The men’s grooming segment is making a ballsy move to prioritise male intimate hygiene

By Barry Rodgers
22 February, 2023

The men’s grooming segment is making a ballsy move to prioritise male intimate hygiene

By Barry Rodgers
22 February, 2023

Homegrown players are catering to a largely underserved yet steadily burgeoning niche—the men’s grooming market

Like many Indian men, Roy, who wanted to be known by his first name only, has experimented with different body hair looks. He’s settled on a mix of trimming, shaving, and leaving certain areas untouched, and even though he’s had his fair share of waxing treatments, the 35-year-old investment banker has never taken it below the belt. “I wanted to see what all the fuss was about, which is how I ended up presenting my perineum to the ladies at Mumbai’s Strip: Ministry of Waxing for a “boyzilian,” or “a Brazilian for men,” he says. 

Strip is currently one of only a handful of places in India that offers a Brazilian wax for men in addition to add-ons to choose from, including removing hair from your butt, butt crack, perineum (the area between your scrotum and anus), and more. 

Traditionally, Indian men have invested very little in maintaining intimate hygiene. Image: Pexels

For decades, the beauty and grooming market in India has primarily targeted female consumers, with only a passing nod to men.

Roy says there are two reasons he chooses to get a ‘boyzilian’ once every 45 days. “One, my partner prefers it that way. Some women like a cleaner look. Also, she tells me my manhood looks bigger after a session. Two, it's sanitary. Given that I sit at my desk for long periods of time, it’s the best decision I’ve made because it’s about feeling clean and comfortable.”

Cultural reset

Traditionally, Indian men have invested very little in maintaining intimate hygiene. Their go-to regimen? A morning and evening scrub with a bathing bar, followed by a generous sprinkle of talcum powder for fragrance. But a new generation of men is changing this narrative, opting instead to invest in products that allow them to cultivate a more personalised routine for their nether region. 

For decades, the beauty and grooming market in India has primarily targeted female consumers, with only a passing nod to men. Products have been specifically made for women, with few products aimed at men, barring shaving creams, aftershave lotions, razors, colognes and fragrances. ‘Manscaping’, once considered taboo, is another opportunistic area for market participants. Today, most men opt for hair removal creams or sprays specially made for them. Moreover, numerous brands add men’s intimate hygiene products to their roster of offerings.

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