Manscaped Men’s Grooming – A Business Breakdown

Steve King and Paul Tran run the male grooming company Manscaped. The company was founded in 2016. According to a study, 69% of men manscape these days, but not everyone is well-educated on the subject. Nobody knows for sure the right way to do it.

Manscaped Highlights

Manscaped – Founding Story

Co-founder Steve King appeared on TV and shared a story. One day, his son, Josh, was having drinks with friends. They all began to share their manscaping tales. Gradually, Josh realized that many men manscape these days. He believes it may be because of the millennial metrosexual movement, which motivated men to take better care of their hygiene.

It was when Josh told his father about the idea that they looked into it and realized how big of a market it was. The men’s grooming industry was a $3 billion market at that time. They assembled a team of chemists and engineers and created their eight-item package. That is how the company came into existence.

The mission of the company is to promote men’s hygiene, especially below the belt. They offer top-notch male grooming tools and accessories. Their goal is to change self-care for the better. Their vision is to empower men with confidence and self-care.

The idea behind it all is to fight the taboos around men’s grooming. Manscaped’s journey hit a milestone when they appeared on Shark Tank Season 10. The deal shown onscreen didn’t happen, but they gained a lot of attention. This helped them attract new customers and investors.

Products & Services by Manscaped

Manscaped’s core products are below-the-belt grooming accessories. They offer electric grooming tools designed to trim the body, beard, and below-the-waist areas. Along with that, they also have razors, replacement blades, and shaving gel so that you don’t miss out on anything, everything in one spot.

Hygiene products include deodorants, body washes, and skincare products tailored for men. You can buy individual products or get them in sets or kits. The company also sells apparel and lifestyle items, like boxers and travel bags.

Their flagship product is The Lawn Mower. The brand is mainly famous for its electric trimmer, the Lawn Mower. The trimmer is specifically designed for below-the-waist grooming. It has advanced SkinSafe® technology, is cordless, and is waterproof.

Another popular product is The Beard Hedger, a beard trimmer. Other notable items include The Plow, Crop Preserver, and Crop Reviver, all centred around grooming and hygiene.

Unique Features

Some of the standout features of Manscaped are:

1. What’s unique about Manscaped when compared with the competitor brands is that their products are innovative with advanced technology and design.
2. They value safety so much that their trimmers have ceramic blades that reduce the chances of cuts. Their tools are fully waterproof, providing a safe experience in the shower.
3. Additionally, their products have wireless charging, some models have adjustable blade settings, and their ergonomic design offers easy handling.
4. Their hygiene products are made keeping even the sensitive skin in mind; they are pH-balanced & dermatologist-tested formulas.
5. Consumers can expect to pay roughly $90-$100 for individual grooming tools, with the option to purchase the comprehensive Performance Package 4.0 for about $130.
6. As for services, they offer a subscription service for regular blade refills and product replenishment. They have a 30-day money-back guarantee for customer satisfaction.
7. They give a one-year warranty on trimmers. Their blogs provide educational content about grooming and hygiene advice, along with product guides.

 

 

 

 

 

 

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The Rise of Male Grooming

The primary target audience is men aged 18-45. This age group generally prioritizes grooming, hygiene, and self-care. Millennials, who invest in their appearance or personal care, and Gen Z, who are influenced by trendy grooming routines, are the target customers. 

Men in fitness or athletics also fall into this criterion. Manscaped items are great for gifting purposes as well.

As there is an increase in awareness around personal care and hygiene, men have also started investing in grooming products more than ever. The male grooming industry is growing at a fast rate. It was worth about $75 billion in 2023. 

Now, it’s expected to keep growing by at least 6% each year for the next five years. The reasons behind it are:

1. Men now want more than just shaving; they’re looking for products to groom their whole body.
2. People are spending more on fancy and specialized grooming tools, like advanced trimmers, instead of just regular razors.
3. More companies are offering subscription services so men can get their grooming products automatically delivered, and it is all becoming smoother and smoother.
4. Social media, influencers, and online trends are a big part of how brands like Manscaped get popular.
5. Manscaped stands out by blending advanced tech, like SkinSafe® blades and waterproof designs, with a modern, confidence-focused brand image that resonates with younger men.
6. They’ve cornered the market on below-the-waist grooming with unique products and clever marketing, creating strong brand loyalty, although they still navigate price competition in some product categories.

The Manscaped Business Model

Manscaped has a lean production model. Instead of building its own factories, it hires other companies to make its products. This keeps costs down and lets them quickly make more or less inventory as needed.

