Beauty

Men’s personal care brands carve their space in a growing market

Dr. Squatch released a new line of hand and body lotions last week, expanding the company’s product portfolio geared toward men.
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Francis Scialabba

· 3 min read

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Men can be beautiful too. It’s a sentiment that brands are latching onto as the men’s personal care market expands its product variety and into new channels to reach a customer base that hasn’t historically been catered to in the category.

The market, which was valued at $124.8 billion in 2020, is expected to reach $276.9 billion according to a report from Allied Market Research, which identified concerns regarding health, body image, self-grooming, and hygiene as some of the motivating factors.

  • Then, sprinkle in a little bit of social media influence, and you have the full recipe for what’s driving that market growth.

“Guys don’t necessarily talk about personal care in a way, generally speaking…that women do and, so there’s an element of having to really find ways of connecting with them that are unique,” Josh Friedman, chief marketing officer at personal care brand Dr. Squatch, told Retail Brew.

Last week, Dr. Squatch released its new line of natural hand and body lotions. The company, founded in 2013, started as an online direct-to-consumer brand that sold natural bar soaps, but it has since moved into deodorant and hair care.

  • Dr. Squatch’s marketing strategy focuses on educating consumers on the benefits of using natural personal care products, but with a comedic edge. The brand’s Instagram page has more than 670,000 followers.
  • Friedman said it’s important to meet customers where they are, whether online (in a direct-to-consumer fashion) or in stores like Walmart and Target, where their products are also sold.

“One of the unique things about how we were able to grow the business and build this kind of ramp-up over time is that we’re going directly after our end customer,” he said. “That’s a pretty unique development. In the past, it was much more of a mixed bag in traditional retail where you’re talking to whoever is doing shopping for the household, which is not necessarily going to be your end customer.”

Grooming brand Manscaped is also making hay in the men’s personal care space. Last week, the company announced it completed an undisclosed Series B funding round that will be used to fuel product expansion.

  • Since its Series A round in 2020, Manscaped has expanded its retail footprint into Walgreens, Woolworths in Australia, and Tesco in Ireland. In that same time, the company’s revenue has grown from $65 million to $300 million, according to a company release.

“By listening to our customers and focusing on innovation, we continue to expand our offerings to include products that men want and need to elevate their self-care routines. We’re looking forward to a robust product roadmap in 2023 and beyond,” Manscaped founder and CEO Paul Train said in an email.

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