The Tale and the Sale of The Male Beauty Brands

It is not just buying a shaving cream or a deodorant, but much more than that. The revolutionary rise in the demand for male cosmetics got kick started in 2004 after Emami launched their new range of fairness products for men in 2004.

The male skincare segment is expected to grow annually by 25% on the base of skin whitening creams. Brands which dominate this market are Emami's Fair & Handsome and HUL's Fair & Lovely Max Fairness. Dabur's Oxylife creme bleach which claims a triple action system will also look to tap this market with the oxygen releasing formula which will enhance men’s beauty. Instant fairness is highlighted during the commercials unlike other whitening creams which give results after a few weeks that’s what Emami claims.

The Garnier Men range had an early start in the male skincare product segment. " Launched in 2009, today Garnier have a market share of 27.7% in the men's skincare market. The potential of the segment is in converting male consumers of women's skincare products to use products developed specifically for men. Deodorants market grew by 46% - and the main players are HUL, Godrej, and Nivea among many other smaller brands.

Ever since, FMCG brands of various stripes have been eagerly hopping on the bandwagon, even the smaller brands are also jostling with the biggies. The male cosmetic and grooming market in India is expected to grow by a CAGR of 12% to reach Rs 5,200 crore by 2016,