Men’s grooming market gets a new player. MensXP Mud launched with a community-driven approach

NEW DELHI: According to a 2018 ASSOCHAM report, the men’s grooming market in India has been growing 45% y-o-y. From Rs 16,800 crore in 2018-19, it is expected to hit Rs 35,000 crore by 2021 with shaving products, deodorants and anti-perspirants scoring high. Skincare and haircare products, so far, have accounted for a minor market share.
Picking up on this growing trend, MensXP has launched a plethora of men's grooming products as part of its community-driven, clean, premium men’s beauty brand, ‘MensXP Mud’. On offer are BB Cream in six shades that match different skin tones, face wash (oily/dry skin variants), face and body lotion (oily/dry skin variants) and natural shower gel. More such niche products are set to be launched by the year-end.

Globally, the conversation around masculinity has moved to a more inclusive definition, devoid of stereotypes. MensXP, too, has been championing this change in India with its concept of Newhood which explores codes of masculinity.

The introduction of the MensXP Mud range, born out of conversations and needs of real people who highlighted the fact that the millennial man’s beauty needs still remain unattended to, carries forward the idea of Newhood. The range is completely paraben- and sulfate-free, with natural ingredients, and has not been tested on animals.

“For over 5 years we’ve been seeing tremendous engagement on content around skincare and haircare routines. Men would like to use a concealer or BB cream for a smoother complexion but have been a little hesitant to demand such products. MensXP wants to de-stigmatise male beauty, hence we have consciously built MensXP Mud as a clean beauty brand for men as opposed to a grooming brand,” Angad Bhatia, Founder - MensXP said, at the launch.

MensXP Mud seeks to dispel the stereotypes and myths associated with male beauty, and strives to make it an inclusive product that lays focus on the inner beauty while keeping the natural composition intact.

Traditionally men have spent much less time and money on grooming regimens as compared to women. A Euromonitor global study found that men take significantly less time over their appearance each day, and have only eight products in their beauty cabinet, compared to the 21 used by women.

(Disclaimer: MensXP is a division of Times Internet which also publishes The Economic Times website)