What does it take to sell makeup to men?

It’s 2025 and the idea of “masculinity” has undergone a complete overhaul. You see, after several product life cycles, the men’s grooming business has reached a stage where brands aren’t just formulating shampoos and body washes exclusively for men. They are also coming up with compacts and concealers, and a bunch of other makeup products targeted at men. 

In fact, in the last decade or so, India has actually become the biggest market in the Asia Pacific region for beauty products for men.

And yet, nothing much has changed about how these brands pitch their products to men.

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