Bare For Men is the first at-home wax strip kit created for men, and it has just launched in the U.S. – at Duane Reade stores in New York City. The popular hair removal system was designed and developed in Australia.

The brand will also be launching a digital marketing campaign, “Get The Monkey Off Your Back” on its various social channels including YouTube, Facebook, Twitter, Pinterest and Instagram.

Gayna Elvin, president, Bare For Men, commented, “We are known to be innovators of beauty products and solutions and Bare For Men Wax Strips are the first of a range of products that we have planned to launch in the next twelve months, to not only remove unwanted hair but also to nourish and protect male skin.”

Jenna Topaz, category manager Duane Reade, added, “The Bare For Men relationship with Duane Reade creates a new platform to offer salon quality hair removal for men at an affordable price. Men’s grooming is a growing segment, and we strive to stay ahead of the curve and offer innovative products that will serve our selective, on-the-go male consumer.”

Global Industry Analysts, Inc. estimates the global male grooming products industry will generate $33 billion in revenue by 2015. Consumer market researcher Euromonitor estimates that the men’s grooming category in the U.S. will reach $5.8 billion by 2016, with the men’s toiletries category—which includes bath and shower, haircare and skincare products—expected to see 10 percent growth from its 2012 sales tally.