Target is kicking off 2026 in its “wellness era,” expanding its health and wellbeing offering by 30% with thousands of new items, most priced under $10, to cement its role as a trend driven, affordable wellness destination. The retailer is pairing this bigger assortment with refreshed in store and digital experiences, from curated hubs to personalized recommendations, to help guests build everyday routines that feel stylish and accessible.
A 30% bigger wellness assortment
Target Corporation is expanding its 2026 wellness assortment by about 30%, adding thousands of new products and more exclusives than ever across food and beverage, baby, beauty, health, apparel, and more. The expanded range leans into high interest wellness trends like protein forward eating, targeted supplements, functional drinks, performance apparel, and family wellness essentials.
Guests will see new and expanded national and niche wellness brands, including ButcherBox’s exclusive retail debut of 100% grass fed beef, plus on the go protein snacks and powders from brands like Misfits, Bloom, FlavCity, and others. In supplements, Target is adding buzzy names such as Cymbiotika, Arrae, The Coconut Cult, and new products from Lemme, Grüns, and Seed, aimed at needs like immunity, gut healt,h and stress support.
Accessible Price and Wellness Week deals
To keep wellness within reach, Target is positioning “thousands” of wellness items under $10, spanning nutrition, self care, beauty, and fitness. This value push is designed to let guests experiment with routines—adding a new supplement, a functional drink, or a skin care step—without committing to premium price tags.
The rollout is anchored by Target Wellness Week, running through January 10, 2026, bringing extra savings on wellness brands across nutrition, fitness, self care, and more, plus personalized deals and freebies for Target Circle 360 members. The event effectively serves as a launch pad for the broader 2026 wellness strategy, encouraging guests to trial new items while resolutions are top of mind.
Trend‑led Beauty and Movement
In beauty and personal care, Target is broadening its skincare and derm-inspired lineup with new products from Prequel and La Roche Posay, along with exclusive in‑store access to GoPure and the debut of Remedy by Dr. Shah. K‑ and J‑Beauty favorites like Haruharu Wonder and NatureLab Tokyo will also feature, giving beauty shoppers more global, ingredient‑driven choices in the mass channel.
For movement, Target is dropping more than 1,000 new apparel and accessories throughout 2026, including updated All in Motion pieces, a mood boosting JoyLab Glow Studio collection, and a Blogilates Valentine’s Day capsule designed to add color and fun to at home and gym workouts. Family wellness will see expanded baby and kid‑focused offerings from brands such as Tubby Todd, Canopy Wellness, Nara Organics, and First Day.
New digital and in‑store discovery
A refreshed Wellness Hub on Target.com and the Target app will give guests personalized recommendations and easier ways to shop by goals or categories. A revamped “Eat Well Your Way” experience online lets shoppers filter groceries by dietary preferences like protein, fiber, and gluten free, aligning with the retailer’s “more protein, more ways” focus.
In stores, elevated wellness presentations and clearer wayfinding are meant to bring cross category solutions—like pairing fitness gear with protein snacks and recovery tools—into one cohesive experience. Lisa Roath, Target’s executive vice president and chief merchandising officer of food, essentials, and beauty, said, “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.”
