The new brand, Smartly, covers everything from toilet paper to body lotion—so you can skip the trip to the drugstore.

By Katie Holdefehr
Updated October 08, 2018

As if Target wasn’t already our go-to store for everything from cute fall boots to canned pumpkin, the company’s latest announcement will also make it our go-to drugstore. Yesterday, Target revealed that it is launching a new home and body brand, Smartly, which will carry everything from toilet paper to laundry detergent. The new brand launches in stores and online on October 14, with new products rolling out throughout early 2019. With the majority of the 70 new products priced under $2, the new items prove to be less expensive than most drugstore buys. Plus, each product comes in fresh, modern packaging you’ll want to keep out on our kitchen counter or bathroom shelf. Affordable, cute, and convenient—Target’s done it again.

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Paper bags and sandwich bags from Target's Smartly brand
Credit: Target

Affordable Home Essentials

Target’s new brand will let you stock up on household essentials—paper bags, laundry detergent, hand soap—without overflowing your home’s storage spaces. The prices may rival bulk-buying discounts, but because they’re sold in smaller quantities, you don’t have to worry about finding extra storage space. Toilet paper rolls come in a pack of four for 99 cents, so you can buy just one pack to stash under your bathroom sink, or load up on a dozen packs if you have extra storage shelves in the pantry or basement.

Body Wash from Target Smartly Brand
Credit: Target

Inexpensive Beauty & Body Care

The brand’s new personal care line will include body wash, body lotion, razor glades, and much more. According to the press release, the cost of these items will be approximately 70 percent less than similar products from national brands, so it may be time to rethink your typical body care buys. Wrapped in cute and colorful packaging, these products shouldn’t be hidden in your medicine cabinet; they’re pretty enough to leave out on your vanity or shower ledge. Start taking inventory of your bathroom essentials now, then mark “Target Shopping Spree” on your calendar—the new brand launches on October 14.