9 Tips for Selling Men’s Grooming Products Online

The men’s grooming boom — and the men’s beauty boom — is officially here. According to Statista, the global men’s grooming market is projected to surpass $115 billion by 2028, driven by rising interest in skincare, beard care, and holistic self-care routines.

From moisturizers and shaving kits to beard oils and subscription boxes, demand is exploding. But competition is, too. To succeed in this fast-growing market, brands must blend great products with sharp digital strategy and flawless fulfillment.

Here are 9 essential tips to help you sell men’s grooming products online — and keep customers coming back.

Tips for Selling Men’s Grooming Products

1. Find Your Specialty

In the men’s grooming industry, focus wins. It’s better to do a few things exceptionally well than to do everything just okay.

Define your niche — whether it’s eco-friendly grooming, premium beard oils, or dermatologist-formulated skincare. A clear niche helps your brand stand out and positions you as an authority.

💡 Example: Brands like Beardbrand and Hims grew fast by focusing on narrow, underserved categories before expanding.

2. Define Your Target Audience

Once you’ve found your niche, understand who you’re selling to.
Use customer personas based on data, surveys, and analytics to identify your ideal buyer’s pain points, lifestyle, and values.

Are your customers focused on clean ingredients, luxury packaging, or convenience? Knowing that drives your product positioning and ad messaging.

Use tools like Google Analytics, Shopify Audiences, or Meta Insights to segment customer data and refine targeting.

3. Personalize the Experience

Men’s grooming has moved from one-size-fits-all to custom care.
Add personalization where possible — skin type quizzes, subscription options, or product bundles tailored to beard length or hair texture.

According to McKinsey & Co., personalization can lift sales by up to 20% and boost customer retention dramatically.
Even small touches like “build your own grooming kit” options make shoppers feel valued.

4. Build a Strong Brand Identity

Your brand identity should be instantly recognizable across all touchpoints — packaging, logo, website, and tone.

A cohesive visual style builds trust and memorability. Keep your message simple and your design clean.

🎯 Remember: Your brand voice is part of your product. Whether you’re rugged, refined, or clinical, keep your tone consistent across your website, social media, and packaging.

5. Leverage Social Media

Social media remains one of the strongest drivers for beauty and grooming eCommerce.
Platforms like Instagram, TikTok, and YouTube Shorts allow you to demonstrate results, share tutorials, and showcase packaging aesthetics.

  • Use organic content (how-tos, transformations, customer testimonials) to build community.

  • Use paid ads to scale — especially video and carousel ads.

  • Research competitors through a SWOT analysis to identify content gaps and performance benchmarks.

📱 Grooming products perform best with authentic, visual storytelling — quick skincare routines, before-and-after shots, or “unboxing” videos.

Tips for Selling Men’s Grooming Products Online

6. Tap into Influencer Marketing

Micro-influencers often outperform big names in engagement and ROI.
Work with smaller creators who authentically align with your brand and audience — they can provide genuine social proof that drives conversions.

Use influencer discovery platforms or vet talent manually on TikTok and Instagram. Focus on authenticity over reach; a few trusted voices can move the needle more than a celebrity campaign.

🧔 Example: A men’s beard oil brand partnering with local barbers or wellness coaches often earns more trust than a glossy celebrity post.

7. Create Repeat Customers

The men’s grooming market thrives on routine — which means subscription models and auto-replenishment are key.

Offer customers the ability to subscribe, save, and customize delivery frequency.
This not only boosts lifetime value (LTV) but also makes revenue predictable.

As your business scales, a 3PL (third-party logistics) partner can help handle kitting, bundling, and subscription fulfillment to maintain accuracy and branding consistency.

🚚 At Jay Group, we support beauty and grooming brands with dual-coast, FDA-registered facilities and custom packaging solutions that make recurring orders seamless.

8. Capitalize on SEO

While social media creates awareness, search engine optimization (SEO) captures intent.
Optimize your product descriptions, metadata, and blog posts with relevant keywords like “best beard oil for sensitive skin” or “natural men’s face wash.”

Create helpful content that answers searcher intent — think how-to guides, ingredient explainers, and routine tips.
Internal linking between your blogs and product pages helps search engines connect your content and increase ranking visibility.

📈 Tools like Google Search Console and Ahrefs can help track organic performance and keyword opportunities.

9. Master Order Fulfillment — Or Leave It to the Pros

Fast, accurate fulfillment is the backbone of customer satisfaction.
According to Baymard Institute, 48% of cart abandonments occur due to unexpected shipping costs or delivery concerns.

If you’re scaling quickly, partnering with a reliable 3PL ensures your brand delivers on every promise — literally.

Jay Group helps grooming, skincare, and cosmetics brands with:

  • 7-day-a-week fulfillment from dual-coast facilities (PA & NV)

  • Advanced packaging and subscription kitting

  • Rate-shopping across carriers for faster, cheaper shipping

  • Predictive delivery dates (EDD) and real-time tracking

✉️ Need help fulfilling your men’s grooming products? Contact the Jay Group team to get started.

Final Thoughts

The men’s grooming market rewards innovation, consistency, and operational excellence.
By narrowing your focus, understanding your audience, and optimizing both marketing and fulfillment, your brand can turn first-time buyers into lifelong customers.