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Brief Published: 5 Mar 2019

Manscaped Shatters Male Grooming Taboos


US start-up Manscaped is addressing a gap in the market for intimate male grooming products. Will this be a lucrative new personal hygiene category?

Boldly reframing the traditional approach to ‘manscaping’, the San Diego-based grooming brand offers a variety of sets for pubic shaving. 

The brand’s latest kit, dubbed The Perfect Package 2.0, includes a range of moisturising, cleansing and deodorising products. For example, Crop Reviver is a toning mist designed to create an anti-burn protection barrier post shaving. Cooling and anti-bacterial ingredients, such as aloe vera and witch hazel extracts reduce inflammation and irritation. Meanwhile, an electric trimmer (The Lawnmower 2.0) is made with a patented QuietStroke technology, which reduces pulls on coarse, curly hair. 

The products are male-first – designed by men, for men – and the brand’s ethos is grounded in filling in the gaps that exist in the male grooming market. In the US alone, approximately 61% of men groom their pubic hair for hygiene purposes (American Journal of Men’s Health, 2017).

The brand has launched at a time when consumers are willing to explore and openly discuss previously whispered-about issues. To read more about beauty brands effectively tackling taboos, see V Wellness: Feminine Care’s New Era and Men: Nailing the Salon Experience.

In order to eliminate taboos around groin-care for men, Manscaped’s YouTube channel educates men on how to use the products by answering queries. A recent video explains how to prevent clogging the drain from a pubic hair build-up. The brand also uses humour to catch the attention of its core consumer group – primarily Enlightened Men – with the tagline: “When you trim the hedges, the tree stands taller.” 

Another brand tapping into this growing male grooming category is UK-based Lynx. The brand launched a four-part series of ‘shavetorials’ in February 2019. The sensory marketing clips (think ASMR), offer helpful grooming tips for the chest, balls and legs, which invite ‘shave curious’ consumers to shave their bodies more confidently.  

For more on male grooming branding strategies, see Instagangs: Indie Male Beauty and for cross-category approaches that tap into contemporary masculine values, see The Male Beauty Moment and Gillette Causes Controversy by Tackling Toxic Masculinity.