Grooming-focused men want a routine that works without a lot of fuss. They buy razors, skincare, haircare and body care, often on subscription, and they respond to straight talk over beauty jargon. This directory lists 32 brands that target them, including Manscaped, Dollar Shave Club, Harry's, Philips Norelco, Hawthorne and Geologie. Some win on humor and convenience, others on personalization or a trusted name. Studying their ads shows how a category that once felt awkward to talk about now sells through clear problems, simple routines and low-friction offers on Meta, YouTube and TikTok.
They want a few products that work, not a twelve-step regimen. Fewer steps and clear instructions lower the barrier to starting.
Subscription and auto-refill appeal because shaving and body care are repeat purchases they would rather not think about.
Younger men in particular respond to playful, self-aware tone that makes an awkward topic easy to talk about.
Many compare price against drugstore options but will pay for quality they can feel, such as a better blade or a tailored skin routine.
Quizzes and dermatologist-backed recommendations attract men who do not know where to start with skin or scent.
Beardbrand is an Austin-based men's grooming DTC brand founded by Eric Bandholz in 2012. Famous for building a 1M+ YouTube community before scaling paid media, the brand sells beard oils, balms, and grooming tools via its own site and Amazon.
Beardo is an Ahmedabad-based men's grooming brand founded in 2015 by Ashutosh Valani and Priyank Shah. India's first dedicated beard grooming brand, Beardo popularised beard oil, beard wax, and full beard care routines among young Indian men. The brand was acquired by Marico — first a 45% stake in 2017, then full 100% acquisition in 2020.
Bevel is a San Francisco-founded grooming brand created in 2013 by Tristan Walker to address razor bumps and ingrown hairs common in coarse, curly hair. The brand pioneered culturally authentic grooming advertising for Black men and was acquired by P&G's Walker & Company Brands in 2018.
Bombay Shaving Company is a New Delhi-based premium men's grooming brand founded in 2015. It revived traditional wet-shaving culture — safety razors, shaving brushes, artisan soaps — as a premium ritual for urban Indian men, expanding into beard care, skincare, and body care. The brand positions grooming as an act of self-care rather than a utilitarian task. Also searched as Bombay Shaving.
Bravo Sierra is a clean, high-performance personal care brand founded in 2019 for military service members, veterans, and first responders. Products are formulated to outperform under demanding conditions while meeting clean ingredient standards. The brand has built strong credibility through veteran-owned positioning, military publication PR, and partnerships with operators and tactical influencers on Instagram. Also searched as Bravo.
Caldera Lab is a men's skincare brand selling plant-based facial care products such as cleansers, serums, and moisturizers. It positions itself in the premium natural men's grooming category, emphasizing clinical-grade botanical formulations. Products are sold primarily direct-to-consumer online.
Cremo is a Boulder-based men's grooming brand best known for its concentrated, slippery shave cream formula. Founded around 2013, the brand built awareness through humorous video advertising before expanding into hair care, body wash, and cologne. It operates across DTC and major retail channels.
Dollar Shave Club is a US subscription grooming brand launched in 2011 by Michael Dubin. It sells razors, shave butter and other personal care products delivered on a recurring basis. A humorous launch video in 2012 brought it widespread attention, and Unilever acquired the company in 2016.
Dr. Squatch is a Marina del Rey-based natural men's soap and grooming brand founded in 2013 by Jack Haldrup. Its irreverent, testosterone-coded advertising — particularly a viral YouTube ad with over 100M views — turned a commoditized category into a high-growth DTC business with strong gifting seasonality. Also searched as Dr..
Duke Cannon is a men's grooming brand selling soap, deodorant, and personal care products with a rugged, humor-driven "big ass" branding aimed at men. It markets its products as high-quality grooming goods sold through major retailers and its own e-commerce site.
Every Man Jack is a California-based clean men's personal care brand founded in 2007 by Ritch Viola. Offering naturally derived grooming products at accessible prices across Target, Walmart, CVS, and Amazon, the brand received majority investment from Carlyle Group in 2022. Also searched as Every.
