The two brands side by side
| Brand | Posts | Creators | Creators it booked 2 or more times | Posts from those creators |
|---|---|---|---|---|
| Manscaped | 136 | 62 | 18 | 92 |
| Dr. Squatch | 97 | 75 | 12 | 34 |
- Manscaped had 47 posts in 2025 and 15 in 2026.
- Dr. Squatch had 39 in 2025 and 44 in 2026, 13 of them in June 2026 alone.
- Both were read from September 2024 to September 2026, so the two are counted over the same stretch.
Source: Our own count, the paid partnership posts on our ads board
Manscaped books the same people again
- @letsbereal1902 made 18 Manscaped posts between September 1 and October 24, 2024.
- @chrisbensberg made 13 between October 2024 and June 2025.
- A promo code sits in the caption on some posts. @mira.004's reel from May 16, 2026 reads "Get 15% OFF + free international shipping @manscaped with promo code MIRA15 at Manscaped.com!" It was played 128,266 times.
- When a creator works, Manscaped books them for a run of posts and gets a run of videos.
Dr. Squatch goes wide around a moment
- Tesco, June 2026: creators sent their followers to Tesco to buy it. @nepenthez's reel from June 15, 2026 was played 847,942 times, and @dhtekkz's from June 23, 2026 was played 607,945 times.
- Toy Story 5, May to July 2026: 8 posts from 5 creators on the Dr. Squatch collection made with Disney and Pixar.
- Each push gets a fresh group of creators, all talking about the same thing at the same time.
What we'd copy for a grooming brand
- Pick the creators whose first video works, and book them for a run of posts, the way Manscaped does.
- Save the wide push for a moment people can act on, like a new store or a launch.
- Give every creator in the push one thing to say, like where to buy it or what's new.
- We look at which creators brands keep booking in our paid partnership study, and how their videos open in our hook study.