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Men's grooming products are no longer limited to just razors, shaving cream, and the 3-in-1 soap (That’s right! It’s a body soap, shampoo, and conditioner…IN ONE!!). Men's grooming and men’s skincare have gained significant popularity in recent years, leading to the emergence of numerous men's grooming brands. These brands offer a range of products specifically designed to help men look and feel their best. From skincare to hair care and shaving essentials, men can now find a huge selection of products tailored to their unique requirements.
And this industry is growing at a massive rate. The global male grooming market is expected to be worth $115 billion by 2028, up from nearly $80 billion in 2022, according to data published by Statista.
What’s behind the growth in male grooming?
The massive growth can be attributed to a number of things, including evolving concepts of masculinity, the influence of social media, and a growing roster of admirable role models that promote the acceptance of self-care and self-expression among men.
Male grooming and male skincare are all about influencer marketing.
Top brands in men's grooming and men’s skincare have embraced influencer marketing as an effective strategy to reach their target audience and build brand awareness. By partnering with relevant influencers, men's grooming brands can leverage their credibility and authority to promote their products and engage with their potential customers.
Here’s a look at how different men grooming brands tap into influencer marketing and partner with content creators to reach new audiences.
Manscaped was founded in 2017 when founder & CEO, Paul Tran, noticed that men didn’t have enough options when it came to hygiene and grooming products. Manscaped is now a manufacturer and online retailer of personal care products and is among the best in men’s below-the-waist grooming and hygiene. The company creates a dynamic educational movement and culture focused on the importance of men’s health, hygiene, and refinement.
Manscaped offers grooming tools that help men take care of their private (ahem, 'hard to navigate') areas with safe, precise tools. All their products stick to the 'manscaping' concept, offering tools such as the 'Lawn Mower', the 'Weed Whacker', the 'Shears', and the 'Crop Preserver'. Manscaped’s product line was created specifically for a man’s distinctive grooming needs featuring specially formulated products to cleanse, moisturize, and deodorize, as well as tools engineered to give a man a close and refined appearance.
Related article: How to get sponsored by Manscaped
This men’s grooming brand continues to partner with some of the biggest names on YouTube right now, including Linus Tech Tips, Patty Mayo, New Rockstars, and Kurt Caz. Linus Tech Tips, which has over 15.5M subscribers and receives an average of 1.5M views a video, has been sponsored by Manscaped 42 times. This specific video - Gaming on Leaked Windows 11 - was sponsored by Manscaped and garnered over 5.3M views.
As Geologie puts it, “You’re particular about the way you like your whiskey served. You’re even particular about what dry cleaner you’ll trust to wash your good jeans. It’s about time you get particular about what you put on your face.” The founders, Nick Allen and Dave Skaff, knew firsthand the confusion around skincare and finding a ‘manly’ routine.
Geologies skincare quiz summarizes which Geologie products should be added to the man’s routine. Geologie even has a 30 day trial period so you can test out the products and overall recommended routine and decide which products fit you best.
This skincare brand makes sure to sponsor a wide variety of male influencers in order to prove that the products are truly relevant for every and any male. For example, Geologie has sponsored New Rockstars, an uber-successful nerd culture channel with over 4M subscribers, over 60 times. The skincare brand has also sponsored Brian Sutterer MD, a sports injury specialist, and Tim Dessaint, a fashion-focused content creator. Since the beginning of 2023, Geologie has already garnered over 7M views through YouTube sponsorships!
Related article: YouTube sponsorship calculator: How much to charge your YouTube channel
The main idea is - make shaving easier. The founders of Dollar Shave Club wanted to take two important aspects out of the shaving equation - overly expensive shaving products and remembering to pick up new blades from the store every month or so. This service delivers right to your door everything you need for a good shave - blades, shave butter, prep scrub, etc.
Since 2013, Dollar Shave Club has garnered over 2B views through YouTube sponsorships, sponsoring close to 2,000 channels. Some of their most successful sponsorships include, Matt Stonie’s 50 Scrambled Egg Challenge (43M views) and JonTronShow’s Workplace Safety (28M views).
Let’s take a quick look at Matt Stonie’s sponsorship with Dollar Shave Club. Right before scrambling 50 eggs, the competitive eater shares a quick snippet about Dollar Shave Club. In order to more seamlessly integrate the ad read into the content of the video, Matt Stonie adds “I can now wake up in the morning like this, cook myself up 50 scrambled eggs, eat them in my pajamas and then, just right after that, go and pick up my shaving necessities at my doorstep.”
Hims combines everything a man needs, but would never admit to needing. This telehealth platform for men provides care for mental health, sexual health, hair loss, skincare, and more. Some of the products Hims offer includes receding hairlines and bald spots creams and pills, erectile dysfunction pills, anxiety and depression medication, and so much more.
Men fill out a quiz highlighting their pain points and Hims will customize a plan specific to their needs. The products for the specific treatment are delivered to your door discreetly.
In order for Hims to spread awareness about not only the brand, but the importance for men to reach out when they need help with uber-personal issues, male influencers help spread the word. Over the last 10 years, Hims has sponsored over 200 YouTubers and garnered over 185M views. They have seen the most success on Danny Duncan’s video Driving Scooter Into Store (5.4M views) and AsapScience’s video What Happens When you Take Steroids? (4.9M views).
The power of influencer marketing has been successfully harnessed by men's grooming brands to make a significant impact in the industry. Through strategic partnerships with relevant influencers, these brands have effectively reached their target audience, built trust, and amplified their brand presence. By leveraging the authenticity, expertise, and engaging content of influencers, male grooming brands have created compelling campaigns that resonate with consumers. The relatable representation and social media reach of influencers have further enhanced the visibility and accessibility of these brands. Moreover, the measurable impact of influencer marketing provides valuable insights and data for continuous improvement. By recognizing the value of influencer marketing, men's grooming brands have effectively positioned themselves at the forefront of the market, capturing the attention and loyalty of their target audience - men.
Are you ready to find influencers to book for your next campaign? Get started now!
