The New Mojo in the Men's Make-up Market

Market research agency Mintel revealed that an average man in India spends around 16 minutes on body grooming, 14 minutes on his hair, and 12 minutes on his face. Is this market (finally) under radar?

Ladies out there, raise your hand if you have ever fielded queries from a boyfriend or a brother about whether your anti-acne serum will work for them too OR if the moisturizer that you use in winters would work for cracks in their skin as well. While many won’t admit it, but a lot of men end up using products marketed towards women because there is a wider variety of options available and well, it is easier to buy them! – okay Pause!! This is not 20th century anymore!!

Agreed! Let’s cut to the present!

“The Man Company gets second tranche of funding from Emami” – Year 2018

“Bombay Shaving Company raises Rs 45 crore in Series B funding round” – Year 2019

“Marico completes acquisition of men’s grooming start-up Beardo” – Year 2020

A virtually non-existent industry about five to seven years ago, the beauty industry for men in India has seen a sudden explosion in demand. With 177 new male grooming brands or variants launched between April 2018 and March 2019 alone, a subtle incline towards this segment is becoming irrefutable. But men have been existing from as long as women, so what changed in the past few years? Let us check out:

Rise of social media: Yes, we know this looks like a cliched reason, but hear us out:

Increased penetration of social media platforms like Facebook, Instagram, YouTube and WhatsApp have exposed men, both in urban and rural areas, to global fashion trends, thereby increasing the demand for male grooming products like beard oil, hair gel, and hair masque. Rise of influencers like Ranveer Allahbadia, who started by creating fitness content but now is creating more content in the grooming space, has helped an average Indian man satiate his need to groom himself. Then there are other luxury bloggers and influencers like Parakram Rana or Riaan George whose short and long format videos on skincare regimens are among the most popular videos on the Internet today.

Mintel recently reported that around 22 per cent of male consumers, in the age group of 18 to 34, follow such bloggers or social media personalities. 

Rise of feminism: You know what the rise of feminism did? It forced men to look after themselves too!

Let us just accept the fact with rising gender equality trends, the definition of masculinity has also transformed considerably – while men have become open to women working alongside them, they have also become more open to segments they once declared vanity – self grooming. Apart from gender stereotypes, rising support towards other communities (like LGBT getting legally approved by societies like India) is opening up the world and so is the mind and taste of men! With men like Virat Kohli and Ayushmann Khurana talking openly about “men problems” and endorsing men grooming brands, the male society now feels comfortable shopping from them (after all, they are just following their heroes!).

Innovation in Men Grooming segment is (finally) on the rise:

According to the latest ASSOCHAM report, India's male grooming industry is set to grow at an annual growth rate of about 45 per cent. So, it is not a surprise to see big labels such as Veet, Emami, RB, etc foraying into the men’s grooming section. But it is the rise of men-specific brands like The Man Company, Bombay Shaving Company or Beardo, who have brought this industry into limelight by providing a comfort to men shopping for their grooming needs and presenting a range of products to choose from – a luxury that men missed earlier.

According to a growth forecast by The Man Company, the 2017-2021 finding shows, "Men's' shaving category is growing at Rs 8.5 billion, toiletries including bath, shower, skin and hair care products at Rs 15.7 billion and fragrances at Rs. 15.5 billion." 

Apart from grooming products, brands like The White Door, Truefitt and Hill – luxury salons – have started providing facials, razor packages, royal pedicure services along with consultations and product briefing sessions exclusively for men for a full grooming experience!

Vying for a pie of this promising market, UrbanClap launched its home men’s grooming services in nine cities to cater to the needs of big “standard maintainers” that they claim men to be. This ultimately completes the circle of marketing products & services for men, on all the platforms available. Way to go gender equality in grooming!

Women like their men to be groomed:

Well, the ancient tradition of attracting the female counterparts by competing with the fellow males has not ended, but rather evolved! While having scars from the bloodbaths used to be a sign of bravery and a tell-tale of heroic sagas, this has changed to a trend of maintaining upkeep of self in the 21st century! According to a research by Reckitt Benckiser, about 87% of women want men to take care of their appearance. 70% of women said they are put off by men with excessive body hair. So, we weren’t wrong when we said that definition of masculinity was evolving, right?

There is no denying to the fact that, nowadays, men indulge as much as women in beauty services. From manicure, pedicure to facial treatments to hair spa, men can get everything done in a salon today and brands are encashing in on the opportunity. But what holds for men in the future? How will they be included by brands as a part of the conversations? Will Gen Z’s rising disregard of gender binaries lead to rise of gender-less makeup and beauty products? Will India develop a thick skin(pun-intended) when it comes to men trying to look their best selves?

We believe that India's men grooming industry is at an inflection point right now and it is going to show an upward trend only – will it be through a bold face-lift or a society-conscious concealer, only time will tell!

By: Anmol Gupta | Isha Garg

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