India’s self-care market is undergoing a cultural shift and this time, men’s self-care are at the center of it. What began as a quiet trend in metros has now surged across Tier-2 and Tier-3 cities, signalling a redefining moment for masculinity, wellness, and personal grooming.
“Men in India are moving from ‘fix it when it’s a problem’ grooming to proactive self-care,” says Deepak Gupta, Co-founder of Style Lounge. According to him, male grooming habits are no longer restricted to last-minute salon visits for weddings or festivals. Instead, men are embracing skin health, de-stressing rituals, and everyday confidence-building routines. Social media, dating apps, and evolving workplace expectations have collectively pushed self-care into the mainstream, transforming it from vanity to essential hygiene and self-respect.
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The change is equally visible inside dermatology clinics. “Men’s self-care is truly on the rise—a shift I see every day,” says Dr. Himanshu of Formulo. From queries about glowing skin to interest in preventive routines, he notes that male patients today are better informed and far less hesitant. “Unhealthy skin can affect self-esteem and mood, making professional care important. It’s heartening to see men embrace wellness not just for looks, but for overall well-being.”
However, one domain where silence still dominates—but is quickly breaking—is sexual wellness. “In India, men treat sexual health like a secret until it becomes a crisis,” says Dr. Dheeraj Sharma of WeClinic Homeopathy. He cites a 35% rise in stress-linked sexual health issues in men under 35. Yet, he believes the future is hopeful: “When men track testosterone the way they track their bank balance, and treat sexual wellness as routine healthcare, confidence and intimacy transform. The future of men’s sexual health is preventive and scientific.”
The self-care revolution is also expanding into advanced wellness therapies once reserved for elite athletes. “Urban Indian men are moving beyond regular fitness towards high-intent health plans focused on energy, mental resilience, and longevity,” says Mr. Rishabh Jain, Co-founder of The Wellness Co. He points to the rising adoption of Cryotherapy, Hyperbaric Oxygen Therapy, Infrared Saunas, and daily health tracking among founders, CXOs, athletes, and even new fathers. “Men are now treating their bodies like long-term assets, not short-term projects.”
On the consumer product front, brands are tailoring solutions for men who want effective, no-fuss routines. “Men are more aware of how heat, dust, sweat, and shaving affect their skin, and they want simple routines that keep things steady,” says Mr Pravin Bera, Co-founder of Dr Rashel. He notes strong demand for oil-control face washes, de-tan scrubs, and lightweight moisturizers. Ingredients such as charcoal, aloe vera, rice water, vitamin C, green tea, ceramides, and hyaluronic acid are emerging as favourites for tackling tanning, irritation, dullness, and oiliness.
This shift is also redefining how men view self-worth. “The rise of men’s self-care marks a powerful shift in how wellness and confidence are defined,” says Mr. Tanay Sharma, COO & Co-Founder of CITTA. “Men are embracing skincare and wellness not as vanity, but as self-respect. It’s a mindset—an evolution where taking care of yourself is no longer bound by gender, but by self-awareness and pride. When men invest in self-care, they’re not just improving how they look, they’re redefining what it means to feel good inside and out.”
Across dermatology clinics, grooming studios, wellness centers, and retail shelves, the message is clear: Indian men are rewriting the narrative around self-care.
What was once taboo or “unmanly” is now a marker of confidence, discipline, and holistic living. And with rising awareness, scientific solutions, and the growing influence of digital culture, India’s men’s self-care segment is set to become one of the most dynamic wellness categories of the decade.
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