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Top 10 Men’s Grooming Brands on Social Media

Hélène Heath
9 octobre 2018
Dernière mise à jour le
May 17, 2024
blue razor and shampoo bottle vector images blog header

While many people think of makeup and skincare when they think of the beauty industry, men’s grooming products also fall into this camp — and the world of men’s grooming is vital! From trending hashtags focused on barbershops and shaving tips to how to keep the best beard, there’s a world of niche men’s grooming brands and products to explore on social media. 

We examined engagement rates and follower growth rate to determine performance. In this blog, we sample over 7,000 brands from the beauty industry from January 1, 2024, to May 1, 2024. Overall, the average engagement rate was 0.37% among the beauty brands we sampled overall, and an average follower growth rate of 3.38%. Despite young men’s interest in men’s grooming products growing year over year, with 8.8% of men aged 8-24 interested in skincare and cosmetics in 2023 compared to, just 8.3% in 2022. However, as noted in our 2024 social media industry benchmarks, the beauty industry is a more saturated market, often making it more challenging to reach new user’s. What’s more, women are more likely than men to research and discover new products on social media and follow their favorite brands. This means that overall, men’s grooming brands are more likely to see lower engagement rates than brands targeted to women or even both genders. 

So, what makes these men’s skincare and haircare products stand out? Let’s explore their Instagram marketing strategy.

Top Performing Men’s Grooming Brands on Instagram

In the men’s skincare realm, for example, many CPG brands release men’s product lines under a broader brand, like Dove. However, there are many stand-alone men’s grooming brands aiming to reach users on social media platforms like Instagram — as these brands vie for attention in a competitive market, their success often hinges on their ability to leverage Instagram to create compelling, eye-catching content that resonates with their audience.

Instagram’s visual nature is perfect to display the benefits of men’s grooming products, along with the routines that accompany them — here are ten men’s skincare and haircare brands and how they perform on social media.

1. Acqua di Parma (@acquadiparma)

  • Engagement rate: 0.47%
  • Follower growth rate: 4.13%
  • Followers: 415K

Acqua di Parma's Instagram presence captures the essence of Italian luxury and tradition, presenting a sophisticated visual narrative that resonates with an audience appreciative of high-end fragrance and grooming products. The profile is adorned with vivid, colorful imagery that reflects the brand's Mediterranean roots, including sun-soaked landscapes, elegant product setups and artistic interpretations of scent. The aesthetic is consistently upscale, reinforcing the brand's commitment to quality and style.

Acqua di Parma surpass the industry average by 27%. A distinctive element of Acqua di Parma's Instagram strategy is its focus on storytelling through the art of fragrance. Each post is designed not just to showcase a product but to evoke a sensory experience, often accompanied by descriptions that transport followers to picturesque Italian settings or moments of serene indulgence. This narrative approach transforms their offerings from mere products into gateways to a coveted lifestyle, emphasizing the transformative power of scent. This strategic use of storytelling helps deepen emotional connections with the audience, setting the brand apart in the luxury market.

baskets of olives saved to make skincare
Image credit: @acquadiparma

2. Harry’s (@harrys)

  • Engagement rate: 0.32%
  • Follower growth rate: 2.34%
  • Followers: 119K

Harry's Instagram account serves as a vibrant showcase of its commitment to delivering high-quality grooming products with a focus on simplicity and affordability. The feed is a blend of product highlights, customer testimonials and content that underscores their support for mental health and men's well-being. The aesthetic is clean and approachable, featuring a consistent color palette that reflects the brand's straightforward, no-fuss approach to personal care.

What sets Harry's Instagram strategy apart is its masterful balance of engaging directly with its community while educating them. The brand leverages a mix of storytelling and interactive content, like Q&As and polls, to encourage two-way communication and boost engagement. Moreover, Harry’s use of user-generated content enhances authenticity and encourages more followers to share their own stories, thus amplifying word-of-mouth marketing. This strategic use of interactive and relatable content effectively supports brand loyalty.

guy and girl wearing sweaters make an instagram reel
Image credit: @harrys

3. Every Man Jack (@everymanjack)

  • Engagement rate: 0.28%
  • Follower growth rate: 1.25%
  • Followers: 82.9K

Every Man Jack's account positions itself as a go-to source for men seeking grooming products that combine environmental consciousness with strong performance. Their feed is an engaging mix of vivid product displays, outdoor adventure scenes and educational posts about sustainability practices. This highlights the brand’s commitment to natural ingredients and eco-friendly packaging while aligning with the lifestyle of active, eco-conscious consumers.