Geologie is a New York-based personalized men's skincare brand founded in 2018 by Dave Skaff and Nick Allen, developed with dermatologist Dr. Steve Xu. Known for its diagnostic quiz and 30-day photo trial, Geologie was acquired by Megalabs and is expanding into unisex positioning.
Gillette is a global men's grooming brand owned by Procter & Gamble, selling razors, blades, and shaving care products. Founded in 1901, it is one of the best-known names in shaving worldwide and sells through mass retail, drugstores, and its own e-commerce and subscription channels.
Gruum is a British men's grooming and personal care brand offering skincare and haircare products through a subscription-based DTC model. It sells primarily through its own website. Gruum advertises on Meta placements to acquire new subscription customers.
Harry's is a men's grooming brand selling razors, replacement blades, shave gel, face wash, body wash, hair care and fragrance. Founded in 2013 by Jeff Raider and Andy Katz-Mayfield, it sells direct-to-consumer online, by subscription and through major retailers, positioning itself on quality shaving at fair prices.
Hawthorne is a New York-based personalized men's grooming and fragrance brand founded in 2016 by Phillip Wong and Brian Jeong. Using an online quiz to match men with custom scents and hair care, the brand expanded from DTC to Target stores and raised $22.5M in funding.
Hims (Hims & Hers Health) is a San Francisco-based publicly traded telehealth company founded in 2017. It offers prescription and OTC treatments for hair loss, ED, skincare, mental health, and GLP-1 weight loss, delivered DTC with licensed clinician consultations built into the funnel.
Huron is a men's DTC grooming brand founded in 2020 by ex-Bonobos executive Matt Mullenax. The brand takes a minimal-SKU approach — a focused lineup of shampoo, conditioner, face wash, body wash, and moisturizer — paired with subscription mechanics and editorial-quality photography to convert men who typically find grooming brands overwhelming or unrelatable. Now available at Target alongside its DTC and Amazon channels.
Jack Black is a Dallas-founded luxury men's grooming brand launched in 2000 by Curran Dandurand, Jeff Dandurand, and Emily Dalton. A prestige DTC and Sephora staple, it was acquired by Edgewell Personal Care in 2018 and remains a leading men's skincare brand with products like the Pure Clean Daily Facial Cleanser and Face Buff Energizing Scrub. Also searched as Jack.
Lumin is an LA-based men's skincare subscription brand founded in 2018. It popularized the free-trial acquisition model in men's grooming — letting users try a kit before committing to a subscription — and scaled rapidly via heavy Meta video advertising with clean, masculine aesthetic creative.
Maapilim was founded in Tel Aviv in 2015 by husbands Jonathan and Doron Keren, building a gender-neutral grooming brand around Mediterranean botanical ingredients, named after Jewish post-Holocaust refugees, with a $4M Series A and a growing North American DTC presence.
Mando is a men's whole-body odor control brand launched in 2022 as the male-targeted spin-off of Lume. Using the same patented Mandelic acid clinical formula as Lume, Mando repackages the whole-body-odor science with masculine branding, packaging, and performance marketing targeting men 25–50 interested in personal performance. The brand runs aggressive DTC paid media closely mirroring Lume's successful playbook.
Manscaped (manscaped.com) is a US men's below-the-waist grooming brand founded in 2016 by Paul Tran in San Diego, CA. It created its category through humor-forward advertising, precision trimmer products, and sports sponsorships (UFC, NFL, Premier League). Went public via SPAC in 2021.
Meridian Grooming is a men's personal grooming brand that sells electric trimmers designed for sensitive areas and body grooming, along with IPL hair-removal devices, care products, accessories and replacement parts. The brand sells directly to consumers online and focuses on safe, waterproof, easy-to-clean designs.
Old Spice, owned by P&G since 1990, sells deodorant, body wash, and grooming kits direct via oldspice.com alongside mass retail. The brand's advertising is defined by absurdist humor and viral video creative that has generated billions of impressions.
