By Rosie Jane’s body care has a new home with a launch online at Target.

Marking the clean fragrance brand’s premiere in mass-market retail, the big-box chain will stock its $25 Body Wash, $28 Body Milk, $42 Body Oil and bestselling $15 Deodorant in the Wake The F*ck Up and Chill The F*ck Out scents. The Deodorant scent Calm The F*ck Down will come later. Body care has historically been a commodity arena in the mass market, but price tolerance in it is ascending as consumers seek out elevated scents and ingredients.

Until now, By Rosie Jane has partnered with prestige retailers the likes of Sephora, Nordstrom, Revolve and Anthropologie and is in 305 doors in the United States, up 100 from last year. The brand, which makeup artist Rosie Jane Johnston started in 2010, has seen its Sephora business climb 40% and overall sales rise a triple-digit percentage this year. It’s on track to hit $10 million in sales by the end of it.

In Sephora, By Rosie Jane’s bestsellers include $80 Dulce Eau de Parfum, $80 Rosie Eau de Parfum and $80 Leila Lou Perfume. The beauty specialty retailer currently sells the brand’s Body Wash, Body Oil and Deodorant. The body care formulas aren’t changing as By Rosie Jane breaks into the mass market.

Dulce Eau de Parfum

“We are primarily fragrance, and I don’t want that to change, but body care has been bubbling for us,” says Johnston. “It’s always been about 8% of our total business, but it felt like the right time for our body line to be messaged the way I have always envisioned it and in a way that makes sense to our community”

Body care has been more than bubbling for the industry as a whole. Market research firm Circana’s data shows it was the fastest-growing skincare subcategory in the first half of this year, with body spray sales leaping at a triple-digit pace and creams, lotions and cleaners notching double-digit increases. Body care accounted for $31.26 billion of the $181.20 billion skincare industry in 2023, according to market insights platform Statista, and market research firm Mordor Intelligence projects it will advance at a compound annual growth rate of 5.23% through 2027.

Johnston says By Rosie Jane’s Target entrance is a turning point for the brand in body care, leading to a heightened effort to refine its approach to the space in 2025. Among its plans are switching to ocean-bound plastic, transitioning to 100% post-consumer recycled content (PCR) for its pumps and introducing larger sizes.

Los Angeles-based By Rosie Jane branched into body care in 2021 after the coronavirus pandemic spread to the United States. At the height of the pandemic, showers helped to break up Johnston’s day, and they were a refuge for her with her children at home all day. She decided to fill that refuge with products from her brand that infused it with sumptuous scents.

“There is always a very important why whenever I create something at By Rosie Jane, and I think that that’s really the driving force behind body care and also this reach out into the mass market,” says Johnston. “It’s not because we just want to push our bottom line, it’s really because I think that this is where people are, and I really want to give them something beautiful that exists for a reason.”

A regular Target shopper, Johnston detected a gap for aesthetically pleasing body care products at affordable prices at mass-market retail. “I always thought of the body care line as still prestige, still beautiful ingredients, but a much more approachable product,” she says. “We’re not giving or creating a watered-down version of what By Rosie Jane is for a Target customer. We’re simply taking our beautiful products and putting them in a more accessible environment.”

Target has been building its presence in fragrance with brands like Good Chemistry, Fine’ry and Mix:Bar, but Johnston doesn’t have designs on placing By Rosie Jane’s fragrances at the retailer. She believes the brand’s customers in higher end retailers are different than the customers it will attract at Target. Outside of the U.S., it’s available at Sephora Australia, New Zealand, the United Kingdom and Europe broadly. By Rosie Jane’s customers are primarily women from the ages of 25 years old to 55 years old and above.

Johnston says, “Initially, our customer was probably more Nordstrom, a little more mature, really knew what she was searching for, and then as this incredible expansion into fragrance has happened, Sephora has allowed us to reach a younger, highly engaged demographic that’s looking for a discovery moment.”

By Rosie Jane has reached a younger demographic by heading to TikTok, too, where #perfumetok has responded to and prodded gen Z’s scent obsession. The brand executed scrappy and clever campaigns for its Dulce and Missy fragrances in the past year with a focus on TikTok. At least at the outset of its Target partnership, By Rosie Jane is taking a quieter approach with its expansion into the chain.

“We’ll be partnering as always with our incredible community on social media and through our own email community, but we are not doing a huge launch because it’s such a moving, evolving target for us, no pun intended,” says Johnston. “We want to take the long road and allow our brand awareness to grow within Target as opposed to it having to be this very short, sharp, get it now…It’s really about the journey for us and this is our first step into it.”