will see the beauty disruptor leap from 3 shelves to 24 - increasing its footprint by 700%. Additionally, for the first time ever, TLB will offer its new TLB Skincare collection, the award-winning Just a Tint 3-in-1 Tinted Skin Conditioner, the Quick Conceal Liquid Caffeine Concealer and the Set The Tone Finishing Powder, alongside existing cosmetics lines. Customers will now be able to purchase everything they need for a show stopping ‘Fast Face’, to ultra-hydrated and nourished skin.
Frustrated with the beauty industry’s lack of diversity, excessive chemicals and high price points, TLB’s CEO and Founder, Melissa Butler began trialing and testing lipsticks in her kitchen, developing her own formulations while working on Wall Street. Butler launched TLB in 2012 as a maximum impact, minimal effort vegan and non-toxic beauty brand. Since its development, TLB has become a pioneer in clean beauty and inclusion, proudly founded and owned by self-made Women of Color.
“TLB is about celebrating, encouraging, and providing effortless solutions to women to bring ease to their routines, without compromise. Every product developed by TLB is thoughtfully designed and developed to give women effective products with safe, gentle formulas.” said TLB Founder and CEO Melissa Butler.
Since the brand’s launch, Butler has been on a mission to change the way people think about beauty, believing that all beauty brands have the capacity to represent all beauty lovers, while creating innovative, clean, and exciting products. Aligned on tapping into their customer needs, and created solution-oriented products for all, TLB launched in select Target stores in 2018. Since its launch in stores, TLB’s matte liquid lipstick Bawse Lady has grown to be the retailer’s #1 red lipstick across all multicultural color cosmetics brands, and TLB has consistently remained the #1 independent, black-owned beauty brand amongst all multicultural color cosmetics.
In September 2022, TLB’s parent company, The Lip Bar Inc. announced that it had raised an oversubscribed $6.7M fundraising round to further grow its house of brands including TLB. The funding positioned TLB for growth in both existing and new retail channels over the next few years. Butler plans to scale and grow her business while continuing to disrupt the beauty industry, challenge societal norms of the past continuously and engage with TLB’s core consumer.