In recent years, there has been a significant shift in societal attitudes towards male grooming and personal care. Men are increasingly seeking products and services that cater to their specific needs and preferences, going beyond traditional grooming routines. In the midst of this evolving landscape, one innovative startup has emerged as a game-changer in the men’s grooming industry: Manscaped.
Manscaped, founded in 2016, is a company that specializes in creating premium grooming tools and products designed specifically for men. With a mission to elevate men’s grooming experiences, Manscaped has gained widespread recognition for its commitment to innovation, quality, and a no-nonsense approach to male grooming.
The inspiration behind Manscaped came from the realization that men’s grooming had been neglected and underserved for far too long. Recognizing the stigma and embarrassment that often surrounded topics like below-the-belt grooming, the founders of Manscaped set out to create a brand that would break barriers, shatter taboos, and empower men to take control of their personal grooming rituals.
Manscaped’s flagship product, the Lawn Mower, exemplifies the company’s dedication to revolutionizing men’s grooming. This trimmer, specifically designed for use on sensitive areas, features advanced technology such as skin-safe ceramic blades and a powerful motor. With precision engineering and ergonomic design, the Lawn Mower provides a safe and comfortable grooming experience, addressing the unique needs of men without compromise.
Beyond the Lawn Mower, Manscaped offers a comprehensive range of grooming products that cater to every aspect of a man’s personal care routine. From body washes and moisturizers to ball deodorants and refreshing sprays, Manscaped has developed a complete line of high-quality grooming essentials. Each product is meticulously formulated with natural ingredients, ensuring optimal performance and enhancing overall skin health.
One of the key factors that sets Manscaped apart from its competitors is its unwavering commitment to safety. The company recognizes that grooming sensitive areas requires extra attention and care. As a result, Manscaped invests heavily in research and development to create cutting-edge technologies that prioritize safety above all else. By constantly pushing boundaries and setting new industry standards, Manscaped has become a trusted name in men’s grooming, alleviating concerns and instilling confidence in its customers.
In addition to its exceptional products, Manscaped has fostered a strong community and brand identity through its innovative marketing campaigns and collaborations. By embracing humor, wit, and relatable messaging, Manscaped has successfully positioned itself as a brand that understands the needs and desires of modern men. Through partnerships with athletes, influencers, and celebrities, Manscaped has further solidified its position as the go-to brand for men’s grooming, appealing to a wide range of customers worldwide.
As the men’s grooming industry continues to evolve, Manscaped remains at the forefront of innovation, setting new benchmarks and challenging traditional norms. With an unwavering commitment to quality, safety, and customer satisfaction, Manscaped has successfully carved a niche for itself in the market. By providing men with the tools and products they need to confidently groom themselves, Manscaped is redefining what it means to be well-groomed in the 21st century.
Founding History and Founders of Manscaped
The founding story of Manscaped is a tale of identifying an underserved market and a mission to transform men’s grooming. The company was established in 2016 by Paul Tran, who recognized the need for specialized grooming products tailored specifically for men.
Paul Tran, an entrepreneur and visionary, observed that men’s grooming had long been an overlooked and neglected area within the personal care industry. Traditional grooming products and services often failed to address the unique needs and concerns of men, leaving a gap in the market. This realization sparked Tran’s entrepreneurial spirit and drove him to create a brand that would fill this void and revolutionize men’s grooming practices.
The inspiration behind Manscaped stemmed from Tran’s personal experiences and conversations with friends. He noticed the discomfort, lack of options, and stigma associated with grooming sensitive areas, particularly below-the-belt. It became clear to him that men needed a dedicated brand that would provide them with innovative, effective, and safe grooming solutions, while fostering an open and positive dialogue around male grooming.
Motivated by the belief that men should have access to high-quality grooming products that address their specific needs without embarrassment, Tran set out to build Manscaped. He assembled a team of co-founders and collaborators who shared his vision and brought together their collective expertise in product development, marketing, and design.
The early stages of Manscaped’s journey involved extensive market research and development. Tran and his team conducted surveys, interviews, and gathered feedback from men of different backgrounds to gain insights into their grooming challenges, preferences, and pain points. This research provided invaluable guidance for the development of Manscaped’s product line.
With a deep understanding of the target audience, Tran and his team focused on creating innovative grooming tools and products. They invested in cutting-edge technologies, collaborated with experts in engineering and design, and conducted rigorous testing to ensure the highest standards of quality, safety, and efficacy.
The result of their efforts was the Lawn Mower, Manscaped’s flagship product. The Lawn Mower was a game-changing trimmer specifically designed for grooming sensitive areas. It featured advanced technologies such as skin-safe blades, ergonomic design, and a powerful motor, providing men with a safe, comfortable, and precise grooming experience.
