Men’s skincare and grooming in India have evolved: Experts reveal what's driving this shift

Published on: Dec 11, 2025, 17:30:00 IST

Prefer HTon Google

Share via

Copy link

Men's skincare is evolving, reflecting a shift towards self-care, with tailored products and routines gaining popularity. (Freepik)

By Shweta Pandey

Shweta Pandey is a Senior Content Writer at Hindustan Times, with over 12 years of experience in beauty and wellness journalism, specialising in makeup, skincare, and hair care.

She began her professional writing journey in 2011, entering the evolving world of digital lifestyle journalism as beauty and wellness content rapidly transformed in India. Over the years, she has worked with reputed digital media houses like India Today, the Times of India and Skymet Weather, steadily building credibility through well-researched features, product reviews, and trend analyses. Her career reflects consistent growth, moving from content contributor to senior writer. She now plays a key role in shaping editorial strategy, social media content, and ensuring high-quality, reader-focused content that aligns with evolving audience needs.

Shweta’s core expertise spans makeup, skincare, hair care, and holistic health and fitness. She specialises in in-depth beauty product reviews, ingredient analysis, skincare routines, and evidence-based wellness advice. Known for her analytical and data-driven approach, she relies on verified sources, dermatological insights, and expert consultations to ensure credibility. Her field experience includes interviewing Bollywood celebrities, beauty and makeup professionals, tracking consumer trends, and simplifying the top picks.

Shweta holds a Master’s degree in Mass Communication, Advertising, and Journalism and has done Bachelor’s in Commerce from Delhi University. She believes in delivering reader-first insights that empower informed decisions while maintaining transparency, credibility, and trust.

Beyond her writing desk, Shweta enjoys exploring new destinations, experimenting in the kitchen with delightful recipes, and staying in tune with the latest beauty and wellness trends.

The skincare and grooming game has been changing for men today, say experts. Here is what you need to know about this evolution.

Back in time, men’s skincare and grooming options were minimal, typically limited to borrowing a face cream or hair oil from their wife, sister or mother. Over the years, an increasing number of men have begun prioritising self-care and investing in skincare and grooming products for specific needs. This growing interest has led to the rise of a full-fledged industry.

Dermatologist Dr Soma Sarkar tells HT ShopNow, “Earlier, men mostly used only one skincare product from head to toe. But now things are changing. Men have a lot of insights on skincare, self-grooming, and what to do to be physically fit."

This shift is largely driven by the ‘metrosexual’ trend of the late 20th century that normalised self-care for men, says Dr Cherag Bambboat, Celebrity Makeup Artist and Chief Executive Director of Magical Makeovers Pvt. Ltd. “Self-care became an essential part of overall health and personal confidence, and not vanity,” he explains.

Health and hygiene awareness:

Men today are recognising issues like acne, sun damage, and ageing. So, they are trying to work towards their skin concerns, says Dr Bambboat. He feels that skincare is increasingly viewed as preventive healthcare and an integral part of wellness.

Age matters

Dr Sarkar says the younger male generation is much more experimental and would try different things on their body and skin compared to people in their late 40s. “The younger generation likes to do new stuff, which includes any viral therapy or skin trend they see on social media. They would also want a perfect jawline and sharpness on their skin, rather than having a good texture”, she says.

Social media influence:

The new generation is hugely influenced by social media. “Male celebrities, influencers, and even sports personalities are openly discussing and showcasing their grooming routines on social media platforms. This has played a significant role in normalising male beauty practices”, Dr Bambboat says.

Hair care is also integral

Not just skin, but men, no matter what their age, have become very sensitive about their hair care game as well. “They love to do anything they can to keep their hair thick, black, and dense", says Dr Sarkar. “From a young boy to a man in his 50s, everybody wants to have good hair as it also represents the youthfulness and masculine energy, which makes them look younger”, she feels.

Men-centric brands or products

The industry is moving towards gender-neutral branding, personalisation, and a focus on clean, sustainable, and multi-functional products. Brands are now offering specialised, simple, and effective products tailored to men's specific skin needs, often using science-backed or natural ingredients. "Today, makeup for men is also gaining traction, especially concealers and brow kits that offer a natural, ‘no-makeup’ look, with many young men open to using cosmetics in a professional setting", mentions Dr Bambboat.

The market is poised for continued growth, with a focus on holistic wellness and innovative solutions. "There are different shampoos, face washes, body washes, and perfumes specially curated for men, says Dr Sarkar.

Professional appearance matters

“A well-groomed appearance is increasingly linked to professional branding and confidence in the workplace, prompting more men to invest in their appearance”, feels Dr Bambboat.

Dr Sarkar agrees, saying, “Men have started to take care of small things, which include their looks, style, and appearance.”

Both experts feel that skincare was never about gender. Men and women both should pay attention to their skin. Dr Bambboat concludes by saying that the rigid stereotypes of masculinity are fading, allowing men to feel more comfortable exploring self-expression and self-care.