The men’s grooming category has been talked about for years, but it’s finally begun to reach the mainstream. The global men’s grooming industry is expected to hit $78.6 billion by 2023, from $57.7 billion in 2017, according to a Research and Markets report. Hoping to capture share in that dramatic growth CVS Health has launched a new men’s grooming private brand that provides simple yet “good for you” products.

Designed by NYC-based agency Standard Black, Goodline Grooming Co was born by bringing together the familiar barbershop aesthetic with simple, eye-catching, and modern design that appeals to guys today. Offering effortless impact with “good for you” ingredients, the retailer gave Goodline a brand story with just the right amount of factual need-to- ingredient information while using wit and a sense of humor to make it relatable.