6 Startups That Are Leading The Men’s Grooming Industry in India

Men's makeup industry

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!

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 NameFoundersMarket ValuationRevenue EarnedYear Founded
Man MattersRevant Bhate, Dhyanesh Shah$240 millionRs.215 crore
($25.9 million)
Bombay Shaving CompanyShantanu Deshpande$96.4 million$22.7 million2015
UstraaRahul Anand, Rajat Tuli$50.84 million
(Rs.422 crore)
$11 million
(Rs.97 crore)
The Man CompanyHitesh Dhingra$33.5 million$14.4 million2015
Let’sShaveSidharth S. Oberoi$9.13 million$2.22 million2015
BeardoAshutosh Valani, Priank Shah$6.02 million$12.8 million2015
6 Startups that are leading the men’s grooming industry in India

1. Man Matters

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

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.

Shaving EssentialsSensitive Shaving FoamProvides a creamy lather for a smooth shave.
Pre-Shave ScrubPrepare the skin by gently exfoliating it.
Turmeric Shaving FoamContains anti-inflammatory and antiseptic properties.
Skincare ProductsCoffee Face WashHelps to remove tan and rejuvenate the skin.
Charcoal Face ScrubDeep cleanses and detoxifies the skin.
Turmeric & Sandalwood After Shave LotionOffers antibacterial protection and a cooling effect.
Fragrances and DeodorantsMexico PerfumeFeatures a woody fragrance.
Tokyo PerfumeOffers a refreshing fruity scent.
Black Vibe Deo SprayHas a musky, oriental fragrance.
Hair CareOnion & Bhringraj Hair Growth OilPromotes healthy hair growth.
Beard Oil CedarwoodKeeps beards smooth and shiny.
Products of Bombay Shaving Company

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 ProductsCategoriesFeatures
Beard CareBeard Growth OilMade from natural oils to promote healthy beard growth.
Beard WashCleanses and nourishes facial hair.
Beard SoftenerConditions and softens the beard.
Hair CareHair GelProvides styling and hold.
Hair Wash and CreamCleanses and conditions hair.
Shampoos and Conditioners Designed specifically for men’s hair needs.
Hair SerumAdds shine and controls frizz.
Skin CareBody LotionsHydrate and nourish the skin.
SunscreenProtects against harmful UV rays
FragrancesColognesOffers various scents like Base Camp, Ammunition, Tattoo, and After Dark.
Products of Ustraa

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

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

Hair CareHairfall 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.
PerfumesEau 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 CareGlow Pro Face Scrub Glutathione and Charcoal (100g): Exfoliates and rejuvenates the skin, combating environmental damage.
Glow Pro Face WashGlutathione and Charcoal (100ml): Provides an instant youthful glow with Glutathione.
Charcoal Cleansing GelCharcoal & Bergamot: Removes dirt, oil, and dullness from the skin.
Sheet MasksAnti-Pollution Sheet Mask (Multi Packs)Hydrating and detoxifying masks for healthy skin.
Beard CareBeard Oil with Almond & ThymeA 100% natural oil that makes beards smoother and shinier.
Charcoal Peel Off MaskCharcoal & Gooseberry: An activated charcoal peel-off mask for blackhead removal.
Products of the Man Company

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

Razors & Kits7-Blade RazorThis 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 StylerA versatile beard styler that makes grooming quick, easy, and painless.
Blade RefillsHigh-quality, Korean technology blade refills.
Disposable Razors Perfect for travel or occasional use.
V-Shaped Balls & Groin TrimmerDesigned for sensitive areas, offering a smooth and safe shave.
Trimmers & Beard CareBeard Oil with Almond & ThymeA natural oil for a smoother, shinier beard.
Beard & Hair CareProducts designed to keep your beard and hair healthy.
ShaveCare Shave Foam & GelProvides a smooth and comfortable shaving experience.
Pre-Shave ScrubExfoliates and prepares the skin for a better shave.
After Shave LotionSoothes and moisturizes the skin after shaving.
AccessoriesTravel CaseWaterproof and ideal for on-the-go grooming.
Razor Stands, Caps, and BagsKeep your grooming essentials organized and protected.
Products of Let’sShave

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

Beard CareBeard Growth OilPromotes healthy beard growth.
Beard WashCleanses and nourishes facial hair.
Beard BalmConditions and softens beards.
Beard & Hair Growth SerumAids in hair growth
Beard Shaping GelHelps style and shape beards.
Beard Activator (0.5mm)A derma roller for beard growth.
Beard Softener (Daily Nourish)Provides daily nourishment
Hair CareHair WaxFor styling and hold
Hair SerumAdds shine and manages frizz
Shampoos & ConditionersTailored for men’s hair needs.
FragrancesGodfather Perfume EDP A classic fragrance
Whisky Smoke Perfume EDPOffers a smoky and sophisticated scent.
Mariner Perfume EDPInspired by the sea.
Products of Beardo

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!

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Published By: Supti Nandi
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