After a decade, fashion designerJason Wuis headingbackto Target.

Wu collaborated with Nyx founder Toni Ko and her Bespoke Brand Brands incubator program.

The duo met at dinner in New York City last year with a mutual friend.

Two tan tubes that say Jason Wu on them on a bed of flowers

Courtesy of brand

“Jason is a fashion designer, but he’s very entrepreneurial.

This is basicallytwo entrepreneurswith two different skill sets coming together.”

If they held off, they’d have to wait another full year, Ko admits.

Tan tube of the Jason wu beauty jason TheFreckled Boy surrounded by cream flowers

Courtesy of brand

The duo set out to make a brand that appeals to all ages without overly trendy items and shades.

This aspect is what makes the venture most exciting to Wu.

A nod to this is even in the various shades of nude on the brand’s packing.

jason wu beauty lip and cheek colors lined up against a tan background

Jason Wu Beauty’s Hot Fluff shade range

That’s right: Jason Wu Beauty is cruelty-freeandfollows theTarget Clean Beauty program standards.

Instead of hiding under heavy makeup, he hopes customers reveal themselves.

“That’s what my job is as a fashion designer,” Wu explains.

Four shades of Jason Wu Beauty Celestial Lust metallic cream eye shadow swatched onto an arm

Swatches of Celestial Lust

“It’s about enriching people’s lives.

That’s Wu’s brand ethos and something he thinks about when he’s designing.

In the meantime, you’ll be able to shop Jason Wu Beauty starting January 14 atTargetandjasonwubeauty.com.

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