Peta Murgatroyd’s Peta Jane Beauty and celebrity makeup artist Kim Baker’s Glamazon Beauty have something special in common. Both are previous winners of a coveted NEW YOU Beauty Award, and now both brands are stepping into the national spotlight as part of Target Beauty Studio.

There is something particularly exciting about watching a beauty brand you recognized early reach its next major milestone.

For NEW YOU, that moment has arrived twice.

Peta Jane Beauty, founded by professional dancer and Dancing with the Stars champion Peta Murgatroyd, and Glamazon Beauty, founded by celebrity makeup artist Kim Baker, are joining Target Beauty Studio, the retailer’s new prestige beauty destination launching September 10 in more than 600 stores nationwide and online.

For NEW YOU, their arrival at Target feels especially meaningful. Both Peta Jane Beauty and Glamazon Beauty are previous winners of coveted NEW YOU Beauty Awards, recognized for their innovation and contributions to the beauty industry. Baker’s entrepreneurial vision was specifically honored when she received the NEW YOU Beauty Award for Entrepreneur of the Year.

Now, they’re taking their brands to one of the biggest stages in American retail.

Two Founders, Two Very Different Beauty Stories

While Baker and Murgatroyd entered the beauty industry from very different worlds, their brands share a common thread: They were created to solve beauty problems the founders personally understood.

For Kim Baker, years spent working as a celebrity makeup artist provided an up-close education in the complexities of complexion.

Baker saw women struggle to find makeup that complemented their skin tones while still looking natural. That experience became the foundation for Glamazon Beauty, a cosmetics brand centered on inclusive complexion products and skin-like, buildable coverage.

Her philosophy is refreshingly simple. Makeup should help women look and feel like the best version of themselves rather than mask who they are.

“I created Glamazon because I wanted everyone to feel included,” Baker told Target.

That mission is also reflected in Baker’s Makeup First Roadmap, a simplified approach designed to take some of the confusion out of shade matching and building a makeup routine.

Baker’s ability to translate decades of professional artistry into an inclusive, consumer-focused beauty brand is exactly the kind of entrepreneurial leadership NEW YOU celebrates. Her Entrepreneur of the Year NEW YOU Beauty Award recognized not only the products she created, but also the vision behind building Glamazon Beauty into a brand designed to serve a broader spectrum of beauty consumers.

Peta Murgatroyd Turned a Beauty Frustration Into a Brand

For Peta Murgatroyd, the inspiration behind Peta Jane Beauty came from another familiar beauty struggle: finding a self-tanner that actually delivered.

Years spent performing professionally meant Murgatroyd knew the confidence that can come from a beautiful glow. But she also knew the less glamorous side of self-tanning, from orange tones and sticky formulas to overpowering scents and uneven fading.

Instead of settling, she decided to create her own solution.

Murgatroyd spent years developing Peta Jane Beauty around the idea of achieving an effortless-looking faux glow while addressing many of the frustrations associated with traditional self-tanning.

That founder-first authenticity helped make the brand stand out to NEW YOU, ultimately earning Peta Jane Beauty a NEW YOU Beauty Award.

Now Target shoppers will have the opportunity to discover it, too.

From NEW YOU Beauty Award Winners to Target Shelves

For NEW YOU, beauty awards have always been about more than identifying a great product.

They are about recognizing the innovators, entrepreneurs and emerging brands shaping what beauty becomes next.

That’s why seeing two previous NEW YOU Beauty Award winners selected for Target Beauty Studio feels like an important full-circle moment.

For Baker, the milestone is particularly fitting. After being recognized by NEW YOU as Entrepreneur of the Year, she is now bringing the vision behind Glamazon Beauty to a dramatically larger retail audience.

Target says its new Beauty Studio will feature 90 prestige, emerging and global brands and more than 1,600 products, with more than two-thirds of the brands new to Target.

Being included in that highly curated assortment puts both Peta Jane Beauty and Glamazon Beauty in front of an enormous new audience.

It also signals something bigger about today’s beauty industry.

Independent and founder-led brands are no longer sitting on the sidelines of prestige beauty. They’re increasingly defining it.

Target Is Betting on Beauty Discovery

Target Beauty Studio isn’t simply about adding more products to the beauty aisle.

The retailer is creating an elevated discovery experience across makeup, skincare, hair care, fragrance, body care, nails and sun care. The concept will include dedicated Beauty Advisors, opportunities to test select products, minis, trend-driven edits and curated areas such as “Editors’ Picks,” “Most Loved” and “Standouts of the Season.”

That kind of environment could be particularly powerful for founder-driven brands.

A consumer might walk into Target without knowing Kim Baker’s history behind the makeup chair or Peta Murgatroyd’s journey developing a better faux glow. But once she discovers the product, the founder story gives her another reason to connect with it.

And increasingly, those stories matter.

The NEW YOU Take

There is no shortage of new beauty products. What is much harder to find are brands with a clear purpose, a founder who genuinely understands the problem being solved and products compelling enough to stand out in an increasingly crowded market.

NEW YOU previously recognized Peta Jane Beauty and Glamazon Beauty with NEW YOU Beauty Awards, including honoring Kim Baker as Entrepreneur of the Year, because both represented the kind of innovation and founder vision shaping the future of beauty.

Their next chapter is even bigger.

With Target Beauty Studio, Peta Murgatroyd and Kim Baker are moving from entrepreneurial beauty success stories to brands with significant national retail visibility.

For NEW YOU, it’s also a reminder of why recognizing emerging beauty innovators matters.

Sometimes an award doesn’t just celebrate what’s great in beauty right now.

It helps identify who’s next.

SHOP PETA JANE BEAUTY: Explore Peta Jane Beauty at Target

SHOP GLAMAZON BEAUTY: Explore Glamazon Beauty at Target

EXPLORE TARGET BEAUTY STUDIO: Shop Target Beauty Studio

Peta Jane Beauty and Glamazon Beauty join Target Beauty Studio beginning September 10, 2026. Target Beauty Studio will launch online and in more than 600 Target stores nationwide.