Target Launches Smartly, an Affordable In-House Brand With 70 Personal-Care Products


We've all been there: You walk into a Target with plans to pick up just one thing and somehow, an hour later, you leave with a cart full of stuff you never knew you needed. Now, thankfully, Target just made it even easier to fill an entire cart without draining your bank account, with a new in-house brand called Smartly, which features 70 personal-care items, most of which are under $2.

Smartly will encompass all the essentials you probably go to Target to pick up anyway - and now you can stock up on all of them without creating checking-account guilt. According to a press release, the retailer will stock everything from personal-care basics (body lotion, razor blades, etc.) to home needs (like paper plates and brown paper lunch bags). You could buy the entire 70-item collection for less than $200, which sounds like a seriously productive game of Supermarket Sweep. There's also apparently a four-pack of toilet paper for 99 cents, something I didn't realize was a personal dream until today.

Not only will these products be wallet-friendly, they'll also be a treat for your eyes and nose, too. "Smartly products feature a variety of fragrances developed in partnership with master perfumers along with joyful, modern packaging that looks great on the countertop," according to the release. "Not only is Smartly well-designed and affordable, but it truly is a brand that is reliable and works like it's supposed to, delivering quality results so guests want to purchase time and time again."

Over the past year, Target has rolled out multiple in-house brands, including Prologue, a line for work-appropriate basics, all less than $50. It also developed a '90s-inspired clothing line with basics that start at $3 and go up to size 26. Clearly, the retail giant has been listening to what its customers need and is working to be more inclusive. And what I need is a four-pack of toilet paper for less than $1.

The new collection, Smartly, arrives in Target stores and online on October 14. Please prepare your wallets and shopping carts accordingly and check out a few previews of Smartly below.

More stuff to pick up next time you're at Target:

Now check out Miranda Kerr's luxurious bathroom:

See the video.

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