According to Mintel report, India is the leader in men’s beauty product launches in from the last five years upto July 2022 in the Asia Pacific region with 20% beauty products launched were facial care for men. China was second at 15%, while Japan stood at 10%.  Though the Indian market is smaller than its counterparts but it is expanding at a much faster pace with the Indian men grooming section valued at over Rs. 10,000 crore.

The report stated that 1-in-5 beauty and personal care products in India was for men. The products range includes face creams,moisturisers, at-home spa treatment products, hair removal creams and bear softners. Most of the growth is due to shaving cream, gel and foams, bar soaps, body washes, shower gels and fairness creams, but hair care products like hair gels, serum and hair styling products are popular too.

According to Deepak Gupta, Co-founder and Chief Operating Officer at Bombay Shaving Company, the male grooming category was increasing at more  than 8-9% CAGR due to their affordability, new use cases, and ingredient-based solutions. As per some executives, men are becoming more self-conscious in metros and smaller towns and social commerce, direct-to-consumer, and quick commerce are helping in this expansion. Men are no more shy about visiting salons either.

According to Sukhleen Aneja, CEO at Good Brands Co., of the Good Glamm Group, its brands like St Botanica and Organic Harvest have a sizeable number of male customers without doing any male specific marketing. Nitin Passi, MD Lotus Herbals, added that their products for men – Promen launched in 2019 have exceeded the sales target. As per Tanya Rajani, senior beauty and personal care analyst at Mintel India, there is a significant rise in Indian men looking out for skin care, with more than 80% of male respondents stating that they are concerned about their appearance. In fact, 28% of men have used an online beauty and personal care brand in the last six months as it gives them a more personalised experience.