Just a few years ago, men’s grooming routines were limited to a splash of aftershave lotion or a dollop of hair gel or a spritz of men’s cologne. With evolving times, the definition of grooming also evolved. Today, the metrosexual men are highly conscious of his body image and prioritise self-care to elevate his lifestyle. From indulging in basic skin and haircare rituals to getting ultra-luxury pampering treatments, today’s men are embracing vanity as a part of their modern masculinity.
The male pampering culture has come into its own, and the rise in the sales of personal care products and male-focused salons serve as clear indicators of this shift. According to a report by Fortune Business Insights, the men’s grooming industry has experienced rapid growth in recent years and that underscores the growing importance of grooming among men worldwide. In 2023, the global market for men’s grooming products was valued at INR 4.99 lakh crore (USD 58.46 billion), with an increase to INR 5.26 lakh crore (USD 61.62 billion) in 2024. By 2032, the market is expected to reach INR 7.3 lakh crore (USD 85.53 billion), reflecting a steady compound annual growth rate (CAGR) of 4.18%.
What’s driving this shift? Several factors are at play. A report by Blue Weave Consulting highlights growing awareness about well-being, appearance, and societal trends as key drivers of the Indian male grooming market. Urbanization, the rise of digital media, and the influence of celebrities and influencers further fuel this growth. According to a report by Cosmetics Business, there has been a 389% year-on-year increase in TikTok video views around male skincare search terms, with hashtags like #menskincare (462 million views) and #mensgrooming (1.9 billion views) leading the way. Indian male beauty influencers like Ankush Bahuguna, Shantanu Dhope, and Deep being the prominent names redefining beauty norms, promoting inclusivity, and inspiring self-expression through their engaging content. Meanwhile, an IMARC Group report points to rising disposable incomes in emerging markets, enabling higher spending on premium beauty products.
Male Cosmetics: A Market on the Rise
Till a few years ago, the male grooming landscape comprised basic toiletries like skincare, haircare, beardcare and fragrances. Off late, their vanity cabinets are brimming with luxury products designed specifically for men—moisturisers, facial cleansers, eye serums, bronzers, concealers, anti-agers and even mud masks.
In March 2024, actor Dwayne Johnson launched Papatui, a new cruelty-free men’s skincare line featuring 12 products ranging from tattoo balm to bar soap. In April 2024, Taiwanese singer Jay Chou Chieh-lun was named luxury skincare brand La Mer’s first-ever male ambassador. In October 2023, men’s grooming franchise Hammer & Nails expanded its presence by launching a project to build 70 franchise locations across Texas.
In India, cosmetic firms are creating luxury products for every need of the modern man. Armani Beauty’s flagship store in DLF Promenade Mall, Delhi, offers an extensive range of skincare and fragrances with signature scents for men including Aqua di Giò, My Way, si, and Armani Code, as well as the brand’s ‘Couture Fragrances’ collection. Calecim Professional, an advanced hair system, was recently launched in India as a solution to hair loss in clients (including men). Indulgeo Essential’s launched Hermoso, a luxurious body oil with premium botanical oils, perfect for men who value holistic skincare. Another growing trend among beauty brands is the launch of products with innovative characteristics based on cutting-edge technology. Iconic British brand ghd, a global leader in professional hair styling tools, offers Gold Mini Styler, a sleek straightener and a versatile styling tool designed for men.
"The percentage of our male clients has increased. The number that stood at 30% a year ago and has now shot to 37%—showing a trajectory in consumption."
Samir Srivastav, CEO, Looks Salon
Luxury Salons: Elevating Male Grooming Standards
Salons play a crucial role in elevating the concept of male vanity with personal care services such as skincare (facials), haircare (scalp detox), beard grooming, bodycare (waxing), hair colour hand and feet grooming and massages. Truefitt & Hill, one of the oldest luxury salons for men, is frequented by clients for its famous royal shave and royal pedicure and the products in their vanity cabinet. A few other popular luxury salons for men include Looks, Toni & Guy, Hakim Aalim, Jean-Claude Biguine Paris, Jawed Habib Hair & Beauty and BBlunt.