By partnering with the right manufacturers, they ensure that their production is high quality. How partnering helps Manscaped and other such companies:

• The company can easily produce more products because it outsources and sells mostly online.
• They can simply order more from their manufacturers and don’t need to worry about building more stores.
• Their supply chain runs smoothly since they have multiple suppliers. This reduces the chances of any kind of shortage.
• The brand’s focus on e-commerce logistics helps it easily restock and optimize inventory management.
• The logistics system of the brand is also efficient. They have their own official website, through which they sell directly to consumers. They have partnered with fulfillment centres and shipping providers worldwide for smooth distribution.
• Their presence on platforms like Amazon helps them reach more customers.
• For future scalability, they have a lot of potential and various options. They could expand their business to more countries, which would get them fresh, new customers.
• Manscaped can launch new products and add to their list of items or kits.
• Selling their products in regular stores will get them greater market reach. Their subscription service could help them build a strong consumer base.

Manscaped’s Revenue Engine

Manscaped has diverse revenue streams; it generates money through multiple channels. Primarily, they sell through their official website. This Direct-to-Consumer (DTC) model gives them high margins. Also, buying products directly from a brand’s website creates a sense of the relationship between both sides. 

Being on platforms like Amazon costs a fortune, but it increases brand visibility. They have products in Target, Walmart, and Best Buy, which expands their accessibility. Their subscription model earns them recurring revenue, and by selling kits that include multiple products, Manscaped increases the average order value (AOV).

Their pricing structure is such that they position themselves as a premium brand. Manscaped charges more for its products because it wants to be seen as a fancy, high-quality brand. They offer deals on bundles and subscriptions to encourage customers to buy more and keep coming back.

The factors that help maintain high-profit margins are outsourced manufacturing, the subscription model, and customer loyalty. Another thing that ensures profit is the brand’s “premium” image. For that, customers are willing to pay more, as in return, they are assured they will get high-quality products.

Manscaped gets its products to customers through its own website, online marketplaces like Amazon, regular stores, and partnerships with barbershops. They also team up with influencers, sports organizations, and big retailers to get their brand out there.

Financing & Fundraising

The business was initially self-funded. They also secured an early investment worth $400K from an angel investor. After that, Manscaped secured over $25.1M in two rounds—Series A in 2020 and Series B in 2022—from investors like Smash Ventures and Banner Ventures. The exact amounts of the investments were not publicly shared.

They used the funds in various aspects of the business, starting with product development. As the company now has a very large range of products and product types, they have invested a hefty amount in what goes behind the scenes of product innovation. They also spent money expanding their retail presence in stores like Target and Walmart.

Manscaped used its funding to boost marketing. Expanding globally and improving its supply chain and shipping becomes easier with funds. The company is funded by investor money, and they also use their profits to grow the business. They’ve explored going public through a SPAC but also rely on reinvesting revenue.

Financial Performance

Manscaped’s revenue grew significantly, reaching an estimated $550 million in 2024, despite some reported losses. They’ve shown strong cash flow and rapid growth, with an estimated net worth between $750 million and $1 billion.

Who Are the Competitors of Manscaped?

Manscaped faces competition from established players like Philips, Gillette, and Braun in the general grooming market. They have the same customer base as Manscaped. 

The company also faces some threats from newer brands like Meridian, specializing in similar below-the-waist products. 

They also compete indirectly with subscription services like Dollar Shave Club and other premium men’s care brands. Some analysis of Manscaped and its competitors:

How Does Manscaped Stand Out?

These are some features that make Manscaped give tough competition to others in the game:

• The advantage that the brand has is that it’s one of the first of its kind. They are counted among the leading brands specifically for intimate male grooming.
• Their products stand out as they are waterproof and wirelessly chargeable. The product range itself is so vast that it could be considered a one-stop shop for everything men’s grooming-related.
• Their branding is bold and cheeky, which influences the target audience.
• The barriers in the market for new players are high enough to seem difficult. The established position of Manscaped makes it hard for newcomers.
• They have patented technology, so competitors can’t copy it.
• Manscaped has a strong distribution network. New brands will have to match their level of digital marketing, which could cost a significant amount.
• Market risks for Manscaped include being a premium brand, which could sometimes become a problem during financial slowdowns, as their demand could be affected.
• Companies that offer affordable alternatives could be a major threat. Consumer preferences could change, putting their business in a risky position.

