India’s grooming industry for men has experienced an exponential rise, with a market value projected to reach $1.5 billion by 2025, growing at a CAGR of 11.4%. This growth signifies not only a change in societal attitudes but also the emergence of world-class grooming brands tailored to Indian men.
In this article, we’ll dive deep into the best grooming brands in India, offering detailed insights, numbers, and human perspectives.
List of Top Grooming Brands
- The Man Company – Natural, luxurious grooming for modern men
- Beardo – Beard care and trendy fragrances for millennials.
- Bombay Shaving Company – Premium shaving and skincare essentials.
- Ustraa – Ayurvedic grooming with bold branding.
- Nivea Men – Affordable, reliable everyday grooming.
- LetsShave – Precision razors with eco-friendly options.
- Man Matters – Science-backed holistic grooming solutions.
- Whiskers – Creative, bold grooming for millennials.
- Man Arden – Luxury grooming with premium quality.
Evolution of Men’s Grooming in India
Men’s grooming in India has shifted from basic shaving essentials to a comprehensive suite of skincare, haircare, beard care, and fragrances. This evolution mirrors changing perceptions of masculinity, self-care, and lifestyle trends.
- Statistical Insight: In 2010, only 20% of Indian men used grooming products beyond shaving kits. By 2022, this figure rose to over 50%, indicating a paradigm shift in grooming habits.
- Cultural Context: Historically, ayurvedic products like sandalwood and neem-based grooming solutions were staples. Modern brands have blended these traditional ingredients with cutting-edge technology to create products suited for today’s men.
Criteria for Choosing the Best Grooming Brand
- Quality and Ingredients: Focus on brands using natural, chemical-free, or dermatologically tested formulations.
- Suitability for Indian Skin and Hair: Products designed for India’s diverse climate and skin types.
- Affordability: Value-for-money offerings without compromising on quality.
- Sustainability: Increasing consumer preference for eco-friendly and cruelty-free products.
Top Grooming Brands for Men in India
The Man Company: Redefining Premium Grooming
The Man Company emerged as a game-changer in India’s grooming market, focusing on all-natural, chemical-free products that prioritize quality and sophistication. Their philosophy revolves around offering men a luxurious self-care experience, whether it’s skincare, haircare, or beard grooming.
Key Offerings
- Beard Care: Beard oils and balms enriched with argan and almond oils for nourishment.
- Skincare: Activated charcoal face wash and coffee scrubs to address pollution-induced skin issues.
- Fragrances: An array of EDTs (eau de toilette) like Noir and Blanc, tailored for Indian climates.
Why It Stands Out
- Natural Ingredients: Products free from harmful chemicals like parabens and sulfates.
- Wide Range: Covers beard, hair, skin, and fragrances comprehensively.
- Suitability: Designed to combat the effects of humidity, pollution, and sun exposure prevalent in India.
Popular Products
- Charcoal Peel-Off Mask: Removes dirt and impurities effectively, ideal for oily skin.
- Beard Oil (Argan & Geranium): Keeps beards soft and manageable while promoting healthy growth.
- Noir Eau de Toilette: A masculine fragrance with hints of lavender and musk.
Numbers That Matter
- Revenue Growth: The Man Company saw a 2x increase in revenue in 2022, reflecting the rising demand for premium grooming.
- Consumer Base: Over 1 million men trust the brand for their grooming needs.
Price Range
Affordable luxury, with products priced between ₹300 and ₹2,500.
Beardo: The Trailblazer in Beard Grooming
Beardo positioned itself as the ultimate grooming brand for men who take their beards seriously. Founded in 2015, it quickly expanded from beard care to include haircare, skincare, and fragrances, becoming a household name.
Key Offerings
- Beard Care: From beard oils to softeners and waxes for styling.
- Skincare: Brightening creams and scrubs tailored to Indian skin tones.
- Fragrances: Signature scents with a blend of woody, spicy, and musky notes.
Why It Stands Out
- Innovative Products: Introduced products like Beard Wash and Beard Balm in a market that previously lacked dedicated beard care.
