In short: Men’s grooming is a routine category. Buyers want to see how a product fits a routine they already have, such as shaving, beard care, hair styling or skin, and whether it suits their face, hair or skin type. UGC fits because the proof is in use: a real shave, a real beard routine, a styling product in a hand. The main risk is claims. The FDA says intended use decides whether a product is a cosmetic or a drug, and that a claim such as restoring hair growth can make a product a drug even if it is marketed like a cosmetic. So brief the shots, supply the wording and keep creators to what they experienced.
Why grooming suits UGC
Grooming products are bought for jobs that already exist: a shave that has to be done, a beard that has to be shaped, hair that has to stay put. A product photo shows a bottle. A creator can show how much comes out, how it spreads, how it smells, how long the routine takes and how it looks afterwards. That is the information a hesitant buyer is missing. There is no figure here about how much UGC lifts sales in this category; test it with a few videos and measure, as in how to measure UGC performance.
What buyers want to see
- The product in a real routine, from start to finish.
- The tool in the hand: how a razor moves, how a trimmer handles, how much product is used.
- Feel and scent, in the creator’s own words.
- Who it is for: skin type, hair type, beard length.
- How long the routine takes.
- What it does not do, said honestly.
Seven formats to brief
| Format | What it shows | Note for the brief |
|---|---|---|
| Shave routine | Prep, shave and finish with your product | Show the amount used and the finish |
| Beard care | Wash, oil or balm, styling | Ask the creator to say how long the beard is |
| Styling in 30 seconds | Amount, hold and finish | Show the styled result, no promises about growth |
| Morning routine | The product among four to six steps | See GRWM UGC videos |
| First impressions | Unboxing, scent and texture | Ask for an honest first reaction |
| A fortnight of use | The routine over time | Ask for observations, not results |
| Gym or travel bag | The product in the kit | Useful for small sizes and sets |
Answer the objections in the brief
Buyers of grooming products have a short list of doubts: will it irritate my skin, is the scent strong, will the hold last, does it take long, is it worth the price. Ask the creator to speak to the ones that fit the product from their own use, in their own words. A line that describes a personal experience is fine. A line that promises the same result to every viewer is a claim, and it needs to be yours to make.
Where grooming gets tricky: cosmetic or drug?
The FDA’s page on cosmetics and U.S. law explains that a product’s classification depends on its intended use. Cosmetics are meant for cleansing, beautifying, promoting attractiveness or altering the appearance. Drugs are meant for diagnosis, cure, mitigation, treatment or prevention of disease, or to affect the structure or function of the body. The page gives examples that matter for grooming:
- A claim that a product will “restore hair growth” can make it a drug.
- An anti-dandruff shampoo is a cosmetic because it cleanses the hair and a drug because it treats dandruff.
- Deodorants that are also antiperspirants, and moisturizers or makeup with sun-protection claims, can be both.
- Sunscreens are regulated as drugs in the U.S.
The FDA also says it does not pre-approve cosmetic products or ingredients. Its page on cosmetic labeling claims adds that a product marketed with claims of treating or preventing disease, or of affecting the structure or function of the body, including the skin, is a drug under the law, even if it affects appearance, and that cosmetic labeling, including claims, must be truthful and not misleading. The FTC’s Endorsement Guides page adds that your company is ultimately responsible for what others do on your behalf, which includes what a creator says in your video.
| Describes use and feel | Avoid, it is a health or treatment claim |
|---|---|
| “I use it after every shave and it feels comfortable on my skin.” | “Stops razor burn” or “heals irritation” |
| “The scent is light and fades after an hour.” | “Prevents hair loss” or “regrows hair” |
| “It holds my hair in place without feeling stiff.” | “Clinically proven to thicken hair” without evidence you can show |
If your product is an antiperspirant, a sunscreen or an anti-dandruff product, keep the brief to your approved label wording. Give creators the exact lines they may use and tell them not to add claims of their own. More in cosmetic claims in UGC.
Show more than one kind of man
Skin tones, hair types and beard densities all change how a product looks and performs. A brief that asks for a range gives buyers someone who looks like them; see inclusive UGC. Brands cannot search for creators on Usicri, so say in the brief what the video must show: for a beard oil, a beard.
A grooming brief in short
- One product and one step of the routine.
- The shots: hands, face, product, finish.
- Approved wording for any claim, and a ban on adding others.
- What the video must show about the creator, if it matters (for example, a beard).
- Disclosure in the video itself; see UGC disclosure rules.
- Vertical, 15 to 45 seconds, sound on.
On Usicri
Personal Care & Self-care fits shaving, beard, hair styling and body-grooming products, and skincare belongs under Beauty & Skincare; if you are unsure, choose the closest. You set the payout per video and the number of videos, creators on Usicri choose your campaign, and you pay only for the videos you approve, with no platform fee on videos approved through December 31 and a platform fee of 15% after that. The creator receives the full payout, and the license for an approved, paid video covers paid ads, worldwide and without time limit. If you send a product, you arrange delivery with the creator directly. Usicri does not check videos or campaigns for compliance with advertising law before they are approved or published, so read each submission against your wording. A campaign is not guaranteed to receive submissions. See UGC for personal care brands and how it works for brands or create a free brand account.