Until recently, the line “Steal my girlfriend’s concealer” was a common refrain among men’s grooming companies, and who can forget rock stars like Prince, who brought glamor to rock? But the range of makeup available for men is still introductory. However, the effects are slowly changing as men shed their old conceptions and welcome beauty routines into their lives. According to Rachit Mehra, Senior Marketing Director of Phy, a brand that provides comprehensive grooming solutions for urban professional men, the Indian men’s grooming market is witnessing an impressive growth of 11% CAGR and is on track to become a 1 .2 billion in 2024. This has resulted in the growth of the men’s beauty market into an inclusive and diverse industry that boasts of everything from personal care to cosmetics, and more.
From sticks to deodorants and aftershaves for the longest time, men today incorporate scrubs, serums, night gels and more into their routine. “Furthermore, one of the biggest changes expected in the market this year is that consumers are shifting towards more sustainable and ethically sourced products. One might therefore expect more recognition for products that are free of harsh chemicals, including sulfates, parabens, phthalates, and more. Mehra explains.
Social media had single-handedly destroyed hyperbolic ideas of masculinity, and the rise of vlogging during the pandemic put pressure on men to be ready to be photographed at all times. For the most part, men were simply looking for a way to have great skin, and appear less tired in a hyper-competitive environment. Kruti Sheth, who set up The Lair, a hair salon in September 2019, agrees and says: “Social media has played and is playing a major role in the change. Some men, who remain immune to the influence of celebrities, have been targeted and converted by reliable male influencers flooding the internet, and this is the reason why the male beauty market has been on a steep slope these last years. In the mid-2000s, it was only brands like Ax and Old Spice that spiced up men’s daytime needs. In the early 2010s, you had guys waking up to hair care and beard care. This trend continued in manscaping. Luxury brands like Chanel launched Chanel’s Boy range in 2018 with foundation, lip liner and eyebrow pencil, and added other similar products to eyeliner and nail polish over the past year. Shiseido Men, a line that first premiered in 2013, is still popular among conscious men.
There was also the launch of Le Male Tout Beau Tout Propre by Jean-Paul Gaultier in the 90s, a line that included a tinted moisturizer, nail guard and emo-looking guyliner that could help the man way to replicate the dashing look of Johnny Depp in Pirates of the Caribbean. According to the brands, there is a sudden surge in demand for musky, invigorating, 100% chemical-free fragrances and deodorants in the men’s beauty segment. Today’s consumers like to have appropriate scents in their toiletry bag – a fresh, clean scent for formal purposes, and a bit vibrant and bold for parties. “Male consumers have become more sophisticated in their choices, and they’re just not looking for cleansers and moisturizers, but products like serums and anti-aging products when they hit their 30s,” says Sahil Mehta, Founder by Man Arden. Many brands have looked to the West as a possible source of inspiration for India’s booming male beauty market, and one such trend that has grown tremendously from the shore is a grooming routine. nocturnal skin. “From a simple splash of water before bed, men’s skincare routines have evolved dramatically to include facial cleansers, serums, moisturizers, night gels or other products to cream base. While we’ve seen a lot of couples taking their skin care together on social media, a lot of men in India take it as a serious step before sleeping,” says Mehta.
For Hitesh Dhingra, founder of The Man Company, trends such as the use of grooming accessories such as derma rollers and DIY kits have long been part of Western culture. “Men in western countries have such kits and accessories to deal with their daily grooming needs. Additionally, taking help to promote upside down health is also a trend that has already caught on in the west. In India too, nutraceuticals have become an integral part of the daily routine of consumers,” says Dhingra. “Over the past decade, Asian boy bands have started using makeup to accentuate their beauty and charisma on stage. Against this backdrop, the South Korean industry is setting the world stages on fire, with their leading boy bands confidently displaying their bright and flawless faces in front of millions of fans. The use of cosmetics and makeup may not be a huge hit in India today, but this trend is expected to continue growing. The wave of male makeup has already started in the country,” says Dhingra.
Men’s makeup is a trend that has exploded in the West, Sheth says. “In 2018, social media alone broke stereotypes of masculinity. Cis men started using concealer to hide their fatigue in a gladiatorial workplace. But the range of make-up available for men is still quite basic,” she adds. “Makeup is basically used for utility, not for self-expression. If you follow male influencers in India, chances are you’ve come across blogs and vlogs about how to do your hair perfectly, shaping your jawline, enhancing your eyebrows with a spoolie, etc. These are topics that get a lot of engagement online, but aren’t discussed too much offline.We’ve seen men’s makeup solidify its place in weddings. But on a day-to-day basis, most men still steal their girlfriends’ concealer and casually rock their everyday looks,” she sums up. It’s probably safe to say that men, in 2022 recognize that their bodies also need and deserve care and attention, and they are not afraid to ask for it.With gender fluidity and metrosexuality gaining ground, men not only the accept, but take nt also the initiative to take care of themselves.