THE WHAT? Grooming brand Manscaped has made its debut in the Middle East, launching onto the UAE and Saudi Arabian markets.
THE DETAILS Having launched in Africa and Asia last month, the men’s lifestyle brand is continuing its rapid international expansion and said that the MENA region was the next logical step.
The brand’s grooming range will be available to buy via a dedicated website and soon-to-launch Amazon marketplaces.
THE WHY? Paul Tran, Founder and CEO of Manscaped commented, “Grooming is a key trait in the United Arab Emirates and the Kingdom of Saudi Arabia, with hair removal being part of a personal hygienic code that dates back thousands of years. This practice has evolved into much more than a daily necessity or religious requirement, however. Today, men want to feel good about themselves and look for aspirational brands that deliver performance and a superior self-care experience.
“The UAE and Saudi Arabia have a very young population, with two-thirds of their citizens under 35 years old. This lends itself well to the Manscaped brand, one that strongly resonates with the millennial and Gen-Z lifestyles. This demographic highly adopts male grooming and, particularly in this region, young men champion the notion that proper personal care is a socially required norm today.”