Body Manscaping

Discover the entrepreneurial journey of Jared Chuah, cofounder of Nateskin, and how this Malaysian brand is breaking taboos around men's grooming, particularly below the belt

- Sim Wie Boon

Male grooming has become a familiar part of the modern man’s routine. While shaving facial hair is a common morning ritual, the topic of manscaping, particularly grooming below the belt, is often contemplated but seldom openly discussed.

Over the years, various brands have emerged to challenge the taboo around men’s grooming. Among them is the notable US brand Manscaped. In Malaysia, however, a local brand, Nateskin, founded by Rebecca and Jared Chuah in 2021, endeavours to address this subject locally. 

The company finds its origin in a serendipitous encounter with an eyebrow-raising ad in Australia while Chuah was studying there. “I saw this very eye-catching ad for a men’s laser removal service in Australia, and the ad said, ‘Make your PP bigger with this PP laser,’ I thought it was hilarious. I had it in my mind throughout my trip. And that’s when I thought that I wanted to do something to remove unwanted hair. That’s how the idea of Nateskin came to be,” recalls Chuah.

THE JOURNEY BEGINS

Chuah and fellow co-founder Rebecca faced the challenge of identifying a market gap and designing a product that addressed it. The duo sourced top manufacturers in Asia, prioritising safety and affordability. Months of rigorous testing led to the birth of Nateskin 1.0, a device offering a clean shave without the drawbacks of traditional methods.

But launching in a conservative market like Malaysia, Nateskin faced initial scepticism. The taboo surrounding personal grooming below the belt required Jared and Rebecca to be physically present at booths, dispelling myths and initiating conversations, eventually Nateskin’s unique approach blending humour and quirkiness caught on.