MANSCAPED, a US brand dedicated to men’s below-the-waist grooming and hygiene, has launched in Australia. Expanding to the land Down Under is a strategic move, according to the company: The high propensity of Australian men who already manscape, and inherently care about self-image and presentation, make Australia a prime market for the company.
At the helm of this international expansion is Ben Acott, SVP of growth and an Aussie living in San Diego. “Expansion into Australia is very meaningful to us,” says Acott. “Australian men are well ahead of the world when it comes to fashion, and the investment they make in fashion and grooming is within the top three markets globally.”
MANSCAPED offers a full line of products that have quickly become a staple and daily ritual for more than 1 million consumers in the U.S. The intelligently designed and developed product range includes precision-engineered tools, unique formulations, and accessories that ensure a simple and effective manscaping routine.
“At MANSCAPED, our bigger purpose is to empower men and break the stigma that comes with tending to one’s nether regions,” says Paul Tran, founder and CEO of MANSCAPED. “We were the first to speak to the importance of proper hygiene and testicular health, and have enhanced that mission through our partnership with the Testicular Cancer Society. We look forward to bringing a level of awareness to such a savvy market, through our proven comedic yet educational approach, of course.”
One of the fastest-growing consumer packaged goods companies in the U.S., MANSCAPED grew its headcount by 500% in 2019, with Acott leading the charge. He is currently working on defining a team in Australia that will support the expansion across customer service, establish the retail footprint, and support the entire Asia-Pacific region.