Philips Norelco is the North American men's grooming brand of Royal Philips, selling electric shavers, beard trimmers, groomers and body hair removal devices. Its range spans entry-level shavers through premium series such as the i9000, and products are sold through retailers and the Philips online store.
Phy is an Indian men's health and wellness brand selling supplements and personal care products aimed at men's health concerns. The brand sells direct-to-consumer online across India, advertising across Meta placements.
Scotch Porter is a Newark-based premium men's grooming brand founded in 2015 by Calvin Quallis. Born from a barbershop serving predominantly Black and Hispanic men, it grew into a multi-million-dollar DTC and retail brand addressing the unmet grooming needs of men of color with clean botanical formulations. Also searched as Scotch.
Tiege Hanley is a Chicago-based men's skincare subscription brand co-founded in 2016 by Aaron Marino (Alpha M), Beau Branning, and Zac Boehm. Its numbered monthly skincare system removes decision fatigue for men new to skincare, with YouTube and Meta driving nearly all customer acquisition. Also searched as Tiege.
USTRAA is a New Delhi-based men's grooming brand launched in 2015 under the Happily Unmarried parent company by Rahul Anand and Rajat Tuli. Known for its bold, humour-forward brand personality and full beard-to-foot product range, USTRAA positioned against the overly serious masculine grooming archetype. The brand was acquired by VLCC in June 2023.
Velvet Viking is a Norwegian men's grooming brand that blends Viking cultural heritage with natural Nordic botanical formulations. Sold DTC via their own webstore, the brand focuses on beard oils, balms, and care kits crafted with Scandinavian botanicals and positioned for men who take grooming seriously. Also searched as Velvet.
Wilkinson Sword is one of Britain's oldest brands, with roots tracing to 1772. Owned by Edgewell Personal Care, the brand has re-entered DTC subscription to challenge Gillette and digital-native disruptors like Harry's and Estrid, pairing 250 years of shaving heritage with a modern letterbox delivery model. Also searched as Wilkinson.
The playbook leans on blunt problem-solution creative. Dollar Shave Club and Harry's built attention around cheap, convenient refills delivered on a schedule. Manscaped uses humor to make a sensitive category approachable. Philips Norelco speaks as the established electric shaving name for entry-level to premium buyers. Common formats are direct-to-camera demos, founder-style monologues, before-and-after skin or shave results, creator reviews and bundle unboxings. Offers often center on starter kits, subscribe-and-save and free gifts with a first order. When you research these ads, watch the first three seconds. Is the hook a joke, a pain point or a price? Also compare how each brand handles skepticism, since men often doubt that a new razor or serum is worth switching to. Look for trial offers, guarantees and social proof as the answer.
The trigger is usually a small friction: irritated skin, a dull razor, an upcoming date or a new job. Ads that name that friction and offer a low-risk fix convert attention into a trial. Geologie and Hawthorne show a second path, where a short quiz matches the product to the man, which makes the purchase feel considered rather than risky. Mistakes to avoid include talking down to the customer, burying the price or routine steps, and overpromising results. Men notice when a routine sounds complicated. Use AdLibrary to compare how these brands balance humor and credibility, which offers they rotate, and how creative differs between subscription razor ads and skincare ads. Then draft a message that names one problem, shows one simple routine and removes risk with a clear guarantee.
This directory includes 32 brands, such as Manscaped for below-the-waist grooming, Dollar Shave Club and Harry's for razors and shave care, Philips Norelco for electric shaving, Geologie for personalized skincare and Hawthorne for personalized scent and grooming. Search these brands in AdLibrary to compare their running ads, hooks and offers side by side.
Most use direct-response creative: demos, humor-led video, creator reviews and clear starter offers. Subscription is a common hook for repeat products like blades, while quizzes and personalization lead for skincare and fragrance. Search these brands in AdLibrary to compare their running ads, hooks and offers side by side.
Simple routines, a clear single problem, dermatologist-backed credibility and a quiz-based recommendation tend to work. Brands like Geologie lean on personalization so men do not have to guess. Review current ads here to see which hooks stay live. Search these brands in AdLibrary to compare their running ads, hooks and offers side by side.
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