- Youthful Branding: Targets millennials and Gen Z with its edgy campaigns.
- Accessibility: Available online and offline in tier-1 and tier-2 cities.
Popular Products
- Beard Wash: Gently cleanses without stripping natural oils, leaving the beard soft.
- Hair Serum: Tackles frizz and adds shine, especially for humid Indian conditions.
- Godfather Perfume: A bold fragrance with hints of vanilla and sandalwood.
Numbers That Matter
- Market Penetration: Holds a 40% market share in the beard care segment.
- Sales Insights: Beard oils account for 60% of Beardo’s total revenue.
Price Range
Mid-range, with products priced between ₹250 and ₹1,800.
Bombay Shaving Company: Where Tradition Meets Innovation
Launched in 2015, Bombay Shaving Company redefined the shaving experience with a touch of luxury. The brand started with a six-part shaving system and has since expanded to include skincare, beard care, and bath essentials. Their philosophy is rooted in providing a luxurious grooming experience for men without compromising on accessibility.
Key Offerings
- Shaving Kits: Premium razors, pre-shave scrubs, shaving foams, and post-shave balms.
- Skincare: Face washes, masks, and creams for hydration and cleansing.
- Beard Care: Growth oils and beard combs for daily maintenance.
Why It Stands Out
- Heritage Ingredients: Infused with ingredients like turmeric, aloe vera, and charcoal.
- Focus on Routine: Products designed for complete grooming routines.
- Gift-Ready Packaging: Their shaving kits are often considered premium gifting options.
Popular Products
- Precision Safety Razor: Offers a close shave while being gentle on sensitive skin.
- Charcoal Face Pack: Targets blackheads and cleanses deeply.
- Post-Shave Balm: Soothes and hydrates, reducing irritation.
Numbers That Matter
- Market Growth: Doubled its customer base in 2021-2022.
- Consumer Demographics: Popular among working professionals aged 25-40.
Price Range
Affordable luxury, with prices ranging from ₹150 to ₹3,000.
Ustraa: The Bold Grooming Specialist
Born out of a need for grooming products that are chemical-free and cater specifically to Indian men, Ustraa has carved a niche with its unapologetically masculine branding. Its products combine modern grooming essentials with the power of Ayurvedic and natural ingredients.
Key Offerings
- Beard Care: Oils, balms, and waxes to style and nourish.
- Haircare: Anti-hair fall shampoos, hair growth tonics, and styling gels.
- Skincare: Face scrubs and moisturizers designed for Indian climates.
Why It Stands Out
- Edgy Branding: Bold, relatable messaging that resonates with the youth.
- Natural Focus: Products are free from parabens, sulfates, and harmful chemicals.
- Localized Ingredients: Uses Indian herbs like neem, amla, and brahmi.
Popular Products
- Hair Growth Vitalizer: Enriched with saw palmetto and redensyl, promoting hair regrowth.
- Mocha Face Scrub: Exfoliates and energizes, made with coffee and walnut.
- Cologne Spray (Base Camp): A fresh, woody fragrance ideal for daily wear.
Numbers That Matter
- Revenue: Annual sales crossed ₹100 crore in 2022, marking a significant milestone.
- Product Reach: Widely available in over 10,000 offline stores and e-commerce platforms.
Price Range
Mid-range to premium, with prices between ₹200 and ₹2,000.
Nivea Men: The Skincare Giant
Nivea Men is a brand that requires no introduction. Known for its reliable and accessible products, Nivea has been a part of men’s grooming routines worldwide for decades. Its skincare line for men is specifically tailored to suit the needs of different climates and skin types.
Key Offerings
- Skincare: Face washes, moisturizers, and sunscreen designed for men.
- After-Shave Care: Balms and lotions that soothe and hydrate post-shave skin.
- Deodorants: Long-lasting antiperspirants for sweat and odor control.
Why It Stands Out
- Global Expertise: Decades of research in skincare, adapted to local needs.
