FMCG Majors Expand in Men's Grooming

“The move not only marks Honasa’s entry into the men’s personal care space but also leverages Reginald Men’s expertise in specific segments like sunscreens and serums.”

“The acquisition of Muuchstac was strategically about facial cleansing for men, rather than male grooming per se. It represents an upgrade from soap to face wash, has a strong P&L, and added capabilities. Those were the factors that drove the acquisition, and these parameters will guide our future M&A decisions too.”

“Reginald Men’s edge is that it has been built on simplification of personal care for men. Helios becoming the most-searched men’s sunscreen in India (on Google) was driven by fast consumer adoption and recommendation. Our focus will be on product education, clear communication of benefits, and credible voices. Men tend to respond better to performance and proof than to aspirational messaging.”

“Digital penetration and e-commerce growth have made niche grooming products more accessible, while quick commerce platforms have accelerated trial and repeat purchases. D2C brands leverage data-driven personalisation, offering curated product bundles tailored to individual needs. Large FMCG players see this as a high-margin category aligned with premium lifestyle trends, making it a strategic growth lever in an otherwise competitive personal care market.”

“First, these brands have already figured out what today’s male consumer wants by using real-time digital feedback. Second, they come with built-in credibility at higher price points. Instead of trying to reposition a legacy brand or educate consumers from scratch, acquirers get a ready-made relationship with young men who are willing to pay more for products they trust.”