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Manscaped
Manscaped
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Manscaped LLC is a male grooming company based in San Diego, California, United States. It was co-founded in 2016 by Steve King and Paul Tran and produces and distributes male grooming tools and hygiene products under the Manscaped brand.[1]

Key Information

History

[edit]

Co-founders Steve King (the original CEO) and Paul Tran (the current CEO) established Manscaped in 2016 to provide male grooming products targeted at pubic hair removal.[1] The company uses the term manscaping, a long-standing neologism, as the basis of its branding, and is referenced in Merriam-Webster's definition of the word.[2] It has also capitalized on the shock factor of addressing male hygiene taboos and using pun-based humor and paid celebrity appearances to build its name.[3]

In October 2018, Manscaped was featured in the 10th series of ABC's "Shark Tank," represented by co-founders Steve King and Josh King, who sought $500,000 in funding for the company and accepted a handshake offer for that amount from Mark Cuban and Lori Greiner in exchange for a 25% stake in the business.[4] However, the deal never materialized after the show, according to Cuban.[5]

In late 2020, the company was reported to be exploring its options for further fundraising. At the time, it was backed by investment firms Kaktus Capital, Longley Capital, Rx3 Venture Partners, and Scala Ventures.[5] A prominent advertisement campaign for the company also aired during the same period, featuring the NFL's Rob Gronkowski and US sportswear supermodel Camille Kostek.[3]

In July 2021, Manscaped was revealed to be in an ongoing merger discussion with Los Angeles-based special-purpose acquisition company Bright Lights to create a combined entity worth up to $1.4 billion.[1] Led by Michael Mahan, the former CEO of Dick Clark Productions, Bright Lights listed for $230 million on the Nasdaq stock market in January 2021 on the promise of finding a merger target in the consumer products or media sectors.[1]

In November 2021, it was confirmed that the merger would advance at a valuation of around $1 billion "amid a difficult market." This followed reporting in October that suggested the company was considering a $500 million sale. Reuters noted that the merger was all but guaranteed after being backstopped by the actor Channing Tatum and two investment firms, Endeavor and Guggenheim Investments.[6] However, the two companies canceled the merger that same year.[7]

References and citations

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from Grokipedia
Manscaped is an American consumer brand specializing in men's grooming products, particularly those designed for below-the-waist hygiene and care. Founded in 2016 in , , by Paul Tran and , the company focuses on premium tools, formulations, and accessories tailored to sensitive areas, aiming to normalize and elevate personal hygiene practices among men. The brand's product lineup includes precision trimmers like the Lawn Mower series, cleansing washes, moisturizers, toners, and bundled kits, available through sales on its website, as well as major retailers such as Amazon, Target, and . Manscaped also offers the Peak Hygiene Plan, a subscription service for customizable product replenishment, and has expanded its reach to over 40 countries worldwide. In addition to commercial growth, the company is committed to men's health advocacy, maintaining a longstanding partnership with the Society to raise awareness, fund research, and promote self-examinations through humorous educational campaigns that have earned awards, including a Silver Honor in the Shorty Impact Awards for nonprofit partnerships. Under Tran's leadership as CEO, Manscaped is headquartered in , reflecting its evolution from a startup to a global leader in the men's lifestyle sector. The company's mission emphasizes innovation, confidence-building, and cultural shifts in male grooming.

Overview

Founding and mission

Paul Tran, a co-founder and CEO of Manscaped, was born in and immigrated to the as a first-generation immigrant, where he grew up with limited resources but developed a strong entrepreneurial mindset. Educated at the , Tran demonstrated early business acumen by organizing a weekly raffle in elementary school and later building and selling multiple ventures before co-founding Manscaped with in 2016. Manscaped was founded in 2016 in , , as a brand specifically targeting men's intimate grooming needs, which Tran identified as an underserved market gap in male . The company's inception stemmed from Tran's vision to disrupt the traditional men's grooming industry by addressing the surrounding below-the-waist and care. At its core, Manscaped's mission is to normalize and innovate grooming practices for the and body areas, promoting safety, , and boosted confidence among men worldwide. This commitment is embodied in its proprietary SkinSafe technology, designed to prevent nicks, snags, and tugs during use. The initial product focus was the launch of the Lawn Mower trimmer, engineered to fill the whitespace in safe, specialized male grooming tools.

