After years of making celebrities camera-ready, makeup artist and Glamazon Beauty founder Kim Baker is taking her inclusive approach to complexion nationwide with a major launch inside Target Beauty Studio.

There are beauty launches, and then there are those full-circle moments that feel like years of experience, artistry and determination suddenly clicking into place.

For celebrity makeup artist Kim Baker, the latest chapter for Glamazon Beauty is exactly that.

This September, Baker’s cosmetics brand will become part of Target Beauty Studio, Target’s new prestige beauty destination launching September 10 in more than 600 stores nationwide and online. The new concept will introduce shoppers to 90 prestige, emerging and global brands across makeup, skincare, hair care, fragrance and more.

But among that extensive lineup, Baker’s story stands out.

From Celebrity Makeup Artist to Beauty Founder

Long before Glamazon Beauty landed on Target shelves, Baker was behind the makeup chair.

Her years as a celebrity makeup artist gave her an intimate view of something many women already know from experience: finding complexion products that actually work with your skin tone, and still look like skin, can be surprisingly difficult.

That experience ultimately helped inspire Glamazon Beauty.

According to Target, Baker founded the company after repeatedly seeing women struggle to find products that truly matched their complexions and individual beauty needs. Her answer was to create makeup centered around skin-like, buildable coverage while making the process of choosing and applying makeup less intimidating.

It’s a philosophy that feels particularly relevant right now. As beauty continues to move away from heavily layered, one-look-fits-all makeup, consumers are increasingly looking for products that enhance rather than disguise their skin.

And Baker was thinking about that long before the “your skin but better” aesthetic became a social-media beauty mantra.

Meet the Glamazon Beauty Makeup First Roadmap

One of the ideas distinguishing Glamazon Beauty is Baker’s Makeup First Roadmap, a simplified system designed to help take the confusion out of shade matching and building a personalized makeup routine.

Think of it as having some of a professional makeup artist’s expertise translated into the products and shopping experience.

Instead of beauty feeling like an endless series of questions, What’s my undertone? Which formula do I need? How much coverage is too much? What goes on first?, Baker’s approach is designed to make choosing makeup feel more intuitive.

That matters because despite the seemingly infinite number of beauty products available today, finding the right ones hasn’t necessarily become easier.

Glamazon Beauty wants to change that.

Inclusion Is at the Center of the Brand

For Baker, creating better complexion products was also about creating products for more complexions.

“I created Glamazon because I wanted everyone to feel included,” Baker told Target, adding that she wanted to create a base that wouldn’t simply sit on top of the skin like obvious makeup, but instead feel like an extension of the person wearing it.

It’s a small distinction with a big beauty philosophy behind it.

The goal isn’t to transform someone into somebody else. It’s to give her the tools to look polished, confident and recognizably like herself.

That feels very NEW YOU.

Why the Target Launch Is Such a Big Deal

For an independent beauty founder, getting products into the hands of consumers is one of the industry’s biggest challenges.

That’s what makes Glamazon Beauty’s arrival at Target significant.

Target Beauty Studio will put Baker’s products alongside an assortment of prestige, emerging and international brands in more than 600 stores, dramatically expanding the opportunity for consumers to discover Glamazon Beauty outside traditional prestige beauty channels.

Target is also building Beauty Studio around discovery and expertise, not simply adding another row of cosmetics to the beauty aisle. The retailer says the concept will combine curated products with personalized expertise and an elevated shopping experience.

For Baker, that environment seems particularly well suited to a brand built around education and helping women make better makeup choices.

A New Chapter for Glamazon Beauty

The move also represents something increasingly important in today’s beauty industry: founder expertise matters.

Consumers don’t just want another foundation or concealer. They want to understand who created it, why it exists and what problem it’s supposed to solve.

Baker comes to that conversation with years spent working directly with faces, skin tones, textures and the real-life challenges of making makeup perform.

Now, instead of that expertise being reserved for the person sitting in her makeup chair, she’s putting it into products available to women across the country.

And come September 10, finding them could be as easy as making your next Target run.

SHOP GLAMAZON BEAUTY: Explore Glamazon Beauty at Target

EXPLORE THE COLLECTION: Shop Target Beauty Studio

Glamazon Beauty joins Target Beauty Studio beginning September 10, 2026, with Target Beauty Studio launching in more than 600 stores and online.