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Native Takes a Swipe at Brick & Mortar with Target

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Better-for-you personal care brand Native has expanded into brick & mortar with its arrival at Target stores.

Since its 2015 launch of Native Deodorant, the company—which established itself with a direct-to-consumers sales model—has sold more than 1 million deodorants online.

In an effort to increase availability, the brand has launched in all of Target’s more than 1,800 stores. Initial offerings include its aluminum- and paraben-free deodorants for men and women, including coconut & vanilla, lavender & rose, cucumber & mint and eucalyptus & mint, as well as a Target-exclusive jasmine & cedar.

“When picking a retail partner, we were incredibly selective,” said Native CEO Moiz Ali. “We wanted a partner that had experience with niche brands that had cult-like followings, but were also mindful of the customer experience and shared our commitment to making better-for-you personal care products accessible to all.”

Related: Indie Beauty: Retail Savior?