New Global Retailers Expand MANSCAPED’s Market Reach

SAN DIEGO – With humor and savvy, lifestyle consumer brand MANSCAPED is grooming itself for greater growth and a clean future.

MANSCAPED is the category creator of below-the-waist grooming, with more than 11 million customers around the world, and is the No. 3 brand in the U.S. total electric shave market.

The company started less than a decade ago, selling a single trimmer direct to consumers in the U.S., but today offers a wide range of lifestyle and grooming products across multiple channels and in dozens of countries.

MANSCAPED has had a busy 2024, expanding its product line by 10 and blazing new retail trails.

Most of the changes have come since the company produced a tongue-in-cheek – and popular – campaign called “The Boys” earlier this year.

Its goal was to remove any taboo associated with male below-the-waist grooming. Using a visual metaphor, MANSCAPED in the campaign crafted a love story between men and areas of their body that are largely kept private.

“We kicked off 2024 with a bang, debuting our first major brand campaign, ‘The Boys,’ and setting the tone for a milestone-filled year,” said Dave Estrin, chief revenue officer at MANSCAPED. “This momentum carried into exciting product launches, including the introduction of our first-ever product colorways with The Lawn Mower 5.0 Ultra White Hot and Forged Gold, and new product tiers with The Lawn Mower Ultra, Pro and Plus models.”
Marcelo Kertész, chief marketing officer for MANSCAPED, said the company’s in-house creative team, in collaboration with agency Pereira O’Dell, came up with the idea for ‘The Boys.’

“We started to see a need to adjust our marketing approach to include a more balanced mix of performance marketing and top-of-funnel brand building – and we wanted to do this in a way that was meaningful, memorable and most importantly, true to the brand,” Kertész said. “MANSCAPED has a special ability to tackle sensitive topics with humor, so we leaned into that – and some hilariously creative visual metaphors – to work around mainstream media’s hesitance to talk about the groin.”

Kertész said the campaign has been a hit, earning praise from MANSCAPED customers and the industry alike, and has won several creative awards for its innovation.

Expanding Globally

On the retail front in 2024, MANSCAPED found great success with its first full year in Walmart, then further expanded its global presence by launching in Best Buy and Walmart in Canada, John Lewis and Currys in the United Kingdom and MediaMarktSaturn in Germany.

“It’s been an exciting and incredibly rewarding year for the brand as we continue to deliver premium-quality grooming products to people around the world,” Estrin said. “By establishing a strong presence in key international markets, we’re not just increasing brand awareness and diversifying our business but also building lasting relationships with our customers. Geographical growth also allows us to better understand the diverse needs and preferences of our customers. This insight drives our innovation and helps us refine our products to resonate with a broader customer base, helping to further position us as a leader in men’s grooming.”

As MANSCAPED’s first national retail partner in consumer electronics in the Canadian region, Best Buy Canada is carrying an assortment of the brand’s premium grooming tools and curated kits in 127 stores across the country, as well as online at bestbuy.ca
With around 400 MediaMarkt and Saturn stores and more than 20,000 employees, MediaMarktSaturn Germany is the No. 1 electronics retailer in Germany. The retailer offers a curated selection of MANSCAPED’s premium grooming tools and formulations in several selected stores, as well as online at mediamarkt.de
Estrin said one of MANSCAPED’s goals is to meet customers where they shop, and to build authentic connections.

“It’s essential that our products are accessible in their local markets,” he said. “Our retail team works diligently to identify partners who share our commitment to innovation and growth which helps us foster lasting relationships with consumers both at home and abroad. MediaMarkt was the perfect fit for us given that it is the biggest electronic retailer in the DACH Region, which is an important growth opportunity for MANSCAPED. They are forward-thinking in their approach to in-store customer presentation, partnering with us to create an exciting display experience for our launch.”

Mainstreaming New Category

MANSCAPED was founded by Paul Tran in 2016 in San Diego as the category creator of below-the-waist grooming, commonly known as manscaping.

The company introduced international shipping for its DTC business in 2021 and kept chasing after its vision to establish MANSCAPED as a global brand, Estrin said.
“Once customers trusted the company with their most delicate grooming needs, they showed interest in a variety of other products to help them build and enhance their routines,” he said.

Its product range now includes a diversified line of premium tools, formulations and accessories for men’s self-care routines, and to ensure customers have easy access to its products, omnichannel has been a core part of the company’s strategy since day one, Estrin said.

The collection is available globally in 40 countries on manscaped.com, on Amazon in more than 100 countries worldwide, in military exchanges and via major retailers including Target, Walmart, Best Buy, Men’s Wearhouse and Jos. A. Bank.

With a strong Amazon presence and retail footprint, the company also has a robust direct-to-consumer offering and subscription program (The Peak Hygiene Plan), with each channel playing a key role in the brand’s success.

MANSCAPED’s collection of tools and formulations include products with names that often elicit a smile: The Lawn Mower groin and body hair trimmer; The Crop Preserver anti-chafing groin deodorant; The Beard Hedger electric beard hair trimmer; The Dome Shaver Plus; The Handyman and The Weed Whacker.

The company also sells beard shampoo and conditioner, body wash, cologne, and nail grooming tools.

Estrin noted that the pioneers of groin grooming are not abandoning that space, and said that “innovation in that area will always be a priority.”

He said MANSCAPED’s expanded portfolio has helped drive new customers to the brand while also improving repurchase rates across all its sales channels.

Estrin said the company is particularly excited about its growth opportunities in the retail space, both in the U.S. and internationally.

“Our data shows that over half of male shoppers prefer to buy their grooming products in retail stores and we’re thrilled to see customers increasingly recognizing our expanding presence,” he said.

MANSCAPED
FOUNDED: 2016
FOUNDER & CEO: Paul Tran
HEADQUARTERS: San Diego
BUSINESS: Men’s Grooming
EMPLOYEES: 250
WEBSITE: manscaped.com
CONTACT: 800-497-3037
SOCIAL IMPACT: Company is a longtime partner of the Testicular Cancer Society, dedicated to raising awareness for testicular cancer – the most common cancer affecting men ages 15-35.
NOTABLE: MANSCAPED began as the category creator of below-the-waist grooming and has since expanded to offer a full range of head-to-toe grooming essentials, including beard trimmers, head shavers, body wash, and more.