Voices Anand Neelakantan Debashis Chatterjee Balaji Vittal Ravi Shankar Anu Aggarwal Swami Sukhabodhananda MAGAZINE Buffet People Wellness Books Food Art & Culture Entertainment NEW DELHI august 24 2025 SUNDAY PAGES 12 Mascara Men The Indian Male and the New Rules of Makeup A By Rishabh Thakur cross India, a quiet revolution is unfolding on men’s faces. Especially small town India. Until recently makeup was widely considered a female domain. Now, take , a stroll through the bustling markets of Indore, Guwahati, or Ranchi, and you’ll see men buying concealers, experimenting with BB creams, beard care products, exotic shampoos and soaps. They are learning about contouring on Instagram reels. Men are making visible beauty statements with both self-confidence and aspiration. This shift is not superficial—it’s symbolic of deeper societal transformations. In traditional Indian towns, masculinity has long been associated with machismo (mardaangi), stoic virility and hunter-gatherer-provider trope. Makeup, on the other hand, was either effeminate or exclusive to entertainers. That narrative is eroding. The post-pandemic boom in digital activity combined with affordable smartphones and regional language content on social , media and OTT, has exposed young men to broader definitions of beauty and masculinity . Influencers from smaller cities are showing that skincare and makeup are about personal grooming, self-assurance, and ambition. This isn’t about vanity It’s about . visibility Whether it’s an aspiring . actor from Bhopal or a social media influencer from Jamshedpur, there’s a growing awareness that appearance matters—especially in an era where the front-facing camera is often the first seduction. In Ghaziabad, 27-year-old data analyst Biraj Majumdar confesses that he first wore makeup at his wedding. “The artist dabbed foundation and a bronzer on me,” he recalls. “When I saw the photos, I realised I looked better than I ever had.” Months later, he bought his first compact powder online. Now, “We have seen a clear rise in men asking for services beyond the traditional haircut and shave. Skincare is the fastest growing segment, with facials, de-tan treatments, clean-ups, and hydrating therapies being in demand.” Samir Srivastav, CEO of Looks Salon he uses it before starting his day “I . feel sharper, like I’m putting my best version forward.” Unlike in metro cities, where fashion and beauty trends are often seen as lifestyle choices, in smalltown India they are deeply aspirational. For many young men, using makeup is a way to rise above their socio-economic limitations. It concerns improving marriage prospects, doing better in job interviews, or gaining popularity on Instagram or YouTube. Makeup is becoming a tool of male social mobility A polished appearance can . convey ambition, confidence, and modernity Brands are taking note. . Homegrown labels like Sugar and MyGlamm are launching genderneutral lines and leveraging regional influencers to tap into this aspirational male market. In Bihar, a 19-year-old physics student, Vikas Kumar, is already late for class, but he won’t leave without a quick swipe of lip balm. He started using it after his sister teased him for having “dry cracked lips” in the , winter season. Now, the lip balm is a fixture in his jeans pocket, as important as his phone or earbuds. Two states away in Uttarakhand, Kshitij Rawat, a 30-year-old marketing manager, admits he began using under-eye concealer only last year. “Clients expect me to look sharp,” he explains. “When I look good, I get treated with more respect.” Small-town India is no longer economically marginal. Rising disposable incomes and jobs, the mall boom, growth of e-commerce, and aggressive marketing by beauty brands have made products accessible. Amazon and Nykaa deliver makeup kits to remote pin codes, and male grooming startups are targeting Tier II and III cities with tailored messaging. Importantly young men today are willing to , spend on themselves. A good skincare regime or the right foundation is now seen as an investment, not a luxury Social . media, particularly Instagram and YouTube Shorts, has democratised beauty Tutorials in Hinglish or local . dialects now teach everything from applying foundation to maintaining skincare routines—normalising what was once hidden or ridiculed. the shift From Grooming For decades, “men’s grooming” in India was limited to shaving kits, deodorants, and the occasional fairness cream advertised on TV . Remember Shah Rukh Khan endorsing men’s skin-lightening gels, or the dozens of macho deodorant commercials that implied women would swoon with one spray? That was the extent of the category . But in the last five years, the lines between grooming and makeup have blurred. India’s male-grooming products market was valued at $2.1 billion in 2023 and is projected to reach $4.1 billion by 2032, growing at a CAGR of 7.2 per cent, according to IMARC Group. Globally, this market was worth $58.46 billion in 2023, and is expected to reach $85.53 billion by 2032, with a CAGR of 4.18 per cent, as per Fortune Business Insights. Platforms like Nykaa Man and Purplle