Men's Grooming Soars: Flipkart, Amazon Report Up to 80% Growth in Lifestyle Shift
Brand Marketing
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Storyboard•27-01-2026, 08:23
Men's Grooming Soars: Flipkart, Amazon Report Up to 80% Growth in Lifestyle Shift
- •India's men's grooming market is rapidly evolving from basic hygiene to a lifestyle-driven category, with significant growth reported by e-commerce platforms.
- •Flipkart saw 50-80% YoY growth in men's grooming in 2025, driven by high-frequency categories like razors, hair oils, and grooming kits, with 70 million transacting customers.
- •Amazon India observes a similar trend, with over 56% of men's segment customers from metro and Tier-1 cities, while Tier-2 and smaller cities drive over 75% of repeat purchases.
- •FMCG majors are strategically acquiring younger men's grooming brands, with acquisitions totaling approximately Rs 1,380 crore over the past decade, including Marico's Beardo and Godrej's Muuchstac.
- •Male consumers increasingly view skincare as functional and problem-solving, with brands adapting to a generation comfortable with self-care and self-expression.
Why It Matters: Men's grooming is rapidly transitioning into a lifestyle category, driving massive e-commerce growth and FMCG acquisitions.
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