Target Is Brushing Up Its Men’s Grooming Game With a New Store Experience and More Products

May 15, 2018 - Article reads in
guest experience
new men's grooming space with new products and Goodfellow & Co accessories
Kris Rakowski

The beauty business is booming at Target. We’ve recently shared announcements introducing new multicultural beauty brands and our beauty accelerator program, all part of our ongoing initiative to make Target the ultimate destination for all things beauty, makeup, skin care, hair care and more. Now, we’re rolling out in-store improvements to a different part of our beauty department: men’s grooming.

“Guys are more style savvy and selective than ever and they spend a considerable amount of time researching products before they make a purchase, which is why we’re upping our game with the assortment and experiences we’re creating just for men” said Mark Tritton, executive vice president and chief merchandising officer, Target. “By doubling down on our men’s grooming offerings and elevating the experience, we’re giving our male guests even more reasons to choose Target.”

Over the past few years, we’ve continued to see Target’s share in the men’s grooming market grow and expect our business to double by 2020. To keep up with demand, we’ve been focused on investing in new products, trends and services that elevate the department—which is why we’re in the process of introducing a new in-store experience to men’s grooming across 11 Target stores, with plans to update the department in 80 more stores by the end of the year. More than 600 products will be featured in the new men’s selection, from popular brands like Harry’sBeardbrand, BYRD, Cremo, Maestro’s Classic, Pacinos and more, bringing guests new brands to discover and new products to try. The section will also now include men’s accessories, like hats, wallets and more, from Target’s apparel brand Goodfellow & Co to help guests pull together a cohesive look.

The new men’s grooming selection will range from $1.49 to $199.99 and will be available in 11 Target stores with plans to roll out to 80 more stores by year end. Shop the full men’s grooming selection at

Don’t miss out on the latest Target news and behind-the-scenes happenings! Subscribe to our newsletter and get the top stories from A Bullseye View delivered straight to your inbox!