Manly Enough

Call them metrosexual, but men do take time out to pamper themselves. Gone are the days when grooming was just a girl’s play. Skin care is not about gender anymore.

- Vandana Luthra

From being one who would bill skincare products only as women's paraphernalia to being someone who would not only cleanse, tone and moisturise his face regularly but also occasionally go for a session of pedicure, the Indian man has gone through a metamorphosis in skincare.

Beauty and wellness companies are increasingly launching subbrands for men’s grooming products. There are a plethora of men’s skincare e-commerce startups. Men's-only salons are on the rise to cater to their undying desire to look dapper always. Facials are customised to suit man's skin as it has to weather more exposure. A decade and a half ago, we would have balked at men getting hands manicured. Now, palms hanging in the air while our men get groomed, with each cuticle taken care of, is a scene so banal.

For long, most beauty and cosmetic companies have ignored the slow yet palpable growth in demand for men's skincare products. Now that they have realised, the companies are taking it far too seriously. Fat budgets are being allocated for production and marketing. New companies are being carved out to concentrate on men's range while products are introduced in the markets to target varied price points.