Up & Up Moisturizing Lotion

Up & Up is a prominent private-label brand owned and distributed by Target Corporation. Launched in 2009 to replace the 'Target Your Brand' line, it was designed to offer high-quality, budget-friendly essentials across various categories including personal care, household essentials, and baby products.

The product shown is a moisturizing lotion formulated with soothing oats, designed as a value-alternative to national brands like Aveeno. As a store brand product, it is primarily manufactured in the United States by contract manufacturers on behalf of Target. Target Corporation, headquartered in Minneapolis, Minnesota, maintains full ownership of the brand as part of its multi-billion dollar private label portfolio.

Target continues to expand the Up & Up line, ensuring it meets specific sustainability and quality standards. The brand represents a significant portion of Target's retail strategy, providing an exclusive value proposition that is only available through Target’s physical and online stores.