The men’s grooming industry in India has changed rapidly. What was an underdeveloped niche ten years ago is now a multi-billion-dollar industry growing at double-digit CAGR. The urban man today isn’t satisfied with a bar of soap and a can of shaving foam. Today’s urban man wants better products, customised routines and products made for him, not made for those with a different biology.
Here’s our list of the Top 10 Men’s Grooming Brands in India, a mix of established leaders and bold disruptors shaping the future of grooming.
Top 10 Men’s Grooming Brands in India
1. The Man Company
The Man Company, an early player in the men’s self-care space has a large selection of products including beard oil, hair styling products, skin care, grooming kits, etc. The company’s key differentiator is that they offer natural, sulphate-free and paraben-free formulations with slick packaging. The brand has developed strong partnerships (most notably campaigns with Ayushmann Khurrana and Virat Kohli) and branded the company as a premium yet affordable lifestyle option for today’s man.
2. Bombay Shaving Company
Bombay Shaving Company evolved from a shaving kit brand to a comprehensive grooming brand providing razors, face care, beard care and bath products. Their starter kits, with exceptional branding and packaging, have transformed the process of shaving away from a task to a complete ritual. Their gifting potential as a brand is noteworthy, as they have representatives in holiday/big occasion gifting as well as corporate gifting with their high-quality grooming hampers. Their innovative growth through traditional distribution channels and online speaks to them making grooming fashionable and accessible.
3. COCKY
One of the boldest new entrants, COCKY is rewriting the rules of men’s grooming in India. Instead of leaning on tired clichés and “manly” branding, COCKY stands apart with a confident, witty identity and an inside-out grooming philosophy.
Its flagship innovation, Formula H- India’s first Happiness Serum, is a category-first that blends skincare with mood science. Backed by Kannabia Sense™, it taps into the skin–brain connection to boost oxytocin, reduce stress and uplift mood, something no other Indian grooming brand has attempted.
Beyond that, COCKY’s “THE ONE” Collection (bodywash, serums, facewash, shampoo, sunscreen) simplifies grooming into multi-action essentials powered by globally sourced actives like Redensyl, Capilia Longa and Pentavitin. By combining clinical precision with witty, non-preachy branding, COCKY is giving men a smarter way to groom and feel good doing it.
4. Beardo
Beardo got in early on the beard-care craze and built an empire out of it. Initially known for beard oils, waxes and washes, they later developed offerings around hair styling, skincare, fragrances and even clothing! Beardo positioned itself to be aspirational for the modern Indian male using hard marketing, and easily identifiable celebrity ambassadors such as Suniel Shetty and Yash . This shows the success of the brand and illustrates the possibilities for creating a lifestyle brand for a cultural trend, which in this instance, particularly the beard movement.
5. Ustraa
Founded by the team behind Happily Unmarried, Ustraa has carved a niche with quirky branding and clean grooming products. Its lineup spans beard oils, face and hair care, body washes and fragrances, most free from harmful sulphates and parabens. Ustraa’s humorous, slightly rebellious marketing has helped it connect with younger consumers, while its commitment to effective formulations has made it a trustworthy daily-use brand.
6. LetsShave
LetsShave was first known for importing high-quality razors and blades. Now, LetsShave has expanded their products to include trimmers, grooming kits and skincare. LetsShave brought shaving subscription-based solutions into India, a model that allowed consumers access to affordable yet high-quality blades. As a brand, LetsShave offers tech driven grooming tools with everyday grooming essentials. LetsShave is a new favorite for men who want an efficient and precise grooming routine.
7. Man Matters
More than merely grooming, Man Matters is a telehealth and wellness platform for men. It is dermatologist-backed and doctor-suggested with solutions in hair loss, skin care, weight management, sleep and sexual wellness. Their D2C model has scaled quickly and makes it unique because it combines the legitimacy of clinically validated products with medical consultation and is a useful option for men that think of grooming as part of a broader health journey.
8. Forest Essentials
A leader in luxury Ayurveda, Forest Essentials is recognized mostly for women’s skincare, but they have developed a respectable line of men’s skincare products as well, including shaving cream, after-shaves, moisturizers and facial cleansers. Forest Essentials brings together ancient Ayurveda recipes with modern packaging, for men who want to have a heritage with their sophistication. Positioned within the premium category, Forest Essentials speaks to consumers who think of grooming like a luxury experience rather than daily hygiene.
9. Garnier Men
Garnier Men is among the first international giants to see the male grooming potential of India. Starting their legacy selling face washes, non-greasy fairness creams and waxes for men, it has evolved into an anti- pollution skincare brand and has brought hair products to the market in order to keep pace and relevance with the mass market. So while not niche or premium, Garnier Men is one of the most accessible, affordable and freely available brands across India, making it one of the most trusted names in men’s grooming.
10. Spruce Shave Club
Spruce Shave Club is a relatively newer company that offers customers premium shaving kits, natural beard oil, and grooming products through subscription grooming services. Spruce’s products are made with essential oils and botanicals for the man who values clean grooming. Spruce is an emerging lifestyle grooming brand for the urban male by using direct to consumer convenience to establish quality.
Final Word: A Market Growing Beyond Vanity
From pioneers like The Man Company and Bombay Shaving Company to disruptors like COCKY and holistic players like Man Matters, the Indian men’s grooming space is thriving with innovation.
What stands out is how the market is expanding beyond vanity: Beardo tapped into cultural identity, Man Matters into wellness, Forest Essentials into heritage, and now COCKY into confidence and mood science.
And that’s a future men are ready to embrace.
