Male grooming brand Every Man Jack has unveiled a brand overhaul for 2026.
The business, founded by triathlete and entrepreneur Ritch Viola in 2007, is evolving its brand positioning towards “celebrating men’s everyday determination and earned confidence”.
Guided by “extensive” consumer research, Every Man Jack claimed this direction reflects a growing “demand for authentic, performance-driven grooming that supports real men” in their routines.
At the centre of the brand’s reintroduction is a national campaign, dubbed ‘For Men Who Put in the Work’, which is fronted by US National Football League (NFL) quarterback Baker Mayfield.
The year-long partnership will see Mayfield support marketing, sports-focused programming, content integrations, community events and ongoing brand initiatives.
The final element of the reimagined brand positioning centres around sustainability, with the brand rolling out its new Premium Collection in February 2026.
The collection is described as a “significant evolution” that raises the bar on performance, ingredient quality, scent sophistication and design, while maintaining accessibility with all products priced under US$10.
This comprises a 48-Hour Odour Defence Deodorant, Exfoliating Body Wash, and Shampoo & Conditioner Separates.
What to expect from Every Man Jack in 2026
Although Every Man Jack was originally rooted in ‘clean’, outdoor-inspired personal care, the brand saw an opportunity to “evolve how it shows up emotionally”, Kim Dao, Head of Marketing at Every Man Jack, told Cosmetics Business.
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