Company operations

Manscaped operates as an men's grooming brand, primarily through a (DTC) model via its website manscaped.com and online marketplaces like Amazon, while expanding into brick-and-mortar retail partnerships with major retailers including , Target, and . The company is headquartered in , in the area, from where it manages operations and provides international shipping to customers worldwide. Key revenue streams include direct product sales of grooming tools and skincare items, subscription-based kits for recurring deliveries, and branded merchandise, contributing to estimated annual revenues of approximately $550 million as of 2024. By 2025, Manscaped has achieved a global presence in over 40 countries, offering direct-to-consumer shipping and localized websites tailored to regional markets, such as the United States and Singapore, to support international growth. The company maintains dedicated facilities focused on advancing grooming technologies, including features like LED spotlights for precision and quiet motors for discreet use in products such as trimmers.

History

Early development

Manscaped's early development began in 2016 when founder Paul Tran identified a gap in the men's grooming market for specialized below-the-waist products, leading to the prototyping of the company's flagship item, the Lawn Mower 1.0 trimmer. This initial trimmer was designed with a focus on user safety and convenience, incorporating a blade system to minimize nicks and cuts in sensitive areas, along with waterproof construction to allow for use in the . The prototyping process emphasized practical innovations tailored to needs, drawing from Tran's vision to normalize and improve in an underserved category. As a bootstrapped startup, Manscaped faced significant early challenges, including limited resources and the need to destigmatize taboo topics around male intimate grooming. The company relied on organic efforts to build awareness, sharing educational content and humorous posts to engage audiences and foster conversations about below-the-waist care. Initial sales were niche and primarily conducted through online channels, starting small but steadily gaining traction as the brand's bold approach resonated with consumers seeking reliable, purpose-built tools. A pivotal moment came in October 2018 during an appearance on the ABC show Shark Tank, where co-founder Steve King pitched the product line to investors. King secured a handshake deal with Mark Cuban and Lori Greiner for $500,000 in exchange for 25% equity, which provided validation and a visibility boost, though the investment ultimately did not materialize post-show. This exposure helped accelerate early momentum. By 2019, Manscaped had transitioned from modest online sales to solidifying its brand identity, with the Lawn Mower 1.0 driving initial revenue growth through word-of-mouth and expanded presence. The company's focus on quality and innovation during this phase laid the groundwork for broader market acceptance, marking the end of its foundational era.

Expansion and milestones

Following its early successes, Manscaped secured Series A funding in 2020, marking a pivotal step in scaling operations and product development. This initial capital infusion supported rapid growth amid rising demand for men's grooming products. By 2022, the company raised $25.1 million in a Series B round co-led by Smash Ventures and Banner Capital Management, which aimed to fuel innovations, global reach, and market positioning. Revenue milestones underscored Manscaped's trajectory, with annual sales reaching $65 million in 2020. Growth accelerated, hitting nearly $300 million by 2022, reflecting strong consumer adoption and momentum. In the fourth quarter of 2021 alone, net sales climbed to $84.9 million, a 17.1% year-over-year increase from $72.5 million in the prior year's same period. A notable strategic pivot came in November 2021 when Manscaped announced a proposed merger with Bright Lights Acquisition Corp., a , valuing the business at $1 billion and including up to $75 million in a (PIPE). The deal, aimed at providing capital for acquisitions and debt reduction, ultimately did not proceed and was mutually terminated in August 2022 due to unfavorable market conditions. Product line diversification broadened Manscaped's appeal beyond below-the-waist grooming, with entry into products by 2020, including tools like the Face Buffer for skincare routines. This expansion continued into international retail by 2023, with launches in major chains such as Boots stores across the and , enhancing physical presence in key European markets. In 2025, Manscaped achieved further milestones, including airing its first commercial during in February and the Lawn Mower 5.0 Ultra winning Best in Men's Grooming at the CEW Beauty Awards in November.

