‘No more unsuitable tools’: MANSCAPED seeking wider Asia expansion for men’s ‘below the belt’ products

By Amanda Lim

- Last updated on GMT

MANSCAPED aiming to tap into what it claims is underserved needs of the men’s personal grooming market in Asia. [MANSCAPED]
MANSCAPED aiming to tap into what it claims is underserved needs of the men’s personal grooming market in Asia. [MANSCAPED]

Related tags men's grooming Apac

MANSCAPED is aiming to tap into what it claims is underserved needs of the men’s personal grooming market in Asia but says it will first take time to understand the nuances of the different markets from its Singaporean foothold.

MANSCAPED is a US-based brand that specialises in ‘below-the-belt’ grooming for men. It offers a range of personal care products like shaving gels and deodorants as well as grooming tools.

“When MANSCAPED launched in 2016, the male grooming market looked completely different - especially the groin grooming segment where we got our start… That area of the male body had been neglected, forcing men to use unsuitable tools, resulting in cuts, nicks, and snags. We took on this white space and pioneered a new category,” ​Stephanie Hinze, senior director of international, MANSCAPED.

Since its launch, the direct-to-consumer brand has diversified its product portfolio from grooming and personal care into lifestyle products such as boxers and t-shirts. It is now available in over 30 countries including, the US, Canada, Australia, New Zealand, and South Africa.

In July, the brand marked its entry into Asia with an expansion into Singapore through Amazon and later it made its full range available on its official Singapore website.

The company, like many others, sees Singapore as the gateway to a wider expansion in the Asian market as it seeks to strengthen its international footprint.

“Although Singapore is a smaller country comparatively, it is a melting pot of cultures with the most advanced economy in South East Asia. With 77% of the population speaking English, we are excited to test and learn how to best service our Asian consumers before launching into adjacent countries throughout the region,” ​said Hinze.

She added that the company sees plenty of opportunities in the region’s men’s grooming market, especially in its category, which is still in the nascent stages.

We see a great opportunity to fill a white space within the male grooming market in APAC through MANSCAPED’s nuanced product assortment focused initially on below-the-waist grooming, and shortly followed by products that expand outside the groin.

Surveying the landscape

While the company is eager to expand into all the APAC markets as quickly as possible, it will be taking its time and focusing on Singapore first and get to know the diverse region.

“Our strategic focus on Singapore will allow MANSCAPED time to curate our strategy for further development in Asia. As each country is extremely nuanced, we plan to grow our presence sustainably so we can tactfully cater to each, while making sure we still satiate the regional demand,”​ said Hinze.

After Singapore, the firm is planning to explore the Asian markets above the equator, where it has yet to tap into.

In the meantime, MANSCAPED’s strategy is to build its presence through digital marketing, which has proven to be very effective for the brand so far.

MANSCAPED is known for its presence on YouTube and influencer partnerships. We plan to build relationships with local influencers to earn credibility and tap into the hype on platforms such as YouTube, BuzzFeed, and the Clicknetworks of the region.

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