The Indian male grooming market is expected to reach $3.5 billion (India Today) by the decade’s end, driven by the shift away from traditional masculinity. The growth can be attributed to- increasing popularity of the metrosexual persona, fueled by heightened awareness of men’s skincare and the desire to look and feel good, normalized by creators like Ali Abdal and Ankush Bahuguna among masses.
In men’s #fashion , softer aesthetics and non-traditional styles, exemplified by brands like Rare Rabbit and Nicobar Design Pvt. Ltd., are becoming prominent. This same male target audience is also likely to be open to experimenting with skincare and other self-care products.
The successful brands in this domain aren’t exclusively tailored for males. Gender-neutral, scientifically-driven skincare brands, like The Ordinary and Minimalist, which prioritize efficacy and transparent ingredient information are winning. Qualt observation- these brands serve as gateways in terms of behavior; male consumers are more willing to try products with non-feminine packaging.
Winning categories include electronics, beard products, sunscreen, and antiperspirants. These areas leverage existing consumption patterns (sport based products), making it easier to scale behavioural shifts.
Luxury brands such as Clinique and homegrown ones like Forest Essentials have launched dedicated product lines or curated collections specifically for men in India.
The global tattoo aftercare market is expanding at a CAGR of 8%, with a significant contribution from the male audience. The rising popularity of tattoos, influenced by celebrities like David Beckham and Virat Kohli, has made the market cool. In India, the tattoo market generates an annual revenue of INR 20 Crores, making directly connected tattoo aftercare a relevant space.
Established personal care brands have entered the space through acquisitions and #funding in new-age brands. Emami Ltd, the parent company of Fair Handsome, invested in The Man Company, which achieved over Rs 200 crore revenue in FY23, showing a remarkable 40% growth. Marico Limited‘s Beardo also surpassed the Rs 100 crore mark in FY23 with anticipated higher growth. VLCC acquired USTRAA : Grooming For Men last year, while Colgate-Palmolive Palmolive invested in The Bombay Shaving Company. Nykaa Men experienced a remarkable 204% growth in 2023.
The men’s market is roughly around 10% of the women’s market so there is a huge headroom to grow with categories for which there is already pre-existing consumption patterns.
