‘Pivotal launch’: US male grooming brand Manscaped launches into EU

By Kacey Culliney contact

- Last updated on GMT

Manscaped has a range of below-the-waist men's grooming products, including a ball deodorant and toner (Image: Manscaped)
Manscaped has a range of below-the-waist men's grooming products, including a ball deodorant and toner (Image: Manscaped)

Related tags: men's grooming, men's personal care, direct-to-consumer, Male grooming category, male beauty

US male grooming brand Manscaped has expanded into the European Union, initially online via its own website and Amazon but over time it will look to secure a brick-and-mortar retail presence, it says.

The move into the EU comes after its expansion into the UK back in April and other international rollouts across Canada, Australia and New Zealand this year.

Manscaped offered a selection of premium personal care products for below-the-waist male hygiene and grooming, including its flagship waterproof precision trimmer, anti-chafing ball deodorant and aloe spray for post-trim toning. The brand most recently launched its first above-the-waste item – an electric ear and nose hair trimmer.

Stephanie Hinze, senior director of international operations at Manscaped, said the company’s move into the EU was a “pivotal launch” ​because it would take total brand reach to one billion consumers worldwide.

“Entering into Europe in one fell swoop is no small feat, but we’re confident we have the infrastructure and high-powered passion to fuel this momentous launch,”​ Hinze said.

D2C expansion with retail options on the horizon

Speaking to CosmeticsDesign-Europe, she said Manscaped anticipated “high interest”​ in certain EU markets, including Germany, Austria and the Nordic countries. And whilst the UK would remain an “important market”​ for the brand – sentiments echoed by founder and CEO Paul Tran​ – Hinze said Manscaped expected the “same level of uptick, if not more”​ across greater Europe.

Asked what strategy the company was taking with its EU expansion, she said it would firstly expand via its own branded website and Amazon but would “simultaneously exploring retail options”. ​Manscaped primarily operated a direct-to-consumer model, though it did stock products in select retail outlets across North America, including Target and Best Buy.

Hinze said the company was currently finalising a brick-and-mortar strategy in the UK, where it had initially launched via Amazon and online. “We’ll open sustainably into select outlets that provide our shared consumer with a premium offering and strong level of trust,”​ she said.

COVID-19 business impact?

Asked if the ongoing COVID-19 crisis had impacted Manscaped’s business or expansion plans, Hinze said the company had, fortunately, established a “strategic infrastructure”​ and “strong localised logistics partners” ​before the crisis hit, which had enabled it to continue without disruption.

From a consumer trends point of view, though, she said the pandemic had certainly accelerated the need for personal care tools during shutdowns, although the conversation around men’s grooming and hygiene had “caused its own swell”.

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