Manscaped amplifies retail presence with Walmart launch

By Cassandra Stern

- Last updated on GMT

“As groin and body grooming has become increasingly more popular and less taboo, this once niche category is quickly expanding,” shared Catherine Cronin, VP of Retail at Manscaped. © Charday Penn Getty Images
“As groin and body grooming has become increasingly more popular and less taboo, this once niche category is quickly expanding,” shared Catherine Cronin, VP of Retail at Manscaped. © Charday Penn Getty Images

Related tags men's personal care men's grooming Walmart

The brand’s global presence will now include retailer giant Walmart, which is carrying some of Manscaped’s best-selling grooming tools and personal care products.

Global men’s grooming company and lifestyle brand Manscaped has announced its products will now be available in over 3,000 Walmart retail stores as well as on Walmart.com. The launch, which includes some of the brand’s best-selling products like the Weed Whacker 2.0 electric nose and ear hair trimmer and the Beard Hedger beard trimmer, also includes some of the brand’s personal care products like the Crop Soother post-shave lotion and Crop Preserver anti-chafing groin deodorant for men.

The expansion into Walmart is part of Manscaped’s overall “goal for the business to reach new heights as a global and multigenerational company, growing as both a men’s personal care and lifestyle brand,” said Catherine Cronin, VP of Retail at Manscaped. To learn more about the brand’s retail expansion efforts in 2024 and beyond, and how Walmart fits into that strategy, we spoke to Cronin for her insights.

Cronin has spent more than twenty years in the retail expansion space, and her brand experience includes working with companies like Nike, adidas, and Taylor Made. In her current role as VP of Retail at Manscaped, Cronin is working to “lead our global retail efforts, focusing on maintaining a growth mindset for the company as we continue to expand our omnichannel presence and product offerings.”

More about Manscaped

Since its founding in 2016, Manscaped has continued to expand its product collection offerings to best meet the needs of its male audience. From the launch of the original Lawn Mover electric groin and body trimmer in 2017, followed by the introduction of the Lawn Mower 2.0 in 2018 and Lawn Mower 3.0 in 2019 as well as the Weed Whacker in 2020, the brand has continually invested in evolving its product tools to fill the men’s personal care grooming niche.

Today, the brand now offers an extensive line of grooming tools, personal care product formulations including shampoos, conditioners, deodorants, lotions, colognes, and balms, as well as lifestyle products like boxer briefs. The comprehensive product line matches the brand’s philosophy that is “committed to redefining masculinity by helping men look good, feel good, and do good,” said Cronin.

Further, the collection’s growth reflects the brand’s place in the men’s personal care product category, and “as groin and body grooming has become increasingly more popular and less taboo, this once niche category is quickly expanding,” she shared.

Major sales channel expansion

As detailed in the company’s press release announcing the launch, Manscaped’s current “expansive retail portfolio includes Target, Best Buy, Macy’s, Men’s Wearhouse, and Jos. A. Bank stores nationwide, as well as numerous other bricks-and-mortar businesses across the globe." 

In addition to offering greater nationwide market share, “with its vast customer base and convenient locations all over the U.S., Walmart will provide us with a major sales channel, fueling further profitable growth and expansion for the company,” she explained. Furthermore, she added, “partnering with Walmart gives us the opportunity to bring our products to even more customers, making self-care and men’s grooming more available and accessible.”

Apart from the increased market reach and “the opportunity to bring groin grooming to a new, massive customer base,” Cronin said, Manscaped was also able to cater to that consumer base with the launch and “rolled out a new line of our marquee Lawn Mower electric groin and body trimmers,” she shared.

“Each with their own features and at varying price points,” Cronin explained, “the introduction of The Lawn Mower family – which includes The Lawn Mower 3.0 Plus, The Lawn Mower 4.0 and The Lawn Mower 5.0 Ultra – allows us to meet the needs of a variety of new consumers and the ability to create unique kits across our retail partner base.”

An outlook of success

The brand is optimistic that the expansion will lead to further successful global growth in its market share. “We have a very exciting product roadmap for 2024 and years to come,” Cronin concluded, “with innovations in other categories within men’s grooming as well as continued national and international retail expansion.”

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