With the Lawn Mower as their foundation, Manscaped expanded its product range to encompass a comprehensive lineup of grooming essentials. The company developed body washes, moisturizers, ball deodorants, and refreshing sprays, each carefully formulated with premium ingredients to enhance overall skin health and meet the unique grooming needs of men.
As Manscaped’s product offerings took shape, Tran and his team focused on building a brand that resonated with their target audience. They crafted witty, relatable, and sometimes humorous marketing campaigns that broke taboos and encouraged open conversations about men’s grooming. Manscaped’s approach aimed to alleviate stigmas and create an inclusive and empowering environment for men to embrace their grooming routines.
Through strategic partnerships with athletes, influencers, and celebrities who embodied Manscaped’s brand values, Tran further amplified the company’s message and expanded its reach. Collaborations and endorsements helped establish Manscaped as a trusted name in men’s grooming and garnered a dedicated and passionate community of customers.
Today, Manscaped continues to innovate and push boundaries in the men’s grooming industry under Tran’s leadership. The company remains committed to its mission of providing men with the tools, products, and resources they need to confidently embrace their grooming rituals. Through a combination of quality products, engaging marketing, and a customer-centric approach, Manscaped has solidified its position as a leading brand revolutionizing men’s grooming practices.
Business Model of Manscaped
The business model of Manscaped revolves around creating and selling premium grooming tools and products specifically designed for men. The company has successfully implemented a direct-to-consumer (DTC) model, allowing them to control every aspect of the customer journey, from product development to distribution and customer support.
Product Development and Innovation: Manscaped’s business model begins with extensive research and development to create innovative grooming tools and products. They invest in cutting-edge technologies and collaborate with experts in engineering and design to develop high-quality, safe, and effective grooming solutions. Manscaped’s flagship product, the Lawn Mower trimmer, exemplifies their commitment to precision engineering and addressing the unique needs of men.
Direct-to-Consumer Sales: Manscaped primarily sells its products directly to consumers through its online store. By adopting a direct-to-consumer model, Manscaped eliminates the need for intermediaries, such as retailers or distributors, allowing them to have full control over the customer experience. Customers can conveniently browse and purchase products directly from the Manscaped website, ensuring a seamless and personalized buying process.
Subscription Model: One key aspect of Manscaped’s business model is its subscription offering. The company encourages customers to subscribe to their replenishment service, called “The Peak Hygiene Plan.” This plan provides regular deliveries of grooming essentials, ensuring that customers never run out of their favorite Manscaped products. The subscription model not only offers convenience to customers but also provides Manscaped with recurring revenue and increased customer loyalty.
Upselling and Cross-Selling: Manscaped utilizes upselling and cross-selling strategies to maximize customer value. During the purchasing process, customers are presented with options to add complementary products or upgrade their orders. For example, when buying the Lawn Mower trimmer, customers may be offered discounted bundles that include other grooming essentials like ball deodorants or moisturizers. This approach encourages customers to explore and purchase additional products, increasing the average order value.
Brand Partnerships and Collaborations: Manscaped leverages strategic partnerships and collaborations with athletes, influencers, and celebrities to enhance brand visibility and credibility. These partnerships involve product endorsements, co-branded campaigns, and social media collaborations, allowing Manscaped to reach new audiences and tap into the influencer’s existing fan base. By aligning with personalities who embody the brand’s values, Manscaped strengthens its market position and expands its customer reach.
Marketing and Branding: Manscaped’s marketing strategy focuses on creating engaging and relatable content that breaks taboos and promotes open conversations about men’s grooming. The company uses humor and wit to address sensitive topics, helping to reduce stigmas and resonate with their target audience. Manscaped utilizes various channels, including social media, online advertising, and content partnerships, to raise brand awareness and drive customer acquisition.
Customer Support and Engagement: Manscaped prioritizes customer satisfaction by offering responsive and personalized customer support. They provide multiple channels for customers to reach out with inquiries or concerns, ensuring a smooth post-purchase experience. Manscaped also maintains an active presence on social media, engaging with customers, and encouraging user-generated content through hashtags and contests. This customer-centric approach fosters brand loyalty and positive word-of-mouth promotion.
In summary, Manscaped’s business model revolves around designing innovative grooming products for men and selling them directly to consumers through their online store. With a focus on subscription offerings, upselling, and cross-selling, the company aims to maximize customer value. Strategic partnerships, engaging marketing campaigns, and exceptional customer support contribute to Manscaped’s success in the men’s grooming industry.
Revenue Streams of Manscaped
Manscaped generates revenue through various streams that encompass both product sales and additional services. Here are the key revenue streams of Manscaped:
Product Sales: Manscaped’s primary revenue stream comes from the sale of its grooming products. These include the flagship Lawn Mower trimmer, as well as a comprehensive range of grooming essentials such as body washes, moisturizers, ball deodorants, and refreshing sprays. Customers can purchase these products directly from the Manscaped website or through authorized retail partners.
