Target Launches AMP-Backed TONE Brand as U.S. Men’s Grooming Hits $7.1 Billion
In 2025, Target partnered with streaming collective AMP to launch its men-forward personal care brand TONE, rolling it out nationwide and leveraging AMP’s Gen Z male following. U.S. men’s grooming sales reached $7.1 billion in 2025, up 6.9% year-over-year, highlighting a growing addressable market for Target’s expanded cosmetics and grooming assortments.
1. Target Expands Men’s Cosmetics Range with TONE Partnership
In July 2025, Target rolled out TONE, a men-forward personal care line created in collaboration with AMP (Any Means Possible), the online streaming collective with over 4 million Gen Z male followers across YouTube and Twitch. TONE debuted in more than 1,000 Target locations nationwide and online, marking the company’s first branded entry specifically positioned for male skin care and complexion. Initial distribution included concealer sticks, tinted moisturizers and brow gels priced between $12 and $18, reflecting Target’s strategy to capture repeat-purchase categories and drive higher basket size in nonessentials.
2. Store Experience Revamped with Gender-Neutral Displays
Throughout 2025, Target replaced traditional “Men’s” grooming aisles with integrated, gender-neutral beauty and skin care sections across 1,900 stores. These new displays feature TONE alongside legacy brands like Clinique and L’Oréal, arranged by product function rather than gender. According to internal data, this remerchandising led to a 15% rise in men’s toiletry add-on purchases and a 9% increase in average beauty-category spend per visit during the third quarter.
3. Celebrity and Exclusive Brands Strengthen Target’s Apparel
Target has further differentiated its beauty assortment by securing exclusive launches such as Dwayne “The Rock” Johnson’s Papatui line, which entered stores in September 2024. The collection spans skin, hair, body and tattoo care, and became one of Target’s top-selling specialty beauty brands within two months of launch, accounting for 4% of total beauty unit sales in Q4 2024. This exclusivity, combined with digital tutorials accessible via QR codes on packaging, underscores Target’s omnichannel approach to demystify men’s grooming and bolster customer loyalty.