- Affordable Reliability: High-quality products at budget-friendly prices.
- Diverse Range: Solutions for oily skin, acne, dryness, and sensitivity.
Popular Products
- Dark Spot Reduction Face Wash: A bestseller for men dealing with pigmentation.
- Sensitive After Shave Balm: Reduces irritation and redness post-shave.
- Cool Kick Deodorant: Keeps you fresh and confident all day.
Numbers That Matter
- Market Share: Holds over 25% of India’s men’s skincare segment.
- Customer Base: Trusted by millions across tier-1, tier-2, and tier-3 cities.
Price Range
Budget-friendly, with products priced between ₹150 and ₹500.
LetsShave: Precision Shaving Redefined
LetsShave is a contemporary grooming brand revolutionizing shaving experiences in India. It partners with global giant Dorco, known for its high-quality razors, to bring world-class shaving solutions to Indian men. From razors to skincare, the brand provides an all-encompassing grooming experience.
Key Offerings
- Razors: Multi-blade razors, safety razors, and grooming kits.
- Shaving Essentials: Pre-shave oil, shaving foam, and post-shave balms.
- Skincare: Moisturizers and sunscreens for a complete grooming routine.
Why It Stands Out
- Global Technology: Leverages Dorco’s expertise in precision razors.
- Customization: Subscription models for personalized shaving kits.
- Sustainability: Offers eco-friendly razors and refill packs.
Popular Products
- 6-Blade Razor: Provides a closer, smoother shave with precision.
- Shaving Foam: Enriched with aloe vera for a refreshing and irritation-free shave.
- Travel Kit: A compact set with all essential grooming products for men on the go.
Numbers That Matter
- Market Penetration: Among the top 3 brands in premium razors in India.
- Customer Base: Over 500,000 men use LetsShave products for their grooming needs.
Price Range
Premium yet affordable, with products priced between ₹300 and ₹2,500.
Man Matters: Holistic Health and Grooming
Man Matters stands at the intersection of grooming and wellness, offering products that address not only external grooming but also internal health. The brand focuses on solutions for hair loss, skincare, sexual wellness, and weight management, catering to a modern man’s holistic needs.
Key Offerings
- Haircare: Anti-hair fall oils, serums, and biotin supplements.
- Skincare: Anti-acne face washes, sunscreens, and moisturizers.
- Wellness Products: Solutions for sleep, weight management, and sexual health.
Why It Stands Out
- Science-Backed Products: Developed with dermatologists and trichologists.
- Personalized Care: Offers customized solutions based on individual requirements.
- Holistic Approach: Focuses on both internal wellness and external grooming.
Popular Products
- Hair Growth Tonic: Combines redensyl and procapil for effective hair regrowth.
- Clear Skin Gummies: Nutritional supplements for glowing skin.
- Anti-Acne Face Wash: Targets blemishes and acne with salicylic acid.
Numbers That Matter
- Customer Engagement: Over 1.5 million consultations provided to date.
- Growth Rate: Experienced a 3x growth in revenue in the past two years.
Price Range
Mid to premium range, with products priced between ₹200 and ₹3,000.
Whiskers: Grooming with an Edge
Whiskers is a bold and innovative grooming brand that emphasizes creativity and individuality. Known for its unique formulations and stylish packaging, Whiskers caters to modern men who are not afraid to experiment with their grooming routines.
Key Offerings
- Beard Care: Oils, waxes, and beard washes for styling and nourishment.
- Skincare: Activated charcoal products, scrubs, and moisturizers.
- Haircare: Hair creams and waxes designed for Indian hair types.
Why It Stands Out
- Creative Branding: Eye-catching designs and edgy marketing appeal to young consumers.
- Unique Formulations: Products infused with activated charcoal, volcanic ash, and other exotic ingredients.
- Comprehensive Range: Covers beard care, skincare, and hair styling essentials.
Popular Products
- Charcoal Peel-Off Mask: A detoxifying mask that removes blackheads and impurities.
