Men’s Grooming in India: A Booming Opportunity for Brands

Spencer Hodgson

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May 28, 2022

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The landscape of men’s grooming in India is experiencing a monumental shift from basic hygiene products and one-size-fits-all solutions to nuanced, ingredient-focused skincare and tailored grooming regimes. What was once a niche is now a booming segment, with male consumers becoming active participants in the beauty and wellness industry.

According to Statista, the global men’s grooming market is projected to reach $115 billion by 2028, up from $80 billion in 2022. Closer to home, India’s male grooming market, valued at ₹16,800 crore in 2023, is expected to surpass ₹27,500 crore by 2027 (as per TechSci Research). This surge is being driven by evolving societal norms, rising disposable income, urbanization, and a strong digital influence on younger consumers.

The Evolution of the Indian Male Consumer

The Indian man today is far removed from the “soap-and-shaving-cream” stereotype. Men are actively seeking skincare solutions, experimenting with grooming styles, and investing in products that deliver both results and experience. Key drivers include:

Changing Attitudes Towards Masculinity

Younger generations are increasingly rejecting rigid definitions of masculinity. Self-care, skincare, and grooming are no longer seen as “feminine” but as essentials of personal wellness and confidence.

Rise of Influencer Culture

From Instagram reels to YouTube tutorials, grooming has become aspirational — fueled by social media trends, male beauty creators, and the global rise of K-beauty influence.

Better Skin Education

Dermatologists and beauty experts are making skincare advice more accessible online. Indian men now understand concerns like acne, hyperpigmentation, premature aging, and dry skin and they want targeted solutions.

Top Trends in India’s Men’s Grooming Market

Skincare is the New Staple

From hydrating moisturizers to anti-aging serums and SPF-based creams, skincare is no longer an afterthought. Brands offering retinoids, niacinamide serums, and minimalist routines are gaining traction especially among Gen Z and millennials.

Beard Care Booms

India’s beard trend is going strong. Oils, balms, growth serums, and grooming kits have moved beyond niche to mainstream, with brands offering ayurvedic to clinical solutions.

Natural & Clean Beauty

Indian male consumers are becoming more ingredient aware. Products free from parabens, sulfates, and synthetic fragrances are increasingly in demand especially in Tier 1 and Tier 2 cities.

Sustainability & Conscious Packaging

Men want sleek, travel-friendly, and recyclable packaging. This eco-conscious segment is growing, particularly among metro consumers who value both style and substance.

D2C & Personalization Surge

Personalized grooming kits, quiz-based recommendations, and AI-based skincare routines are creating new levels of engagement, especially through D2C platforms like Bombay Shaving Company, The Man Company, and Beardo.

Untapped Growth Potential in India

Tier 2 & Tier 3 Cities

These regions are emerging hotbeds for growth, thanks to rising digital penetration and aspirations for self-grooming. Affordable yet effective grooming products tailored for regional climates and skin types will see immense uptake.

Salon & Spa Collaboration

Men are visiting salons more frequently not just for haircuts, but for facials, beard styling, and skincare services. Salon-exclusive product ranges represent an untapped B2B opportunity.

Male Cosmetics: The Next Frontier

K-beauty’s influence and gender-fluid marketing have opened doors to tinted moisturizers, BB creams, concealers, and even lip care tailored for men. The stigma around makeup is fading, and India’s beauty brands must act fast to stay ahead of the curve.

Why Brands Must Act Now

The future of male grooming is not just about products it’s about performance, personalization, and purpose. With growing awareness, a shift in consumer mindset, and an evolving retail ecosystem, the time is ripe for brands to innovate.

If you’re a brand looking to enter or expand in the men’s grooming space, you need a partner who understands both market trends and product innovation.

Build Your Men’s Grooming Line with Zymo Cosmetics

At Zymo Cosmetics, we don’t just manufacture we co-create success stories. Backed by innovation, expertise, and a passion for beauty science, we help you launch grooming products that resonate, perform, and lead.