The Economics of Beauty
The Men's Grooming Market
How men became a fast-growing beauty market, from beard care to skincare, and how brands like Beardo and The Man Company grew in India.
Men’s grooming has grown into a significant market.
What men buy
- Shaving and beard care.
- Face wash and skincare.
- Hair styling products.
- Fragrances and deodorants.
Indian brands
- Beardo (acquired by Marico).
- The Man Company.
- Bombay Shaving Company.
Why it grew
- Changing norms: grooming seen as normal for men.
- Social media and celebrity influence.
- Beard trends in the 2010s.
- Online discovery.
Market expansion
Companies expand markets by selling to new customer groups. Men’s grooming shows how norms and marketing can create demand.
Big companies acquire
Large FMCG firms buy fast-growing D2C grooming brands to enter the market quickly.
The beard boom
As beards became fashionable, a startup launched beard oils and trimmers online, growing quickly until a large FMCG company acquired it.
Thinking beauty is only for women
Men's grooming is a large and growing market.
Key takeaways
- Men's grooming includes shaving, skincare and fragrances.
- Brands like Beardo and Bombay Shaving Company grew in India.
- Changing norms and social media drove demand.
- Large firms acquire fast-growing grooming brands.
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