Why Do Men Need to Take Care of Their Looks?

Harinath K
Jun 7
4 min read

Harinath

Strategy & Growth – Reliance Retail; EI Outlook Editor; Linkedin Profile

Atul Barman

Cipla, Sun Pharma, Alembic; LinkedIn

For generations, men were valued more for their physical strength and ability to provide than for their appearance. A rugged look once symbolized power, masculinity, and dependability. But as times changed, so did expectations. In today’s knowledge-driven world, intellect, confidence, and presentation go hand in hand — and appearance plays a powerful role in shaping first impressions.

A neat appearance is no longer just about looking good. It’s about showing you care — about yourself, your work, and how you present yourself to the world. Whether it’s a workplace meeting, a casual gathering, or even online interactions, grooming has become a silent language of self-respect and confidence. For many men today, looking sharp isn’t vanity — it’s a reflection of their mindset.

Men’s Purchasing Power – Still Growing into Grooming

While men have always had purchasing power, their grooming habits have lagged behind due to cultural conditioning. Traditionally, personal care for men was limited to basic hygiene. But things are changing. Across the world, and now in India too, men are showing increasing interest in skincare, haircare, and wellness products.

Influences like K-pop, where male icons confidently wear makeup and maintain highly groomed looks, are challenging old-school ideas of masculinity. Even in traditionally macho cultures like the US and India, younger men are more open to grooming than ever before.

How Men View Beauty Products

Men’s approach to beauty is often practical and personal. Their choices are influenced by region, life stage, and societal influences.

Regional Trends:

South Indian Men tend to use grooming products only for basic upkeep — like avoiding visible skin issues. There's less awareness about tailored products for hair or skin types. Social preferences, such as a leaning toward fair skin, still shape choices.
North Indian Men are more exposed to grooming trends due to salons and urban marketing. They experiment more and are comfortable discussing personal care — though influencers and ads still shape much of their decisions.

Life Stages:

Bachelors look for budget-friendly, effective products. Long-lasting deodorants, easy-to-use hair gels, and grooming gadgets (seen as masculine) are top picks.
Married Men often take cues from their spouses. Brand trust and reliability matter more than trends. Natural, chemical-free products and solutions for hair fall are common priorities.

Why the Grooming Gap Exists

Culturally, men were taught to associate grooming with vanity — a trait once considered unmanly. Products were designed for utility, not appearance. Oils with strong fragrances or balms with “healing effects” were more common than face washes or serums.

Even now, many men:

Lack basic knowledge about their skin and hair types.
Prefer strong, masculine scents and shy away from “floral” products.
Believe certain ingredients, like turmeric, might reduce facial hair — even if they use it for healing.

There’s also a lack of relatable male role models in this space. Few celebrities speak openly about their grooming habits, which adds to the hesitation.

What Matters Most to Men in Grooming Products?

Haircare is a top concern — especially after age 30. Hair fall solutions see the most traction.
Skin Protection is growing due to exposure to sun and pollution. Face washes and sunscreens are in demand.
Beard and Mustache Care is key, with products tailored specifically to facial hair.
Fragrance and Hygiene play a big role — pocket perfumes and long-lasting deodorants with neutral scents like musk are preferred.

Men want grooming products that are:

Effective — results matter more than how a product feels.
Easy to use — no complicated routines.
Distinctly “for men” — packaging, fragrance, and branding that doesn’t feel borrowed from women’s shelves.

Where and How Do Men Buy Grooming Products?

Online platforms are gaining popularity for convenience and discreet browsing. Men also trust brands that speak directly to them.
Offline purchases often happen at multi-brand stores while accompanying family. Perfumes are still commonly bought in-person, since trying the fragrance is essential.

Men often associate trust with packaging. Premium products can command higher prices if they feel exclusive and effective.

How to Reach and Educate Men

The men’s grooming ecosystem is still maturing, so education plays a big role. Brands or educators (like doctors, experts, and influencers) can help bridge the knowledge gap.

Lifestyle influencers — especially fitness coaches or entrepreneurs — serve as real, relatable examples.
Barbers are trusted companions in a man’s grooming journey. Their suggestions during haircuts or shaves often carry more weight than ads.
Salons can become subtle education hubs. Barbers can be trained to recommend products casually, turning routine visits into opportunities for product discovery.

Creative Feedback Channels

Feedback is essential but often hard to collect honestly. Here’s how grooming brands or researchers can collect it subtly:

Salons as Feedback Points: Barbers can be guided to ask casual questions and pass along insights. As a thank-you, they can receive salon upgrades or commissions.
Community Events: Inspired by events like INDEX at IIM Lucknow, fun fairs or community games can offer disguised ways to understand preferences while building brand habits.

In Conclusion

Men’s grooming is no longer a niche or taboo subject. It’s evolving — slowly but surely. The focus is shifting from rugged utility to thoughtful self-care. For many men today, looking good isn’t about trends or ego — it’s about being ready for life with confidence.

By creating awareness, sharing knowledge, and building safe spaces to explore grooming, we can help men unlock their best selves — not just for appearance’s sake, but as a form of personal empowerment.

About MENSCO

Confidence Starts with Care

For too long, skincare has been seen as a realm exclusively for women. Our survey of hundreds of men all over India revealed interesting insights; More than 85% of Indian men do not have a skincare routine suited to their lifestyle, age, or skin goals.

Indian men encounter daily challenges from stress, sun exposure, pollution, and humidity, which can lead to dull looking skin, dark circles, and fine lines. Mensco has thoughtfully crafted with high-quality products, backed by science to deliver tangible results.

Mensco is built on the principle that Skincare transcends mere appearance & gender - Skincare is self-care, not vanity. Mensco helps you cleanse, protect, repair, and maintain healthy skin — because every man deserves to look and feel his best, everyday.