Despite the attendance of big players like P&G and HUL, a bulk of online startups is absorption on avaricious a allotment of the booming men’s admonishment market.
Time was back men’s admonishment translated into Brylcreem and Gillette. But things accept afflicted – and how. From activated charcoal face washes to bristles affliction amateur kits, from bristles and angle wax, to men-only creams and balms, the focus on men’s articles has led to a admeasurement of admonishment startups in India.
In 2016, Unilever’s accretion of US-based startup Dollar Barber Club for $1 billion showed it wasn’t alone technology that could advance to a acknowledged exit. Closer home, Indian customer appurtenances aggregation Marico, in March aftermost year, acquired 45 percent pale in men’s admonishment startup Beardo for an bearding amount.
Nykaa, a accepted name with women, additionally afresh launched Nykaa Men, which offers a ambit of men’s admonishment articles from altered companies.
According to ASSOCHAM’s January 2018 report, the macho admonishment industry in India is currently account Rs 16,800 crore and is accepted to blow Rs 35,000 crore in the aing three years.
A address by Nielson said:
“Data confirms that the sales of men’s face creams accept added than doubled, while the use of face-cleansing articles amid men in India has jumped a massive 60 times amid 2009 and 2016.”
Clearly, added and added men are arcade for admonishment products. And new startups are giving top FMCG companies like Gillette, Park Avenue, Hindustan Unilever, L’Oreal, Nivea, and Marico a run for their money. YourStory lists the top men’s admonishment startups that are absorption on authoritative the boys attending like gentlemen.
Delhi-based Bombay Atom Aggregation was founded in October 2015 by Shantanu Deshpande, Raunak Munot, Deepu Panicker and Rohit Jaiswal. The online clandestine characterization has 30 macho admonishment articles beneath categories such as bath, shave, beard-care, skincare, and admonishment allowance sets. What started as a six-member aggregation has now broadcast to a aggregation of 20 members.
The aggregation claims to accept over 80,000 barter and has broadcast to 18 altered channels. Bombay Atom Aggregation claims 95 percent of its sales booty abode online; they additionally plan to advertise articles offline, in salons and stores.
Aggregation at The Bombay Atom Company: Deepu Panicker, Rohit Jaiswal, Shantanu Deshpande and Raunak Munot (L to R)
The company, already present in the US market, affairs to aggrandize to added countries as well. It is targetting acquirement of Rs 30 crore in the aing fiscal.
Bombay Atom Aggregation aloft an bearding Series A allotment in August 2018, led by Colgate-Palmolive Asia Pacific Limited and Fireside Ventures. It had aloft $2.5 actor in August 2017 in pre-Series A allotment from Fireside Ventures and aerial net-worth individuals that included McKinsey & Aggregation executives.
Gurugram-based The Man Aggregation was founded in 2015 by Bhisham Bhateja, Hitesh Dhingra, Rohit Chawla and Parvesh Bareja. Its articles accommodate atom gels, bristles gels, face washes, shampoos, anatomy washes, and fragrances. The Man Aggregation website says all articles accommodate 100 percent accustomed oils and are chargeless of SLS and Paraben.
The startup sells its articles through their website and e-commerce platforms such as Amazon, Flipkart, and Nykaa. It has additionally angry up with salons beyond the country – Bodycraft, Enrich Salons, Looks – the Barber Shop, Head Turners, and others.
L to R: Rohit, Bhisham, Parvesh and Hitesh
Media sources afresh said Kolkata-based FMCG aggregation Emami acquired 20 percent pale in The Man Company.
Founded in 2015 by Sidharth Oberoi, LetsShave sells razors, additional blades, atom brushes, atom foam, anatomy scrubs, and biking bags. Chandigarh-based LetsShave has partnered with California-based razor architect Dorco to bear high-quality razors to its customers. Its website claims to accept alien the world’s aboriginal six-blade razor.
LetsShave’s articles are sourced anon from the manufacturer; the administration approach does not absorb any middlemen, and so articles alpha from as low as Rs 39 (for brand refills) and go up to Rs 2,249 (for the Pace 6 Pro Premium Allowance Set). LetsShave has additionally has its own barn to assignment internally on acumen and accumulate prices economical.
Rahul Anand and Rajat Tuli’s Delhi-based startup, Happily Unmarried, which was set up in 2003 afterwards demography affliction of “his home, his bar, his accumulation of tees and gifts”, is now allowance “brothers attending and aroma better”.
Ustraa is Happily Unmarried’s ambit of admonishment articles for men. The name Ustraa is adopted from the age-old men’s admonishment artefact by the aforementioned name. Ustraa’s band includes beard-care products, aroma packs, bristles products, atom products, and face and anatomy products. According to media reports, Ustraa gets 40,000 to 50,000 orders per ages and their articles ambit from Rs 199 to Rs 1,499. It additionally offers cable affairs that can be customised according to alone needs; these ambit from Rs 2,397 to Rs 4,290. Ustraa articles are accessible on Happily Unmarried’s online and offline stores, as able-bodied as in ecommerce platforms such as Amazon, Flipkart and Nykaa.
Wipro Enterprises’ claimed affliction arm, Wipro Customer Care, agreed to advance an bearding bulk in Happily Unmarried aftermost November.
Charanjeev Singh founded Singh Styled in 2015 exclusively for the Sikh man, who is accepted for his continued hair. Headquartered in Mumbai, Singh Styled articles are accessible on ecommerce platforms such as Amazon, Flipkart, Nykaa, Paytm, and Snapdeal, forth with its website. The startup claims to address its articles to 133 adopted destinations, including Canada, the US, the UK, and Australia.
Singh Styled additionally provides subscriptions alignment from Rs 1,448 (for the basal box) to Rs 2,490 (lifestyle box). Barter accept curated boxes every ages with articles like bristles oils, bristles brushes and accessories (turbans).
According to media sources, Singh Style, which was bootstrapped with Rs 13 lakh, has catered to 30,000 barter till now and has a 71 percent echo ratio. Interestingly, about 60 percent of the startup’s barter are non-Sikhs. The aggregation claims to address about 900 articles every month.
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