The range includes laundry detergent, wipes, multi-purpose cleaner and more. Everspring also complies with Target Clean, a new product standard the retailer introduced in March that calls for formulations that are free from specific chemicals such as phthalates, propyl-paraben and butyl-paraben and sodium laureth sulfates (SLES).
“Everspring is a great example of how we’re listening—and responding—to the evolving needs of our guests in a way that’s uniquely Target,” said Christina Hennington, senior vice president, general merchandise manager, Target.
Henningon said the line’s prices are nearly 20% less than comparable brands.
In 2017, Target committed to reimagining its owned brand portfolio, delivering more one-of-a-kind items. In addition to Everspring, Target has recently launched Auden, Colsie, and Cloud Island Essentials and by the end of 2019, shoppers will be able to shop more than 25 new owned and exclusive brands, the company said.