Manscaped

Leading men's below-the-waist grooming brand with strong brand recognition through performance marketing

Manscaped is a direct-to-consumer (DTC) men's grooming brand founded in 2016 that specializes in below-the-waist grooming products and tools. The company has built its brand through aggressive performance marketing, influencer partnerships, and high-profile advertising campaigns including multiple Super Bowl commercials. Manscaped has become one of the most recognizable brands in the men's grooming category through its humorous, bold marketing approach and focus on a previously underserved niche market. While Manscaped is primarily an e-commerce consumer brand rather than an AdTech company, it is significant to the AdTech ecosystem as a major advertiser and performance marketing case study. The company has invested heavily in digital advertising, podcast sponsorships, YouTube influencer partnerships, and traditional media buys. Manscaped went public via SPAC merger with Bright Light Acquisition Corporation in 2022, trading on NASDAQ. The company has expanded from DTC channels into retail partnerships with major chains like Target and Best Buy, while maintaining its core direct-to-consumer subscription model.