The new line launches with the inaugural Body Wash daily shower gel – infused with natural aloe vera and sea salt hydrators – and the upgraded Crop Cleanser groin wash, formulated with aloe vera, vitamin E, menthol and prebiotics.
“As the leading men’s lifestyle consumer brand and male grooming category creator, Manscaped provides a diversified range of products for a whole new and elevated self-care routine for men, while helping men level up,” Paul Tran, founder and CEO at Manscaped, explained to Cosmetics Design-USA.
“The Ultra Premium™ collection, our newest line of head-to-toe everyday grooming products, further enables men to unlock their confidence and simply feel good without the use of harmful ingredients or hefty price tags.”
Head-to-toe with Ultra Premium
Manscaped bills itself as a premium brand with a focus on quality, experience, service and design, and the Ultra Premium line continues to expand the company’s focus on new product development and safe formulations.
“We believe the best products start with the best ingredients,” Tran says. “That’s why Manscaped created a line of Ultra Premium formulations that are vegan, never tested on animals and scented with cologne-quality fragrance that’s fresh and masculine but never overpowering.”
Tran describes the new aluminum packaging as “sleek and sustainable” and something consumers “can feel good about using.” Formulations are also dye and paraben free.
The company plans to roll out other Ultra Premium products as part of its “Fresh Boy Fall” launch, including a Premium Deodorant, a 2-in-1 Shampoo + Conditioner, a Hydrating Body Spray and Lip Balm. Products will be available through the Manscaped website at first with Amazon and retail placement to follow.
Rapid international growth
Founded in 2016, the San Diego-based company has established a global presence, shipping men’s personal care tools, formulations and accessories to over 30 countries. Popular products include the Lawn Mower skin-safe electric groin hair trimmer, its Crop Preserver anti-chafing ball deodorant and Crop Reviver ball toner and refresher. It also offers the Weed Wacker, an electric trimmer for nose and ear hair.
Riding the wave of the millennial manscaping movement, the company launched online sales in Europe, the United Kingdom, Canada, New Zealand and Australia last year, followed by more recent direct-to-consumer expansions into Singapore and South Africa. Manscaped has a physical presence at Target, Best Buy and Macy’s stores throughout the U.S. and Hairhouse locations in Australia.
Although the company’s initial motivation was to fill an underserved niche, Manscaped does not want to limit its market to one gender. Many of its products may be used universally, it says, whether the Crop Shaver razor, Crop Exfoliator or Crop Gel.