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Vegan Skincare Brand APTO Launches at Target

The brand is now selling their line of sustainable skincare products at Target locations nationwide.


The brand is now selling their line of sustainable skincare products at Target locations nationwide.

This week, APTO Skincare launches at Target stores nationwide. In 2021, the natural skincare brand became part of Target’s Takeoff Beauty Accelerator program, which was created to mentor emerging product-based companies looking to enter retail as their next step of growth. Through the program, APTO’S CEO and Founder, Marta Cros, and team received unprecedented guidance from Target leaders across a wide range of departments, including promotions, logistics, and warehousing.

“When we joined the Target Takeoff program, we were fully aware that launching at Target upon completion was not a given. For us, it was simply a unique opportunity to learn from the best in the industry,” Cros told VegOut. “The intensity of the program forced us to be laser-focused on our goals and priorities. The feedback we received from Target leaders helped us polish our value proposition—from packaging improvements to getting ready from a logistical standpoint, it was the best training we could have ever asked for. The cherry on the top was getting the opportunity to launch our product in the Natural Beauty section at nearly 800 stores in 2022.”

APTO’s Mission to Make Clean Beauty More Accessible

Cros originally launched APTO Skincare in 2015 with a mission to make clean beauty more accessible. While the brand started by offering 35+ products, the challenges of 2020 led the company to revamp their product offering to adapt to the changing times. Now, the company offers just seven products, which has proven to be a more efficient way to make vegan skincare simple, affordable, and accessible to the consumer.

“For me it is important to share that APTO is not an overnight success,” says Cros. “We’ve had some ups and many downs since launching in 2015, but through persistence, nimbleness and a belief in our project, we’ve not only survived, we are thriving.”

APTO’s Product Lineup at Target

APTO—Spanish for suitable—features a collection of seven skin essentials that were developed for all skin types and concerns. The company identifies as a minimalist brand and uses ethically sourced, raw ingredients like witch hazel, turmeric, orange blossom, and grapeseed oil, in all of their products. As an eco-conscious brand, APTO also uses recyclable aluminum packaging and avoids wasteful materials (such as carton boxes) to promote a more sustainable economy.

APTO’s product lineup at Target features their Orange Blossom Cleanser, Coconut Water Toner, Orange Blossom Lip Balm, Turmeric Mist, Kakadu Plum Serum, and Turmeric Mask, each of which are priced at $20 or less and are available both in store and online.

Where to Buy APTO Skincare

APTO vegan skincare products can now be found at Target stores nationwide or online at Target.com. For more information on the brand and its products, visit APTOSkincare.com.

Kayla Pasko


Kayla, a Midwest girl living in NYC, is a writer with a background in media sales. When she’s not scoping out trendy vegan spots, she’s usually taking a yoga class, shopping at Trader Joe’s, or catching a Packers game.

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