Ask any middle-aged man about the cosmetic or skincare products he used in his youthful days- you’ll get the same answer- soap, and water! Contrarily, ask today’s youth or a teenage boy about his skincare and you’ll get a long list of grooming products.
That’s what we call the evolution of the Men’s makeup industry!
As per the estimates, the men’s grooming industry will be worth $115 billion by 2028. Guess what? India has already begun to feel this heat as well.
Let’s briefly peep into the men’s grooming industry in India. Back in 2022, our male grooming industry’s worth was $888.51 million. In the upcoming 5 years, our market size will grow at a CAGR of 11.06% and will reach the value of $1,844.65 million in 2029.
Who will be the key players in this industry? You may ask.
The startups of the men’s grooming industry! Yes, there are 6 startups that are leading the Men’s grooming industry in India viz-
| Startup’s Name | Founders | Market Valuation | Revenue Earned | Year Founded |
| Man Matters | Revant Bhate, Dhyanesh Shah | $240 million | Rs.215 crore ($25.9 million) | 2020 |
| Bombay Shaving Company | Shantanu Deshpande | $96.4 million | $22.7 million | 2015 |
| Ustraa | Rahul Anand, Rajat Tuli | $50.84 million (Rs.422 crore) | $11 million (Rs.97 crore) | 2015 |
| The Man Company | Hitesh Dhingra | $33.5 million | $14.4 million | 2015 |
| Let’sShave | Sidharth S. Oberoi | $9.13 million | $2.22 million | 2015 |
| Beardo | Ashutosh Valani, Priank Shah | $6.02 million | $12.8 million | 2015 |
1. Man Matters
Man Matters is an amazing startup that is making waves in the men’s health and wellness space. Founded by Revant Bhate and Dhyanesh Shah in 2020, this company has quickly become a go-to destination for men seeking holistic health solutions. With a market valuation of $240 million and revenue of Rs. 215 crore ($25.9 million), Man Matters is proof that addressing men’s wellness needs is both necessary and successful.
What makes Man Matters Special?
Man Matters is India’s first comprehensive wellness platform dedicated solely to men’s health. It was created by a team of health-conscious consumers who wanted to ensure that the products they offered were safe, effective, and high-quality.
Diverse Product Offerings
Man Matters offers a wide array of products designed to tackle various health issues that men commonly face-
- Stage 1 Hairfall Solution: Uses Biotin, Redensyl, and Anagain to combat early-stage hair loss.
- Stage 2 Hairfall Solution: Contains 5% Minoxidil and Biotin for more advanced hair loss.
- Stage 3 Hairfall Solution: Combines Minoxidil, Finasteride, and Biotin for severe hair loss.
- Stage 4 Hairfall Solution: Specifically formulated for the most advanced hair loss stages with Minoxidil, Finasteride, and Biotin.
- Beard Solutions: Beardmax Minoxidil 5% (Promotes beard growth effectively).
- Nutrition and Performance: Products that enhance metabolism, boost immunity, and support sexual health.
- Skin Solutions: Treatments for acne, pigmentation, and anti-aging.
- Quit Smoking/Vaping: Products designed to help men quit smoking or vaping.
- Hygiene and Wellness: A range of products focusing on overall hygiene and wellness.
- Sleep Solutions: Products that help improve sleep quality.
- Weight Management: Solutions aimed at weight loss and overall well-being.
Easy Access through Technology
Man Matters provides an app-based platform, available on Android, where users can order products, consult with doctors, and receive personalized health advice. This digital-first approach ensures that men can easily access expert-backed solutions from the comfort of their homes.
In short, Man Matters is committed to empowering men to take charge of their health with confidence. Their wide range of products and convenient online platforms make it easy for men to find the right solutions for their unique health concerns. If it matters to you, it matters to them… that’s what Man Matters says!
2. Bombay Shaving Company
Bombay Shaving Company is a standout name in the men’s makeup industry. Founded in 2015 by Shantanu Deshpande, this company has quickly risen to prominence, boasting a market valuation of %96.4 million and generating $22.7 million in revenue.
Why choose Bombay Shaving Company?
