Manscaped goes full body with new collection

15 Feb 2022 --- Male grooming consumer brand Manscaped has announced the launch of its Ultra Premium range to consumers in the United States and Canada. Hailed as a category creator, the company aims to pioneer, introduce and elevate a new self-care routine for men with its line of tools, formulations and accessories.

The latest kit from Manscaped features a variety of grooming products for the whole body. “While we started as a brand dedicated to grooming solutions for the groin, Manscaped has evolved into a much broader business that encompasses personal care and lifestyle,” says Founder and CEO Paul Tran. “This launch of consumables exemplifies this significant growth, as well as our continual product expansion and commitment to providing our customers with only the best products for all their self-care needs.” 

Click to EnlargeThe five-product bundle includes hair and skin care offerings. Source: Manscaped.As a multi-generational lifestyle brand, Manscaped states it has more than 80 million men in its target demographic of 18-65-year-olds in the US alone. The launch of its new collection aims to appeal to those who are looking to elevate their everyday grooming products beyond go-to drugstore brands. “As we continue to expand beyond below-the-waist hygiene and diversify our product offerings, we’re able to further ingrain ourselves in the US$70bn men’s grooming market,” says Tran.

Manscaped says it is aiming for consumers who want grooming products that are high-quality, reasonably priced and easily accessible for purchase, either at retail stores like Target, Macy’s, and Best Buy or online via its website and Amazon. “By listening to our customers and continually diversifying our line-up of products, we are able to consistently offer new premium in-demand products and further become a part of their expanding self-care and grooming routines,” Tran details. 

“Manscaped created and defined the category of its namesake,” claims Tran. “We identified a white space in male grooming and created a new routine for self-care down there. “Manscaped has always been a premium brand; we obsess over our product quality and customer experience. These pillars have been at the core of our brand since day one, and it is important to us that quality focus carries into any new range of product offerings.” 

Head to toe

“We believe the best products start with the best ingredients,” says Tran. That meant creating a line of formulations that are dermatologist tested, vegan, never tested on animals, and possessing a cologne-quality fragrance, using its signature Refined scent. The brand also developed its range with new aluminum packaging in a bid to provide a sleek and sustainable outer casing. 

The Ultra Premium Collection contains a five-piece bundle that includes:

• Body Wash – Marketed as a luxurious lather featuring aloe vera and sea salt to keep skin balanced and hydrated. Packaged in an aluminum bottle with a pump top.
• 2-in-1 Shampoo + Conditioner – Rich in antioxidants and infused with coconut water, green tea, aloe, turmeric and sage, the product has a one-step formulation and aims to balance cleansing and moisturizing.
• Premium Deodorant – An aluminum-free and fragranced deodorant that dries quickly and clear.
• Hydrating Body Spray – A non-greasy and quick-drying spray-on moisturizer featuring hyaluronic acid and red algae to retain hydration that helps to dry skin.
• Lip Balm – A lip care stick that strives to soothe, protect and hydrate lips.

The collection is available for purchase throughout North America with an international rollout to follow and retail availability to be announced soon.

“We provide high-quality, premium products that help men to unlock their confidence,” details Tran. “Having started as a brand dedicated to grooming solutions for the groin and creating this category for male consumers worldwide, Manscaped has evolved into a much broader business that encompasses personal care and lifestyle.”

He continues: “This product launch exemplifies this significant growth. We are dedicated to the continuous expansion of our offerings and our commitment to providing our customers with only the best products for all their self-care needs.” 

On 23 November, Manscaped announced its entry into a definitive business combination agreement with Bright Lights Acquisition. Upon closure, expected in the second quarter of 2022, the combined company will be named Manscaped Holdings. 

By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist