Men’s grooming used to be a small, slightly apologetic corner of the store. It isn’t any more. The US men’s personal care market is projected to reach roughly $6.5 billion by 2028, and Target’s shelves show it — the aisle is now genuinely contested space.
Two of the biggest names on it were built by people you already know. One belongs to Dwayne Johnson. The other belongs to six streamers with more than a billion monthly views between them. They arrived by completely different routes, they are built around completely different ideas, and they are aimed at completely different buyers.
Here is how they actually compare.
Quick note on what these are: both are brands founded by the people whose names are attached to them, and both are sold at Target. Papatui was founded by Dwayne Johnson. Tone was founded by the AMP creators and operates as an independent company in which AMP is the majority shareholder. Target stocks them both and owns neither. We’re an independent comparison site — we don’t work with any of them, and we’re not telling you what anyone keeps in their bathroom cabinet. We’re telling you what’s on the shelf.
At a glance
| Papatui | Tone | |
|---|---|---|
| Who’s behind it | Dwayne Johnson (founder) | The AMP creators — Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor, ImDavisss |
| Sold at | Target (and papatui.com) | Target (and direct-to-consumer) |
| Launched | March 2024, exclusive to Target | Direct-to-consumer February 2025; Target July 2025 |
| Built around | Skincare — face, body, hair, tattoos | Fragrance — scent-led body care |
| Range | Face care, body & hair care, tattoo care, acne | Deodorant, body wash, lotion, cologne & body mist, lip balm |
| Signature scents | Sandalwood Suede, Lush Coconut, Cedar Sport | Fresh, Citrus, Woodland, Coconut |
| Typical price | Around $8–$10 | Around $5–$20 |
| Best for | An actual skincare routine, including acne and tattoo care | Smelling good, cheaply, every day |
Papatui: the skincare argument
Papatui launched in March 2024 across roughly 1,900 Target stores, alongside its own website. Johnson has said it spent more than three years in development, and the pitch is unusually unglamorous for a celebrity brand: proper skincare for men, at a price that doesn’t require any thought. At launch, essentially the entire range sat between about $8 and $10.
What separates it from most of the aisle is how much ground it covers. This is not a body wash and a deodorant with a famous face on the bottle. The range spans face care — cleansers, moisturisers, the machinery of an actual routine — plus body and hair care, and a dedicated tattoo care line, formulated to moisturise skin and keep ink looking sharp. That last one is a genuinely unusual thing to find at this price, and it is a category most mass-market grooming brands simply ignore.
In 2026 the brand added acne products formulated specifically for men’s thicker, oilier skin — a fairly clear signal that it intends to be treated as a skincare line rather than a fragrance line. Target now describes Papatui as its best-selling men’s face care brand.
The scents are worth a mention. Sandalwood Suede, Lush Coconut and Cedar Sport were developed with perfumers from dsm-firmenich, which is not a claim many sub-$10 grooming lines can make. Fragrance here is a finishing touch on a functional product, rather than the point of it.
The name is personal. It honours Johnson’s Samoan grandfather, the wrestler High Chief Peter Maivia — “papa” means rock in Samoan, and “Tui” was his grandfather’s nickname for him.
Tone: the fragrance argument
Tone came at this from the opposite direction, and arrived very fast.
It launched direct-to-consumer in February 2025, founded by AMP — Any Means Possible — the Atlanta content collective made up of Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor and ImDavisss. The brand was unveiled on a Twitch broadcast; at points during the stream, more than 100,000 people were on the Tone website simultaneously, and the brand reportedly did seven figures of sales within 72 hours.
It is not a licensing deal. Tone runs as an independent company in which AMP holds the majority stake, co-developed with the media company Night, and its chief executive previously served as president of the clean body care brand Nécessaire. It reached Target in July 2025 with sixteen products.
Where Papatui leads with skin, Tone leads with smell. The whole range is organised around four scent families — Fresh, Citrus, Woodland and Coconut — which run consistently across aluminium-free deodorant, hydrating body wash, body lotion, and a portable cologne and body mist. Because the same four scents run the length of the range, you can layer wash, lotion and mist without anything clashing, which is a real advantage and quietly the smartest thing about the line. Lip balms come in flavours like Cool Lime and Vanilla Mint.
Pricing starts around $5 for a lip balm and tops out near $20 for a body mist — a wider spread than Papatui, with a cheaper way in.
One more thing that complicates the “men’s grooming” label: Tone is deliberately unisex. Its founders have said they want it to be for everyone, and by the brand’s own account a substantial share of its buyers — somewhere around 35 to 40 percent — are women.
Scents, side by side
These two are chasing different noses.
Papatui’s three — Sandalwood Suede, Cedar Sport, Lush Coconut — lean warm, woody and traditional. They read as grown-up. They are the kind of scents that would not feel out of place on a much more expensive shelf.
Tone’s four — Fresh, Citrus, Woodland, Coconut — are brighter, simpler and more literal, and the naming tells you exactly who they’re for: you don’t need to know what “suede” smells like to pick one. Coconut is the overlap, if you want a direct comparison point between the two brands.
Coverage: what each one actually replaces
This is the clearest practical difference, and probably the one that decides it for most people.
Papatui can replace your face routine. Cleanser, moisturiser, acne treatment, plus body and hair care and tattoo aftercare. It is trying to be the whole bathroom cabinet, weighted towards skin.
Tone can replace your body routine. Deodorant, wash, lotion, lip balm and something to spray on afterwards. It is not trying to do your face at all — there is no cleanser, no moisturiser, no acne product.
Which means they overlap far less than the shelf placement suggests. Plenty of people would be perfectly well served buying both, and using them for different jobs.
Price
Both are firmly in budget territory, but they get there differently. Papatui is flat — most things land around $8 to $10, so there are few surprises either way. Tone has a wider spread: a $5 lip balm is the cheapest entry point of the two, while a $20 body mist is the most expensive single item across either brand.
For context, Target also sells more than thirty grooming products under Goodfellow & Co, priced from roughly $4 to $17. That is Target’s own in-house brand rather than a founder-led one, so it sits outside what this site covers — but it is on the same shelf, it is often cheaper still, and it is the honest third option if the name on the bottle doesn’t matter to you.
So which one?
Choose Papatui if you want a real skincare routine rather than a scent. It is the more complete face-care proposition by a wide margin, the tattoo range is close to unique at this price, and the acne line is aimed at a problem most mass-market brands formulate around rather than for. Almost everything is under ten dollars.
Choose Tone if fragrance is the whole point. It’s built scent-first, the four families layer cleanly across the entire range, the entry price is lower, and it doesn’t insist on being a men’s product — which for a lot of buyers is the feature, not a caveat.
And if you want both, that’s not a cop-out. They’re solving different problems.
A note on prices
Prices above are approximate and reflect publicly reported figures at the time of writing — they are not a live feed. Retail prices move, ranges get discontinued, and scents come and go. Check Target for current pricing and availability before you buy.