Four New Beauty Brands on the Rise

Four New Beauty Brands on the Rise

Twin Cities-based beauty and wellness companies that launched in the midst of a pandemic. Plus, Target accelerator applications open today.

Not even a global pandemic could stop the flood of new beauty and wellness brands coming out of the Twin Cities. Below, we share four of those brands founded in 2020—two of which are available at Target. Today, applications open for two of Target’s retail startup accelerator programs, including Takeoff Beauty, which helps mature beauty brands learn how to scale their products into Target stores. Apply by Nov. 14. For more information, visit

1. Lip Esteem 

After years working as a makeup artist for brands like MAC, L’Oréal, and Estée Lauder, Tameka Jones built Lip Esteem around the idea of helping people find their confidence. The St. Paul-based brand is also one of the six Twin Cities businesses chosen for season six of Small Business Revolution, a company “makeover” TV series produced by Deluxe Corp. Available online at 

2. Odele 

Odele features clean packaging and simple, straightforward hair care products. Founded by Britta Chatterjee, Lindsay Holden, and Shannon Kearney, the Minneapolis-based company aims to cut through the beauty aisle clutter and make it easier to choose a shampoo and conditioner. Available at Target stores and

3. Silk Road Wellness

Annie Qaiser started making natural beauty products in her kitchen because she couldn’t find a brand whose ingredients and sourcing upheld her religious and cultural requirements. Last year, she made it official, launching a fully halal skin care and wellness brand in Bloomington. Available at MOA Community Commons, co-ops, and

4. Womaness

Womaness is a New York City-based menopause solutions brand, but co-founder Sally Mueller is based in Minneapolis. A longtime Target executive turned entrepreneur, Mueller saw a gap in the market and filled it with modern products for women entering menopause, from neck serum to cooling mist. Available at Target stores and

This story appears in the Fall 2021 issue of StartMN with the title “Finding Beauty.”

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