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Report Overview
The India men’s grooming market size was valued at INR 18165.13 Crores in 2025. The industry is expected to grow at a CAGR of 7.20% during the forecast period of 2026-2035 to reach a value of INR 36407.12 Crores by 2035. The market growth is driven by celebrity collaborations and influencer-led marketing strategies that are transforming men’s grooming from a necessity into a lifestyle statement in India.
Key Market Trends and Insights
- The West India dominated the market in 2024 and is projected to grow at a CAGR of 8.2% over the forecast period.
- By product, hair care category is expected to grow at a CAGR of 8.6% over the forecast period.
- By price, mass category is projected to witness a CAGR of 6.9% over the forecast period.
Market Size & Forecast
- Market Size in 2025: INR 18165.13 Crores
- Projected Market Size in 2035: INR 36407.12 Crores
- CAGR from 2026 to 2035: 7.20%
- Fastest-Growing Regional Market: North India
As men within the urban settings increasingly associate grooming with confidence and self-expression, brands are turning to sports and entertainment icons to strengthen relatability and trust. For instance, Philips India launched a limited-edition trimmer co-designed with cricketer Virat Kohli in May 2024. The collaboration combines precision technology with a premium design tailored for younger, style-conscious users, boosting awareness in the male grooming device segment.
Similarly, NIVEA MEN partnered with actor Ranveer Singh in May 2024 for its “Fresh Active” deodorant campaign, reinforcing the idea of daily skincare and freshness as integral to modern masculinity. These celebrity-led endorsements seamlessly merge aspirational branding with innovation, encouraging men across metros and tier-2 cities to adopt comprehensive grooming regimens and accelerating the India men’s grooming market trends toward premium, lifestyle-driven products.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
Compound Annual Growth Rate
7.2%
Value in INR Crores
2026-2035
*this image is indicative*
|
India Men’s Grooming Market Report Summary |
Description |
Value |
|
Base Year |
INR Crores |
2025 |
|
Historical Period |
INR Crores |
2019-2025 |
|
Forecast Period |
INR Crores |
2026-2035 |
|
Market Size 2025 |
INR Crores |
18165.13 |
|
Market Size 2035 |
INR Crores |
36407.12 |
|
CAGR 2019-2025 |
Percentage |
XX% |
|
CAGR 2026-2035 |
Percentage |
7.20% |
|
CAGR 2026-2035 - Market by Region |
West India |
8.2% |
|
CAGR 2026-2035 - Market by Region |
East and Central India |
7.7% |
|
CAGR 2026-2035 - Market by Product |
Hair Care |
8.6% |
|
CAGR 2026-2035 - Market by Price Range |
Mass |
6.9% |
|
2025 Market Share by Region |
North India |
31.4% |
Key Trends and Recent Developments
Growing premiumization and digital expansion in men’s grooming
The premiumization of men’s grooming is largely a result of the big FMCG players buying digitally native brands to have a share in the male consumers’ aspirational lifestyle. To illustrate, Emami Ltd declared in August 2024 that it would be acquiring the remaining 49.6% stake in The Man Company, thus making it a fully owned subsidiary. This allows Emami to have full access to a brand that is digitally focused and premium in men’s care and its D2C base. Emami by incorporating The Man Company in its brand line-up is effectively following up on the men grooming trend where consumers demand premium products.
Expansion of omnichannel presence through strategic acquisitions
The India men’s grooming market expansion results from companies enhancing their distribution through acquisitions that amalgamate digital strength with offline networks for male grooming. An example would be the announcement made by VLCC in June 2023 regarding its acquisition of the men's grooming brand Ustraa through a share-swap and buy-out deal. While Ustraa brings strong D2C reach, VLCC brings pan-India offline distribution. The creation of this combined capability serves the trend in which men seek premium grooming, and yet, they still value in-store trials and extensive availability.
Expansion of omnichannel presence through strategic acquisitions
Companies in the men’s grooming industry are enhancing their distribution through acquisitions that amalgamate digital strength with offline networks for male grooming. An example would be the announcement made by VLCC in June 2023 regarding its acquisition of the men's grooming brand Ustraa through a share-swap and buy-out deal. While Ustraa brings strong D2C reach, VLCC brings pan-India offline distribution. The creation of this combined capability serves the trend in which men seek premium grooming, and yet, they still value in-store trial and extensive availability, thereby contributing to the India men’s grooming market revenue.
