Men, Skin & Confidence: The Skincare Surge Among Indian Men

In today’s rapidly evolving grooming landscape, men’s skincare is no longer a niche, it’s a growing necessity. To understand the shifting trends and preferences of Indian men, we conducted in-depth consumer research through Smytten Pulse. This research sheds light on how Indian men are adapting to skincare, what’s driving their decisions, and the key barriers they face.

With younger generations embracing skincare as part of their daily routine, brands have an opportunity to connect with this growing segment. However, they must understand the nuances of what Indian men want in their skincare products. In this blog, we’ll explore the key insights from the research and provide actionable recommendations for brands to successfully engage with this evolving audience.

Skincare Routines Are In, But Consistency is Out

🔍 PulseFind

Indian men are embracing skincare routines, but daily consistency remains a challenge. Despite high adoption rates, only 46% of men are using skincare products every day. Younger demographics, especially those aged 18-25, are leading the trend but are struggling to incorporate it into their daily habits. The key here isn’t just adoption, but also maintaining consistency.

What Brands Can Do

• Design everyday essentials that are easy to incorporate into daily routines.

• Focus on simplicity and efficiency, products should be quick, effective, and easy to use.

• Offer starter kits, subscription models, or rewards programs to encourage regular usage.

  
  

Skincare Needs to Fit Into Busy Lives

🔍 PulseFind

With busy work schedules and personal commitments, 52% of men prefer simplified, all-in-one products. This highlights a clear demand for skincare solutions that offer efficiency without compromising on effectiveness. Men want products that don’t take up too much of their time but still provide visible, lasting results.

What Brands Can Do

• Create time-saving, all-in-one products that target multiple skin concerns (e.g., moisturizer with sun protection, anti-aging, and hydration).

• Emphasize the quick application and long-lasting benefits of your products.

• Offer travel-sized versions or compact packaging for men on the go.

• Highlight the convenience of your products in marketing, making it clear that skincare can fit seamlessly into any busy routine.

Masculine Marketing, Win the Market

🔍 PulseFind  

Men want skincare products that reflect their identity and lifestyle, and masculine branding is key to attracting them. It’s time for brands to shift their focus and create a masculine narrative around skincare that appeals to male consumers on a deeper level.

What Brands Can Do

• Revamp your marketing strategy with masculine visuals and strong, assertive language.

• Position skincare as a necessary part of grooming for men, focusing on health, confidence, and grooming.

• Use relatable, male influencers in campaigns to reinforce authenticity and appeal.

  
  

Skincare Labels Are Clear, But Still Confusing

🔍 PulseFind  

Although most men find skincare labels clear, a significant portion still finds them confusing, especially younger men. This confusion signals an opportunity for brands to simplify their labeling and educate consumers more effectively. Men are looking for straightforward, transparent labeling that clearly communicates the benefits of each product.

What Brands Can Do

• Provide clear, simple labels with transparent explanations about what the product does and how to use it.

• Include ingredient breakdowns and benefit-focused messaging that make it easy for men to understand the product’s value.

• Use simplified language and offer educational resources (videos, guides) to explain how the product works and why it’s beneficial.

  
  

Barriers to Skincare Adoption

🔍 PulseFind  

A significant portion of men, especially in the 18-25 age group, face barriers such as lack of knowledge, concerns about product safety, and uncertainty about efficacy. 68% of non-users mentioned these reasons, with the 18-25 age group being the most affected. This highlights a critical opportunity for brands to educate and build trust with this hesitant segment.

What Brands Can Do

• Educate men, especially the younger demographic, about the importance and effectiveness of skincare.

• Focus on product efficacy and safety, ensuring products are clinically tested and backed by transparent ingredients.

• Provide starter kits or trial sizes to allow hesitant customers to experience the benefits without commitment.

Conclusion: The New Era of Men’s Skincare in India

The Indian men’s skincare market is experiencing rapid growth, driven by changing attitudes and behaviors, particularly among the younger demographic. Skincare adoption is high, but brands must focus on creating consistent habits, simplifying routines, and providing trustworthy products to fully capitalize on this emerging market.

The key insights from our research highlight the need for masculine branding, multi-functional solutions, and clear communication. As men’s skincare continues to evolve, brands that address these needs with efficiency, authenticity, and quality will stand out in a competitive market.

Now is the time for brands to embrace these changes and position themselves as leaders in the growing men’s skincare segment. With the right approach, you can tap into an untapped market and create lasting connections with today’s skincare-conscious men.

With Smytten Pulse access real-time insights and decode what drives consumer decisions - season after season.