Target’s Goodfellow & Co dives into men’s grooming

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Target’s Goodfellow & Co dives into men’s grooming

Target’s Goodfellow & Co brand is diving into brand new territory.

The retailer announced that the brand, known for its men’s apparel and accessories, is expanding into the men’s grooming category.

Aside from its classic-meets-modern style of clothing, shoppers can now also find such items as body wash, cleansers, beard oil and tattoo salve, among others.

“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,” Mark Tritton, the executive vice president and chief merchandising officer at Target, said. “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.”

Developed by the company’s brand designers, developers, chemists, technical designers and beauty designers, the collection matches the brand’s existing aesthetic and value as well, the retailer said.

Created to help men streamline and simplify their personal care routines, the collection contains scents derived from such nature-inspired ingredients as Moroccan mint and cedar, spiced ginger and rum, kelp and sea mineral, and blue sage and tonka.

All products are available at Target stores and online, with prices ranging from $3.99 to $16.99.