Rising focus on emotional wellness and inclusive grooming
Global grooming brands are launching purpose-led campaigns to benefit from these changes. Dove Men+Care presented in July 2023 in India its #ManEnoughToCare campaign that was aimed at breaking stereotypes and, at the same time, promoting care as a skill one must have. A product partnering move with Bengaluru FC as Official Hair-Care Partner was next in line later in 2023. The campaign is the answer to the men who require grooming solutions that support their emotional wellness and self-expression, rather than just give them basic functionality.
Increasing demand for professional-grade grooming solutions
Brands in the India men’s grooming market are increasingly expanding into professional salon segments, addressing the often-overlooked general care needs of men while catering to the growing demand for specialized grooming solutions. As an illustration of this, Beardo introduced in India a hair-colour salon line free of ammonia in October 2023, created specifically for the hair and scalp of men and professionals. This salon-grade product line is a direct answer to a consumer seeking expert-level treatments and serves as a link between the in-salon experience and retail follow-ups.
India Men’s Grooming Industry Segmentation
The EMR’s report titled “India Men’s Grooming Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product
- Shaving Products
- Skincare
- Hair Care
- Bath & Body Care
- Others
Key Insight: Shaving products continue to expand as brands launch precision tools and grooming kits tailored to male use. Skincare is growing rapidly as companies introduce men-specific moisturisers and sun-care ranges. In hair care, for example, TAILOR’S (Swiss-born) entered India in May 2025, launching a luxury hair-and-scalp collection for men, underscoring demand for premium hair-care solutions. Bath & body care players are responding by offering multi-benefit body washes and deodorants with refreshed branding and formulations. The “others” segment, including grooming tools, fragrances and supplemental offerings, is also growing as men seek complete personal-care regimes and brands expand into adjacent categories through device launches and lifestyle positioning.
Market Breakup by Formulation
- Synthetic/ Conventional
- Natural/Herbal/ Organic
- Vegan/Cruelty Free
- Others
Key Insight: The synthetic formulated products remains prominent owing to broad availability and cost-effectiveness in the India men’s grooming market. The natural/herbal/organic segment is rising as men prefer cleaning solutions rooted in botanical and Ayurvedic ingredients; for example, MARRDD by Shahnaz Husain launched an Ayurvedic skincare line for men in September 2024. Meanwhile, vegan/cruelty-free options are gaining ground as eco-aware male consumers favour ethical and sustainable personal care. The “others” category houses hybrid & specialised formats, such as dermatologically tested high-performance and multi-tasking grooming products, which are tailored to increasingly nuanced male needs.
Market Breakup by Price Range
- Premium/Luxury
- Masstige
- Mass
Key Insight: The India men’s grooming industry shows clear segmentation across price tiers as brands align portfolios to diverse consumer preferences. In the premium/luxury segment, companies such as The Man Company and Beardo are introducing ingredient-conscious, eco-friendly grooming lines with a focus on sophistication and wellness. The masstige category is being shaped by brands like Bombay Shaving Company and Ustraa, which blend affordability with aspirational branding and targeted marketing. Meanwhile, the mass segment sees FMCG leaders such as Hindustan Unilever (Axe, Dove Men+Care) and Gillette India expanding reach through value-driven, accessible products tailored for both urban and rural consumers.
Market Breakup by Distribution Channel
- Online Retailers/E-commerce
- Supermarkets and Hypermarkets
- Specialty Stores
- Specialty Stores
- Others
Key Insight: Distribution in the India men’s grooming market is rapidly evolving as brands adopt omnichannel strategies to enhance accessibility and visibility. Online retailers and e-commerce platforms such as Amazon, Nykaa Man, and Flipkart are driving strong sales through exclusive launches, influencer marketing, and subscription models. Supermarkets and hypermarkets, including Big Bazaar and Reliance Smart, remain vital for mass-market reach and impulse purchases. Specialty stores like The Man Company and Beardo outlets cater to premium consumers seeking personalized grooming experiences. Meanwhile, other channels, including salons and brand kiosks are becoming strategic touchpoints for experiential marketing and product sampling.
Market Breakup by Region
- North India
- South India
- East India
- West India
Key Insight: North India men’s grooming market growth is led by Delhi and Chandigarh, shows strong demand for premium grooming products driven by rising urban incomes and lifestyle awareness. South India, with key markets like Bengaluru and Chennai, is witnessing rapid growth in natural and herbal grooming products. East India is gradually expanding with growing retail penetration in cities like Kolkata, while West India, particularly Mumbai and Pune, serves as a hub for product launches and modern retail collaborations that boost overall market visibility.
