Target Aims to Dominate Wellness Retail Space in 2025
The popular retailer has once again put a bullseye on health and wellness, celeb brands, functional beverages and more
Shopping at Target at the start of a new year can feel like a renewing experience. As holiday decorations dwindle in a clearance aisle, displays overflow with items that encourage a fresh start—whether it’s stocking up on supplements, embracing Dry January with a six-pack of non-alcoholic beer, upgrading personal care routines with the latest wellness tech or picking up a few new pieces of activewear for the gym or Pilates.
Target made it possible last year as it went all-in on wellness — and in 2025, it’s doubling down.
The beloved retailer is introducing more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options in 2025. Half of the new wellness products—more than 600 of them exclusive to Target—are priced under $10.
“We understand that wellness is deeply personal, and it spans many different aspects of people’s lives, so at Target our approach to wellness reaches into every category of our assortment,” Target executive vice president and chief commercial officer Rick Gomez said.
Here’s a rundown of some of Target’s exclusive products and brands that consumers can expect to find. Interestingly, one category seems to be missing from Target’s expanded lineup: fitness. However, the retailer notes that it’s introducing three wellness ‘discovery kits,’ one of which is fitness-themed.
That aside, Target’s list certainly highlights the growing number of celebrities that have launched their own brands as the health and wellness space booms:
- Strawberry-flavored colostrum and collagen from Bloom, the fitness influencer-founded brand that found a home on Target’s shelves last fall, capping off a stellar year that included a sizable investment from C4 owner Nutrabolt
- Poppi prebiotic cream soda, a gut-friendly beverage
- BERO, actor Tom Holland’s new premium non-alcoholic beer brand
- A new haircare line from Ashley Tisdale’s Being Frensche and products from Blake Brown, a haircare brand founded by Blake Lively
- Crave-busting Lemme Tone gummies from Kourtney Kardashian Barker’s Lemme brand (notably, her husband Travis Barker’s wellness brand Barker Wellness entered Sprouts stores nationwide last year)
- New men’s care products from Dwayne “The Rock” Johnson’s Papatui
- New nutrition shake flavors from Ka’Chava and a high protein shake from Up&Up
- Recovery and infrared products such as SLF’s red light therapy LED Face Mask, Therabody’s SmartGoggles and the latest wearable smart ring from Oura, which just hit a $5.2 billion valuation
- Activewear from Cassey Ho’s Blogilates and expanded offerings from Target’s All in Motion brand
Good & Gather, Target’s food and beverage brand, is also growing to add more than 250 new wellness-focused products as consumers are increasingly opting for healthier options.