- Beard Wax: Provides a strong hold while keeping the beard nourished.
- Hair Clay: Offers a matte finish and firm hold for modern hairstyles.
Numbers That Matter
- Customer Base: Whiskers has grown by 35% annually, primarily among urban millennials.
- Product Reach: Available across e-commerce platforms and exclusive stores in tier-1 cities.
Price Range
Mid-range to premium, with products priced between ₹250 and ₹1,800.
Man Arden: The Pinnacle of Luxury Grooming
Man Arden is a luxury men’s grooming brand that combines high-quality ingredients with sophisticated branding. Known for its premium product range, Man Arden caters to men who demand the very best in grooming.
Key Offerings
- Skincare: Vitamin C serums, anti-aging creams, and face washes.
- Beard Care: Nourishing oils, balms, and conditioners for a well-groomed beard.
- Haircare and Styling: Shampoos, conditioners, and styling gels for healthy hair.
Why It Stands Out
- Luxury Appeal: Products are designed with elegance and refinement, targeting premium consumers.
- Natural Ingredients: Infused with shea butter, aloe vera, and essential oils.
- Extensive Range: A one-stop shop for all grooming needs, from skincare to fragrances.
Popular Products
- Vitamin C Face Serum: Brightens skin and reduces dark spots.
- Beard Balm: Ensures a soft and shiny beard without any greasiness.
- Hair Styling Gel: Provides a long-lasting hold with a sleek finish.
Numbers That Matter
- Revenue Growth: Recorded a 40% increase in sales in 2022, driven by premium clientele.
- Market Reach: Available in high-end retail stores and online platforms across India.
Price Range
Premium, with products priced between ₹300 and ₹2,500.
Core Focus and Philosophy
| Brand | Core Focus | Philosophy |
|---|---|---|
| The Man Company | All-round grooming (beard care, skincare, fragrances) | Natural, chemical-free luxury for modern men. |
| Beardo | Beard care and fragrances | Dedicated to enhancing beard grooming and style. |
| Bombay Shaving Company | Premium shaving kits and skincare | Combining tradition with innovation in shaving essentials. |
| Ustraa | Beard, hair, and skincare with Ayurvedic elements | Bold branding with a focus on natural and effective products. |
| Nivea Men | Skincare and post-shave care | Affordable, reliable solutions for everyday grooming. |
| LetsShave | Shaving tools and essentials | Precision shaving with global expertise and eco-friendly options. |
| Man Matters | Holistic wellness (hair care, skincare, internal health) | Science-backed solutions for grooming and wellness. |
| Whiskers | Creative beard, hair, and skincare products | Unique ingredients and bold branding for urban millennials. |
| Man Arden | Luxury skincare, haircare, and beard care | Premium formulations with sophisticated branding. |
Product Range and Specialization
| Brand | Product Specialization | Notable Products |
|---|---|---|
| The Man Company | Beard oils, charcoal face wash, EDTs | Noir EDT, Charcoal Peel-Off Mask |
| Beardo | Beard wax, hair serum, men’s perfumes | Godfather Perfume, Beard Wash |
| Bombay Shaving Company | Shaving razors, pre/post-shave essentials, skincare | Precision Safety Razor, Charcoal Face Pack |
| Ustraa | Hair tonics, beard softeners, Ayurvedic skincare | Hair Growth Vitalizer, Beard Softener |
| Nivea Men | Face wash, moisturizers, deodorants | Dark Spot Reduction Face Wash, Cool Kick Deodorant |
| LetsShave | Multi-blade razors, shaving kits, skincare | 6-Blade Razor, Shaving Foam |
| Man Matters | Hair growth products, supplements, anti-acne skincare | Hair Growth Tonic, Clear Skin Gummies |
| Whiskers | Charcoal-based skincare, beard grooming, hair styling | Charcoal Peel-Off Mask, Hair Clay |
| Man Arden | Beard balms, luxury skincare, vitamin-infused serums | Vitamin C Serum, Beard Balm |