India Men’s Grooming Market Share
By product, shaving products record the highest demand
The market growth in the shaving products segment is driven by young men demanding more than a simple shave, they seek style, precision and multifunctional tools. In response, Bombay Shaving Company launched a new trimmer range in September 2024, quickly capturing Gen Z attention and claiming over INR 100 crore in Annual Recurring Revenue within nine months. The brand’s focus on trendy design, D2C channels, and social-media marketing aligns with male consumers’ shift from necessity to self-expression. As a result, shaving products are evolving into style instruments, expanding category value and usage occasions.
India men’s grooming market is witnessing higher preference for men’s skincare, attributed to brands recognising male skin differences and launching dedicated formulations rather than repackaged female products. For example, Garnier Men (under L’Oréal India) introduced its “AcnoFight Gentle Cleanser” in October 2025 targeting acne-prone male skin, with T20 star Abhishek Sharma as brand ambassador. Such launches speak to the rising male preference for tailored skincare solutions and the increasing acceptance of skincare as routine rather than luxury. This drives category growth through repeat usage, higher price points and upgraded formulations.
By formulation, natural/herbal/organic products are gaining traction
Growth in the natural/herbal/organic formulation segment is driven by male consumers seeking gentler, plant-based grooming solutions that align with wellness and clean-beauty trends. Brands are responding by launching ranges that emphasize botanical ingredients, minimal synthetics and heritage-inspired formulas. For example, Lotus Herbals expanded its men’s skin-care portfolio in March 2023 by enhancing its “Promen” range with oil-free, acne-care and scar-care SKUs tailored for men’s specific skin needs. These product developments cater to men who view grooming as part of self-care rather than just routine, thereby driving trial and repeat usage across skincare and hair-care lines.
The vegan/cruelty-free category is gaining momentum in the India men’s grooming market as younger male consumers prioritise ethical, transparent and environmentally aware grooming choices. Companies are responding by identifying and launching products labelled vegan, animal-test-free and responsibly formulated. For example, the men’s grooming startup Cocky emphasises sulphate-free, cruelty-free formulas tailored for today’s man. This attitude change is pushing the category beyond function-only messaging into values-driven purchasing, supporting higher-value propositions and brand loyalty.
By price range, premium/luxury products witness strong market interest
The market growth is driven by the increasing availability of premium men’s grooming products, emphasizing sustainability and sophistication. Consumers are seeking luxurious, eco-conscious options that align with modern self-care values. Premium brands are now focusing on high-quality ingredients, minimalist packaging, and exclusivity to appeal to affluent Indian men. This shift reflects the growing preference for sustainable luxury, where personal care merges with lifestyle and ethical consumption.
The mass-produced products are experiencing steady demand in the India’s men’s grooming market is driven by the rising preference for affordable and easily available grooming solutions. Brands are innovating with value-focused products to appeal to both urban and rural consumers seeking quality at lower price points. For example, Gillette India reported a 44% increase in Q1 profit in October 2024, attributing the growth to new multi-blade systems and gel shaving creams that resonated strongly with male consumers across demographics.
By distribution channel, online retailers/e-commerce generate high sales
The rapid growth of e-commerce platforms has significantly boosted the distribution of men’s grooming products across India. Online retail allows brands to reach tech-savvy consumers in both metro and tier-II cities while offering personalized recommendations and exclusive deals. For instance, The Man Company partnered with Myntra in August 2024 to expand its digital footprint and product accessibility, bringing its range of natural grooming essentials to a wider audience through online retail.
The hypermarket and supermarket channel is contributing to the most to the rising India men’s grooming market value by offering broad-reach visibility and one-stop shopping convenience for male consumers. For example, The Man Company stepped up its offline presence by signing up with 34 hyper-market/super-market partners in September 2021, expanding beyond its initial online-only model. This shift enables men across metro and tier-2/3 markets to discover and purchase grooming essentials alongside everyday goods, thereby increasing trial and adoption. As organised-retail formats scale in India, men’s grooming enjoys a structural boost through improved shelf placement, visibility and accessibility.
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If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
India Men’s Grooming Market Regional Analysis
|
CAGR 2026-2035 - Market by |
Region |
|
West India |
8.2% |
|
East and Central India |
7.7% |
|
North India |
XX% |
|
South India |
XX% |
By Region, West India emerges to be lucrative market destination
The men’s grooming market in West India is witnessing significant traction with the growing preference for luxury, eco-conscious products among urban consumers. The region’s metro cities, such as Mumbai and Pune, are becoming hubs for premium grooming innovations. A strong example is Bravado’s launch in Mumbai in December 2023, where the brand introduced a range of sustainable, cruelty-free grooming products featuring globally sourced ingredients and recyclable packaging. This launch underscores West India’s rising role as a key market for premium men’s grooming brands.
