Men’s Personal Care Brand Onside Scores Target Launch

Onside, the men’s grooming brand backed by basketball star Jayson Tatum, has slam-dunked a Target launch.

The brand, which the makers say is built around performance, movement and the evolving role of self-care in men’s daily lives, has received an early investment from athletes and guidance from industry leaders like Georgia Garinois-Melenikiotou, brand board member and former executive vice president, corporate marketing at The Estée Lauder Companies.

“We created Onside as a performance-infused body care brand designed for movement that upgrades the daily routines of active men,” said Found Bradley Churchill. “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.”

Hero Products

Onside officials say its positioning reflects a broader cultural shift: men are embracing daily self-care as part of performance, confidence and personal presentation.

“Self-care is a big part of performing at a high level,” said Tatum. “My routine with Onside picks up where my training leaves off and helps me feel my best throughout the day. 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.”

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:

Hybrid Body Spray: A new approach to body fragrance and care, it features 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.

Aluminum-Free Deodorant: Engineered for all-day performance without compromise, it is formulated with magnesium hydroxide to neutralize odor, tapioca starch to keep skin dry, and shea butter to reduce friction under daily stress.

Body Wash: A deep-foaming formula designed to cleanse without stripping the skin, it’s infused with green tea extract to defend against environmental stressors, glycerin to support hydration and arnica to refresh skin after activity.

All products are vegan, cruelty-free and formulated without sulfates, aluminum, parabens or phthalates.

Onside is available exclusively at Target in stores and online.

For more on the men’s grooming market, go here.