Why Indian Men Are the Next Big Skincare Market (And They Don’t Even Know It Yet)

Until recently, the idea of Indian men investing in skincare might have sounded unusual. After all, grooming routines traditionally focused on basics like soap, shaving cream, and maybe a splash of aftershave.

But times are changing — fast. Indian men are stepping into the world of skincare like never before, fueled by greater self-awareness, urban lifestyles, social media influence, and the rise of modern masculinity.

Brands that recognize this shift early are poised to tap into a multi-billion-dollar opportunity.

The Old Stereotypes Are Crumbling

For decades, skincare was marketed almost exclusively to women. Men were expected to keep it "simple" — maybe wash their face and shave. Anything more was seen as "unnecessary" or even "unmanly."

However, the modern Indian man no longer fits this outdated mold.
Today’s man is confident, aware, and unapologetic about self-care. And skincare is becoming a natural extension of that.

Recent studies reveal:

73% of Indian men under 35 believe skincare is important.

Online searches for "men’s moisturizer," "sunscreen for men," and "face wash for oily skin men" have tripled in the last five years.

Men’s grooming products are growing at a CAGR of 11% in India — faster than women’s beauty products in some sectors.

Why the Surge? What’s Driving Indian Men Toward Skincare?

Several factors are reshaping the skincare conversation among Indian men:

1. Pollution and Urban Living 

With rising pollution levels in cities like Delhi, Mumbai, and Bangalore, Indian men are realizing that exposure to dust, dirt, and environmental toxins isn't just unpleasant — it’s damaging their skin.

-Pollution accelerates:

-Dullness

-Breakouts

-Premature aging

Result? A growing demand for cleansers, antioxidant serums, and pollution-protection skincare.

2. Sun Exposure and Skin Damage

Indian men, especially those who commute or work outdoors, face high UV exposure.
Traditionally, sunscreen wasn’t even on the radar for most men. Now, awareness is rising about how UV rays cause dark spots, wrinkles, and skin cancer — and how sunscreen can prevent it.

Smart brands like Wildoak are creating lightweight, non-sticky sunscreens ideal for men who hate greasy products.

3. Social Media and Pop Culture Influence

From Bollywood actors to Instagram influencers, the portrayal of well-groomed men has become mainstream.

Today's heroes have clear skin, stylish beards, and confident smiles — not rough, neglected faces.

This visibility has normalized skincare for men.

The rise of male beauty influencers further breaks down old taboos and encourages men to embrace skincare routines.

4. Workplace Grooming Standards

A polished appearance is no longer optional in many industries.

Corporate professionals, entrepreneurs, and even gig workers are investing in skincare because it directly impacts first impressions, confidence, and personal branding.

From job interviews to client meetings, looking good is a career asset.

5. Mental Wellness and Self-Care Culture

Men are increasingly talking about mental health, fitness, and self-care.
Skincare fits naturally into this broader self-improvement journey. Taking 5 minutes to moisturize isn’t vanity — it’s self-respect.

Wildoak’s minimalist men’s range capitalizes on this by offering simple, effective products designed to slip easily into a man’s daily routine.

What Indian Men Want From Skincare (That Many Brands Miss)

Men aren’t looking for elaborate 10-step Korean routines — yet.

They want fast, no-fuss, results-driven products.

Key qualities Indian men expect:

Simplicity: 2–3 products, max.

Clarity: Clear product labeling and instructions.

Texture: Lightweight, non-greasy formulas suited to humid Indian weather.

Fragrance: Mild or no fragrance (most prefer subtlety over strong scents).

Anti Acne Oil Control Combo: 2% Salicylic Mandelic Acid + 2% Kojic Acid & Centella

Purpose: Specific solutions (e.g., "anti-acne face wash" or "brightening moisturizer"), not vague promises.

Wildoak hits the sweet spot with concise product lines, targeting specific concerns like oil control, pollution defense, and sun protection — perfect for the modern man.

Why Brands Need to Pay Attention — Now

The men’s skincare market in India is still in its early stages, but it’s booming:

Projected to reach $1.2 billion by 2027, according to industry reports.

Growth is strongest in Tier 1 and Tier 2 cities, meaning wider penetration is happening fast.

Men’s beauty categories are expanding beyond face wash to serums, eye creams, sunscreen, and anti-aging products.

The First-Mover Advantage

Brands that innovate and build loyalty now will dominate later.

Instead of pink, floral, overly "feminine" branding, smart brands will create products with gender-neutral, bold, or even masculine aesthetics.

Think minimalist packaging, performance-driven messaging, and trust-building education about why skincare matters.

A Glimpse Into the Future: What’s Next for Indian Men and Skincare?

1. More Specialized Products 

Expect to see:

Anti-pollution moisturizers

Beard-care infused skincare

Anti-aging serums for men over 30

Mattifying sunscreens are designed for humid climates

2. Tech-Enabled Skincare

AI-powered skin assessments and personalized skincare regimens will become common, catering to men who love gadgets and efficiency.

3. Holistic Health and Beauty

As wellness culture expands, skincare will merge with fitness, nutrition, and mental wellness narratives — making it part of a larger lifestyle movement.

4. Sustainability and Conscious Choices

Environmentally conscious men will prefer brands like Wildoak, which combine effective formulas with sustainable packaging and ethical ingredients.

Final Thoughts: The Time Is Now

Indian men are at the beginning of a skincare revolution — and most don't even realize how big it’s going to be.
The new-age man wants to look good, feel good, and age well — without the stigma or complexity traditionally associated with "beauty routines."

For brands willing to educate, innovate, and simplify, the opportunity is massive.

If you're an Indian man reading this, remember: good skincare isn't vanity — it’s power, confidence, and self-care.

And if you're a brand?
The future of skincare is him.