11.07.22
Meridian, the Los Angeles body hair grooming brand founded in 2019, has rebranded and is shifting away from male-centric positioning to a more inclusive, “body hair-positive, and judgment-free” self-care brand. Industry veteran Ingrid Jackel is in the c-suite to help guide the brand through the effort, according to Pangaea Holdings, which owns the brand.
Jackel is seasoned executive in beauty; she was CEO of Yes To for more than four years and has also served as CEO of Physicians Formula and later served as president of the brand when it was acquired by Markwins International. Jackel joined Pangaea Holdings earlier this year as president.
“Men’s and women’s grooming products have historically leaned into gender stereotypes with nothing in between. Meridian’s products, on the other hand, center around functionality and as a result are celebrated by everyone,” said Jackel. “It was only right for the brand to make the complete move into this new direction to continue inspiring everyone to groom in any way that makes them feel comfortable and confident.”
The new look has vibrant colors, a new logo and new typography.
Meridian has a new product, too. Trimmer Plus is billed as a next generation electric trimmer. It has a charging dock, LED spotlight and built-in adjustable trimming guard with five different length settings.
More Americans are grooming their pubic hair than any other area (54%), and nearly half (42%) of these consumers are using electric trimmers to do it, according to the Meridian.
The brand’s new motto is: “Bare, Buzz, Bush.”
Meridian says consumers should groom anywhere and in any way that makes them feel confidently themselves—and it has numbers on what they means. According to research conducted by Meridian with third-party research firm YouGov, it 40% Bare, 46% Buzz, and 6% Bush.
Meridian has moved into major US retailers, including Walmart, CVS and Bed, Bath & Beyond. The new products and packaging will roll out in the spring of 2023, it said.
“Everyone, no matter the gender, deserves great grooming, quality tools, and the freedom for self expression” said Jackel. “Stepping away from industry standards allows us to provide these great tools without the preconceived gender norms that we see accompanying nearly every other body hair grooming product.”
Jackel is seasoned executive in beauty; she was CEO of Yes To for more than four years and has also served as CEO of Physicians Formula and later served as president of the brand when it was acquired by Markwins International. Jackel joined Pangaea Holdings earlier this year as president.
“Men’s and women’s grooming products have historically leaned into gender stereotypes with nothing in between. Meridian’s products, on the other hand, center around functionality and as a result are celebrated by everyone,” said Jackel. “It was only right for the brand to make the complete move into this new direction to continue inspiring everyone to groom in any way that makes them feel comfortable and confident.”
The new look has vibrant colors, a new logo and new typography.
Meridian has a new product, too. Trimmer Plus is billed as a next generation electric trimmer. It has a charging dock, LED spotlight and built-in adjustable trimming guard with five different length settings.
More Americans are grooming their pubic hair than any other area (54%), and nearly half (42%) of these consumers are using electric trimmers to do it, according to the Meridian.
The brand’s new motto is: “Bare, Buzz, Bush.”
Meridian says consumers should groom anywhere and in any way that makes them feel confidently themselves—and it has numbers on what they means. According to research conducted by Meridian with third-party research firm YouGov, it 40% Bare, 46% Buzz, and 6% Bush.
Meridian has moved into major US retailers, including Walmart, CVS and Bed, Bath & Beyond. The new products and packaging will roll out in the spring of 2023, it said.
“Everyone, no matter the gender, deserves great grooming, quality tools, and the freedom for self expression” said Jackel. “Stepping away from industry standards allows us to provide these great tools without the preconceived gender norms that we see accompanying nearly every other body hair grooming product.”