Due to prevailing gender stereotypes, the word “make-up”
insinuates feminine connotations and for decades the market has been largely
dominated by products targeted solely to the female population. But that
discourse is shifting, and behavior is changing with it.
Not too long ago, a spot of moisturizer or aftershave was one thing, but anything more for men was taboo. But times have changed, and male grooming is now a Rs 3,800-crore market in India.
