Quick Facts
- Embreigh Edit generated more than $2.2 million in sales in its first two weeks across Target’s 2,000-plus U.S. stores and Target.com.
- The $25 bubble hoodie and $15 asymmetrical top sold out, according to the brand.
- Courtlyn, who is 16 years old and based in Alabama, has 12 million combined followers across TikTok, Instagram, and YouTube.
A teenager from Alabama just turned her social media following into a $2.2 million retail debut. Embreigh Courtlyn’s tween fashion line, Embreigh Edit, launched at Target on June 14 and hit that figure within two weeks, according to the brand.
The collection dropped in Target’s Tween Girls department across more than 2,000 stores and on Target.com. It includes hoodies, off-the-shoulder tees, sweatshirts, and a denim skort, with sizes running XS to XL and price points starting at $15.
The Creator Behind the Line
Courtlyn was born April 20, 2010, in Alabama. She built her following through dance, lip-sync, fashion, and lifestyle content before joining the Glow House, a Los Angeles-based creator collective founded by Gianna Harner and talent management firm Tiddle. The Glow House’s TikTok account surpassed 1 million followers within three days of going live.
Her manager, Kristi Kaylor, founder of The Loft Entertainment, brokered the Target deal. Kaylor said bringing Courtlyn’s vision to a national retail platform was the next logical step after a track record of sellout collaborations.
‘We’ve seen Embreigh consistently drive results through her collaborations, and launching at Target allows us to reach girls across the country with something that feels both accessible and aspirational,’ Kaylor said.
Friend Group as Marketing Engine
The launch strategy turned Courtlyn’s personal relationships into content. On launch day, roughly 20 creator friends hid behind the Embreigh Edit display at a Target location and surprised her on camera. The stunt was coordinated by Kaylor under the cover of a routine store visit.
The brand then hosted a trip to AVA Resort Cancun, where Courtlyn and a group of fellow creators wore the collection while filming content. Attendees included Gianna Harner (14.9 million followers), NayVee Nelson (2.5 million followers), PaisLee Nelson (2.5 million followers), Ayiah Soufi (2.1 million followers), and the Clements Twins (872,800 TikTok followers), among others. Combined, the group reached tens of millions of followers.
Publicist Jessica Meisels said her 9-year-old daughter wore an Embreigh Edit sweatshirt through Century City Mall after returning from the Cancun trip and was approached by around 10 girls asking where it was from. ‘You would think she came out with the newest Louis Vuitton something,’ Meisels said.
Proven Purchase Power
Courtlyn’s retail track record predates Target. A pop-up at The Grove in Los Angeles last August drew more than 5,000 fans for her collaboration with Pink Palm Puff, which sold out in 10 minutes. A preview event at The Grove in mid-April drew thousands, with lines wrapping around the property for hours.
The Embreigh Edit collection carries design details tied to her personal brand. Every piece includes subtle nods to her favorite number, three, and cherry blossom motifs. The custom hangtag reads: ‘Embreigh Edit — Curated by Embreigh, Created for you.’
Target’s Broader Social Commerce Push
The launch fits into Target’s stated strategy around creator commerce. Sarah Travis, Target’s chief digital and revenue officer, said the retailer is building pathways from social inspiration to in-store purchase, including through its Club Target program and a partnership with LTK.
Courtlyn said additional Embreigh Edit drops at Target are in development, though she did not share specifics. Further sellouts and additional creator-led collections appear to be part of Target’s near-term plan for the tween category.
