THINK DIFFERENT: The New Era of Luxury-First Men’s Grooming and Online Shopping in India 

Over the past decade, online shopping in India has exploded — not just for women, but increasingly for men. Several factors are driving this:

• Accessibility: E-commerce marketplaces have made it easy to access global and premium brands from the comfort of home.

• Expanding reach: Luxury platforms now ship to tier-2 and tier-3 cities, making premium grooming and fashion more accessible. This is especially true with platforms like Tata CLiQ Luxury, which targets high-end fashion. (Wikipedia)

• Changing attitudes: Men are now more comfortable expressing style, experimenting with grooming, and investing in quality — leading them to browse and buy online.

The grooming industry for men in India is not just growing — it’s booming. According to a recent IMARC Group report, the India male grooming products market was valued at USD 2.3 billion in 2024. (IMARC Group)
Moreover, this market is projected to expand to USD 4.3 billion by 2033, at a CAGR of approximately 6.8%. (IMARC Group)

A few important drivers behind this surge:

• Rising disposable incomes among men. (IMARC Group)

• Increasing awareness of wellness, self-care, and appearance. (IMARC Group)

• Growth in organized retail as well as online retail distribution channels. IMARC cites both as major contributors. (IMARC Group)

• A cultural shift — grooming is no longer “optional” for men. More individuals are experimenting with skincare, beard-care, hair-care, and even anti-ageing products. (Indulge)

The male grooming boom isn’t just about mass or mid-range products. Luxury brands are increasingly eyeing men’s self-care, and the data backs this up:

• The global luxury men’s grooming market is projected to grow at a CAGR of ~7.2% from 2025 to 2033, according to a recent report. (Dataintelo)

• The shift is not just global — Indian consumers are also adopting premium grooming products. (Aqua Article)

• This rise is being propelled by a combination of higher spending power, social media influence, and evolving beauty standards that dismantle traditional gender barriers in self-care.

Why is online shopping particularly attractive for grooming products? Here are some compelling reasons:

• Wide variety: Online platforms can host a broader range of products — from mass-market to niche luxury grooming brands — under one roof.

• Discreet buying: For many men, grooming is still a personal journey; shopping online provides privacy that in-store shopping may not.

• Better deals and discovery: E-commerce platforms often run sales, bundle deals, and exclusive online launches that attract grooming buyers looking for value plus quality.

• Product education: Many grooming brands and marketplaces offer detailed product descriptions, video tutorials, reviews, and influencer content, helping men learn and try better.

Several homegrown and global e-commerce players are critical in shaping the luxury grooming + fashion experience for men in India:

• Nykaa: A major beauty and cosmetics retailer in India, Nykaa operates a men-grooming vertical through NykaaMan.com.

• Tata CLiQ Luxury: The Tata CLiQ platform runs a dedicated luxury segment for fashion and lifestyle, making premium men’s brands easily accessible online. (Wikipedia)

• Luxury-e Tail: Beyond pure e-commerce, more luxury brands are partnering with such platforms to reach Indian consumers digitally. For instance, there have been reports of brands like Bvlgari and Chanel expanding online in India. (The Times of India)

It’s not just about products — there’s a layered psychology behind why Indian men are increasingly buying luxury grooming goods. Here are some insights:

• Status & identity: Luxury items serve as a status symbol. Men investing in high-end grooming are not just caring for their skin; they’re signaling success, sophistication, and confidence.

• Self-investment: With evolving professional environments, many men see grooming as an investment in personal branding. Looking sharp is part of how they communicate their value.

• Aspirational consumption: Younger Indian consumers are global in their exposure. They aspire to premium lifestyles — grooming with a luxury brand becomes part of fulfilling that aspiration.

• Wellness meets luxury: Grooming isn't just superficial — men are increasingly treating skincare as wellness. Luxury grooming brands, with their better formulations, natural ingredients, and research-backed products, appeal strongly here.

While the trend is strong, it’s not without challenges. Here are some of the barriers that both consumers and brands face:

1. Price Sensitivity: Even affluent customers can hesitate when grooming products are priced very high.

2. Awareness Gap: Many men are still unfamiliar with skincare/luxury grooming routines and may not know where to start.

3. Trust Issues: Counterfeits are a concern. For luxury grooming items, trust in online platforms is vital.

4. Returns & Sampling: Unlike fashion, grooming products (especially skincare) require sampling. High return rates or dissatisfaction can make online purchase riskier.