Products

Core grooming tools

Manscaped's core grooming tools center on electric and manual devices engineered for safe, precise in sensitive areas, emphasizing SkinSafe® technology to minimize nicks and . The flagship product line, the Lawn Mower series, includes the 4.0 Pro and the upgraded 5.0 Ultra models, both designed as cordless trimmers for and . The Lawn Mower 4.0 Pro features replaceable ceramic SkinSafe® blades, a powerful motor for consistent performance, an LED spotlight for visibility, and full with an IPX7 rating, allowing use in wet or dry conditions. It offers up to of runtime on a rechargeable Li-ion battery, a lock for portability, and charging capability. The 5.0 Ultra builds on this with interchangeable SkinSafe® foil and trimmer blade heads for versatile trimming and shaving, a constant RPM motor to prevent pulling, dual LED spotlight settings (including adjustable temperature for better illumination), and the same battery life, IPX7 , and lock. Both models include adjustable combs (2-12 mm) and prioritize injury prevention through rounded blade designs and protective guards. For finer precision in facial areas, the Weed Whacker 3.0 Pro targets , , and hair with an updated rotary dual-blade system incorporating SkinSafe® technology, including a dedicated eyebrow trimmer attachment and a 2 mm comb. It features an LED spotlight, up to 60 minutes of runtime from a , IPX7 for easy rinsing, and a travel lock, all in an ergonomic design suited for detailed grooming without irritation. Complementing these electric tools, the Shears 3.0 serves as a manual grooming option, though primarily focused on nail care rather than hair trimming; it includes precision stainless-steel instruments like clippers, , a file, , and cuticle tools with anti-slip grips and a vegan travel case for maintenance in sensitive routines. The Crop Shaver is a manual razor specifically designed for groin shaving, featuring three anti-friction precision stainless steel blades for an extra-close shave, dual extra-wide lubrication strips infused with soothing ingredients such as avocado oil, argan oil, aloe vera, and vitamin E, a wide pivoting head to navigate body contours, a rubber micro-comb bar to align hairs, and a non-slip ergonomic rubber grip. It is engineered for sensitive skin and dermatologist-tested to minimize irritation. The multi-tool provides versatile in a compact, travel-friendly format, equipped with a dual-action SkinSafe® head combining long-hair leveler and foil shaver functions to handle up to three-day stubble down to the skin. It delivers 60 minutes of runtime with a 5-minute quick-charge option, IPX7 , a low-battery indicator, and a magnetic cover, emphasizing portability and safety for on-the-go touch-ups.

Skincare and maintenance items

Manscaped offers the series as a line of products designed for post-trimming and care in sensitive areas. The Cleanser is an body wash formulated with a prebiotic-infused base, , , and to cleanse while hydrating the skin. It is cruelty-free, paraben-free, dye-free, and vegan, with key ingredients including , Barbadensis Leaf Juice, , and . The Preserver functions as a talc-free ball that forms an anti-chafing barrier and maintains freshness through moisturizing properties. Its formula includes , tapioca starch, caprylic/capric triglyceride, glyceryl stearate, and PEG-100 stearate, and it is also cruelty-free, paraben-free, dye-free, vegan, and aluminum-free. Complementing these, the Reviver is a toner spray containing soothing and extracts to cool and calm high-friction areas while providing hydration. The Soother is a post-shave for the area, infused with , colloidal oats, shea, cocoa seed butter, and safflower oil to hydrate, soothe irritation, and reduce itching after grooming. The facial line includes products tailored for head and face maintenance after shaving or grooming. The Power Shave Gel is a gentle shaving lubricant that protects against nicks, cuts, razor bumps, and ingrown hairs by creating a barrier between skin and blade. It incorporates witch hazel, apple extract, and white willow bark, and is dermatologist-tested for sensitive skin and vegan. The 2-in-1 Shampoo + Conditioner combines cleansing and nourishment in a single step, featuring coconut water, green tea, aloe, turmeric, and sage for overall hair and scalp care. For post-shave recovery, the Dome Soother is an aftershave lotion specifically for the scalp, offering non-irritating soothing effects, all-day hydration, and a clear-drying finish; it is dermatologist-tested. Beard care products from Manscaped emphasize softening and styling for maintenance. The Beard Oil and Balm utilize nourishing oils, antioxidants, , , and to rehydrate, soften, and provide structure to beards. The Beard Shampoo serves as a hydrating , while the Beard Conditioner acts as a leave-in softener with the same key ingredients to restore moisture after washing. Complementing these, The Chairman Pro is a foil shaver designed for precise face shaving, featuring interchangeable blade heads for smooth or stubbled results. Manscaped bundles these skincare and maintenance items into kits for comprehensive routines, such as the Performance Package 5.0 Ultra, which includes the Lawn Mower 5.0 Ultra groin and body hair trimmer, Weed Whacker 3.0 Pro nose, ear, and eyebrow trimmer, Crop Soother ball , Crop Preserver anti-chafing ball , and Magic Mat disposable mats, along with free gifts of Boxers 2.0 and The Shed 2.0 to support full-body .

