Target announced its 2026 wellness lineup, adding 30% more new products and exclusive items to strengthen its role as a top destination for health and wellness products. The retail experts are making it easier for customers to find stylish, useful products that support their health goals both in stores as well as online.
Here’s a breakdown of what’s new:
- More Protein Options: Target is expanding its selection with new grass-fed beef from ButcherBox, plus on-the-go protein snacks and powders from brands like Misfits, David, Bloom, and FlavCity.
- Targeted Supplements: For wellness goals like immunity and gut health, Target is adding new supplements from brands like Cymbiotika, Arrae, as well as Seed.
- Functional Drinks: Customers can now find drinks that do more than just hydrate, like RYZE mushroom coffee, Protein Pop, and non-alcoholic cocktails from Naked Life.
- Family Wellness: Target is bringing in products for families, including Tubby Todd bodycare, Canopy Wellness home appliances, as well as Nara Organics baby formula.
- Affordable Skincare: Target is introducing dermatologist-backed skincare brands, including La Roche-Posay, Prequel, as well as new lines from Dr. Shah (popular on TikTok).
- Activewear: To support movement and fitness, Target is providing more than 1,000 new apparel pieces, including updated collections from All in Motion, JoyLab, and a Blogilates Valentine's Day drop.
Target also plans to introduce more sporting goods, wearable tech, and other exclusive products throughout 2026.
This wellness expansion is based on what customers want most, from food and beauty to family care and activewear.
Executive Statement
According to Lisa Roath, executive vice president and chief merchandising officer of food, essentials and beauty, Target, about 70% of guests are already shopping wellness at Target and right in time for the new year, they are bringing them even more newness and value by adding some of the most trusted, relevant and inspiring brands across our assortment. The goal is to make wellness really accessible – fun, easy, affordable and personalized – so consumer and retail industries can focus on building routines that help them look and feel their best.
