Men's Grooming Market Capitalising On The Goldrush

Pegged to touch 35,000 cr by 2022 by industry reports, men’s grooming market has definitely come a long way. With major players adding ‘men’s only’ ranges to their existing product portfolios to investing in men’s grooming start-ups, the distinct boom in the category is indeed encouraging. Salon India does an analysis of the market to present a ‘pink’ picture

- Aradhana V Bhatnagar

According to Euromonitor International, men’s grooming in India registered retail value growth of 10% in 2017-18 with sales reaching 100.7 billion in 2018. Anul Sareen, Senior Research Analyst at Euromonitor International, shares, that historically, men in India worried very little about their grooming habits. A clean-shaven look with a decent-looking haifirstyle, a deodorant or fragrance and a facial cream was the goal when it came to men’s grooming. This has also resulted in manufacturers showing little interest in offering product variety. Men’s interest in grooming has evolved in the recent years as they have become more conscious about their looks due to the rise of social media platforms such as Instagram and Facebook, where they are exposed to the grooming routines of celebrities and a plethora of new products that offer targeted solutions. The increase in disposable incomes with the young population has also contributed to the men’s grooming business. More recently, newer companies that offer products specically catering to men’s grooming needs are seen mushrooming in the country. This usually includes premium razors and blades, shaving brushes, beard oils, beard shampoos and hair shampoos. The demand for beard and moustache related products has also gone up. Companies such as Beardo and Bombay Shaving Company have launched different products specically designed for grooming facial hair. The willingness to spend a premium for products having a better quality, feel and fragrance has increased. This has resulted in a new trend of premiumisation in male grooming.