2020 is the year of the conscious shopper.

More people than ever are paying attention to where they spend their money and diversifying the brands they support. Among other beauty retailers, Target is stepping up to support this new spending initiative.

Now, it’s easy for shoppers to identify and support Black-owned or founded businesses at Target, thanks to a special badge that was rolled out this year.

The new badge, which looks like a brown circle with five skin tone-colored hearts in it, can be seen in the “At a glace” section, next to the clean and vegan-certified badges on various product pages on Target’s website.

In the beauty section specifically, SheaMoisture, The Lip Bar, and Alikay Naturals are just three Black-owned brands that now have the marker on their products. This simple change makes it that much easier for shoppers to discover and support more Black-owned beauty brands — an initiative for a brand that implores its customers to “expect more.”