Watching Target roll back DEI initiatives isn’t just disappointing—it’s infuriating. Unlike other retailers that never prioritized diversity, Target made DEI a core part of its brand, giving consumers a reason to believe they actually cared. They brought in incredible small businesses, many of them owned by women and people of color, and gave them a platform they might not have had otherwise. And now? They’re pulling back, proving that for them, inclusion was just a trend, not a true commitment.

Let’s be clear: rolling back DEI isn’t a neutral decision. It actively harms the small brands that trusted Target to stand by them. It makes it harder for underrepresented founders to get their products in front of customers. It tells marginalized communities that their visibility and contributions are only valued when it’s convenient. And that’s unacceptable.

Danielle Coke Balfour saw this for what it was and made a risky choice that that not all small brands can do—she pulled her Oh Happy Dani line from Target, refusing to be complicit in their backpedaling. That kind of integrity deserves support.

But here’s the thing: we don’t need Target to support these brands. We can buy from them directly. We can amplify their work, follow them online, and put our money where our values are. Target built goodwill by giving these brands a platform, but they don’t get to erase that progress without consequences.

If Target won’t stand by these businesses, we will.

There are currently over 100 black owned and black founded brands available at Target, so before you buy, check and see if you can buy direct and cut out that nasty middleman.

Keep in mind that some brands are exclusively at Target so they don’t have the option to sell another way.

Here’s a few to get you started, feel free to drop more links to your favorite brands in the comments below.

More Black Owned or Founded Brands to Support

Beauty and Personal Care:

• The Honey Pot Company: Offers feminine hygiene products made with natural ingredients.

• The Doux: Provides hair care solutions tailored for curly and textured hair.

• Thread: Features a range of complexion products designed for diverse skin tones.

• LUNA MAGIC: Delivers vibrant cosmetics inspired by Caribbean and Latin American heritage.

• Pardon My Fro: Specializes in hair care products celebrating natural textures.

• Donna's Recipe: Co-founded by Tabitha Brown, offering hair care products promoting growth and health.

Pet Care:

• Ava's Pet Palace: Offers organic pet treats made with wholesome ingredients.

Toys and Games:

• Naturalistas: Features dolls that celebrate natural hair and diversity.

• The Adventure Challenge: Creates interactive games designed to strengthen relationships and create memorable experiences.