You’ll get the following products that will make your grooming special.
| Products | Types | Features |
| Shaving Essentials | Sensitive Shaving Foam | Provides a creamy lather for a smooth shave. |
| Pre-Shave Scrub | Prepare the skin by gently exfoliating it. | |
| Turmeric Shaving Foam | Contains anti-inflammatory and antiseptic properties. | |
| Skincare Products | Coffee Face Wash | Helps to remove tan and rejuvenate the skin. |
| Charcoal Face Scrub | Deep cleanses and detoxifies the skin. | |
| Turmeric & Sandalwood After Shave Lotion | Offers antibacterial protection and a cooling effect. | |
| Fragrances and Deodorants | Mexico Perfume | Features a woody fragrance. |
| Tokyo Perfume | Offers a refreshing fruity scent. | |
| Black Vibe Deo Spray | Has a musky, oriental fragrance. | |
| Hair Care | Onion & Bhringraj Hair Growth Oil | Promotes healthy hair growth. |
| Beard Oil Cedarwood | Keeps beards smooth and shiny. |
Easy Online Shopping
Bombay Shaving Company offers a seamless shopping experience through its website, where customers can explore their entire range and make purchases online.
In a nutshell, Bombay Shaving Company provides premium grooming products that make daily routines enjoyable and special. Whether it’s for shaving, skincare, or hair care, they’ve got everything you need for a top-notch grooming experience.
3. Ustraa
Ustraa is a popular men’s grooming brand founded by Rahul Anand and Rajat Tuli in 2015. This dynamic startup has grown to achieve a market valuation of $50.84 million (Rs.422 crores) and earns an impressive $11 million (Rs. 97 crores) in revenue.
What sets Ustraa apart?
Ustraa is an “internet-first” brand dedicated to providing high-quality grooming products for men. They pride themselves on formulating their products in-house and ensuring they are free from harmful chemicals like SLS and parabens. Ustraa’s mission is simple: to help men look good, smell great, and feel confident.
Wide Range of Products
Ustraa offers a comprehensive selection of grooming essentials tailored for men. Such as-
| Grooming Care Products | Categories | Features |
| Beard Care | Beard Growth Oil | Made from natural oils to promote healthy beard growth. |
| Beard Wash | Cleanses and nourishes facial hair. | |
| Beard Softener | Conditions and softens the beard. | |
| Hair Care | Hair Gel | Provides styling and hold. |
| Hair Wash and Cream | Cleanses and conditions hair. | |
| Shampoos and Conditioners | Designed specifically for men’s hair needs. | |
| Hair Serum | Adds shine and controls frizz. | |
| Skin Care | Body Lotions | Hydrate and nourish the skin. |
| Sunscreen | Protects against harmful UV rays | |
| Fragrances | Colognes | Offers various scents like Base Camp, Ammunition, Tattoo, and After Dark. |
Convenient Subscription Model
Ustraa makes it easy for customers to maintain their grooming routine with a subscription model. This allows men to receive their favorite products regularly without the hassle of reordering.
Recent Acquisition by VLCC
VLCC, a leading wellness and beauty company, recently acquired Ustraa, marking its entry into the male grooming market. This acquisition worth Rs.250 crore is a testament to Ustraa’s quality and growing popularity.
4. The Man Company
The Man Company is a premium men’s grooming brand founded by Hitesh Dhingra in 2015. With a market valuation of $33.5 million and generating $14.4 million in revenue, this brand has made a significant mark in the grooming industry.
The Man Company focuses on providing high-quality grooming essentials enriched with natural essential oils. Their products are free of harmful chemicals like SLS and parabens, making them safe and effective for everyday use. The brand is designed for modern men who value quality, style, and functionality in their grooming routines.
Product Categories and Offerings
| Products | Categories | Description |
| Hair Care | Hairfall Defence Shampoo (100ml) | A powerful formula designed to combat hair fall and strengthen hair |
| Sunscreen Gel SPF 50 PA+++ | A non-comedogenic, oil-free, and non-sticky sunscreen that provides daily protection against UV rays. | |
| Perfumes | Eau De Parfum- Hero (50ml) | An addictive fragrance made with premium ingredients to inspire confidence. |
| Eau De Parfum- Champion (50ml) | A classic blend that exudes power and charisma. | |
| Body Perfume-Into The Woods (150ml) | A scent that takes you on a fragrant journey through the forest. | |
| Eau De Parfum- Leader (100ml) | A timeless fragrance for the discerning man. | |
| Face Care | Glow Pro Face Scrub | Glutathione and Charcoal (100g): Exfoliates and rejuvenates the skin, combating environmental damage. |
| Glow Pro Face Wash | Glutathione and Charcoal (100ml): Provides an instant youthful glow with Glutathione. | |
| Charcoal Cleansing Gel | Charcoal & Bergamot: Removes dirt, oil, and dullness from the skin. | |
| Sheet Masks | Anti-Pollution Sheet Mask (Multi Packs) | Hydrating and detoxifying masks for healthy skin. |
| Beard Care | Beard Oil with Almond & Thyme | A 100% natural oil that makes beards smoother and shinier. |
| Charcoal Peel Off Mask | Charcoal & Gooseberry: An activated charcoal peel-off mask for blackhead removal. |
Offline Presence
In addition to their online presence, The Man Company products are available offline in various stores including lifestyle stores, organized pharmacies, well-being stores, hypermarkets, supermarkets, and their own exclusive stores.
