Influencer Advisory™What made the Manscaped marketing strategy work?
The Manscaped marketing strategy is to sponsor creators everywhere, check each audience before engagement, rebook the ones who do well and stay in house.
Founder · November 10, 2026 · 2 min read
Manscaped's marketing strategy is a scorched earth push through creators: sponsor every YouTuber and every newsletter, check each audience first, then keep working with the ones who do well. (Marketing Operators)
Manscaped's Paul Tran said revenue went from $3 million to nearly $300 million in three years.
How does Manscaped decide who to sponsor?
Check the audience first, then the engagement.
Manscaped's influencer team first asks whether a creator's audience matches its own, meaning primarily men aged 18 to 35 who are based primarily in the US. Engagement comes second.
- Manscaped's founder says a creator with 30,000 followers whose Instagram is all pushing product is not the right influencer for the brand. It wants creators to actually test the product and really use it.
- It also looks for people who are already customers or have some experience with the brand.
- Manscaped got cheap deals by picking recognizable people with little inbound brand interest, like Alex Caruso, John Daly and Scott Van Pelt. (Marketing Operators)
Gaming is the second largest creator category Manscaped pays for, with 113 videos in the record, and wrestling holds 58.
Once the audience fits, the next job is keeping the creators who work.
Why does Manscaped keep rebooking the same creators?
Rebook the ones who do well and keep the offer simple.
Manscaped keeps working with the creators who do well.
- Its sponsor reads kept one offer across channels, 20% off and free shipping. Each creator now has a personal code for 15% off and free shipping, like FOOTY.
- Its Manscape Ballers fan group is application only and holds 20,000 people, always there for product tests, reviews and polls. (MANSCAPED)
- It runs a message 100 different ways, with different looks and budgets, and little control over some of them. (MANSCAPED)
All of that repeat work needs people behind it.
How much of Manscaped's marketing is done in house?
Write every creator message so the whole team closes the same way.
Manscaped had done over $100 million in revenue by 2020. (Marketing Operators)
That year it ran six full time engineers, the full influencer partnership team, all media buying and a 3D render artist in house. (Marketing Operators)
- Back in 2021 the team was about 12 people, and every message to managers or creators was crafted to close the most effective deal possible. (Marketing Operators)
- It bought TikTok early, wiring 100,000 dollars through insertion orders before TikTok had a platform to buy on. (MANSCAPED)
That is a lot of people to hire before the first creator goes live.
How do we run this without a team that size?
You can copy the audience check and the rebooking before you hire engineers, and that is the work brands bring us in for.
Keep creators posting all year, without a flat fee every time.
If you have some of the steps in place, we audit what's missing in each and how to take it further.