Beachwaver Expands Brick & Mortar Retail with Target

Beachwaver’s hair care products and hot tools are now stocked at Target stores nationwide and online at Target.com.

“The partnership with Target is a testament to a genuine collaboration and shared vision,” said Sarah Potempa, celebrity hairstylist and co-founder. “The team at Target has been incredibly supportive in working with us as a self-funded, female-founded brand. They recognized our innovative social media strategy and helped bring our brand story to life in their stores. We’re beyond excited for this opportunity—not only to engage with our loyal customers in a new way but also to introduce Beachwaver to a broader audience. This partnership elevates our visibility, allowing us to deliver the premium hair care and styling tools we’re celebrated for, while staying true to our commitment to quality, innovation, and authenticity.”

Beachwaver has grown quickly via social media channels; it was on TikTok before covid and was one of the first to sign on to TikTok shopping.

The brick and mortar retail presence at Target offers Beachwaver the opportunity to engage with a demographic that may have discovered the brand online but hasn’t yet experienced its products firsthand, according Erin Potempa-Wall, COO.

“The impact will be tremendous,” said Potempa-Wall. “We’ll reach a broad audience interested in science-backed haircare developed by a celebrity hairstylist. By merchandising our haircare and tools together, we’ll provide a comprehensive ‘salon experience’ on display. With over 25,000 five-star reviews, we are excited to bring our beloved, fragrance-infused, science-backed haircare and patented ceramic tools to retail.”

In addition to its hot tools, Beachwaver products sold at Target will include its Luxe Leave In Conditioning Detangler, Team Texture Strong Hold Hairspray, Braid Balm Pre Braid Prep, Keep it Calm Smoothing Cream and  Second Chance Dry Shampoo, among others.

There will be ongoing activations at Target through the end of the year, according to the brand.

The Beachwaver Co. also recently launched on Walmartmarketplace’s Premium Beauty. Beachwaver Co.’s haircare can also be found in Anthropologie’s stores nationwide and its haircare and tools can be found on Ulta.com.