03.15.22
As men’s personal care behaviors have evolved over the pandemic, direct to consumer personalized men’s self-care brand Hawthorne is launching with Target this month in what will be one of the retail giant's largest-ever launches for the men’s care aisle with more than 1,200 stores with 14 new, co-developed stock-keeping units.
Backed by Hawthorne’s online survey data captured from over 1 million men on their grooming needs and preferences, the new products for hair, face, and body come in new packaging at accessible $9.99 pricing and are designed to better serve a growing and diverse set of self-care needs for men.
Backed by Hawthorne’s online survey data captured from over 1 million men on their grooming needs and preferences, the new products for hair, face, and body come in new packaging at accessible $9.99 pricing and are designed to better serve a growing and diverse set of self-care needs for men.
With an increasingly diverse customer base, Target recognizes the cultural shift in men’s self-care and is championing diversity by partnering with Hawthorne, founded by Brian Jeong and Phil Wong, of Chinese, Haitian and Korean descent. As childhood friends, the men started the company refusing to settle on quality, functionality or design and instead create elevated formulas personalized to serve their distinct needs and the diverse hair and skin needs of modern men.
The product line includes the following solutions for all hair and skin types, textures and issues.
• Curly and Coily Hair: Frizz Fighter Shampoo and Ultra Nourishing Conditioner;
• Thinning Hair: Thickening Shampoo and Weightless Conditioner;
• Dry, Itchy Scalp: Scalp Cooling Shampoo and Scalp Reviving Conditioner;
• Essential Moisture: Everyday Shampoo and Everyday Conditioner;
• Balanced to Dry Skin: Everyday Face Cleanser, Everyday Face Lotion, and Everyday Body Wash; and
• Balanced to Oily Skin: Deep Exfoliating Face Cleanser, Lightweight Face Lotion, and Deep Exfoliating Body Wash.
Since launching in 2016, Hawthorne has expanded from direct to consumer into retail last fall with Nordstrom and SSENSE (additional series funding took place in 2021). During this time and working closely with Target, Hawthorne utilized its men’s grooming survey data to thoughtfully co-develop products serving both the most common needs of men in addition to the many underserved needs of men today.
Hawthorne will be introducing to the Target men’s aisle a new non-foaming “Frizz Fighter” shampoo designed to deliver deep moisture to curly and coily hair, in addition to four new men’s conditioner formulas targeting different needs. All products are clean, vegan and free from sulfate, paraben, silicone, phthalate and dye.