DTC-Native GoPure Lands Among Target’s Top 10 Premium Skincare Brands After Strong Debut

Since its December rollout to 1,800 Target stores nationwide, GoPure has surpassed its sales forecast by 100% in the first month and 18% to date, sold more than 30,000 units of its bestselling Tighten & Lift Neck Cream, which alone exceeded projections by more than 100%, and landed among the retailer’s top 10 premium skincare brands.

“We saw a real gap in what Target was offering in this space, and we worked thoughtfully to fill it. Well before launch, we built the supply chain infrastructure to support retail volume without cutting corners on quality,” says Alex Keyan, who founded the brand, previously focused on direct-to-consumer and Amazon distribution, with wife Erin in 2017. “It’s been incredible to see a product that first went viral digitally continue to drive that same level of excitement and results at retail.”

GoPure’s early traction at Target comes as the growth of mass skincare is outmatching prestige skincare, with the former growing 6% to the latter’s 3% last year, according to market research firm Circana. The mass market accounts for almost three-quarters of skincare sales, and Target has been particularly aggressive at reeling in skincare brands that promise performance at lower prices than many prestige offerings but still move the needle for pricing power.

“We have always believed science-backed skincare should not be out of reach, and Target gives us the ability to bring GoPure to a much broader community. That mattered to us,” says Keyan. “Being on the shelf as part of Target’s premium skincare category alongside other well-established brands signals trust while also introducing GoPure to new customers who may not have discovered us previously online.”

GoPure joins a skincare roster at the retailer that includes, for example, Good Molecules, Byoma, Bubble, Remedy Science, Minimalist and Nobody’s Nobody along with an increasing number of K-Beauty brands like Haruharu Wonder and Hanhoo. It combines clean, clinical positioning with products targeted at specific concerns with limited competition on Target shelves. One of those concerns is the neck, often overlooked in skincare routines and becoming a key focus for consumers, with the global neck cream market projected to hit $2.68 billion by 2033, up from $1.45 billion in 2024 and advancing at 7.1% annual growth rate, according to market research firm Market Intelo.

In addition to Tighten & Lift Neck Cream, GoPure’s product lineup at Target features its popular products Belly Firming Cream, Firming Butt & Thigh Cream and Sculpt & Tone Arm Cream. Each of the products is priced at $39.99. In the prestige sector, these concerns are being addressed by brands like Maëlys, which sells its B-Tight Lift & Firm Booty Mask for $52, and StriVectin, which sells its TL Advanced Tightening Neck Cream PLUS with Alpha-3 Peptide for $99.

“When we evaluated retail partners, it came down to fit, and Target felt like the right home for GoPure,” says Keyan. “The Target customer closely mirrors ours. She is informed, ingredient-conscious and looking for products that genuinely work.”

GoPure stoked momentum ahead of its Target rollout. It has a highly engaged affiliate community on TikTok and has drawn around 100 million views on influencer content to drive awareness. It has nearly 263,000 followers on TikTok and has sold 1.5 million items on TikTok Shop. Keyan says, “Awareness built on TikTok drives customers to our site, to Amazon and now into Target stores.”

“It’s been incredible to see a product that first went viral digitally continue to drive that same level of excitement and results at retail.”

Getting into Target wasn’t easy. GoPure inked the deal to enter the chain under intense time pressure. Keyan explains, “We came in toward the end of the line review cycle, which meant we had a compressed window to get everything right.”

Begun as a native DTC brand, GoPure previously lacked secondary packaging, essential for most major retailers. After inking the Target partnership, a big priority was ensuring all aspects of its packaging were shelf-ready. In six months, GoPure’s internal 20-member creative team developed an entirely new look for Target that highlights the brand’s clean, science-forward identity and conveys clinical credibility.

“Direct-to-consumer packaging operates on an entirely different set of rules,” says Keyan. “At retail, the packaging has seconds to communicate everything. We knew we needed to build something entirely new rather than adapt what we had, and we made the call early to do it right.”

GoPure has been self-funded throughout its history and supported by its own profits, a point of pride for the Keyans, who have professional backgrounds in e-commerce. “It’s forced us to stay disciplined, stay close to our customers and make every dollar count,” says Keyan. “The path to Target wasn’t paved with outside capital; it was built by selling products people genuinely love.”

GoPure’s roots are personal. “The idea for GoPure didn’t come from a boardroom; it came from a memory,” says Keyan. “Growing up with a single mom who gave everything to her kids, luxury skincare wasn’t a conversation. What she deserved and what she could access were two very different things, and that gap never left me.”

In July, GoPure’s assortment at Target is due to expand. On the product front, the brand will soon release a product in a new category that Keyan teases has some of the strongest clinical results the brand has ever achieved. Target will have it in the summer.

“The Target customer is our customer, and this partnership feels like it’s just getting started,” says Keyan. “As long as we keep delivering results and showing up with innovation that works, I think what we can build together in retail is really significant.”