I speak for all of us when I say that at least one man in our lives—father, brother, partner, friend—uses an all-in-one body wash, shampoo and conditioner. Some of them could get by with a bar of soap and still have immaculate skin. The math just doesn’t add up?!
However lately, the script has flipped. Men are waking up to the idea of self-care in the form of massages, pedicures, skincare, HydraFacials and more. The Indian male grooming products market size reached $2.5 billion in 2025 and is set to only go up from here—it’s expected to reach $3.4 billion by 2034—as per an IMARC report.
Beauty brands are sitting up and taking notice too, swapping out their female poster faces for male ones—Ahaan Panday for Tira, Ishaan Khatter championing champi by Indē Wild, Ahan Shetty starring in a Bobbi Brown India campaign for its Vitamin Enriched Face Base.
Below, five men across professions and cities share with us why they started investing in their appearance in ways that might have seemed excessive a few years ago.
A model in the Big Apple with a hefty maintenance tag
Naman Narnolia, 25, model, New York City
Monthly income: Above $7,000 (₹6,51,000 approx)
“I started taking skincare seriously only after I got into modelling, because when we’re shooting there’s so much makeup and hairspray put on us that my skin was getting worse. My work includes endless travelling and long layovers, so I tend to get relaxing body massages anywhere and everywhere I get a chance. That costs about $80 per massage, and let’s say I do that four times a month, which adds up to $320. I have a Face Gym membership here in NYC, which is $150 monthly. It helps with lymphatic drainage and lifts the face. I also have a dermatologist with whom I schedule regular appointments for procedures like carbon fractional lasers, facial peels, and peptides for $2,000 every month. My skincare and makeup products are quite simple; they come up to $80 to $100. Lastly, because I prefer a bronzed look, I also have a body tanning membership for $110 a month—it’s unlimited sessions.”
A seven-step-routine enthusiast who’s learning to pare back
Madhav Sethi, 26, social media manager, Bengaluru
Monthly income: ₹80,000 – ₹1,20,000
“I’ve been working in the social media space for a few years now and had to build content for skincare brands. My interest in beauty began from there; I wanted to try out a few products and do my own research on their benefits and ingredients. I remember spending upwards of ₹15,000 a month when I was just starting out and even had my sister bring stuff from the States.
I spend anywhere between ₹7,000 to ₹10,000 per month now on both skincare products and haircare, which includes things like beard butters and oils, actives, masks, body wash, and scrubs. I used to have a seven-step skincare routine at one point: oil cleanser, face wash, hyaluronic acid and niacinamide, toner, moisturiser, sunscreen, and sometimes a face oil. Recently, I’ve been trying to downsize. Taking care of your skin really matters in the long run. I’ve seen my uncle develop dark spots from sun exposure, and he started skincare at the age of 50. It’s not just about self-care; it also helps with your confidence.”
The meticulous researcher who loves an ‘everything shower’
Arjun Madan, 32, restaurant consultant and food content creator, Delhi
Monthly income: undisclosed
“I’ve grown up seeing my mom be very particular about the products she’s choosing, and today I’m the same. Before purchasing a new product, I will look up reviews, research the ingredients, and see what creators are saying about it on Instagram and YouTube. I make sure I’m using good products, and spend an average of ₹5,000 to ₹7,000 on them. My skincare regime therapises and centres me. I do an ‘everything shower’ and face mask after hectic days.
As a content creator, I’m aware of every pore, blemish, and mark on my skin when I’m watching my videos. Beard trim, haircut, manicure, and pedicure are standard for me every 10 to 14 days. I also get HydraFacials, peels or skin treatments done occasionally with a dermatologist or at a clinic. My spending is a bit different because as a creator I have some perks: products are sent to me and salon treatments are comped. But if I were to pay full price for the latter, it would be ₹6,000 to 10,000 per month.
I’ve also been noticing a lot of my male friends (non-creators) getting into a little filler or Botox here and there. With men, hair fall is a big source of anxiety and some of them are getting hair transplants done, which I might consider in the future, but for the moment I have a good head of hair!”
The cricketer with a trusted hairstylist on speed dial
Aditya Goyal, 27, cricketer, Bengaluru
Monthly income: ₹55,000 – ₹66,000
“I’m out in the sun a lot and sweat while playing, so I need a good facewash, de-tan scrub, moisturiser, and sunscreen for my face and body. I spend anywhere between ₹3,000 to ₹7,000 every two months and use products like a snail mucin serum and Beauty of Joseon’s Glow Deep serum.
My main expense is my haircut (₹2,500), because I like it a certain way, where the sides have a fade and the top is slicked back. I go to a trusted stylist and spend on hair oils and texture clay to style my hair.”
The businessman who budgets for beard care
Divjot Mago, 28, businessman, Pune
Monthly income: ₹15,00,000
“Head massages and hair washes are a weekly expense at ₹1,500 per session, adding up to around ₹6,000 a month. I get beard trims at least three times a month for ₹300 per visit and indulge in facials once every 45 days, which cost about ₹2,000. I definitely spend more than my male friends, but that’s because I’m a Sikh and I think grooming is a necessary expense to stay hygienic and be presentable.”
