Manscaped’s Ultimate Self-Care Kit for the Modern Man. (Image Credit- Manscaped Official Website)
Steve King and Josh King, a father-and-son team, run the male grooming company Manscaped. The company was founded in 2016. The founders discovered that 73% of men manscape these days, but not everyone is well-educated on the subject. Nobody knows for sure the right way to do it.
- Co-founder Josh King appeared on TV and shared a story. One day, he was having drinks with friends. They all began to share their manscaping tales.
- 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 is a $3 billion market.
- They assembled a team of chemists and engineers and created their eight-item package.
- 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 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 majorly 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 centered around grooming and hygiene.
Unique Features
- What’s unique about Manscaped when compared with the competitor brands is that their products are innovated with advanced technology and design.
- 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.
- Additionally, their products have wireless charging, some models have adjustable blade settings, and their ergonomic design offers easy handling.
- Their hygiene products are made keeping even the sensitive skin in mind; they are pH-balanced & dermatologist-tested formulas.
- 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.
- As for services, they offer a subscription service for regular blade refills and product replenishment. They have a 90-day money-back guarantee for customer satisfaction.
- 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 criteria. 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.
- Men are now wanting more than just shaving; they’re looking for products to groom their whole body.
- People are spending more on fancy and specialized grooming tools, like advanced trimmers, instead of just regular razors.
- More companies are offering subscription services, so men can get their grooming products automatically delivered, it is all becoming more and more smoother.
- Social media, influencers, and online trends are a big part of how brands like Manscaped get popular.
- 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.
- 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, Manscaped 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.
- The company can easily produce more products because they outsource and sell 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 centers 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 as well as various options. They could expand their business to more countries, which will 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, and 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 in maintaining 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 on 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 to $1 billion.
What Makes Manscaped Stand Out?
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.
- 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.
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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. The founder, early in the business, realized that the best way to sell these products was by mixing a sarcastic angle into it. 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.
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 and Josh King lead 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.
- 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 available via phone, email, live chat, and social media.
- Customers are given a 30-day money-back guarantee, 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 their 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 Manscraping 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 new countries would be a great idea. Entering Asian and Latin American markets could be their goal.
- They could change their image from just a grooming brand to a holistic men’s self-care and wellness brand.
- Manscaped’s anticipated challenges are increased competition, balancing prices, and managing shipping costs.
- Keeping customers loyal as trends change.
- They can capitalize on the growing male self-care trend and the push for eco-friendly products.
Hiedi Pratap is a versatile writer with a background in multimedia and mass communication. The desire to bridge the gap between the public and the events that shape their world led Hiedi to choose writing as her medium. She juggles facts and humor well enough to keep her audience both informed and entertained.
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