Men’s grooming in India is moving far beyond the traditional haircut, shave and deodorant routine. Skincare, facials, fragrances, hair treatments, jewellery and even light makeup are increasingly becoming part of everyday self-care for men.
The shift is particularly visible among younger consumers, who increasingly view grooming as a form of personal expression rather than something restricted by gender.
From Basic Grooming to Beauty Routines
Modern men’s salons now offer services such as facials, beard treatments, manicures, pedicures, hair spas and body grooming. Online beauty platforms have also expanded their men’s categories to include skincare, fragrances and specialised personal-care products.
This represents a broader change from function-led grooming towards lifestyle and self-care.
Skincare Is Becoming Routine
Face cleansers, moisturisers, sunscreen, serums and specialised treatments are increasingly appearing in men’s daily routines. Social media has played an important role by making conversations around ingredients, skincare routines and beauty products more accessible.
For younger men, looking after their skin is increasingly connected with confidence and presentation rather than traditional ideas of masculinity.
Social Media Is Changing Beauty Norms
Male skincare influencers and grooming creators have helped normalise conversations around products that were once marketed largely to women. Tutorials, product reviews and routine videos allow men to discover everything from basic skincare to fragrances and cosmetic products.
NIQ has identified Gen Z men as an important force in the changing Indian grooming landscape, particularly around skincare, self-expression and ingredient-focused products.
The Market Is Expanding
The commercial opportunity is also growing. India’s male grooming market has expanded into skincare, body care, fragrances, hair styling and specialised services. India Today, citing IMARC, reported that the market was worth $2.3 billion in 2024 and could reach $4.3 billion by 2033.
Recent industry reporting also points to growing demand beyond traditional shaving products, with consumers exploring more personalised grooming options.
Grooming and Self-Expression
Jewellery, fragrances, hairstyles and skincare are increasingly being treated as personal choices rather than strictly gendered categories. Younger consumers in particular are showing greater willingness to experiment with appearance.
The result is a gradual blurring of the old distinction between men’s and women’s beauty products.
A Changing Idea of Masculinity
The male beauty boom is ultimately about more than products. It reflects changing attitudes towards appearance, confidence and self-care.
While traditional expectations around masculinity have not disappeared, the growing acceptance of grooming suggests that Indian men are increasingly comfortable deciding for themselves how they want to look and present themselves.