US drug store Target is expanding into the nail care market with the launch of its own label nail color collection Defy & Inspire.

The first to be launched under its own brand name, the collection is hoped to further boost the company’s two main categories; fashion and beauty. The nail color line will carry 38 different shades as well as a top coat and base, and will be rolled out into all 1,800 Target stores as well as online from 17th January. The products will cost $7.49 each.

Dawn Block, Senior Vice President for Target said, “We feel we have an opportunity to provide a high-quality, affordable nail lacquer. We feel that was missing from the market. We give back time and money in a fun color palette. Within our colors, we think there is something for everyone.”

The products are aimed at budget-conscious consumers and is part of Chief Executive Officer Brian Cornell’s initiative to sell quality, affordable products only found at Target.