India Men’s Grooming Products Market, By Product Type (Fragrance, Shaving, Skincare, Haircare, Moustache & Beard Grooming, Others), By Sales Channel (Supermarkets/Hypermarkets, Convenience Stores, Online, Others), By Region, Competition Forecast & Opportunities, 2020-2030F

Market Overview

The India Men’s Grooming Products Market was valued at USD 3.02 Billion in 2024 and is expected to reach USD 4.98 Billion by 2030 with a CAGR of 8.75% during the forecast period. India has experienced a consistent rise in disposable incomes across various demographic groups, fueled by economic growth, urbanization, and a growing middle-class population. Government initiatives like the Pradhan Mantri Jan Dhan Yojana have further enhanced disposable incomes by expanding access to banking services. The widespread adoption of digital payment platforms and e-commerce has also encouraged greater consumer spending. For example, the National Statistical Office of India reported a nearly 100% increase in per capita net national income (at current prices) in 2023, reaching approximately USD 2,083 for the financial year 2022-23, compared to 2014-15. Additionally, the PRICE survey of 2023 predicts that the Indian middle-class population will grow from about 31% of the total national population in 2023 to around 38% by 2031 and 60% by 2047.

Key Market Drivers

Changing Societal Norms and Attitudes Towards Grooming

One of the primary drivers of the India Men’s Grooming Products Market is the shifting societal norms and evolving attitudes towards male grooming. Traditionally, grooming products were predominantly associated with women, and men’s grooming was often considered a lesser priority. However, in recent years, this perception has dramatically changed. The rise of social media, celebrity influence, and exposure to global fashion and lifestyle trends have led to a growing acceptance of grooming as an essential part of men's personal care. Men are increasingly adopting grooming routines that include skincare, haircare, shaving products, and fragrances. This cultural shift has been amplified by the increase in male-focused beauty and grooming brands, which offer specialized products catering to the unique needs of men’s skin, hair, and overall appearance. As a result, male consumers are becoming more aware of personal care, leading to higher adoption of grooming products. The rise of influencers and celebrity endorsements in advertising campaigns has further popularized grooming routines among men, making these products mainstream. Men's interest in self-care is no longer seen as vanity but rather as a standard practice of self-maintenance, which is gradually breaking down traditional gender norms and driving growth in the sector.

Rising Disposable Incomes and Affluent Consumer Base

The growth of disposable incomes, especially among young professionals and the urban middle class, has significantly contributed to the expansion of the men’s grooming products market in India. As India experiences rapid economic growth, more consumers, particularly in metro cities, are willing to invest in high-quality grooming products. Disposable income allows men to prioritize grooming as part of their overall lifestyle, further driving demand for premium and specialized products such as anti-aging skincare, beard grooming kits, and high-end fragrances. Additionally, the rising affluence of Indian men, particularly in metropolitan cities like Delhi, Mumbai, and Bangalore, has led to a surge in the adoption of premium personal care products. With increasing awareness and exposure to international trends, Indian men are now more inclined to spend on luxury grooming products that not only enhance their appearance but also reflect their status and modern sensibilities. This shift towards premium products, combined with the growing preference for international and quality brands, is a major driver of market expansion, especially in the higher-income segments.

Growth of E-Commerce and Retail Channels

The rise of e-commerce and the evolution of retail distribution channels have significantly facilitated the growth of the men’s grooming products market in India. Online platforms like Amazon, Flipkart, and specialty e-commerce sites like Nykaa and Myntra have revolutionized the accessibility and convenience of purchasing grooming products. The convenience of shopping from home, combined with attractive discounts, product reviews, and the availability of a wide variety of brands and products, has encouraged male consumers to experiment with grooming routines. Additionally, retail outlets such as supermarkets, drugstores, and specialized men’s grooming stores have become increasingly prevalent, making it easier for men to access grooming products across different price points. This omnichannel approach ensures that grooming products are readily available to a larger demographic, from tier 1 cities to smaller towns. As the penetration of smartphones and internet access continues to increase, online shopping for grooming products is expected to grow further, making it more accessible to a wider audience. The accessibility and visibility provided by both online and offline retail platforms continue to drive the expansion of the market.        

