India’s men’s grooming market has seen strong growth over the last few years. Earlier, grooming was seen as a women-focused category. Today, Indian men are spending more time and money on looking good and feeling confident. This shift did not happen overnight. Several factors worked together to make the men’s grooming market a success in India.
Let’s understand what truly ticked right.
Changing Mindset of Indian Men
One of the biggest reasons behind this growth is a change in mindset.
Grooming is no longer linked only to special occasions. Men now see personal care as part of daily routine. Using face wash, beard oil, sunscreen, or hair styling products feels normal, not awkward.
Social acceptance has played a big role. Taking care of appearance is now seen as self-care, not vanity.
Influence of Social Media and Content
Social media changed how men discover grooming products.
Platforms like Instagram and YouTube made grooming simple and relatable. Short videos, reviews, and tutorials helped men understand:
- How to use products
- What suits their skin or beard
- Why grooming matters
Creators speaking in easy language made grooming less confusing and more approachable.
Rise of Beard Culture
Beards became a strong trend in India.
As beard styles grew popular, so did the need for:
- Beard oils
- Beard washes
- Trimmers and styling tools
Brands quickly identified this trend and built products specially for Indian beard types and climate. This clear focus helped them connect better with consumers.
Products Designed for Indian Needs
Successful brands understood one thing clearly: India is different.
Skin type, weather, and lifestyle vary across regions. Brands that created products suited for:
- Indian skin tones
- Humid climate
- Pollution and dust
gained trust faster.
Simple formulas, visible results, and honest claims worked better than fancy promises.
Strong Role of Digital-First Brands
Many new grooming brands started online.
By going digital-first, they were able to:
- Talk directly to customers
- Educate through content
- Build strong brand stories
Online platforms also helped brands test products quickly and improve based on feedback.
Affordable Pricing and Easy Access
Price played a key role.
Indian consumers look for value. Brands that offered good quality at reasonable prices won loyalty. Small pack sizes, combo kits, and online discounts made it easier for first-time buyers to try products.
Easy availability on e-commerce platforms also boosted sales.
Breaking Stereotypes Through Marketing
Marketing changed the game.
Brands stopped using aggressive or unrealistic ads. Instead, they showed real men, simple routines, and everyday situations.
This honest approach helped break old stereotypes and made grooming feel inclusive and practical.
Growing Awareness Around Hygiene and Self-Care
The pandemic increased awareness about hygiene and self-care.
Men started paying more attention to skin health, cleanliness, and personal grooming. This awareness stayed even after things returned to normal.
Grooming became less about looks and more about well-being.
Conclusion
India’s men’s grooming market succeeded because brands listened to consumers.
They understood changing mindsets, used content wisely, focused on Indian needs, priced products right, and communicated honestly. Grooming became simple, relatable, and accessible.
As awareness continues to grow, the men’s grooming market in India is set to expand even further.
BY- RINAL RATHI