South India men’s grooming market is emerging as a key destination for the market players, driven by rising disposable incomes, urbanisation, and increased grooming awareness among young professionals. Cities such as Bengaluru, Chennai and Hyderabad are witnessing increased demand for skincare, beard-care and hair-styling products tailored to local climates and preferences. Brands are expanding their distribution and regional activation initiatives to tap this potential.
Competitive Landscape
Top India men’s grooming market players are primarily implementing innovation and premiumization to specifically meet the changing consumer demands. L’Oréal Group is continuously broadening its Men Expert assortment with advanced anti-pollution and oil-control products that are specifically designed for Indian climates. Likewise, Lotus Herbals is infusing Ayurveda ingredients like neem and turmeric in its men’s skincare line, thereby providing the natural effectiveness with the latest formulations for the better differentiation of the brand.
On the other hand, prominent men’s grooming companies such as Triology Solutions’ The Man Company and Groomed are implementing digital-first and sustainability-driven strategies. They focus on clean-label formulations, recyclable packaging, and subscription-based models to create loyalty among the young urban consumers. These brands are also investing in influencer partnerships and omnichannel distribution to gain visibility while they keep launching new products that strike a balance between affordability, quality, and ethical manufacturing.
L’Oréal Group
L’Oréal Group, which was established in 1909 and is based in Clichy, France, is a world leader in beauty and personal care. It offers a wide range of grooming and skincare products for men. The Group's portfolio is made up of the most recognizable brands such as L’Oréal Men Expert and Garnier Men, which serve the needs of any consumer all over the world.
Triology Solutions Private Limited
Set up in 2013 and located in Bengaluru, India, Triology Solutions, popularily known as The Man Company, is a major creator and developer in the India men’s grooming market. The company offers premium natural products for shaving, skincare, and haircare for the trendy Indian man, and its target is the Indian youth market.
Groomed
Groomed is a modern men's grooming brand with its head office in Mumbai, India. It was established in 2019 and focuses on the use of clean and effective formulations. They offer shaving necessities, beard care, and skincare products. The target of urban professionals who are looking for affordable, yet good-quality grooming solutions is the user of these products.
Lotus Herbals Pvt. Ltd.
Lotus Herbals was founded in 1993 and is based in New Delhi, India. It is a leading natural personal care company that specializes in herbal-based grooming and skincare products. The women’s grooming line of the company features a combination of traditional Ayurvedic ingredients and time-tested formulations to ensure the most effective and sustainable care.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other companies operating in the market includes Bravado, Marico Ltd., Rawls Essential, Helios Lifestyle Limited, Thrive Organic India Private Limited, and Kapsa Wellness Pvt. Ltd., along with several emerging regional brands.
Key Highlights of the India Men’s Grooming Market Report
- Historical performance and accurate forecasts through 2035, providing a comprehensive view of market evolution and future potential.
- Insights into product innovations, evolving grooming preferences, and the rise of sustainable, premium, and ayurvedic formulations.
- In-depth competitive landscape profiling of leading domestic and international brands driving growth through innovation, partnerships, and portfolio expansion.
- Regional analysis identifying emerging demand hubs across North, South, East, and West India, supported by localized brand penetration and consumer behavior patterns.
- Investment-focused outlook backed by data-driven insights, highlighting growth opportunities for new entrants, investors, and established players.
Why Choose Expert Market Research?
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- Actionable data empowering strategic and investment-oriented decision-making.
- Detailed region-wise and product-specific analysis tailored for market understanding and forecasting accuracy.
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Key Questions Answered in the Report
In 2025, the India men’s grooming market reached an approximate value of INR 18165.13 Crores.
The market is projected to grow at a CAGR of 7.20% between 2026 and 2035.
The key players in the market include L’Oréal Group, Triology Solutions Private Limited, Groomed, Lotus Herbals Pvt. Ltd., Bravado, Marico Ltd., Rawls Essential, Helios Lifestyle Limited, Thrive Organic India Private Limited, and Kapsa Wellness Pvt. Ltd., along with several emerging regional brands.
Key strategies driving the market include product diversification with natural and premium formulations, expansion into untapped male consumer segments, omnichannel retail integration, and targeted marketing through influencer collaborations and digital campaigns.
West India leads the market growth with CAGR of 8.2% throughout 2035
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product |
|
| Breakup by Formulation |
|
| Breakup by Price Range |
|
| Breakup by Distribution Channel |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
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