ManCave male grooming to add seven new lines and push US

After Sainsbury’s, Mancave wants to break into Boots

British natural male grooming brand ManCave is expanding its product portfolio as it looks to grow its UK distribution and expand in the US.

Launched into 120 Sainsbury’s nationwide in December last year on an exclusive basis for its first six months, the original five-strong range is being expanded with four new lines in September and a further three before the end of the year.

“The short-term ambition is to achieve full distribution with Sainsbury’s and break into Boots, followed by further retailers as the brand gets firmly established across the UK,” said co-founder Alex Grogan, who set up the privately financed business with his father.

New products for this autumn include shaving gel, moisturiser, hairstyling cream and face scrub, all priced in line with the original range - from £3.99 for a 200ml shower gel to £9.50 for 100ml of moisturiser.

With a slightly higher price tag compared with more mainstream offerings, ManCave is pitched as an “affordable but premium brand with a quality edge”, said Grogan.

Free from parabens, sulphates, synthetic dye and petrochemicals and containing at least 12 essential oils, the brand was “better than what is already out there” and would encourage shoppers to trade up, he claimed.

Having already gathered a following in America through online sales, ManCave was set to open a warehouse in the US, said Grogan, and is planning to launch a dedicated e-store based in California.