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Target x Harry's Hits Men's Grooming Bullseye

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The Harry's and Target partnership shows how men's grooming is evolving.

Men's grooming has long been considered a growth category for the beauty care industry, illustrated most starkly by the recent Unilever acquisition of Dollar Shave Club. Now, Target has partnered with Harry's to offer a range of shaving and personal care products online and in-store.

Products will include Harry's Daily Facewash, Harry's Foaming Face Gel, Harry's Post Shave Balm and Harry's Starter Kit, which comprises limited-edition starter shave set, featuring a Target-red razor and a sampling of skin care products for $5.

"They’re extremely selective, buying online more than ever before, and also care more about expressing their personal style than past generations."

"With companies like Harry’s, the men’s grooming industry is changing quickly," said Target’s senior vice president of beauty and personal care, John Butcher, in an official blog post. "This evolution is largely driven by the way men are shopping these days. They’re extremely selective, buying online more than ever before, and also care more about expressing their personal style than past generations. Harry’s will help us build affinity with these guests, round out our existing men’s shaving assortment and further differentiate Target in this competitive space."