Japanese Haircare Brand &honey Expands Into Target Beauty Studio

The brand is introducing its flagship Deep Moist and Melty Moist Repair collections to the American market. These lines, which rely on a blend of honey and botanical extracts, aim to address dry and color-treated hair through formulas designed for deep hydration. Shoppers can access a range of shampoos, treatments, and hair oils, marking &honey’s effort to increase its visibility among U.S. consumers who prioritize ingredient-focused, high-performance haircare.

Target Beauty Studio serves as a new, specialized destination within the retailer, hosting 90 prestige and global brands. By situating &honey alongside its broader beauty assortment, Target intends to provide a discovery-led experience supported by dedicated beauty advisors and specialty product displays. This move reflects a broader trend of big-box retailers shifting toward elevated, curated beauty environments to compete with traditional prestige retailers.