Every Man Jack's Instagram strategy is distinct in its integration of environmental advocacy with product promotion. The account regularly features initiatives such as beach clean-ups and partnerships with environmental organizations, seamlessly connecting product use with a positive impact on the planet. This approach appeals to consumers who prioritize sustainability and help set the brand apart as an active participant in global conservation efforts, which enhances its appeal through a shared commitment to environmental health.

group of people wearing hi-vis vests for beach clean up
Image credit: @everymanjack

4. Cremo (@cremocompany)

  • Engagement rate: 0.18%
  • Follower growth rate: 0.60%
  • Followers: 104K 

Cremo's Instagram is distinctly vibrant and energetic, and focuses on the brand’s expansive range of men's grooming products, from shaving creams to body washes. The feed is a dynamic array of bold, eye-catching visuals that illustrate the effectiveness and quality of their products. Each post is meant to stand out, featuring high-contrast images and engaging, often witty captions that reflect the brand's fun and approachable personality. The inclusion of before-and-after shots and video tutorials enhances the visual appeal and practical value of the content.

What makes Cremo's Instagram strategy particularly compelling is its integration of seasonal themes and special occasions into the content, making the brand feel timely and relevant throughout the year. Whether it’s a summer sun protection series or a winter skin care routine, Cremo skillfully adapts its messaging to fit the season, addressing the unique skin care needs that come with it. This keeps their content fresh and demonstrates its understanding of customers' lifestyles and challenges, offering them timely, relevant solutions.

bottle of cremo body wash
Image credit: @cremocompany

5. Gillette (@gillette)

  • Engagement rate: 0.17%
  • Follower growth rate: -0.54%
  • Followers: 160K

Gillette's Instagram account presents a robust mix of content that celebrates the brand's long-standing heritage in men's grooming, while maintaining their dedication to including modern innovations. The account features a compelling blend of historical throwbacks that highlight decades of shaving excellence, interspersed with sleek product displays and high-energy video clips showcasing athletes and ambassadors. This blend not only honors their legacy but also aligns Gillette with contemporary grooming trends.

Gillette’s Instagram strategy stands out through its commitment to diversity and representation, reflecting a modern understanding of its global audience. The account features a wide array of faces from different backgrounds, emphasizing that Gillette products are designed for every man. This inclusive approach is complemented by campaigns that focus on social issues relevant to today's consumers, such as sustainability and positive masculinity. Gillette uses these themes to connect emotionally with followers, crafting a narrative that extends beyond mere product promotion to build a community around shared values.

two men wear new york yankees jerseys on ball field
Image credit: @gillette and @yankees

6. Baxter of California (@baxterofca)

  • Engagement rate: 0.08%
  • Follower growth rate: -0.01%
  • Followers: 48.5K

Baxter of California’s Instagram feed offers an eclectic blend of high-quality grooming content. The profile bursts with a sharp, clean aesthetic that highlights the sophistication and premium nature of their products. With a combination of polished product shots, snippets of urban life and elegant barbering techniques, the account underscores a refined lifestyle that speaks to a discerning audience.

Baxter of California's Instagram strategy stands out for its commitment to showcasing diverse expressions of masculinity. The account regularly highlights a variety of male figures from different cultures and backgrounds, emphasizing that personal grooming transcends traditional stereotypes. They enhance inclusivity at their brand via collaborations with artists and influencers who embody and promote diverse styles and life choices.

bottles of baxter of california lying on the grass
Image credit: @baxterofca

7. Supply (@supply)

  • Engagement rate: 0.07%
  • Follower growth rate: 9.06%
  • Followers: 68.1K

Supply's Instagram account showcases their sleek, minimalist approach to men's grooming products, particularly their innovative single-edge razors. The feed is elegantly simple, using a monochromatic color scheme that highlights the quality and design of the products. Visuals include crisp product shots, before-and-after shaving results, and customer reviews, all laid out in a clean, modern aesthetic that reflects the brand’s commitment to streamlined beauty and functionality.

