The men’s grooming sector in India is rapidly evolving, driven by a growing awareness of skincare and grooming among male consumers. This transformation is marked by a rise in social media conversations and strategic acquisitions by major players, signalling a lucrative market opportunity. Despite a preference for facial hair among Indian men, the beard care market remains underdeveloped, hindered by limited product innovation. Age-specific solutions are needed as concerns vary across demographics. Meanwhile, many men are experiencing dry skin, highlighting a demand for targeted skincare products. Integrating beard care with skincare routines can meet the interest in efficient, multipurpose products, promoting daily usage and trust in the category. This evolving landscape offers brands the opportunity to innovate and cater to these diverse consumer needs.
This report looks at the following areas:
- The increasing focus on men’s skincare and grooming among Indian men
- The significant market opportunity in beard care
- Age-specific grooming needs showing varied consumer priorities
- A growing interest in and need for specialised solutions
- The importance of targeted solutions for common facial hair concerns
Boost beard care by addressing age-specific concerns, take cues from skincare upgrades and use dry skin as a strategic entry point for advanced grooming.
Sainethra Hariharan, Research Analyst – Beauty, Personal Care and Household – India
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EXECUTIVE SUMMARY
- What you need to know
- The outlook of men’s grooming in India
- Key issues covered in this Report
- Overview
- India’s male grooming market is expanding
- Graph 1: universe of posts with searches for ‘skincare’ by men, 2022-25
- Men’s grooming reflects a shift from fixed ideals to personal choice
- Graph 2: men’s facial hair appearance, 2025
- Facial hair is common among Indian men, with styles varying by region, age and lifestage
- Graph 3: facial hair appearance by men, by age group, city tier and region, 2025
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BOOST BEARD CARE ADOPTION BY TARGETING AGE-SPECIFIC NEEDS
- Close the gap between high concern vs low innovation and usage in India’s beard care
- Concerns vary across age groups among men with beards and mustaches, providing opportunity for more targeted beard care
- Now: address beard-related discomfort among young Indian men
- Now: alleviate Gen Z’s patchy growth concerns
- Take inspiration from hair growth ingredients for beard care
- Graph 4: launches in hair products mentioning beard OR mustache with select hair growth ingredients, 2020-25
- Now: space for hair growth ingredients to thrive in beard care
- Now: Gen Z prioritise lighter textures, opening opportunities for innovative formats in beard care
- Graph 5: selected factor important when choosing a beard care product, 2025
- Next: white/grey hair claims can go beyond colourants and tap into beard care
- Graph 6: selected concern with facial hair, by generation, 2025
- Next: include beard care in morning and night routines with overnight repair products to build customer trust and daily usage
- Next: protect the beard against internal and external aggressors
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DRY SKIN IS THE GATEWAY NEED STATE FOR ADVANCED MEN’S SKINCARE
- Men with dry skin are engaged facial skincare users
- Graph 7: men’s grooming product usage by skin type, 2025
- Men with dry skin are investing more time in skincare and want more from their routines
- Global innovations in men’s grooming are surging, yet India’s market for dry skin solutions remains underdeveloped
- Graph 8: skincare launches for men, by skin type, 2022-25
- Next: target the concerns of men with dry skin
- Graph 9: men who face skin issues, by skin type, 2025
- Graph 10: skin issues faced by men, by skin type, 2025
- Skin health conversations highlight the demand for targeted skincare solutions among Indian men
- Now: target men with men-specific dry skin products
- Now: create awareness around skin type to help men find the right products for their skin
- Now: lead with intense moisturisation/hydration for men with dry skin
- Now: tap into the underdeveloped men’s lip care category
- Now: offer multi-seasonal hydration to cater to men’s dry skin
- Graph 11: men who describe their skin type as dry, by season, 2025
- Next: alleviate multiple skin concerns while keeping skin type claims at the forefront
- Next: showcase effectiveness in combating dryness to build trust
- Next: beard care for dry skin can expand usage, as most men with dry skin with beards or mustaches remain non-users
- Graph 12: usage of beard care products by men with dry skin, 2025
- Next: build trust in dry skin beard care with testing and transparency
- Next: beard care products can win acceptance with expertise
- Future: tech-driven strategies to redefine men’s grooming and drive personalisation
- Future: use hormone-optimised skincare as a strategic differentiator
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ELEVATE BEARD CARE ROUTINES BEYOND SHAVING BY COLLABORATING WITH SKINCARE
- How men’s grooming routines are evolving in India
- Facial cleanser/face wash is a staple product for Indian men
- Graph 13: usage of personal care products at home in the last six months, 2025
- Extend facial wash benefits to beard care as this niche market grows, with increasing focus from Indian brands
- A focus on skin and targeted concerns is paramount in beard care
- Upper-city-tier men prioritise skin-friendliness in beard care products
- Graph 14: frequent usage* of face cleanser/wash at home in the last six months, by city tier, 2025
- Graph 15: top important factor when choosing a beard care product, by city tier, 2025
- Now: highlight beard care benefits to attract bearded men using face wash
- Now: use haircare terms for beard care to build trust and familiarity
- Now: beard care can be added to all-in-one solutions to expand usage
- Now: focus on gentle skin claims to cater to the skin underneath
- Graph 16: selected skin-tested claims for facial cleansers mentioning beard OR mustache, 2025
- Now: draw inspiration from skincare ingredients to nourish the skin beneath the beard
- Next: marry skincare to targeted facial hair concerns
- Next: expertise can help build long-lasting results
- Graph 17: consumers who say long-lasting results are the top factor when choosing a beard care product, by city tier, 2025
- Graph 18: agreement with statement about men’s grooming, by city tier, 2025
- Next: take inspiration from skincare to show proof and results that appeal to bearded men
- Next: brands can help men start with beard care basics
- Future: beard care will have to keep in line with value-add tools to support men’s quest for elevated grooming rituals
- Future: unlock wellness modes for the future male mindset by integrating beard care into modern wellness routines
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APPENDIX
- Generations
- Consumer survey methodology
- Social data research methodology
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