Mintel: Nearly one-third of Indian men want to experiment with facial skincare

January 24, 2023

Indian men are becoming experimental with skincare. New research from Mintel reveals that about 3 in 10 (30%) men are interested in adding more facial skincare products to their regimen compared to 26% of women. This number increases to 35% of men aged 25-34.

Tanya Rajani, Senior Beauty & Personal Care Analyst, Mintel Reports India, said:

“There is a growing appetite for skincare among Indian men, with 84% agreeing that they care about their appearance just as much as women do, according to Mintel Global Consumer research. This presents an opportunity for brands to successfully market skincare to men.”

In the last five years (between August 2017 to July 2022), India has led the APAC region in new men’s beauty and personal care product launches (20%), followed by China (15%) and Japan (10%), according to data from Mintel Global New Products Database (GNPD).

“Indian DTC brands are usually the first movers in new beauty and personal care product innovation. Their online nature has allowed them to use customer analytics to create new products for a more targeted audience. Mintel research shows that 28% of Indian men have used an online beauty and personal care brand in the last six months as it offers them a customised product tailored to their needs,” Rajani added.

While glowing skin is the leading facial skin condition for men who are interested in adding more facial skincare products to their routine desire, out of the top five facial skin conditions, three skin conditions this consumer segment prioritises are oil-free skin (56%), acne-free skin (53%) and scar-free skin (50%). This implies that they have a greater need to solve problematic skin concerns than enhance their skin complexion.

“Indian skin is exposed to a host of aggressors like pollution, dust and heat, which can all impact the skin barrier. With men, particularly those in the working age group, having the need to step out of their homes more often and therefore exposing their skin to these aggressors, 31% say they are interested in products that provide protection claims such as anti-pollution.”

When it comes to purchasing factors, the two most important for men are free from harmful chemicals (60%) and made with advanced science and technology (52%). Rajani recommends that brands focus on clean beauty claims to make their products more appealing and encourage men to add them to their routines.

“Another strategy for brands is to make it more convenient for men to incorporate skincare products into their regimen. For example, while men might be interested in trying and adding new skincare products, a key challenge for them is the lack of knowledge or understanding of beauty and skincare ingredients. Focusing on one hero ingredient, or a limited ingredient list with ingredients they’re familiar with, are some ways brands can use to meet men’s demand for simplification,” Rajani concluded. 

Additional research on Indian consumer attitudes towards skincare and interviews with the analyst are available upon request from the Mintel Press Office. For those interested in purchasing the full report, please visit the Mintel Store.

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For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

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