have entire sections dedicated to men’s BB creams, tinted moisturisers, and compact powders. International brands— Sephora, Huda Beauty, MAC—are no longer shy about showing male models in campaigns, while homegrown players like Sugar and Kay Beauty quietly report growing demand from male customers. On a humid August morning in Delhi, 38-year-old Sourav Chowdhury sits at his study table, but not with his textbooks. Instead, he’s hunched over a mirror, carefully tapping a drop of BB cream under his eyes. The product isn’t branded “for men,” but that hardly matters. “Dark circles make me look tired,” he shrugs, blending the cream with his fingertips before heading out for the office. “This way I look like I’ve , slept, even if I haven’t.” Ten years ago, Sourav might have hidden this ritual from his friends. Today he’s , proud of his skincare routines, discusses them with friends, and even recommends products to people on social media about shades, brands, and hacks. He is not alone. From Ranchi to Kochi, what was once a hush-hush act, tucked behind bathroom doors, is now stepping into the light. “Men’s skin is about 20-25 per cent thicker and produces about twice as much sebum (oil) as women. Their skin ages differently and is usually rougher and, due to frequent shaving, may be drier or more sensitive. So, they usually benefit from formulations made specifically for their skin,” explains Dr Shriya Sirohiya, Consultant Dermatology, Sehgal Neo Hospital. She adds that it isn’t just about copying what women use, but about adopting products that actually work for men’s skin concerns. “Products should be selected based on skin type, texture and concern. Certain products in tutorials may not suit everyone, and sensitive skin may react negatively to particular ingredients,” she says. Arindam Adak, a 29-year-old medical representative and parttime model, recalls, “My first connection with makeup wasn’t through the ramp, it was during my daily work as a medical representative. I meet doctors in clinics all day , and after long hours of travel, I realised how important it is to look presentable. A fresh face makes people take you more seriously . Later, when I began modelling, makeup took on a new meaning. Over time, I started seeing makeup as part of my professional toolkit, no different from wearing a crisp shirt or polished shoes.” In fact, most men don’t call it “makeup” at all; they say “grooming,” “skincare,” or “looking fresh.” But their routines go beyond sunscreen and moisturiser. Lip tints, BB creams, concealers, and even bronzers are sneaking into bedrooms and bathrooms across India. Desire and Societal Pressure Makeup is becoming a symbol of changing aspirations—less about beauty more about agency self-defi, , nition, and the freedom to choose how one is seen. In Mumbai, 38-year-old Paresh Mutha, who works at IBM, says, “For me, makeup defines your personality without saying a word. Bold shades reflect confidence, energy and attitude, , while a natural look shows simplicity comfort, and elegance. I believe , it’s completely gender neutral, and everyone should have the freedom to express themselves the way they want.” Psychologists say that secrecy and open expression are part of the same push-pull. “Men want the benefits of makeup, confidence, acceptance, attractiveness, but society still codes it as feminine,” says Shrestha Mudgal, researcher and psychologist. “The online space provides anonymity and community , which is why young men experiment there first.” Many dermatologists add that the demand isn’t vanity alone. With stress, pollution, and late nights leaving visible marks, makeup offers a quick fix. They claim seeing boys as young as 18 who ask how to hide scars or pigmentation before any major event. The fact that the men’s skincare industry is fast targeting specific skincare concern that requires personalisation makes it easy to influence millennials and Gen Z, who are driving the beauty industry these days. The demands placed by these generations and their need to be seen, self-expression, and self-care that revolves around skincare based on their specific demands is what makes a huge difference. “Today , men are using cosmetics as much as women; there is no shame around it, the belief that men too like to look flawlessly beautiful as they like being desired, and makeup is not limited to being a feminine product,” says Shahnaz Husain, Founder, Chairperson, and Managing Director of the Shahnaz Husain Group of Companies. Changing Times While women’s campaigns unabashedly use the language of beauty men’s products are almost , always positioned under the banner Turn to page 2 “The definition of self-care is rapidly evolving in India. What was once limited to metros is now finding strong resonance in smaller towns as well.” Gautam Bali, MD and Founder of Vestige Marketing Pvt. Ltd. “Today, men are using cosmetics as much as women; there is no shame around it, and makeup is not limited to being a feminine product.” Shahnaz Husain, Founder, Chairperson, and Managing Director of the Shahnaz Husain Group of Companies
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