In Review: The Target Goodfellow & Co. Grooming Lineup

Target Goodfellow & Co. Grooming Goods – $4.99 – $7.99

Target’s Goodfellow & Co. brand has released a full slate of grooming products, and the prices are cheap. Since none of us have the same bodies or grooming needs, Ryan and Joe teamed up on this post. Ryan took the skincare stuff (Face Wash, Face Scrub, Lotion, Bar Soap) with a wildcard on the conditioner (gotta keep that buzzed scalp fresh!) While Joe, who’s the more follicly forested creature of the two, took the hair stuff (Shampoo, Beard Balm, Texturizing Fiber). What do they have in store for us (pun intended)? Here’s their reactions to a bunch of Goodfellow’s new grooming goods…

 

Goodfellow & Co. Moroccan Mint & Cedar 2-in-1 Shampoo & Body Wash – $5.99

• Does it work? I think so, yes. Lathers up just fine, smells great (Mrs. Dappered liked it) but not overpowering. Felt like it rinsed clean for me. On the shampoo front, it works well there too. Cleans without drying out. I was buying this “man made wash” stuff (I know, how cliche) but the Goodfellow is more than 3x cheaper per ounce.
• Does it smell (good)? Yes indeed. It’s not overly scented, but the woodsy cedar notes are in there, and the clean mint comes through just a touch too.
• Complaints? Took me a while to get the darn pump to work, but, other than that, no, no complaints.
• Worth a try? Yes. Very much so.

 

Goodfellow & Co. Kelp & Sea Mineral Face Wash – $5.99

• Does it work? I’m happy with it. Cleans well and pairs nicely with the Face Scrub.
• Does it smell (good)? Definitely a beach bum here, so the sea-air this evokes is just fine by me. Some of the reviewers hate it with a fiery passion, but subtle and pleasing to this reviewer. Moss and sage stand out.
• Complaints? Honestly, none to really speak of here. Some said that this comes out watery, but I didn’t experience that.
• Worth a try? Winner.

 

Goodfellow & Co. Moroccan Mint & Cedar Beard Balm – $7.99

• Does it work? I believe so. I’ve never really, uh, “balmed” my beard. I do feel like my beard felt a bit softer after I used it. Do make sure you apply it when your beard is damp or wet though. Not dry. And go easy on how much you use. Frankly, I feel like this stuff is a way for guys who don’t use cologne (my hand is raised) to, well, use something that smells good.
• Does it smell (good)? It does.
• Complaints? Just be aware that if you don’t usually use any sort of scented stuff, that putting scented stuff into your beard, which is right below your nose, you’ll be smelling it often. Like, all day.
• Worth a try? Yes! If you’re bearded and balm curious.

 

Goodfellow & Co. Moroccan Mint & Cedar Face Scrub – $5.99

• Does it work? Yessir. I have sensitive skin and the scrubbing action doesn’t leave my face red, which is a plus. My skin feels a little softer to the touch after using this.
• Does it smell (good)? Yes. You can smell the woods in this (cedarwood and sandalwood), as well as the musk base.
• Complaints? The scrubbers are actually grain-sized bits of walnut, which work great for scrubbing. What they don’t work great for, though, is removing themselves from my face. Feels a bit like a beach day where you’ve got a few spare bits of sand stuck to you. Be prepared to rinse… thoroughly.
• Worth a try? Thumbs up.

 

Goodfellow & Co. Blue Sage & Tonka Hair Texturizing Fiber – $7.99

• Does it work? Yes. Matte finish and a firm hold without looking gooey or gunky or chunky or stiff.
• Does it smell (good)? Yes. Sweeter/more citrus than the Mint/Cedar profile used through much of the rest of the Goodfellow grooming line. Should still compliment that mint/cedar if you’re using the body wash.
• Complaints?  I would NOT call this a “cream,” despite Target.com describing the “product form” as such. It’s more solid than liquid. Like a putty. And you have to work it pretty good in your hands to get it applicable. But that also means a little goes a long way. If you’re used to using a pomade or a cream? This might look like cement at first glance and feel.
• Worth a try? Maybe. Depends on if you’re good with a firm feeling product.

 

Goodfellow & Co. Kelp & Sea Mineral Face Lotion – $4.99

• Does it work? Yes, with a caveat noted in the Complaints section. It goes on smooth, feels nice, and isn’t greasy.
• Does it smell (good)? Pretty neutral for me. I don’t know how much the reviewers are using when they can comment on how it smells on their faces hours later, but I’m not finding it to be an issue at all.
• Complaints? Would have really liked to see some SPF protection in a face lotion, especially for something that ideally is your main protection when you walk out the door.
• Worth a try? Can’t recommend it without SPF.

 

Goodfellow & Co. Kelp & Sea Mineral Moisturizing Bar Soap – $3.99

• Does it work? The short answer? Not for me. The long answer? If you like bar soaps, this will probably be a win for you. Made with shea butter and olive oil.
• Does it smell (good)? Barely there, but pleasant.
• Complaints? Left my skin feeling rubbery and tight, even when worked into a lather as recommended. I don’t feel like my skin is moisturized after using it.
• Worth a try? Skip it, unless you’re a bar soap diehard.

 

Goodfellow & Co. Moroccan Mint & Cedar Conditioner – $5.99

• Does it work? Definitely. As a recent member of the buzzcut club, I’m going a little longer on top for the fall but keeping the sides tight. This stuff left my hair and scalp feeling noticeably softer, and an overall “clean” feeling.
• Does it smell (good)? Very very nice. You can pick out the coconut notes in this one.
• Complaints? My pump-action bottle was very difficult to get moving (and still is), but that doesn’t speak to the product. No complaints here.
• Worth a try? Yes.

 

Final Overall Thoughts

What’s good is very good, and that potential is what counts when you’re looking at a launch lineup. On the outside, in terms of the packaging? Like, the bottles and such? It’s really hard to tell anything apart. The “apothecary” aesthetic is sharp, but when it comes at the expense of “Is this my Face Wash, or Face Pulverizer*?” at a glance, then it becomes a problem. Why not have different colored caps or something? (*Note: Face Pulverizer is not a real product, unfortunately, but would be a great name for a WWE finishing move.)

Since much of male society has gotten so used to AXE and Old Spice assaulting our noses, the subtle scents of these products can seem… underwhelming, at first. Many of the reviews say as much. But your scent shouldn’t speak FOR you, it should complement you. These do that.

Also, if it informs your grooming decisions, the Goodfellow line does not claim to be cruelty-free.

This line looks like a win for Target. The Goodfellow & Co. brand, which started as a clothing line to replace Mossimo and Merona, has exploded into a one-stop-shop for men who want to look good (and who wanna learn to do other stuff good, too). Their corporate site even lists a few products that haven’t yet seen the light of day, so expect them to expand and evolve. Off to a great start.