Men's care brands are finding success on TikTok

Men's care brands including Manscaped, Every Man Jack and Stryx are racking up sales on TikTok Shop and more beauty brands are recruiting men and nonbinary individuals in an effort to combat stereotypes and make their products relevant to a wider and younger audience. Though Every Man Jack is also available at Walmart and Target, the brand debuted its Cold Plunge Bars on TikTok Shop, which also sells its other popular products as well as "digital exclusives that have historically only been available on our website and Amazon," says Ashley Hall, director of integrated marketing for the brand.