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Key Market Challenges

Cultural Resistance and Traditional Attitudes

A major challenge for the India Men’s Grooming Products Market is the deep-rooted cultural resistance to non-essential grooming among a significant portion of the male population. While urban men, especially younger generations, are more accepting of grooming products, traditional views on masculinity in India often associate personal care and aesthetics with femininity. This results in limited interest in grooming beyond basic necessities like shaving. In smaller towns and rural areas, where traditional gender norms are stronger, men may still perceive grooming as unnecessary or vain. Convincing this demographic to embrace grooming products, such as skincare, haircare, and fragrances, remains a significant hurdle. Overcoming this resistance requires a shift in societal perceptions and a deeper understanding of the evolving male identity, which is more accepting of self-care and grooming.

Price Sensitivity and Affordability

Price sensitivity is another challenge in the India Men’s Grooming Products Market. While there is a growing demand for grooming products, a large portion of Indian consumers remains highly price-conscious. Men in middle and lower-income brackets may view grooming products as a luxury rather than a necessity, especially when compared to more affordable alternatives. This limits the market to premium or niche segments, while mass-market adoption remains low. Brands need to strike a balance between offering high-quality products and maintaining competitive pricing to cater to a broader demographic, particularly in smaller towns where the cost-conscious mindset prevails. Furthermore, local and international brands must invest in education and marketing campaigns to show the value proposition of grooming products to a price-sensitive audience.

Limited Awareness and Education

Although awareness of grooming products is on the rise, there is still a significant gap in education regarding the importance of personalized skincare, haircare, and other grooming products for men. Many men in India are unaware of the range of products available that cater to their specific needs, such as anti-aging creams, moisturizers for different skin types, or beard care products. This lack of awareness can hinder growth, particularly in tier 2 and tier 3 cities where information dissemination may be limited. Additionally, men may not understand how to integrate grooming products into their daily routines. To overcome this challenge, brands need to invest in targeted marketing campaigns, influencer partnerships, and educational content that emphasize the benefits of grooming and the wide variety of products designed specifically for men. Raising awareness and educating consumers will play a crucial role in expanding the market and driving adoption.

Key Market Trends

Increasing Popularity of Skincare and Anti-Aging Products

One of the most prominent trends in the India Men’s Grooming Products Market is the growing demand for skincare and anti-aging products. Traditionally, men's grooming routines in India were limited to basic shaving products and hair care. However, with rising awareness about skincare, men are increasingly looking for products that address specific skin concerns, such as acne, dry skin, dark spots, and wrinkles. The growing influence of social media, global skincare trends, and celebrity endorsements have all contributed to this shift. Indian men are becoming more conscious about their skin health, leading to a surge in demand for moisturizers, cleansers, exfoliators, serums, and sunscreens. Furthermore, the demand for anti-aging products is on the rise, as young professionals and even older generations seek solutions to maintain a youthful appearance. The availability of these products in local retail outlets and online platforms has made skincare more accessible, and brands are developing formulations tailored to Indian skin types, making these products more attractive. This trend is expected to continue, as skincare routines become an integral part of men's grooming habits.

Growth of Beard and Facial Hair Care

Another key trend in the India Men’s Grooming Products Market is the growing popularity of beard and facial hair care. Over the past few years, the beard has become a significant fashion statement for many Indian men, symbolizing masculinity and style. As a result, the demand for specialized beard care products, such as beard oils, balms, waxes, and shampoos, has skyrocketed. These products cater to men who want to maintain healthy, well-groomed beards, addressing issues like dryness, itchiness, and unruly hair. The influence of global grooming trends, combined with an increasing focus on personal style, has led to the rise of a variety of beard care solutions tailored to different beard types and lengths. Brands are launching dedicated lines for beard grooming, providing not only products for beard maintenance but also tools like combs and trimmers. This trend is indicative of a broader shift toward more elaborate grooming routines for men, allowing them to express their personalities through facial hair.

Rise of Natural and Organic Products

The growing concern over the harmful effects of chemicals in personal care products has spurred a significant shift toward natural and organic grooming products in India. Indian consumers, particularly millennials and Gen Z, are increasingly prioritizing products that are free from parabens, sulfates, and synthetic fragrances. This trend is influenced by both global concerns about sustainability and the rising awareness of natural ingredients and their benefits for skin and hair health. Men are turning to grooming products made with organic ingredients like aloe vera, tea tree oil, argan oil, and charcoal, which are perceived as safer and gentler on the skin. Brands that emphasize eco-friendly packaging, cruelty-free testing, and sustainability are also gaining popularity, as consumers become more conscious of their environmental impact. This shift towards natural and organic products is driving innovation in the market, as new brands and established players alike are expanding their portfolios to include products that cater to the growing demand for clean, safe, and environmentally responsible grooming solutions.  

