ONSIDE today announces its national launch exclusively at Target, introducing a new approach to men’s personal care, one built around performance, movement, and the evolving role of self-care in men’s daily lives.
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ONSIDE launches men’s personal care brand exclusively at Target.
As men’s personal care rapidly expands beyond traditional “grooming,” ONSIDE enters the market with a clear point of view: modern men are not simply maintaining appearance, they are actively investing in how they feel, move, and perform throughout the day.
Backed by basketball champion and entrepreneur Jayson Tatum, ONSIDE introduces premium yet accessible products to support skin and body in motion. Additionally, the brand has received early investment from athletes and guidance from industry leaders like Georgia Garinois-Melenikiotou, ONSIDE board member and former Executive Vice President, Corporate Marketing at The Estée Lauder Companies, combining cultural relevance with deep expertise across consumer products, beauty, and brand building.
“We created ONSIDE as a performance-infused body care brand designed for movement that upgrades the daily routines of active men,” says Bradley Churchill, Founder of ONSIDE. “Historically, brands in this category have relied on surface-level ‘sport’ positioning without building products that truly support skin under real movement. ONSIDE was made to change that, with every product designed for skin in motion. We’re not rebranding the category, we’re rebuilding it around function, and setting a new standard for what performance-driven body care should deliver.”
ONSIDE’s positioning reflects a broader cultural shift: men are embracing daily self-care as part of performance, confidence, and personal presentation, not just for correction or maintenance.
“Self-care is a big part of performing at a high level. My routine with ONSIDE picks up where my training leaves off and helps me feel my best throughout the day,” says Jayson Tatum, ONSIDE Partner. “Launching at Target brings premium skincare products into people’s everyday lives and makes it easier for men to access products that support their body during and after movement.”
The launch comes at a time when men’s personal care is rapidly growing. According to NielsenIQ, the category is up 6.9% year-over-year*, with body fragrance emerging as one of the fastest-growing segments, signaling a shift toward more intentional daily routines.
ONSIDE is anchored by three hero products in two signature scents (santal leather and eucalyptus mint), formulated for the demands of daily movement, where sweat, friction, and constant activity require more from body care:
- ONSIDE Hybrid Body Spray: A new approach to body fragrance and care, featuring a skin-first formula powered by ingredients including triethyl citrate for adaptive odor control, witch hazel to keep skin feeling fresh, coconut extract to condition, and niacinamide to support skin balance.
- ONSIDE Aluminum-Free Deodorant: Engineered for all-day performance without compromise, formulated with magnesium hydroxide to neutralize odor, tapioca starch to keep skin dry, and shea butter to reduce friction under daily stress.
- ONSIDE Body Wash: An ultra-light, deep-foaming formula designed to cleanse without stripping the skin, infused with green tea extract to defend against environmental stressors, glycerin to support hydration, and arnica to refresh skin after activity.
Together, these products establish a new foundation for men’s personal care, one built around versatility and daily use. Additional face and hair essentials complement the system, creating a complete routine while reinforcing the brand’s core focus on body care in motion.
“By balancing elevated products with accessibility, ONSIDE isn’t just entering a category: it’s redefining what self-care looks like for the modern man,” says Georgia Garinois-Melenikiotou. “ONSIDE understands the men of today who value performance in their daily routine and see self-care as an essential.”
All products are vegan, cruelty-free, and formulated without sulfates, aluminum, parabens, or phthalates, integrating high-performance formulation with an elevated sensory experience.
ONSIDE is available exclusively at Target stores nationwide and on Target.com. Follow the brand on Instagram @onside for product drops, athlete content, and future announcements.
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*Source: NielsenIQ, 2025 Consumer Trends Report |
ABOUT ONSIDE
ONSIDE is a modern men’s personal care brand built at the intersection of performance, self-care, and an active lifestyle. Designed for movement, the brand brings premium men’s care within reach, offering elevated body, face, and hair essentials with clean ingredients, premium scents, and accessible pricing. ONSIDE is available exclusively at Target, both in stores and online.
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