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Goodfellow & Co., Target’s in-house men’s clothing and accessories brand, has been a hit since it launched two years ago. In fact, according to the company, “it’s on track to be a nearly $1 billion brand by 2020.” For us, stylistically, it’s been hit and miss. The wide-ranging offerings include subtly revolutionary dopp kits and basics in surprisingly covetable colors, but the low price point and mass appeal also mean that the quality can sometimes be lacking (both in terms of material and design).
The brand’s latest offering doesn’t seem to have that problem. Goodfellow & Co. now sells men’s grooming products which are both economical compared to other brands on the market (which is to be expected from Target) and built to address skincare and grooming needs that some other brands come up short on (which was less expected).
The line launched back in May, but they’ve been slowly adding to the product range, with four colognes being one of the more recent additions. There’s the standard shampoo and body wash, but the unexpected crops up in the ingredients (like hops extract) and new product offerings (like tattoo salve). Plus, everything is under $20, which means you can test it out without feeling like you’re wasting your money if you decide it’s not for you and you have to pawn it off on a friend.
To help you pick out which ones to test, we’ve highlighted the most intriguing concoctions below.
No. 01 Blue Sage & Tonka Cologne
Goodfellow offers traditionally masculine scents like cedarwood, sandalwood and even rum, but if we ever swerve from our tried-and-true scents, it’s going to be for the “herbaceous blue sage cutting through the creamy-spicy, almondine scent of tonka bean.”
Fragrance-Free Tattoo Salve
A gentle tattoo-specific balm, something you don’t see in traditional grooming lineups. Use as much as you need after getting inked — it’s unscented.
No. 05 Kelp & Sea Mineral Face Wash
Instead of scrubbing your face to death with walnut shells, use this merciful combination of rice extract, shiitake extract, lemon extract, papaya extract and vitamin C.
No. 03 Moroccan Mint & Cedar Shampoo
Is mint the most underrated scent in the grooming game? Yes, but this shampoo includes something even better: hops extract (yes, like the kind in your beer).
No. 01 Blue Sage & Tonka Texturizing Fiber
Not ready to commit to the scent in cologne form? Try this strong styler with a matte finish.
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