Not long ago, the average Indian man`s grooming kit consisted of a bar of soap, a comb, and a Gillette blade. Today, he is browsing serums, comparing beard oils, subscribing to grooming kits, and watching influencer tutorials on skin types and personal grooming. The transformation is staggering and the market numbers reflect it. India`s men`s grooming market was valued at approximately ?20,500 crore (USD 2.3 billion) in 2024, and is projected to reach ?38,300 crore (USD 4.3 billion) by 2033.
This growth significantly outpaces the overall personal care market, a reflection of how low penetration translates to high runway. A convergence of forces rising disposable incomes, the metrosexual male ideal spreading via social media, a D2C revolution, and large FMCG players doubling down — has made men`s personal grooming one of India`s most watched consumer categories.
Men’s grooming broadly includes:
Face wash, moisturizers, serums, sunscreens
Beard oils, beard wax, shaving creams, razors for beard grooming
Hair styling gels, shampoos, anti-hair fall products
Fragrances, deodorants, men’s perfume
Trimmers, beard Trimmers and electric grooming appliances
Intimate hygiene and body-care products
By the Numbers
Multiple research firms peg the market at broadly similar figures, converging on a trajectory that points decisively upward. The estimates below reflect the core men`s grooming products segment (excluding male-focused devices and salon services).
?20,500Cr
2024 MARKET VALUE
USD 2.3 billion — the baseline from which the industry now scales`
?38,300Cr
2033 PROJECTION
USD 4.3 billion — nearly doubling in under a decade
6.8–12%
CAGR RANGE
Various analyst forecasts; premium D2C sub-segments growing faster
30–35%
E-COMMERCE SHARE
Share of urban men`s grooming sales now transacted online
Notably, India currently accounts for roughly 4–6% of the global men`s grooming market by revenue, indicating significant scope for both premiumisation and volume-led growth as the rural market catches up with its urban counterpart.
What Men Are Buying
The category spans a wide product spectrum. Historically anchored in shaving, the market has diversified dramatically as Indian men adopt multi-step personal grooming routines.
Haircare
Largest share — shampoos, oils, styling
Deodorants & Fragrances
High repeat-purchase category
Shaving Products
Razors, foams, aftershaves
Skincare
Fastest growing — serums, sunscreen, anti-aging
Beard Care
Fastest growing — oils, waxes, washes, combs
Bath & Body
Body washes, soaps, scrubs
Electric Devices
Trimmers, shavers, styling tools
Growth Drivers
Premiumization
Men are moving from mass products to premium grooming categories such as serums, beard care, perfumes, anti-acne products, and dermatology-led men’s skincare.
Digital and D2C Distribution
Online marketplaces and D2C brands have expanded product discovery dramatically, especially in Tier-2 and Tier-3 cities. Online channels are among the fastest-growing sales avenues.
Changing Consumer Mindset
Grooming is increasingly linked to confidence, professionalism, dating culture, fitness, and social media presence.
Rise of Beard and Skincare Culture
Earlier the category revolved around shaving. Now beard oils, trimmers, face cleansers, sunscreen, and hair styling products are mainstream in men’s skincare market.
Electronics Opportunity
Grooming appliances—trimmers, shavers, clippers and electric beard trimmer products are one of the fastest-growing subsegments.
Consumer Behaviour Section
Men’s grooming in India is shifting from basic hygiene to lifestyle-driven personal grooming. Social media, influencers, fitness culture, and workplace image are driving higher demand for skincare, styling products, beard grooming, and men’s perfume among younger consumers.
Consumers are also adopting multi-step grooming routines involving face wash, moisturizers, fragrances, hair styling, and beard grooming products. This trend is increasing repeat purchases and creating strong long-term growth opportunities for grooming brands.
Top Listed Companies in Men’s Grooming (India)
1. Marico Limited
Official website: Marico
Key men’s grooming exposure:
Why important:
Marico is arguably among the strongest listed proxies for premium male grooming due to its ownership of Beardo and premiumization strategy.
2. Emami Limited
Official website: Emami
Key brands:
Why important:
One of the earliest companies to build a dedicated men’s grooming category in India.
3. Godrej Consumer Products Limited
Official website: Godrej Consumer Products
Exposure:
4. Honasa Consumer Limited
Official website: Honasa Consumer
Exposure:
Why interesting:
Fast-growing digital-first beauty platform.
5. Hindustan Unilever Limited
Official website: Hindustan Unilever
Exposure:
Axe/Lynx-style male grooming categories
Deodorants, skincare, shampoos
Global parent continues investing in premium men’s grooming categories internationally.
6. Procter & Gamble Hygiene and Health Care Limited
Official website: P&G India
Exposure:
7. Philips India Limited (indirect exposure)
Official website: Philips India
Exposure:
Trimmers, electric trimmer for men, grooming kits, electric shavers
Premium appliance-led grooming growth
Top Unlisted / Private Men’s Grooming Brands
Owned by Marico Limited
Known for:
Beard oils
Fragrances
Face care
Styling products
Owned by Emami Limited (major stake)
Focus:
Premium male grooming and fragrances.
