Almost two years after the original launch of Targets menswear brand  Goodfellow & Co the brand is on track to be a $1 billion brand by 2020. Late last week the retailer announced the extension of the brand into men’s grooming. I love this move it breaks the mold of most big box private brands by breaking free of the retailer’s organizational structure. This is a rarity and points to Target potentially taking a broader view of their brands then we have previously seen. If Target can create brands that are truly customer focused they have the opportunity to move beyond products or categories and to true customer solutions. The opportunity is exciting.

“Our Goodfellow & Co guest loves the brand, and with the introduction of a grooming assortment it’ll become even more of a one-stop-shop for those guests,” said Mark Tritton, executive vice president and chief merchandising officer, Target on a post on the retailer official blog “A Bullseye View”. “Grooming is a growing business and we’ve seen a new level of demand for specialty, premium products. Goodfellow & Co grooming was created to better meet that demand with products that we can ensure are effective and affordable.”

So affordable, in fact, that the collection is on average 20% less than comparable premium brands. Target product designers and developers (including chemists, technical designers and beauty designers) set out to create a line of high-quality, high-design grooming products that matches the brand’s aesthetic and value. After more than a year of research and testing the results are 30 plus items covering beard, face, hair, body care, fragrances and accessories—all for under $16.99.

With everything from beard oil to hair styling pomade, cologne to body wash, the collection was designed to help men streamline and simplify their personal care routines. And with scents derived from nature-inspired ingredients (Moroccan Mint and Cedar, Spiced Ginger and Rum, Kelp and Sea Mineral, Blue Sage and Tonka).

The products are all formulated with recognizable plant-based ingredients. Each is free of unwanted chemicals and toxins (they’ll be labeled with the Target Clean logo) and were created under the guidelines of Target’s 2020 chemical strategy.