Note: Do you know, that The Man Company is one of the most successful D2C startups in India? We have described the 10 Most Promising D2C Brands in India Disrupting The Space. Go through the article for detailed information.
5. Let’sShave
Let’sShave is a modern grooming brand launched by Sidharth S. Oberoi in 2015. With a market valuation of $9.13 million and an annual revenue of $2.22 million, Let’sShave has become a go-to choice for quality and affordable grooming products.
They’ve combined decades of shaving expertise with cutting-edge technology to create products that cater to both men. The goal is simple- to offer high-quality, innovative, and affordable grooming solutions.
Product Range
| Products | Types | Description |
| Razors & Kits | 7-Blade Razor | This is the world’s first and only 7-blade razor, designed for a quick and smooth shave. Available in over 130 countries, it’s been a game-changer since its inception in 1955. |
| One Blade Pen Styler | A versatile beard styler that makes grooming quick, easy, and painless. | |
| Blade Refills | High-quality, Korean technology blade refills. | |
| Disposable Razors | Perfect for travel or occasional use. | |
| V-Shaped Balls & Groin Trimmer | Designed for sensitive areas, offering a smooth and safe shave. | |
| Trimmers & Beard Care | Beard Oil with Almond & Thyme | A natural oil for a smoother, shinier beard. |
| Beard & Hair Care | Products designed to keep your beard and hair healthy. | |
| ShaveCare | Shave Foam & Gel | Provides a smooth and comfortable shaving experience. |
| Pre-Shave Scrub | Exfoliates and prepares the skin for a better shave. | |
| After Shave Lotion | Soothes and moisturizes the skin after shaving. | |
| Accessories | Travel Case | Waterproof and ideal for on-the-go grooming. |
| Razor Stands, Caps, and Bags | Keep your grooming essentials organized and protected. |
Subscription Model
Let’sShave offers a convenient subscription service. Being a customer, you can sign up to receive your favorite grooming products regularly, ensuring they never run out of essentials.
Customer Feedback (In General)
Users appreciate the smooth shave, quality products, and affordable prices that Let’sShave offers. The brand’s focus on honest pricing and effective solutions has earned it rave reviews and loyal customers.
6. Beardo
Beardo is a men’s grooming brand founded by Ashutosh Valani and Priank Shah in 2015. Valued at $6.02 million and generating $12.8 million in revenue, Beardo has made a significant impact on the grooming industry.
Beardo started with a focus on beard oils but has since expanded its range to cover various grooming needs. The brand celebrates individuality and authenticity, encouraging men to embrace their unique styles and personalities.
Products Available
| Products | Categories | Description |
| Beard Care | Beard Growth Oil | Promotes healthy beard growth. |
| Beard Wash | Cleanses and nourishes facial hair. | |
| Beard Balm | Conditions and softens beards. | |
| Beard & Hair Growth Serum | Aids in hair growth | |
| Beard Shaping Gel | Helps style and shape beards. | |
| Beard Activator (0.5mm) | A derma roller for beard growth. | |
| Beard Softener (Daily Nourish) | Provides daily nourishment | |
| Hair Care | Hair Wax | For styling and hold |
| Hair Serum | Adds shine and manages frizz | |
| Shampoos & Conditioners | Tailored for men’s hair needs. | |
| Fragrances | Godfather Perfume EDP | A classic fragrance |
| Whisky Smoke Perfume EDP | Offers a smoky and sophisticated scent. | |
| Mariner Perfume EDP | Inspired by the sea. |
Subscription Model
Beardo offers a subscription model, making it easy for customers to regularly receive their favorite grooming products without hassle.
Retail Channels
Beardo sells its products through its online platform and various other retail channels, including e-commerce sites and offline stores. This broad availability ensures that customers can easily access Beardo’s high-quality products.
Ending Note
All these startups are combining authenticity, quality, and innovation in their grooming products. Whether you need beard care, hair products, or sophisticated fragrances, these Indian heroes of the men’s makeup industry have something for every man who wants to embrace his unique style and look his best.
By the way, have you used any products of these startups? If yes, then don’t forget to share your experience in the comment section below!
