ONSIDE, a new men's personal care brand backed by basketball player Jayson Tatum and supported by industry veterans from The Estée Lauder Companies, has launched exclusively at Target. The company's product line is designed specifically for skin in motion, addressing the functional needs of active men beyond traditional grooming.
ONSIDE's men's personal care core offerings include a Hybrid Body Spray with adaptive odor control and skin-conditioning ingredients, an Aluminum-Free Deodorant formulated with magnesium hydroxide and tapioca starch for odor neutralization and dryness, and a Body Wash infused with green tea extract, glycerin, and arnica to cleanse and refresh without stripping moisture. All formulations are available in santal leather and eucalyptus mint scents. The products are vegan, cruelty-free, and free from sulfates, aluminum, parabens, and phthalates.
Image Credit: ONSIDE
What's Driving This Trend
- Athlete-backed Grooming
- Star athlete involvement gives men’s personal care brands performance credibility, fan-driven visibility, and a differentiated path into mass retail beauty aisles.
- Active Skin Care
- Formulations built for sweat, movement, odor control, and skin comfort are expanding grooming beyond appearance into functional wellness for active lifestyles.
- Clean Performance Deodorants
- Aluminum-free, vegan, and cruelty-free deodorant systems with moisture-absorbing and odor-neutralizing ingredients reflect demand for cleaner products that still deliver athletic-grade efficacy.
Who This Affects Most
- Men's Personal Care
- The category is shifting from basic grooming staples toward specialized body care systems that address active skin, scent identity, and ingredient transparency.
- Mass Retail Beauty
- Exclusive launches at national retailers create scalable entry points for celebrity-led personal care brands while giving shoppers accessible premium alternatives.
- Sports Marketing
- Athlete-founded consumer brands are transforming endorsements into ownership-driven platforms where performance, lifestyle, and product development intersect.
