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Men’s Personal Care.

Beard culture, active skincare, traditional shaving, and fragrance — men’s grooming audiences with outdoor-oriented product needs and strong affinity for authentic brand storytelling.

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Men's Personal Care

Who this audience is

Men’s personal care has grown from a narrow category to a broad market as men have normalized full grooming routines. The Topple audience’s outdoor and active orientation creates specific personal care needs — products that work in field conditions, products that withstand physical activity, and grooming cultures (particularly beard culture) that have strong affinity with this audience.

Beard CultureBeard care is a strong Topple audience fit — beard oils, balms, wash, and trimming products. Authentic brand storytelling around craftsmanship and masculinity resonates strongly.
Active SkincareMen who spend time outdoors need functional skincare — SPF protection, wind and cold resistance, and products that work with active lifestyles. Outdoor-oriented skincare messaging performs well.
Traditional ShavingSafety razor and straight razor enthusiasts — a niche but passionate and high-spend segment with strong affinity for quality and craft.
Fragrance & GroomingMen’s fragrance and styling product buyers — a mainstream category with strong gifting activity around Father’s Day and holidays.

How Topple reaches this audience

Topple reaches men’s personal care audiences through contextual targeting on men’s lifestyle, health, and outdoor media — environments where men discover grooming products through editorial review content and authentic brand storytelling.

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Who is the men’s personal care audience?
Men who actively purchase grooming and personal care products — beyond basic shaving and deodorant, this audience uses skincare, hair care, beard care, and fragrance as deliberate purchase categories. The market has grown significantly as male grooming has shed stigma and a broader range of men have normalized a full personal care routine.
What grooming products do men in the Topple audience buy?
Beard care (oils, balms, washes, and trimmers) is particularly relevant given the Topple audience’s beard culture. Skincare (SPF, moisturizer, and basic skincare for active outdoor men) is a growing category. Hair care and styling products, shaving products (particularly traditional shaving enthusiasts who use safety razors and shaving soap), and cologne/fragrance.
How do men discover and choose personal care products?
Peer recommendation, influencer content (barbershop culture, outdoor lifestyle influencers), and editorial review content. Men’s personal care has a strong YouTube and podcast ecosystem. Brand storytelling that connects to masculine identity values performs well — authenticity, craftsmanship, and functional performance.
How does Topple reach men’s personal care audiences?
Topple reaches men’s personal care audiences through contextual targeting on men’s lifestyle and health media — the editorial environments where men discover grooming products and seek recommendations.
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