It’s 2025 and the idea of “masculinity” has undergone a complete overhaul. You see, after several product life cycles, the men’s grooming business has reached a stage where brands aren’t just formulating shampoos and body washes exclusively for men. They are also coming up with compacts and concealers, and a bunch of other makeup products targeted at men. 

In fact, in the last decade or so, India has actually become the biggest market in the Asia Pacific region for beauty products for men.

And yet, nothing much has changed about how these brands pitch their products to men.

Tune in.

Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.

We are now on WhatsApp at +918971108379. Text us and tell us what you thought of the episode!

One channel. Every show. No more switching feeds.

Follow The Ken on Apple Podcasts or tune in on The Ken app.