ONSIDE Is the Men's Personal Care Brand Built for Bodies That Actually Move
HEALTH & BEAUTY
ONSIDE launches men’s personal care brand exclusively at Target.
The men's personal care aisle has long had a problem. Brands slap the word "sport" on a bottle, make it black and blue, and call it a day. ONSIDE, a new men's personal care brand launching exclusively at Target, is taking direct aim at that tradition, and it has both the formulations and the backing to make a compelling case for something better.
Backed by NBA champion and entrepreneur Jayson Tatum, ONSIDE enters the market with a clear thesis: modern men are not simply maintaining their appearance. They are actively investing in how they feel, move, and perform across every part of their day. The brand's launch at Target, available now in stores nationwide and on Target.com, brings that philosophy to one of the most accessible retail footprints in the country.
The Products
ONSIDE launches with three hero products offered in two signature scents, santal leather and eucalyptus mint, all formulated specifically for the demands of bodies in daily motion, where sweat, friction, and constant activity require more than standard body care delivers.
The ONSIDE Hybrid Body Spray is positioned as a new category hybrid, combining fragrance with a skin-first formula featuring triethyl citrate for adaptive odor control, witch hazel to keep skin feeling fresh, coconut extract to condition, and niacinamide to support skin balance.
The Aluminum-Free Deodorant is engineered for all-day performance, formulated with magnesium hydroxide to neutralize odor, tapioca starch to keep skin dry, and shea butter to reduce friction under daily stress, without the aluminum, sulfates, parabens, or phthalates found in conventional products.
Rounding out the core lineup, the ONSIDE Body Wash is an ultra-light, deep-foaming formula designed to cleanse without stripping the skin barrier, infused with green tea extract to defend against environmental stressors, glycerin to support hydration, and arnica to refresh skin after activity. Face and hair essentials complement the system, creating a complete daily routine with the brand's body care focus at its core.
All products are vegan and cruelty-free.
The Thinking Behind the Brand
ONSIDE Founder Bradley Churchill was deliberate about the problem he set out to solve. Historically, brands in the men's care category have relied on surface-level sport positioning without actually building products that support skin under real movement. ONSIDE, he says, was made to change that, not by rebranding the category, but by rebuilding it around function from the ground up.
The timing is well-chosen. According to NielsenIQ, men's personal care is up 6.9% year-over-year, with body fragrance emerging as one of the fastest-growing segments, a clear signal that men are shifting toward more intentional daily routines rather than simply reaching for whatever's familiar.
Tatum, who serves as a brand partner and early investor, framed his involvement around the personal resonance of the mission. Self-care, he noted, is a meaningful part of performing at a high level, and his routine with ONSIDE picks up where training ends. Launching at Target, he added, was important specifically because it makes premium products accessible to men who wouldn't otherwise encounter them.
The Expertise Behind the Launch
The brand's advisory bench reinforces its ambitions. Georgia Garinois-Melenikiotou, an ONSIDE board member and former Executive Vice President of Corporate Marketing at The Estée Lauder Companies, brings deep expertise across consumer products, beauty, and brand building to a category that has historically been underserved by serious formulation thinking.
Her read on the opportunity is direct: ONSIDE understands the men of today who value performance in their daily routine and see self-care as essential, not optional, not vanity, but a genuine part of how they show up.
In a market crowded with brands borrowing athletic imagery without delivering athletic-grade performance, ONSIDE is making a different kind of bet: that men are ready for products that actually earn the positioning.