Target launches ‘clean’ private label brand

Target Corp. announced Monday the introduction of Everspring, its sustainable and environmentally aware new brand comprised of more than 70 household essentials items ranging from soaps to detergents to paper goods. 

Everspring arrives in stores and on target.com today, which is also Earth Day.

Developed by Target's internal design team as “a down-to-earth solution that is up to Earth's standards,” Everspring products include ingredients and components that are derived from plants or use other renewable materials, as well as post-consumer recycled paper. The retailer said that “the assortment was designed with simple yet beautiful packaging that guests will be proud to have in their homes.”

"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. "Guests can feel confident they're purchasing essentials for their home that include ingredients and components they want and have the efficacy they need to get daily routines done. And, at prices nearly 20% less than comparable brands and a focus on fresh design, Everspring offers guests another compelling reason to stock up at Target."

Everspring includes everyday products families use throughout their homes, such as laundry detergent, paper towels, hand and face wipes, multipurpose cleaner and more. The Everspring packaging has a uniquely fresh aesthetic and each label was designed to make it as easy for guests to know exactly what they are purchasing by incorporating icons to provide a quick read for efficacy and product claims. Everspring is also priced affordably, making products that include ingredients derived from plants or renewable materials more accessible. The majority of the packaging’s bottles are made up of 50% or more recycled content, including post-consumer plastic.

Everspring also complies with Target Clean, a new product standard the retailer introduced in March. Guests will see the Target Clean icon in stores and online, signaling products that are formulated without specific chemicals often found in product categories, such as phthalates, propyl-paraben and butyl-paraben and sodium laureth sulfates (SLES). 

In 2017, Target committed to reimagining its own 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, guests will be able to shop more than 25 new owned and exclusive brands.