Who Should Try Manscaped?

Here’s how you know if the product is for you:

1. You’re looking for a complete grooming solution.
2. You appreciate fun, bold branding, and influencer-backed products; you’ll vibe with Manscaped.
3. You want to maintain hygiene and comfort in intimate areas.
4. You travel frequently and need something compact, cordless, and travel-friendly.
5. You want to avoid grooming accidents.

 

 

 

 

 

 

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Marketing Mastery

Manscaped uses various marketing channels. For digital advertising, they rely on YouTube, Instagram, and Facebook ads. These ads are humor-loaded. Early in the business, the founder realized that the best way to sell these products was to mix a sarcastic angle into them. They are mentioned time and again on famous podcasts like The Joe Rogan Experience and Barstool Sports.

They do influencer marketing as well. The company collaborates with influential personalities to promote their products. Their retail and e-commerce presence is strong. They have brand partnerships with UFC, WWE, and professional sports teams, which is a very effective marketing strategy.

Pros and Cons – Manscaped

Here are the pros and cons of Manscaped:

The brand is positioned as a premium, lifestyle-driven men’s grooming brand. It focuses on promoting men’s hygiene, confidence, and self-care. The tone of the brand is bold and humorous. They have had many fun yet influential campaigns, like “Your Balls Will Thank You.” This one campaign made the brand go viral. Their Super Bowl commercial promoted the brand among edgy TV sports audiences.

 

 

 

 

 

 

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How Manscaped Manages Production & Distribution

Manscaped’s company is organized to focus on growing the brand and its marketing. Steve (co-founder) and Paul Tran (co-founder and CEO) led the business. Core teams handle all the important operations, like creating products, running online sales, advertising, and helping customers. Manufacturing and shipping are handled by other companies. More details:

• Their warehousing is located in the U.S., Canada, Europe, and Australia. This global network makes it easy to deliver in more places.
• Apart from that, they use Amazon’s logistics network for storage, packing, and shipping.
• Their customers are supported by many channels. They have an active customer service team.
• Customers are given a 30-day money-back guarantee, and they feel confident in their purchases.

Growth & Expansion of the Company

Manscaped is growing by making better grooming tools. They have trimmers with longer battery life and safer blades. They are profiting by adding skincare products to their lineup. They’re also selling their products in more places. The company is expanding to new countries in Europe, Australia, and Asia. They’re teaming up with sports teams and influencers to get their name out there.

They’re also trying to be more eco-friendly by using recyclable packaging and making products that use less energy. Manscaped is also looking into ways to ship its products while reducing its impact on the environment.

Manscaped’s Track Record

Manscaped has won many awards that prove their products are worth it. One of them is the Men’s Health Grooming Award 2025. They have been featured in Forbes and Business Insider. Apart from major podcasts and YouTube videos, they have also appeared on television. They were on Shark Tank seeking investment and received coverage from ESPN and Sports Illustrated due to partnerships with sports leagues.

They have great customer responses and reviews on Amazon and similar platforms. Manscaped has 600K+ followers on Instagram. For influencer marketing and celebrity endorsements, UFC fighters, athletes, and comedians promote the brand.

Future Growth, Innovation & Challenges

Future plans for Manscaped include expanding its product range to include skincare products. Expansion in retail will definitely be fruitful. They can opt for AI-driven market strategies. For long-term vision, racing in new countries would be a great idea. Entering Asian and Latin American markets could be their goal. Other goals include:

1. They could change their image from just a grooming brand to a holistic men’s self-care and wellness brand.
2. Manscaped’s anticipated challenges are increased competition, balancing prices, and managing shipping costs.
3. Keeping customers loyal as trends change.
4. They can capitalize on the growing male self-care trend and the push for eco-friendly products.

FAQs

1. What is the meaning of manscape?

The term manscape simply means to remove or cut off a man’s body hair. This is generally done to keep the body hygienic and feel more comfortable. Although not all men necessarily do it, the number is growing.

2. What is the use of a Manscaped Grooming Kit?

It is a body hair remover tool. It is specially made to get rid of hair from the sensitive areas. People buy the product to remove below-the-belt hair.

3. Is the Manscaped really worth it?

While that is a subjective question, it could be said that Manscaped is being liked. The product has been receiving appreciation for its functionality as well as its design.

4. Is Manscaped good for private parts?

The product is specially made for private parts. It does not cause cuts or irritation. Customers have been relying on its safety.