Men in India have evolved significantly in recent years. Gone are the days when their wardrobe was limited to a blue shirt and jeans and their toiletry kit held little more than a razor, shaving foam, and cologne. Today, Indian men are prioritizing self-care just like women, embracing products that address their skincare, beard care, and overall wellness concerns. “Traditionally grooming for men in India was limited to very basic routines—mostly focused on shaving with a razor and perhaps an aftershave. While the rest of the global grooming market was rapidly evolving, India hadn’t yet caught up to the idea that men could embrace more than just the basics,” says Sidharth Oberoi, Forbes 30 Under 30 founder of LetsShave.But a mix of innovation, social acceptance, and access to new information has encouraged Indian men to reject previously outdated social notions that beauty translates to femininity—allowing new brands to enter the market and provide innovative products that resonate with this new breed of male consumers who want to invest (nearly) as much in their beauty routines as their female counterparts. Because of this trend, the market is projected to grow at a CAGR of 12.1% for the forecast period (2024-2030). By 2026, it is expected to reach $ 2.4 billion, a razor sharp increase from $1.63 billion in 2022.The sector has also become an attractive channel for investment from VC funds and even traditional established fast-moving consumer goods companies that previously overlooked the category as a trend.