Looks Salon, a unisex salon chain, offers luxury grooming services tailored for men’s unique aesthetic needs— from scalp spa therapy, brow and eyelash grooming; advanced hand and foot treatments, facial hair texturing and colouring, underarm care, ear and nose spa, skin treatments, to and stress-relief head therapy for busy professionals. Samir Srivastav, CEO, Looks Salon, admits, “The percentage of our male clients has increased. The number that stood at 30% a year ago and has now shot to 37%—showing a trajectory in consumption. This rise of male beauty stems from shifting perceptions of self-care and confidence. Men are getting aware of grooming because of increased access to targeted solutions and evolving lifestyles.”
Urbanisation, professional demands and a growing emphasis on wellness have also made grooming a necessity. As Samir points out, “In today’s increasingly visual world, men are turning to grooming as a way to boost their confidence, look their best and meet the rising standards of modern living. Social media and aspirational influencers have normalised grooming, while evolving societal expectations play a key role—women now value men who are well-groomed, hygienic and presentable.”
What’s Driving the Trend?
The growth in male grooming indicates a paradigm shift in attitudes, with men prioritising wellness into their lifestyles. Beyond traditional salons, wellness spas are curating cutting-edge experiences to cater to the refined tastes of their male clientele. D’Monde Members Club, an exclusive invitation-only club in Delhi, observes a clear rise in male interest in beauty and wellness. The club offers unparalleled, state-of-the-art experiences tailored to male members. “Our services include Cryotherapy Sessions for fitness-focussed male member; Red-Light Therapy to appeal to those prioritising their appearance and anti-aging solutions; Hyperbaric Oxygen Therapy (HBOT) to improve recovery, cognitive function, and energy levels; and Normatec Leg Recovery for athletes and busy professionals (ranging between INR 4000-9000). At the barbershop, we offer specific men’s grooming services as haircuts, face threading and shave, utilising skin-focused brands. We have incredible gym trainers, who tailor-make programs from weight-loss to athletic preparation, focused on men’s individual needs and goals,” explains Marco Reis, Wellness Director.
He also adds, “At D’Monde, we have observed a notable shift in grooming and wellness trends among our male guests. We are proud to lead this transformation by offering wellness experiences that resonate with the aspirations of India’s modern, high-achieving men. In recent years, male members are dedicating 30-40% more time and resources to luxury wellness services than they did in the past. Some standout statistics from the club highlight this trend: male participation in wellness programs increased by 60% in the last two years; 70% male members are opting for skin-focused treatments, demonstrating a growing emphasis on youthful skin; male guests accounting for 45% of overall wellness bookings, a significant rise from 25% about five years ago."
Marco believes that the key factors driving this rise are cultural evolution, heightened awareness through exposure to global trends and the influence of social media, all of which have elevated expectations around appearance and wellness. Moreover the corporate demands to maintain a polished persona in high-powered professions also contribute to this trend.
“Thanks to the increasing channels of awareness, peer education and the increasing desire for ideal body shapes, the need to eliminate fat, cellulite and to work on pro-aging is seen to have increased in men,” says Dr Geetika Mittal Gupta, Founder & Medical Director of ISAAC Luxe, a luxury dermatology clinic. She adds, “People around the world, including men, look for aesthetic treatments to boost their skin health. The male-female ratio of clients at my clinic is almost at par, as aesthetic treatments are universally beneficial for all skin types and are unbiased of gender. From laser hair reduction to non-surgical face lift procedures, the treatments are utilized by all genders.”
The grooming services for men at ISAAC Luxe range from skincare and analysis to customised treatments such as non-surgical facelift with ultherapy, emface, deep cleansing and exfoliation with O2 derm, hydrafacial, snow white facial, micro-needling treatment, new-age treatments like skin boosters like profhilo, Prdn, salmon dna, and exosomes. The holistic wellness and glow providing IV drips with glutathione, Nad plus drips for DNA repair, collagen drips, and other services are offered at the start price of INR 5000.
The future of a genderless and inclusive male beauty industry looks promising, as Dr Geetika concludes, “With AI-driven technologies and DNA-based grooming routines making their way in the sector, the future will get more customized to clients’ needs. And the average expectation of the segment will increase 10 times in the coming years!”