AmorePacifc launches new grooming brand in US, including men’s intimate wash

AmorePacifc launched Bro&Tips on Amazon in August in an effort to “strengthen its position as a multifunctional male grooming brand in the global male personal care market, which is expected to garner USD 166 billion by 2022 according to market researcher NPD Group,”​ as this week’s media release explains.

The company sees popular direct-to-consumer ecommerce platforms as the right channel to reach the male market. Bro&Tips is already seeing success beyond Korea, thanks to partnerships with ecommerce platforms like Tmall and Xiaohongshu in China and Qoo10 in Japan, notes the release.

AmorePacific brings men’s grooming startup to US consumers

“The US male grooming market has huge potential just as the Asian market does,” Lee Youngjin, Senior Vice President of AmorePacific’s New Growth Initiative Division, tells the press.

“Considering current circumstances stimulating untact communication more than ever, we will accelerate our brand communication through digital channels that are easily accessible for the male customers,”​ says Youngjin, explaining why Amazon is the brand’s first retail partner here in the States.

The Bro&Tips brand grew out of AmorePacific’s in-house startup development program—so it’s something of a corporate-owned indie brand, if there is such a thing. And the Bro&Tips product portfolio as well as the brand’s design and marketing approach are fairly straightforward.

There’s skin care, body care, and hair styling products. But the product that has garnered Bro&Tips the most attention (particularly on social media) is the Point Clinic product, an intimate wash for men.

Men’s intimate skin care category shows promise

Point Clinic is a cooling and antibacterial “male cleanser” ​according to the product page on brontips.com. The product promises to “remove 99% of harmful bacteria such as Candida and Escherichia coli, relieve itchiness and smell.”​

And while women’s intimate skin care has been a rising category for several years now, Bro&Tips stands out in the men’s grooming space.

Though indie brands like Prep U, which Founder Michell Houp calls personal care for “stinky boys,”​​ are also out to change the way boys and men think out grooming and personal care.