Men’s grooming triggers gold rush as investors see growth

The men’s grooming category, long seen as a low-margin afterthought in personal care, is finally showing real momentum, as fast-moving consumer goods (FMCG) majors and investors refocus on a segment once dismissed as too niche to scale.

- Sowmya Ramasubramanian

Just days apart, Godrej Consumer Products Ltd (GCPL) acquired Mumbai-based men's grooming brand Muuchstac in a ₹450-crore deal, while Bombay Shaving Company raised ₹136 crore from new investor Sixth Sense Ventures and former cricketer Rahul Dravid.

Deals in the segment have more than doubled to $85 million so far in 2025, compared to 2023, according to data by Venture Intelligence. Nearly 66 deals have been inked in the past five years, including venture capital (VC) and private equity (PE) investments, as well as acquisitions by large consumer companies.

Firms are now focusing on a few fast-moving and premium products like face wash and trimmers, instead of spreading themselves too thin across categories, betting that rising consumer experimentation will bolster growth.