Marketing and branding

Advertising strategies

Manscaped's advertising strategies center on humorous, irreverent tactics designed to destigmatize by addressing taboo topics like below-the-waist care with directness and wit. The brand's approach prioritizes relatability and virality to normalize conversations around personal hygiene, often using playful metaphors to engage audiences without shying away from the subject matter. Campaign styles emphasize bold comedy, including of body parts to humanize grooming routines. For instance, the 2024 "The Boys" campaign features animated testicles as quirky, hairy sidekicks accompanying a man through daily activities, urging viewers to "give your boys the love they deserve" with Manscaped tools. The brand amplifies these efforts through influencers and , where short-form videos and drive organic shares and engagement, reaching millions via platforms like and . Key initiatives include the 2025 "Send Face Pics Instead" campaign, which promotes the brand's facial grooming products by encouraging men to share clean-shaven selfies as a confident alternative to unsolicited body images in online interactions. Earlier efforts broke ground with taboo-challenging spots on TV and , such as the 2021 snooker-themed ad that equated unkempt to a messy pool table, marking the brand's push into international markets with unapologetic humor. Media placement focuses heavily on digital channels, including targeted video ads on and social platforms, alongside sponsorships in gaming news and content to reach tech-savvy male demographics. The also incorporates SEO-optimized educational content, such as grooming blogs offering tips on manscaping techniques, which contribute to over 25% of website traffic from organic search by 2023. In November 2025, Manscaped announced plans to air its first commercial during in February 2026, marking a significant escalation in its national advertising efforts; the company hired creative agency Quality Meats to develop the spot. The brand voice has evolved from niche, edgy humor in its 2016 founding—centered on below-the-waist innovation—to a more mainstream emphasis on building self-confidence and holistic grooming by 2023, while retaining core irreverence to maintain distinctiveness in the men's care market.

Partnerships and sponsorships

Manscaped has established significant partnerships in the sports industry to enhance its brand visibility among male audiences. The company secured a multi-year partnership with the (UFC) in 2020, which was extended in 2022 for an additional three years, making Manscaped the presenting sponsor for rounds four and five of all UFC events and integrating its branding into pay-per-views, Fight Nights, and global broadcasts. This deal also includes collaborations with UFC fighters, such as , who featured in emphasizing the company's grooming products. In the NFL, Manscaped inked a multi-year partnership with the starting in 2020, featuring in-stadium activations like custom displays at during the 2021-2022 season to promote below-the-waist grooming. For the NBA, Manscaped has partnered with individual players, including and Danny Green, who appeared in promotional commercials highlighting the brand's trimmers and hygiene tools. To broaden retail accessibility, Manscaped expanded distribution through major U.S. retailers. The company began offering products in Target stores in 2021, with continued availability and expanded assortments through 2022 and beyond, including essentials kits like the Lawn Mower trimmer. Similar deals were struck with and around the same time, enabling in-store sales of core grooming items such as the Weed Whacker and Crop Preserver across thousands of locations in the U.S. and , which supported the brand's shift from to retail presence. Manscaped has leveraged influencer and media collaborations to drive engagement, partnering with podcasters, YouTubers, and celebrities for authentic endorsements and co-branded initiatives. Comedian and podcaster featured Manscaped in sponsored content on and his platforms, promoting the Lawn Mower as part of routines. The brand also collaborated with YouTubers through a dedicated playlist of partnership videos showcasing product reviews and usage demonstrations. High-profile co-branded products include a 2023 campaign with comedian , who starred in the "Ball-Ber Shop" commercial and helped launch limited-edition grooming kits, while athlete joined for a 2024 "Hawk Family Business" initiative tying skate culture to male . On the global front, Manscaped pursued partnerships in and to facilitate localized product launches by 2024. In , the company expanded via a 2020 EU-wide rollout reaching over 1 billion consumers, followed by dedicated fulfillment partnerships with SEKO Logistics in the and for operations, and a 2023 retail deal with in the to stock products in stores. For and adjacent markets, Manscaped entered the in 2021 through distribution in the UAE and , with further international growth planned for 2024 including enhanced fulfillment to support regional launches.

Leadership and culture

Key executives

Paul Tran serves as the founder and of Manscaped, a position he has held since establishing the company in 2016. A serial entrepreneur and first-generation immigrant from , Tran grew up facing early adversity but developed an ambitious outlook that drove his entry into consumer goods. Steve King is a co-founder who contributed to the company's early operations and represented Manscaped on the ABC television show Shark Tank in December 2018 alongside his son Joshua King, receiving a handshake deal on the show with investors and , though the deal ultimately did not close. The executive team includes Kevin Datoo, appointed president in June 2021 after serving as , where he oversaw key projects including expansions. Marcelo Kertész was promoted to in August 2022, leading the company's global marketing strategies and brand initiatives. Thao Tran holds the role of of , directing efforts in product development and the company's Innovation Labs. Manscaped's comprises creative professionals with extensive experience in grooming, consumer products, and related industries, supporting a of approximately 280 employees as of September 2025. No significant executive succession changes have been reported in recent years.