5. Logistics: For premium products, shipping, returns, and after-sales (especially for niche or fragile items) can be more complicated.

To successfully tap into men’s luxury grooming via online channels in India, brands are employing several smart strategies:

• Partnerships with e-commerce platforms: Collaborating with trusted Indian platforms (Nykaa, Tata CLiQ) to get visibility and trust.

• Content marketing + education: Using blogs, influencer tutorials, and video content to educate men about grooming routines and the value of premium products.

• Sampling and travel kits: Offering smaller-size products, trial kits, or grooming “starter packs” to reduce purchase risk.

• Localized marketing: Tailoring fragrances or skincare solutions to Indian skin types, climate, or grooming needs.

• Omnichannel presence: Not just online — premium brands are combining offline and digital experiences (showrooms, pop-ups, virtual consultations) to build trust.

To make the phenomenon more human, here are a few hypothetical (yet realistic) scenarios based on observed trends:

• Rahul, a 28-year-old banker in Gurgaon: He started using online platforms to buy beard oil and a nice fragrance. Over a year, he added a luxury skincare cleanser and moisturizer to his routine. He now feels more confident in meetings and social events — and his online purchases reflect that journey.

• Amit, a creative professional in Mumbai: He was always curious about grooming but avoided trying high-end products because of the risk. When a grooming brand offered a travel-sized trial set on NykaaMan, he gave it a shot. He now orders regularly, mixing premium beard care with skincare.

• Vikram, a startup founder in Bangalore: Grooming is part of his personal brand. He uses online luxury grooming stores and even books skin consultations online. For him, grooming isn’t vanity — it’s part of how he projects success.

As we look ahead, several trends seem likely to shape how men’s grooming and luxury shopping evolve in India:

• AI & personalization: Brands will likely use AI-driven quizzes, skin-analysis tools, and personalized regimens to recommend grooming routines.

• Sustainability: Eco-luxury grooming products (organic, refillable, carbon-conscious) will gain traction among Indian consumers.

• Tier-2/3 city growth: As luxury online retail penetrates smaller cities, we’ll see a rise in aspirational grooming purchases beyond metro areas. (Vogue)

• Luxury D2C brands: Indian D2C startups focused on luxury men’s grooming may emerge, combining premium formulations with local sensibilities.

• Hybrid experiences: Virtual consultations, hybrid digital-offline retail, and “phygital” grooming experiences could become standard.

• The men’s grooming market in India is surging, and online channels are a key driver.

• Luxury grooming brands are no longer niche — they’re attracting a significant and growing male audience.

• Platforms like NykaaMan and Tata CLiQ Luxury are critical in bridging the gap between aspirational buyers and premium offerings.

• Psychological drivers like status, self-investment, and wellness are fueling the shift.

• However, challenges remain (price sensitivity, trust, returns), and brands must be smart about strategy.

• Looking ahead, personalization, sustainability, and omnichannel experiences will define the luxury grooming future for Indian men.

Q: Why are men in India spending more on grooming now?
A: Several factors are driving increased spending: rising disposable incomes, greater awareness of self-care, influencer-led education, and easier access to premium grooming products via online platforms. (BlueWeave Consulting)

Q: Are luxury grooming brands only for the rich elite in India?
A: Not necessarily. While luxury implies premium pricing, online platforms often offer sampling kits, smaller sizes, or travel packs, making them more accessible. Also, digital retail is expanding into smaller cities, democratizing access.

Q: Which e-commerce platforms are best for men’s luxury grooming in India?
A: Some leading ones include NykaaMan (part of Nykaa) for grooming-specific products, and Tata CLiQ Luxury for premium fashion + lifestyle brands. (Wikipedia)

Q: How big is the men’s grooming market in India now and what’s its future potential?
A: As of 2024, the market was worth USD 2.3 billion. (IMARC Group) It is projected to grow to USD 4.3 billion by 2033, showing strong long-term potential. (IMARC Group)