MANSCAPED’s Marcelo Kertesz on Scaling Beyond DTC and Building an Omnichannel Brand

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Marcelo Kertesz, Chief Marketing Officer at MANSCAPED, about how the men’s grooming brand evolved from a DTC-first business into an omnichannel brand with a growing retail presence. Marcelo shares how MANSCAPED expanded its product portfolio and distribution strategy while staying true to the humor and brand identity that fueled its early success. He also discusses the value of bringing marketing, creative, and product development under one leadership team, and how the brand is navigating changing conversations around masculinity and men’s self-care. Key takeaways: Investing in retail early helped MANSCAPED build its omnichannel presence beyond DTC. Unifying marketing, creative, and product development creates a more cohesive brand experience across channels. Expanding into new grooming categories requires balancing evolving consumer needs with a consistent brand identity. See omnystudio.com/listener for privacy information.