Corporate initiatives

Manscaped's philanthropic efforts center on awareness, particularly through its longstanding partnership with the Society (TCS). The company has donated $50,000 to TCS in 2025 to support education and early detection initiatives for , a disease that predominantly affects men aged 15 to 35. This collaboration includes the launch of specialized product bundles, such as the TCS Ball Hero Bundle, and awareness campaigns featuring self-check videos and promotional content to encourage regular health examinations. Founder and CEO Paul Tran has integrated his philanthropic vision into the business, drawing from personal goals to aid underprivileged communities, though corporate initiatives prioritize global advocacy. In terms of sustainability, Manscaped incorporates recycled materials into select products and to reduce environmental impact. For instance, the Lawn Mower 3.0 Plus groin trimmer contains at least 50% recycled material, certified by the Global Recycled Standard (GRS), which promotes the use of in manufacturing. Similarly, the Shed 2.0 Toiletry Bag utilizes GRS-certified recycled content, ensuring at least 50% recycled fibers in its construction to support sustainable supply chains. These practices align with broader efforts to minimize waste while maintaining product quality. Manscaped fosters a centered on innovation, collaboration, and employee well-being, earning recognition as a Top Workplace by U-T in 2021, 2023, and 2024. Employees benefit from comprehensive perks, including 20 vacation days, 40 hours of paid , paid days, nine paid holidays, and coverage for medical, dental, vision, and . Additional programs feature weekly wellness classes, seasonal cooking sessions, a initiative, and company events like trips and retreats to promote work-life balance and creativity. The company advances diversity and inclusivity through targeted efforts, including a partnership with the Pride Foundation to support LGBTQ+ communities and promote equitable access to resources. This aligns with Manscaped's commitment to a supportive environment that hires from diverse backgrounds, reflecting its global mission to empower men universally.

Reception

Market impact

Manscaped has significantly influenced the men's grooming industry by pioneering the below-the-waist grooming category since its founding in , becoming the first brand dedicated exclusively to men's intimate and precision tools for this niche. As the category creator, the company has helped drive broader industry expansion, with the global men's grooming market experiencing substantial growth. The brand's focus on intimate grooming has contributed to the normalization of male self-care practices, encouraging men to prioritize below-the-waist maintenance as part of everyday routines and reducing associated taboos. This shift is evident in the rising demand for specialized products, where Manscaped plays a leading role in the intimate trimmer segment, claiming about 5% of the overall U.S. men's grooming market share as of recent estimates. In the competitive landscape, Manscaped differentiates itself from established players like through its humorous marketing approach and hyper-specific focus on groin-area tools, contrasting with the latter's more versatile, all-body groomers. This strategy has allowed Manscaped to capture a distinct segment in a market dominated by generalist brands. Manscaped has received industry recognition for its innovations, including the 2025 iF Design Award for its Chairman Pro trimmer, highlighting advancements in ergonomic and skin-safe grooming technology. In November 2025, the Lawn Mower 5.0 Ultra won Best in Men's Grooming at the CEW Beauty Awards. Additional accolades, such as being named a Top in 2023 and its CEO earning Entrepreneur of the Year in 2022, underscore the brand's impact on professional standards within the sector.

Criticisms and controversies

The brand's products have faced scrutiny over and perceived lack of value compared to alternatives. Reviews from 2023 highlighted that Manscaped trimmers command higher prices largely due to masculine branding rather than superior functionality, with critics pointing to the "gun metal gray tax" as a gendered markup on items functionally similar to lower-cost generics. Durability concerns include reports of adjustable trim guards detaching during use on models like the Lawn Mower 5.0, leading to inconsistent performance. Broader critiques focus on Manscaped's role in promoting idealized grooming norms for men, potentially fostering unnecessary standards around body hair removal and masculinity. The company's marketing has been accused of selling a lifestyle of enhanced confidence and appeal through below-the-waist care, which some view as exploiting insecurities rather than addressing essential hygiene. Manscaped has encountered minor legal controversies, primarily trademark disputes tied to its branding. In 2019, Wahl Clipper Corporation filed suit against the company for trademark infringement, unfair competition, and deceptive trade practices related to grooming tool names and designs. A 2024 case saw Manspot LLC seek a declaratory judgment against Manscaped's infringement claims over similar product naming. Additionally, a 2025 patent suit by Skull Shaver alleging infringement on head-shaving technology was dismissed by the U.S. District Court for the District of New Jersey. No major litigation over marketing claims has emerged as of 2025. In response to feedback on its advertising tone, Manscaped has adjusted by expanding campaigns beyond groin-focused humor, such as the 2025 "Send Face Pics Instead" initiative promoting facial grooming to encourage more positive online interactions.

References

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