Dwayne Johnson's Papatui Becomes Top-Selling Men's Skincare Brand at Target

Dwayne Johnson’s Papatui Becomes Top-Selling Men’s Skincare Brand at Target

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3.22.2026

Quick Facts

Papatui reached #1 in men’s skincare sales at Target from February 2025 to November 2025
All products are priced under $10 and launched with 12 stock keeping units across face, body and hair care
The brand launched its first acne range in March 2026, targeting men’s top skincare concern

Dwayne Johnson’s men’s skincare brand Papatui achieved the top spot in Target’s men’s skincare category within two years of launch. The brand reached #1 status in sales from February 23, 2025 to November 30, 2025, according to IRI/Circana data.

Papatui launched on March 10, 2024, in 1,900 Target stores after four years of development. Johnson co-founded the brand with Jenna Fagnan, positioning all products under $10 to make them accessible to male consumers.

The brand’s success comes as the men’s skincare market rapidly expands. The category has grown nearly 60% over the past three years. Market projections show men’s skincare products will grow from $19.2 billion in 2026 to $52.1 billion by 2036.

In March 2026, Papatui expanded into acne care with three new products. The acne collection includes a facial cleanser with 2% salicylic acid, pimple patches, and a body spray. Johnson said 9 out of 10 men reported visibly improved acne in testing.

“Acne continues to be the biggest skincare concern for us men,” Johnson said. “The goal was clear for us: to formulate acne solutions designed specifically for men’s skin and build products that deliver performance men can see without overcomplicating routines.”

The brand offers three main product lines covering face care, tattoo care, and body and hair care. Products feature three scent profiles: sandalwood suede, lush coconut and cedar sport. All formulations are sulfate, paraben and phthalate-free.

Johnson drew on personal experience when creating the brand. He noticed men consistently approached him privately about skincare concerns, despite growing comfort discussing mental health.

“Men are getting more and more comfortable talking about mental health,” Johnson said. “But on the skin side, I realized over the years that dudes are still pulling me aside and having this sidebar conversation about skin care and grooming.”

The brand name honors Johnson’s Samoan heritage. “Papa” reflects his pride as a father, while “Tui” was his childhood nickname from his grandfather, who taught him about grooming importance.

Target executive Rick Gomez praised the partnership. “Wellness continues to be important to consumers, which is why I’m so proud of our partnership with Papatui and the combination of quality and affordability it’s adding to our assortment,” he said.

In its first year, Papatui won awards from Esquire, GQ, and Men’s Health. Glossy named it 2024 Men’s Beauty Brand of the Year. The brand also donates products to youth groups for at-risk and underprivileged youth.