The grooming industry is not bound anymore to the stereotype of only being a female domain. Today, men are ever more conscious about their looks and presentation. In fact, men, women, young and old, all are equal into this momentum of social banter and consequently, the beauty industry in India is growing in scope and breadth.

Over the years, skincare has assisted men with finding ways to show their preparing embodiment. At the primary quarter of the twenty-first century, a valuable and clear model is found in the exquisite straightforwardness which altered men’s associations with their bodies and ways of life. At this crossroads, grooming brands require a strong character to be communicated in its inventive plan as well as rather an outcome driven item make-up used to fortify its image.

There’s been a shift in men’s perception toward grooming, how it’s acceptable for men to spend a fortune on grooming themselves, which advances better skincare and an improvement in appearance. The social media boom that started with Facebook and selfies, prompting Instagram videos and other online media channels—has made self-promotion for building the main brand that is important—oneself. Within the grooming space, which incorporates stubbles and beard growth, this ascent of selfies, online dating and the significance of looking camera-prepared on-request requires quality items explicit to a man’s skincare needs.

In urban India, men are increasingly becoming aware of the latest trends and concerns surrounding one’s physical appearance. Due to the rising disposable income, they are willingly spending some serious money on grooming products. This is a notable shift from the times when men would utilise women’s beauty products since there was a lack of better substitutes for them, and also followed a basic, minimal grooming routine.

Over the last decade, the demand for male grooming products has driven companies to sell items beyond shaving gels, razors, and deodorants for men. Currently, the market comprises shampoos, face masks, scrubs, fairness creams and more that are specifically made for men. Certain stores even stock beard balms and beard shampoos. Men are purchasing far more face washes and creams than they did ten years ago.

While men are opening up to hydrating, de-tanning, and masking, they are also more actively and openly seeking standard grooming and beauty services. Now is the world where men are breaking the stereotypes of beauty products and skincare being confined to just women. The grooming industry widening to the men’s grooming was long overdue!

Though the men’s grooming sector is an untapped market, there are many challenges and concerns. Many of the brands that are available in the market only seem to bank on the ancient and obsolete constructs of male beauty by equating it with fairness and the ability to attract the opposite sex. Just how important it is for females to take care of their skin, hair and wellbeing, it is important for men too. Grooming today is not just bound to females, men too have started to take care of their well-being. Regular hair and beard trimming, manicures, facials are now a part of a man’s life.

Men want to experiment, outshine the person standing next to them, and in other words they are not ready to settle for that plain clean cut that used to be the accepted norm.

Disclaimer: The article is authored by Neha Sharma, Founder, Lucullan Studios. The views and opinions expressed in this article are those of the author’s and do not represent those of GlobalSpa.