Target is not exactly the place you would go to if you’re looking to buy high-end quality makeup. Or is it? Sonia Kashuk, a Target exclusive cosmetic line, claims to be just that. It doesn’t have the elite reputation that MAC, Estee Lauder and others have created for themselves; however, Sonia Kashuk has been endorsed by celebrities like Cindy Crawford and continues to be popular among women of all statures. Don’t let the low prices put you off – this makeup line can beat high-end drug store any day, and is said to be on par with many prestigious cosmetic brands. 

Sonia Kashuk Makeup Company Background & History Explained

Sonia Kashuk cosmetics was actually started by accident. The founder and namesake of the company, Sonia Kashuk, had been working as a fashion stylist for the Funkytown video shoot, but at the last minute, the makeup artist cancelled. With no time to find a replacement, the director of the video roped in Kashuk to do the makeup – and she loved it.

As she tried out different positions in the beauty world, finally winding up with the role of creative director at Aveda, Kashuk became friendly with the founders of a number of major beauty brands that we are familiar with today. When she began contemplating starting her own cosmetics line, there was an explosion in the makeup industry, with new companies such as Bobbie Brown and Laura Mercier popping up and taking over the market. Kashuk recognized that because the market was currently reeling with new prestige cosmetic companies, opening another one would just overwhelm it further and was not a smart move, as there was a legitimate risk of getting lost among all the competition.

And then it occurred to her: true, the high-end cosmetics industry was completely inundated. But what wasn’t given a lot of attention was mass cosmetics – inexpensive makeup, with quality to rival those of the major prestige cosmetic lines. Acting on this recognition, Sonia Kashuk partnered with Target in 1999 and is now sold exclusively at Target – so they can charge Target prices for department store products.

Sonia Kashuk Products Overview

Sonia Kashuk, being a Target exclusive brand, can often be overlooked. You can’t buy their products at your local drug store, nor will you find them in a department store. It’s a pity, though, because their selection is quite respectable and their products are good quality. They sell all kinds of makeup for every part of the face, as well as nail polish, brushes, makeup bags and bath & body products.

Sonia Kashuk Velvety Matte Lip Crayon Review

Sonia Kashuk lip crayon.

If you’re into the matte lipstick look, you might want to try out Sonia Kashuk’s Velvety Matte Lip Crayon. These crayons are super-easy to apply because it’s a pointy-tip crayon, which eliminates the need for a lip liner. They do have a traditional matte finish, but are not super-drying like many matte lipsticks. If you have really dry lips, use a moisturizer or lip balm underneath this product, because it does dry out the lips a bit. These lip crayons come in eight beautiful shades. They will last you a good few hours and still look great, with possibly only a minor touch-up necessary after a meal. 

Sonia Kashuk Eye On Neutral Matte Palette Review

The Sonia Kashuk Eye on Neutral Matte Palette is a really good palette for an everyday matte eyeshadow look. It has all your basic neutral colors, and the black can be used as a liner. It’s excellent value for money, since it only costs $20 at your local Target, and you get 12 shadows. They last for a good few hours, especially with primer. The shadows are not particularly pigmented, but build up really easily, so you can choose to have a softer look or a stronger look. 

Sonia Kashuk Brow Gel Review

Sonia Kashuk Brow Gel.

The Sonia Kashuk Brow Gel comes in 2 shades: clear and tinted. While they both work to shape and define, the tinted color gives more definition; however, while it will match a lot of skin tones, it won’t match all. You get quite a bit of product – especially considering the price of only $6 – and a decent amount comes out on the wand; not too much, nor too little. It’s also good for sensitive skin, and the tinted gel is very pigmented, which adds a lot to the overall eyebrow look. I would recommend this for a short-day outing because unfortunately, it tends not to last for too long – although some people have said that it lasted well for them; I suppose it depends on how well your skin usually holds products. But, for the amount you pay, it’s a worthwhile purchase for an everyday eyebrow look.

Sonia Kashuk Brightening Powder Review

Sonia Kashuk Brightening Powder.

The Sonia Kashuk Brightening Powder is a highlighter that conceals under-eye circles and other blemishes, giving your makeover an extra touch. It is a white, extremely fine powder, which makes it perfect for covering up fine lines and wrinkles as it doesn’t settle into them and accentuate them. It’s very powdery, so make sure to open carefully and apply sparingly, so it doesn’t go everywhere. I would recommend this powder for a night out since it does have a slight shimmer, which is beautiful for a special event but maybe a bit overdone for an everyday look. This brightener is a pretty decent dupe for a high-end highlighter, but for a fraction of the price.

Sonia Kashuk Tinted Moisturizer Review

Sonia Kashuk Tinted Moisturizer.

If you’re looking for an everyday, light coverage face product, the Sonia Kashuk Tinted Moisturizer may be the one for you. It isn’t a foundation, nor a concealer, so it will give you a very light coverage – you may need additional foundation and/or concealer, especially if you have blemishes or redness that you want covered. However, if you’re after a “my skin, but better” look, this is the way to go – the moisturizer leaves you with a natural, dewy finish that is perfect for daytime use when you don’t want to be wearing a full face of makeup, but still want a smooth and even complexion. The color selection is slightly limited, but it does come in four shades, plus a tan version, and includes SPF 15, which is a definite plus.

Is Sonia Kashuk Cruelty-Free? Does Sonia Kashuk Test On Animals? Are Sonia Kashuk Products Vegan?

The Sonia Kashuk cosmetic line is 100 percent cruelty free, and they do not sell their products in China. Sonia Kashuk is not a vegan company as they do use animal byproducts in their cosmetics. However, the products they use do not cause any harm to the animal of its origin; for example, they do use beeswax, which is not harmful to the bee.

Conclusion

What you pay for is not necessarily an indication of what you get. While Sonia Kashuk products don’t work for everyone, plenty of fans swear by them. It’s definitely worth giving this company a shot – it’s likely to become your new go-to brand, because of both the quality and the price, but even if it doesn’t turn out to be your favorite, you won’t have wasted a lot of money. Considering the prices, I would say that Sonia Kashuk is good value for money, and it’s easily accessible at any Target store. All in all, a quality product from an experienced creator, which is clear to see.