With summer just around the corner, men as well as women want to keep neat “down there”. The US brand, Manscaped, is the global leader in men’s below-the-waist grooming through cult products such as the Lawn Mower and Crop Cleanser.

Founded in 2016 as a DTC brand by Paul Tran, Australia was its first international market launch last year through the dedicated website – au.manscaped.com.  It’s been a strong market since day one, says Tran, and Hairhouse became Manscaped’s first local bricks-and-mortar stockist in May this year.

Manscaped is now available in 38 countries and posted revenues of US$285 million over the past 12 months. The company has an aggressive international expansion plan and expects to reach US$500 million in annual sales by 2023.

The company recently signed Magic Mike star Channing Tatum as a creative content partner and has announced it will become a public company through an agreement with Bright Lights Acquisition Corp, a publicly traded special purpose acquisition company (SPAC). The company will be re-named as Manscaped Holdings and has an enterprise valuation of US$1 billion. The deal will be finalised early next year.

Paul Tran will remain CEO and drive the brand forward. Channing Tatum will be the first of many, he adds. “Now we’re going to be able to create authentic connections not only through our brand and our customers, but through our celebrity partners.”

Most of Manscaped customers are Millennials or Gen Zers, notes Tran. “Manscaped was founded on delivering much-need grooming solutions for men but has since catapulted into a full lifestyle brand with a multi-generational cult following. We’re innovating beyond the groin with a robust product roadmap that will continue to revolutionise the industry by addressing all of men’s self-care needs. This further establishes our status as a defining lifestyle brand – and one that is already admired by millions of lifelong fans worldwide.”

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