“A lot of brands are now speaking directly to men,” Che Kurrien, editor of GQ India, told AFP.
“So, exposure levels are very high, and it’s very hard not to get influenced.”
With prices starting at 150 rupees ($2) for face wash, the products are relatively affordable and even self-described “low maintenance” men — those who followed a soap-and-shave routine — have switched gears.
“Grooming helps men land better jobs, have better romantic prospects or get access to nightclubs,” Mumbai-based communications executive Suraj Balakrishnan, 30, whose regimen includes oils for his beard, body and hair, told AFP.
“When you look good, you tend to feel good… looking well-groomed and well-dressed gives you an edge.”
Savvy entrepreneurs have also latched on to the trend by launching beauty salons targeting men and offering services from facials to manicures to waxing.