Target has officially expanded its beauty aisle with the arrival of MCoBeauty, an Australian-born, influencer-loved brand known for delivering luxury-inspired beauty at budget-friendly prices. Often called a “dupe brand” for its similarities to high-end favorites like Charlotte Tilbury, Glossier and Rare Beauty, MCoBeauty has already built huge followings overseas and now, it’s here for US buyers.
Let’s take a look at how MCoBeauty varies from niche brands.
What Is MCoBeauty?
MCoBeauty offers trendy, cruelty-free and largely vegan makeup and skincare products that aim to mimic the look and feel of luxury products without the luxury price. The brand is especially popular on TikTok and Instagram, where its XtendLash Tubing Mascara and Flawless Glow Luminous Skin Filter (a Charlotte Tilbury dupe) have gone viral for their performance and affordability. The prices of most products retail for under $25, a major cut in comparison to their niche options.
The Niche Brands MCoBeauty Joins at Target
In recent years, Target has made space for niche and indie beauty brands that cater to specific audiences:
- Versed – Clean, minimalist skincare focused on transparency and effective, plant-based ingredients.
- Pacifica – Vegan, cruelty-free skincare and makeup often centered around natural, sustainable formulas.
- Winky Lux – Whimsical, colorful products with a focus on fun packaging and good-for-you ingredients.
Each of these brands leans heavily into niche markets: clean beauty, Gen Z trends and vegan/ethical products, however, they are all on the pricey side of beauty.
Straight Comparison:
Images from Sephora.com and Target.com
Drunk Elephant vs. MCoBeauty: The Drunk Elephant’s viral bronzing drops have been trending for around 2 years. Drunk Elephant sells this product for $39 on the Sephora website, whereas MCoBeauty sells it for a fraction of that price just around $11. Whether the product is the same or different, they pose for the same use.
images from CharlotteTilbury.com and Target.com
Charlotte Tilbury vs MCoBeauty: The Flawless Filter from Charlotte Tilbury is a staple in so many girls’ makeup routines. To start with a glowy base, you apply this filter to your face and blend it in, and follow up with other makeup. Its retail value is $49 online, whereas MCoBeauty stands at $15, much cheaper than the luxe version. They also have spinoffs to many other Charlotte Tilbury items, such as their pressed powder, setting spray and even contour and blush sticks.
images from Sephora.com and Target.com
Benefit vs MCoBeauty: The company Benefit has been around for decades, and their Benetint is their biggest seller. Many different people have started to create dupes for the $26 item, and MCoBeauty sells it for just above $8.
MCoBeauty vs. Niche Competitors
Price Point: MCoBeauty sits within the $10-$20 range with a strong focus on creating direct dupes of popular products. They offer a wide range of TikTok trending items for half the price, making people interested in what they have to offer.
With their marketing, MCoBeauty bases their items heavily on being viral on social media and influencer collaborations, trying to gain wide ranges of viewership. MCoBeauty positions itself as an affordable luxury, offering everyday essentials with a premium feel without breaking the bank, especially for a broke college student.
Their product focuses on prioritizing trending, multi-use products. They think about things like glowy skin filters, lip oils, and tubing mascaras. MCoBeauty fills a gap for those wanting every day, high-performing basics.
Final Thoughts
With the arrival of MCoBeauty, Target makes itself more of a beauty destination, trying to compete with places like Ulta and Sephora, especially by offering more affordable options that seem like high-branded items. While the more expensive options may seem like a better choice, MCoBeauty offers something more universal, viral beauty looks for less.
It will be interesting to see how this will play out. Will MCoBeauty make the money that Target anticipates it will, or will it lead people away from Target to go buy the original luxury items at places like Sephora and Ulta? Either way, Target shoppers just got a new excuse to go try out some new makeup!
Trying out MCoBeauty? Let us know your thoughts on Instagram @VALLEYmag