Subscription Model: Manscaped offers a subscription service called “The Peak Hygiene Plan.” Customers can subscribe to receive regular deliveries of grooming essentials, ensuring they never run out of their favorite Manscaped products. This subscription model provides Manscaped with recurring revenue and enhances customer loyalty.
Bundles and Upselling: Manscaped employs a strategy of bundling products together and offering them at discounted prices. For example, customers purchasing the Lawn Mower trimmer may have the option to add complementary grooming products to their order. This approach encourages customers to purchase additional items, increasing the average order value and driving revenue.
Limited Edition and Special Collections: Manscaped periodically releases limited edition or special collections of grooming products. These collections often feature unique packaging or collaborations with influencers or celebrities. Limited edition releases create a sense of exclusivity and urgency, attracting customers and generating additional revenue through the sale of these special products.
Partnerships and Collaborations: Manscaped forms partnerships and collaborations with athletes, influencers, and celebrities. These collaborations involve co-branded campaigns, product endorsements, and social media promotions. Manscaped generates revenue through these partnerships by leveraging the influencer’s audience, increasing brand visibility, and driving product sales.
International Expansion: Manscaped has expanded its operations to cater to customers outside of its domestic market. By entering new international markets and establishing distribution channels in different regions, Manscaped can tap into a larger customer base, driving revenue growth.
Retail Distribution: While Manscaped primarily operates through its direct-to-consumer model, it has also established partnerships with authorized retailers. This includes agreements with select brick-and-mortar stores or online marketplaces to sell Manscaped products. Retail distribution allows Manscaped to reach customers who prefer in-store shopping or who may discover the brand through these retail channels.
Additional Services and Accessories: In addition to grooming products, Manscaped offers supplementary services and accessories. These include replacement blades, storage and travel kits, and maintenance products. By providing these additional offerings, Manscaped generates additional revenue while offering customers a complete grooming ecosystem.
It’s important to note that the specific revenue streams and their relative contributions may evolve over time as Manscaped adapts its business strategy, introduces new products, or explores emerging opportunities in the market.
Financials of Manscaped
Here is a brief overview of Manscaped’s financial growth over the years:
- In 2018, Manscaped generated $3 million in revenue.
- In 2019, revenue increased to $15 million.
- In 2020, revenue jumped to $65 million.
- In 2021, revenue surged to $297.2 million.
- In 2022, Manscaped expects revenue to reach $305 million.
This rapid growth is due to a number of factors, including:
- The company’s focus on men’s grooming, a market that is growing rapidly.
- Manscaped’s innovative products, which are designed to meet the specific needs of men.
- The company’s strong marketing campaigns, which have helped to raise awareness of the brand.
- Manscaped’s partnerships with celebrities and influencers, which have helped to boost sales.
Manscaped is well-positioned for continued growth in the years to come. The company has a strong brand, a loyal customer base, and a pipeline of innovative products. As the men’s grooming market continues to grow, Manscaped is poised to capture a significant share of this growing market.
Here are some additional details about Manscaped’s financial performance:
- In 2021, Manscaped’s gross profit margin was 48.4%.
- The company’s net loss in 2021 was $315.5 million.
- Manscaped’s adjusted EBITDA in 2021 was $5.2 million.
Manscaped’s net loss in 2021 was due to a number of factors, including:
- The company’s rapid growth, which required significant investments in marketing and sales.
- The company’s investments in new products and technologies.
- The company’s acquisition of Lawn Mower 4.0, which was a significant expense.
Despite its net loss, Manscaped is generating strong cash flow. In 2021, the company generated $113.3 million in free cash flow. This strong cash flow position will allow Manscaped to continue to invest in its growth initiatives.
Funding and Investors of Manscaped
Manscaped has raised a total of $25.1 million in funding over 2 rounds. Its first funding round was on June 1, 2020, and its latest funding round was a Series B round on November 8, 2022.
The following are the investors of Manscaped:
- Banner Ventures
- Smash Ventures
- Smash Capital
Banner Ventures is a San Francisco-based venture capital firm that invests in early-stage technology companies. Smash Ventures is a Los Angeles-based venture capital firm that invests in consumer brands. Smash Capital is a New York-based venture capital firm that invests in consumer technology companies.
The funding from these investors will be used to accelerate Manscaped’s global omnichannel expansion and product development. Manscaped plans to use the funding to open new retail stores, launch new products, and expand its marketing efforts.
Manscaped has seen rapid growth in recent years. In 2020, the company generated $65 million in revenue. In 2021, the company’s revenue grew to $150 million. In 2022, the company is projected to generate $300 million in revenue.
Manscaped’s growth is being driven by a number of factors, including the company’s innovative products, its strong marketing campaigns, and the growing demand for men’s grooming products. Manscaped is positioned for continued growth in the years to come.
Also Read: The Quirky Marketing Strategies Of D2C Beauty Group MyGlamm
To read more content like this, subscribe to our newsletter