Focus:
Beard care
Hair styling
Face washes
Perfumes
Among India’s earliest digital-first men-only grooming brands.
Focus:
Shaving
Beard care
Trimmers
Men’s skincare
Strong premium urban positioning.
Focus:
Hair fall
Skin wellness
Men’s health + grooming
Blends grooming with health-tech.
Though gender-neutral, increasingly relevant among male skincare buyers.
Competitive Landscape
The industry is moving through three phases simultaneously:
Phase | Characteristics | Winners |
Mass grooming | Deodorants, shaving, soaps | HUL, P&G, Emami |
Premium grooming | Beard oils, skincare | Marico, Emami, D2C brands |
Wellness-led grooming | Hair loss, dermatology, supplements | Man Matters, digital-first brands |
Quick “investable watchlist” (closest to OG Luxury)
Segment | Company | Positioning | Investor / Parent |
Perfume | Bella Vita Organic | Affordable mass premium | Strategic/private ownership |
Perfume | Secret Alchemist | Premium clean perfume | Unilever Ventures, DSG |
Perfume | Fifth Sense | Premium D2C fragrance | OTP Ventures |
Men’s grooming + perfume | Bombay Shaving Company | Scale + omnichannel | Sixth Sense Ventures |
Men’s grooming + perfume | Ustraa | Male grooming | Private |
Men’s grooming + perfume | The Man Company | Premium male grooming | Emami-backed |
Face serums | Plum | Premium skincare | A91, Faering |
Face serums | Foxtale | Gen-Z skincare | Panthera, Matrix |
Science skincare | Deconstruct | Active ingredients | BOLD, DSG |
Science skincare | Minimalist | Serum leader | HUL-controlled |
Risks Investors Should Watch
Despite strong growth potential, the men’s grooming industry is becoming highly competitive, with FMCG giants and D2C brands competing across skincare, beard care, fragrances, and anti-hair fall products. High influencer marketing and online advertising costs are also pressuring profitability.
Low consumer loyalty and overcrowding in categories like serums and beard oils may lead to pricing pressure. Long-term winners are likely to be brands with strong positioning, innovation, and scalable distribution.
ROAD AHEAD
The Next 10 Years: What Will Drive Growth?
1. Premiumization Will Be the Biggest Profit Driver
The future is not just more products—it is more premium products.
Earlier:
One ?150 deodorant
Future:
Face wash + moisturizer + serum + perfume + beard product + best beard trimmer
Consumers are moving toward higher-value categories, especially perfumes, skincare actives, and science-backed haircare. Premium men’s fragrances are already growing faster than mass categories, with men accounting for a significant share of luxury fragrance demand in India.
2. Skincare Will Become Mainstream for Men
The biggest behavioural shift ahead is likely to be normalization of skincare among men.
Today, urban users increasingly buy:
Gen Z and millennial men are increasingly comfortable with multi-step skincare routines, turning grooming into a daily habit instead of occasional maintenance.
A key caveat: face serums are becoming crowded, so winners will need sharper positioning (oily skin, beard acne, pollution, scalp-linked skin issues, sweat resistance for Indian climate, etc.). Reddit startup discussions repeatedly describe broad serum categories as crowded but niche positioning as still open.
3. Fragrances Could Be the Largest Wealth-Creation Theme
If one segment could surprise on upside, it may be perfumes.
Historically, Indian men used:
Now the shift is:
Deo ? Eau de parfum ? premium fragrance collections
Men are increasingly treating perfumes as everyday identity products rather than occasional luxury purchases. Premium and Middle Eastern-inspired long-lasting fragrances are seeing rapid traction, helped by gifting, social media, and aspirational consumption.
This particularly benefits:
4. Hair Loss & Scalp Health Will Explode
India’s pollution, stress, diet changes, and appearance-conscious younger consumers create a strong demand case for:
However, broad anti-hairfall D2C and premium D2C brands categories are already getting crowded according to startup and founder communities, meaning future winners may be more specialized or clinically differentiated.
5. Tier-2 & Tier-3 Cities Will Matter More Than Metro Cities
The next phase of growth is unlikely to come only from Mumbai, Delhi, Bengaluru.
Online marketplaces report rising premium beauty demand from smaller cities, where aspirational consumption and social media exposure are accelerating adoption. Premium grooming demand is increasingly coming from non-metro India.
This matters because it expands TAM massively.
6. Cricket + Influencer + Celebrity Marketing Will Dominate
Men’s grooming is becoming entertainment-driven.
Brands increasingly rely on:
Cricketers
IPL partnerships
Influencers
Fitness creators
Barbershop culture
New entrants are already partnering with cricket franchises to accelerate awareness and trust.
Final Thoughts
India’s men’s grooming industry is rapidly transforming into a major premium consumption opportunity driven by rising incomes, digital influence, and changing lifestyle habits. From skincare and fragrances to electric beard trimmer products and advanced grooming appliances, consumers are increasingly adopting modern personal grooming routines.
While competition is intense, the sector still offers significant long-term growth potential due to low market penetration and rising demand from younger consumers across metro and non-metro cities. Companies that successfully combine strong branding, innovation, and premium positioning could emerge as long-term winners in India’s evolving grooming market.