Segmental Insights

Product Type Insights

Skincare products have emerged as a dominant segment in the India Men’s Grooming Products Market, driven by increasing awareness among men about the importance of personal care and skin health. Historically, men's grooming routines were limited to basic shaving products, but this trend has evolved significantly. As more Indian men become conscious of their appearance and the need for self-care, skincare products, including moisturizers, cleansers, face washes, sunscreens, and serums, have gained significant traction. This shift can be attributed to several factors, such as the growing influence of social media, where grooming and skincare are frequently highlighted by influencers, celebrities, and global brands. Additionally, increased exposure to international grooming standards and an influx of global skincare brands in the Indian market have played a key role in educating men about the benefits of proper skincare routines. Men are now more aware of their specific skincare needs, whether it’s for acne, pigmentation, or aging, and are seeking products designed for their skin type. The rise in demand for skincare products is also linked to changing societal norms where grooming is no longer seen as a feminine practice. As Indian men become more focused on their personal well-being, skincare has become a critical aspect of their grooming routine.

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Regional Insights

In the Indian Men’s Grooming Products Market, the North region stands out as the dominant market due to a combination of factors such as urbanization, rising disposable incomes, and increasing awareness of personal care among men. Cities like Delhi, Chandigarh, and Jaipur are leading the way in adopting modern grooming habits, with a growing number of young professionals and millennials embracing skincare, haircare, and shaving products. The North region has witnessed a significant cultural shift, where grooming has transitioned from a basic hygiene practice to a more involved self-care routine, driven by exposure to global trends and media influence. The presence of major retail hubs, both offline and online, in cities like Delhi and Gurgaon further supports the dominance of the North region. Men in this region have easy access to a wide variety of grooming products through supermarkets, specialty stores, and e-commerce platforms. Additionally, the increasing penetration of international brands and the availability of premium grooming products have further accelerated market growth. Moreover, higher disposable incomes in the North have led to greater spending on personal care, including grooming products, with more men opting for premium and specialized products.

Recent Developments

• In 2023, Bravado has introduced a new line of innovative luxury men’s grooming products, featuring 23 offerings, including the R3 Night Cream and Oculux Under Eye Gel. Their products are made with eco-friendly, cruelty-free ingredients sourced globally. Noteworthy items in the collection include the Sans-Qua Waterless Facewash, Illuminate Face Serum, Artist Hair Pomade, Artist Crystal Hair Wax, and Face Sculpt Anti-Ageing Cream, all distinguished by their exclusive plant extracts and the absence of harmful chemicals.
• In 2024, Piramal Pharma's Consumer Products Division (CPD) has announced its entry into the men’s personal grooming sector with the launch of the BOHEM product range. This collection includes a Hair Removal Spray, Beard Growth Oil, and Underarm Roll-On. Through BOHEM, Piramal Pharma aims to shift the grooming culture among men toward more inclusive self-care routines, using scientifically proven ingredients to deliver effective results.
• In 2024, ASORT, has introduced its exclusive men’s grooming range under the Mr. Huffman brand. The Mr. Huffman collection is crafted with premium ingredients and includes a wide range of products catering to men’s specific needs in skin, hair, and beard care. From invigorating face washes and nourishing serums to hydrating creams, advanced beard oils, and styling gels, the line provides everything men need to look and feel their best daily.

Key Market Players

• Colgate Palmolive India Ltd.
• Gillette India Limited
• Hindustan Unilever, Ltd.
• Vini Cosmetics, Pvt. Ltd.
• Vi-john Group
• VLCC Health Care Limited
• Reckitt Benckiser (India) Ltd
• Emami Limited
• VLCC Health Care Limited
• Godrej Consumer Products Ltd

Report Scope:

In this report, the India Men’s Grooming Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• India Men’s Grooming Products Market, By Product Type:

o   Fragrance

o   Shaving

o   Skincare

o   Haircare

o   Moustache & Beard Grooming

o   Others

• India Men’s Grooming Products Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Convenience Stores

o   Online

o   Others

• India Men’s Grooming Products Market, By Region:

o   North

o   West

o   South

o   East

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the India Men’s Grooming Products Market.

Available Customizations:

India Men’s Grooming Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).