Pricing and Affordability
| Brand | Price Range | Affordability |
|---|---|---|
| The Man Company | ₹300 – ₹2,500 | Affordable luxury |
| Beardo | ₹250 – ₹1,800 | Mid-range |
| Bombay Shaving Company | ₹150 – ₹3,000 | Premium yet accessible |
| Ustraa | ₹200 – ₹2,000 | Mid-range |
| Nivea Men | ₹150 – ₹500 | Budget-friendly |
| LetsShave | ₹300 – ₹2,500 | Premium but affordable |
| Man Matters | ₹200 – ₹3,000 | Value for holistic solutions |
| Whiskers | ₹250 – ₹1,800 | Affordable yet creative |
| Man Arden | ₹300 – ₹2,500 | Luxury-focused |
Target Audience
| Brand | Target Audience |
|---|---|
| The Man Company | Urban professionals seeking natural, premium products. |
| Beardo | Millennials and Gen Z with a focus on beard grooming. |
| Bombay Shaving Company | Professionals and gifting market. |
| Ustraa | Young men seeking bold branding and Ayurvedic solutions. |
| Nivea Men | Budget-conscious men across urban and rural areas. |
| LetsShave | Professionals and frequent shavers. |
| Man Matters | Men seeking holistic grooming and health solutions. |
| Whiskers | Millennials with a taste for bold, trendy products. |
| Man Arden | Premium consumers looking for sophisticated grooming. |
Unique Selling Points (USP)
| Brand | USP |
|---|---|
| The Man Company | Chemical-free grooming with a luxurious feel. |
| Beardo | Focus on beard grooming with edgy branding. |
| Bombay Shaving Company | Innovative shaving kits with a premium touch. |
| Ustraa | Natural products with a bold, youthful appeal. |
| Nivea Men | Affordable reliability with global expertise. |
| LetsShave | Precision razors with eco-friendly options. |
| Man Matters | Science-driven holistic grooming and wellness. |
| Whiskers | Bold, creative branding and unique formulations. |
| Man Arden | Luxury grooming with sophisticated branding. |
Availability and Accessibility
| Brand | Availability |
|---|---|
| The Man Company | Online platforms, select stores nationwide. |
| Beardo | Widely available online and in retail stores. |
| Bombay Shaving Company | Premium retail outlets and e-commerce platforms. |
| Ustraa | E-commerce platforms, offline availability in select cities. |
| Nivea Men | Available in supermarkets, retail stores, and online. |
| LetsShave | Primarily online, with subscription options. |
| Man Matters | E-commerce platforms and direct consultations. |
| Whiskers | Exclusive online availability and niche retail stores. |
| Man Arden | High-end retail and e-commerce platforms. |
Strengths and Weaknesses
| Brand | Strengths | Weaknesses |
|---|---|---|
| The Man Company | Natural ingredients, wide range. | Higher pricing in some categories. |
| Beardo | Niche beard focus, trendy branding. | Limited focus on holistic grooming. |
| Bombay Shaving Company | Innovative shaving products. | Relatively higher pricing. |
| Ustraa | Ayurvedic roots, youthful branding. | Availability limited in rural areas. |
| Nivea Men | Affordable, trusted global brand. | Less focus on beard and hair products. |
| LetsShave | Precision razors, eco-friendly. | Focused mainly on shaving. |
| Man Matters | Science-backed holistic products. | Premium pricing. |
| Whiskers | Unique formulations, bold branding. | Limited offline presence. |
| Man Arden | Luxury focus, premium ingredients. | Expensive for budget consumers. |
Conclusion
Grooming is no longer a luxury but an essential aspect of modern masculinity in India. From Beardo’s pioneering beard oils to Bombay Shaving Company’s premium shaving kits, the options are vast and exciting. Whether you’re new to grooming or a seasoned enthusiast, India’s grooming brands have something to offer everyone.
By choosing the right products, Indian men can redefine self-care and look their best effortlessly. Dive into the world of grooming and embrace the transformation!
