The brand launched this exclusive brand two years ago, which made men’s apparel and accessories. The brand’s popularity quickly rose and it’s expected to reach $1 billion in revenue by 2020. According to Reuters, the men’s grooming products market is projected to grow by 5.23 percent from 2018-2023. Reuters states that growing beauty consciousness among men is the major factor driving the market growth across the globe.
“Store-based retailers have designed specific store layouts to match men shopping needs in the category, for instance, beauty retailer Kiehls, as well as department stores such as Macys and Nordstrom,” Reuters reported. “Key players in Men grooming products market are focusing on expansion and development of retail outlets, for example, L’Oréal and Philips collaborated in December 2016 and launched a popup barber shop at Singapore Changi Airport which is gaining popularity among consumers.”
Now, expanding on its men’s line, the brand will offer men’s grooming products. “Our Goodfellow & Co guest loves the brand, and with the introduction of a grooming assortment it’ll become even more of a one-stop-shop for those guests,” said Mark Tritton, executive vice president and chief merchandising officer, Target, in a release. “Grooming is a growing business and we’ve seen a new level of demand for specialty, premium products. Goodfellow & Co grooming was created to better meet that demand with products that we can ensure are effective and affordable.”
According to Target, this brand is about 20 percent more affordable than comparable premium brands, offering an array of product designs developed through chemists, technical designers and beauty designers. Target stated that it hoped to creat a line of high-quality, high design grooming products that matches the brand’s existing aesthetic and value.
“After more than a year of research and testing, the results are worth the wait: 30-plus items covering beard, face, hair, body care, fragrances and accessories — all for under $16.99.”
The products include beard oil, hair styling pomade, cologne, body wash and personal care product. The scents range from Moroccan Mint, Spiced Ginger and Rum, Kelp and Sea Mineral, Blue Sage and Tonka.
“Naturally, the products don’t just look and feel good, they’re good for you, too,” Target wrote in a press release. “Formulated with recognizable plant-based ingredients, men can groom with confidence knowing the products are free of unwanted chemicals and toxins (they’ll be labeled with the Target Clean logo) and were created under the guidelines of Target’s 2020 chemical strategy. Sounds like a win-win-win to us!”
These products are now available at stores and online with prices ranging from $3.99 to $16.99.