Men's Grooming Market Shifts: FMCG Investments Soar, Shah Rukh Khan Signals Normalization

• FMCG investments in men-focused grooming brands have crossed Rs 1,380 crore, indicating a consolidation phase in the market.
• Shah Rukh Khan's ad campaigns, from face cream to jewellery, reflect a cultural shift towards normalizing men's engagement with grooming and lifestyle products.
• The marketing approach for men's grooming has evolved from emphasizing 'masculinity' to focusing on 'mechanics' like ingredients, visible results, and clear benefits.
• Experts note that brands are moving away from outdated stereotypes and exaggerated masculinity, favoring transparency and expert endorsement.
• While some anticipate a market correction, the male consumer is now central to grooming and lifestyle categories, driven by cultural and platform shifts.

Why It Matters: Men's grooming is normalizing, with significant FMCG investment and a shift from 'masculinity' to 'mechanics'.