Supply's Instagram strategy focuses on transparency and customer education. The brand frequently posts detailed explainer videos and graphics that delve into the features of their razors, the benefits of single-blade shaving and tips for achieving the best shave. This educational content empowers customers to make informed decisions and enhances their overall experience with the product. By positioning themselves as both a product supplier and a knowledgeable guide in the grooming journey, Supply creates a value-added relationship with their audience, fostering trust and loyalty in a crowded market.

blonde man facing camera talking about supply skincare
Image credit: @supply

8. Lumin (

  • Engagement rate: 0.07%
  • Follower growth rate: 1.08%
  • Followers: 368K

Lumin's Instagram profile is a vibrant and engaging platform dedicated to men's skincare, offering a glimpse into the comprehensive care that their products provide. The feed is populated with a mix of lifestyle shots, customer testimonials and clear, detailed images of the skincare range, with posts that echo the brand's commitment to simplicity. The overall tone is accessible and inviting, aimed at demystifying skincare routines for men and encouraging them to invest in their skin health.

Lumin's Instagram strategy incorporates robust engagement with the audience through interactive content and community-driven initiatives. The brand frequently conducts live sessions with skincare experts, Q&A segments and uses polls and stories to gather feedback and answer followers' skincare queries directly. This approach aims to build a responsive and supportive community while positioning Lumin as a customer-centric brand that values the input and direct communication with its users. By actively involving their audience in content creation and decision-making processes, Lumin fosters a sense of belonging and loyalty among its followers, enhancing their market presence and customer satisfaction.

image showing before and after of lumin skin dark circle corrector
Image credit:

9. Jack Black (@getjackblack

  • Engagement rate: 0.05%
  • Follower growth rate: 9.64%
  • Followers: 52.6K

Jack Black's Instagram account is a visual journey that highlights their skin care lines designed specifically for men. The feed is rich with high-resolution images of their products, interspersed with behind-the-scenes glimpses of their production processes and key ingredient showcases. This strategic content mix displays the products and educates followers about the unique benefits and quality assurances that define the Jack Black brand.

The standout feature of Jack Black's Instagram strategy is its focus on educational content that positions the brand as an authority in men's skincare. They frequently post tips, how-to videos and benefits of specific ingredients, which informs and empowers their audience. This educational approach is complemented by seasonal promotions and collaborations with other brands, which keep the content fresh and the audience engaged. By consistently educating and engaging its followers, Jack Black strengthens its brand image and deepens customer trust.

grapefruit jackblack lip balm laying on top of grapefruit
Image credit: @getjackblack

10. Scotch Porter (@scotchporter)

  • Engagement rate: 0.05%
  • Follower growth rate: 4.25%
  • Followers: 106K

Scotch Porter's Instagram account delivers a vibrant, lifestyle-oriented space that extends beyond mere grooming products to encompass a holistic approach to wellness and style for men. The feed features a rich tapestry of lifestyle imagery, like casual fashion, wellness tips and grooming routines set against the backdrop of everyday life. Visuals of lush, natural settings and cozy urban environments underscore the brand's focus on natural ingredients and self-care, make their visuals inviting for its audience.

What makes Scotch Porter's Instagram strategy particularly effective is its commitment to engaging content that revolves around the lifestyle of its users rather than focusing solely on product promotion. They host live sessions featuring barbers and stylists, provide wellness and grooming tips directly from experts and spotlight real customer stories and transformations. This approach drives deeper engagement by providing value in each post and establishes Scotch Porter as a brand that supports its customers' lifestyle aspirations — not just their grooming needs.

jason kelce talking abut scotch porter men's products
Image credit: @scotchporter

Rationalisez votre stratégie sociale avec Dash Hudson

Men’s grooming brands can benefit from Dash Hudson’s Vision AI tool, which automatically determines which visuals from your content library have the best chance to perform, along with providing instant insights to content performance via Social Analytics and Monitoring and Dashboards, which let you customize which metrics you want to see — so your busy team can filter through the most important insights.

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