The Best Men's Skincare Brands in India (2026) — and Why None of Them Are Skincare-First
India's men's face care is led by grooming brands doing category extension, not skincare specialists. We track 11 brands. Here's who leads, what men actually ask for, and the face-first position nobody has claimed.
Last updated July 2026 · Based on impuls8's weekly tracking of 3,500+ Indian D2C brands.
The short version
- • Beardo and Ustraa lead — but both are grooming brands, not skincare-first.
- • Urbangabru +33% is the riser; the category is warming.
- • Sharpest demand: non-greasy sunscreen & moisturiser for oily, acne-prone skin.
- • Open lane: a face-skincare-first brand in the ₹800–1,500 efficacy band. impuls8 verdict: Proceed.
Who leads men's skincare in India?
Beardo and Ustraa dominate on reach, but read their DNA: they are beard-and-grooming brands that expanded into face care, not skincare specialists. Urbangabru is the mover, up a third on value positioning. The more skincare-forward names — Yaan Man, Be Clinical, Hyphen — are still small. No one has planted the flag as the men's face-skincare brand.
| Brand | City | Momentum | Positioning | |
|---|---|---|---|---|
| Beardo | Ahmedabad | 649K | +5% | Grooming leader extending into face care |
| Ustraa | Delhi | 305K | 0% | Grooming-origin, broad men’s range |
| Urbangabru | Delhi | 287K | +33% | Value men’s grooming, the riser |
| Personal Touch Skincare | — | 176K | −35% | Men’s skincare-forward positioning |
| Yaan Man | Ahmedabad | 36K | — | Premium men’s skincare rituals |
| Be Clinical | Delhi | 28K | −10% | Clinical, higher-price actives for men |
| Hyphen | — | — | — | New-age minimalist, face-first |
Momentum = change in Google search interest, last 4 weeks vs the prior 4, as of July 2026.
What do Indian men actually want from skincare?
The community signal is refreshingly concrete:
Non-greasy sunscreen & moisturiser
The sharpest, most repeated ask is non-greasy sunscreen and moisturiser for oily, acne-prone skin. Men are actively looking for alternatives to the default drugstore options and calling out greasy finishes by name.
Honest, non-influencer guidance
There is real fatigue with influencer hype. Men want plain, credible recommendations and results-first products — the brand that talks straight wins trust in a category full of noise.
Products designed for men, without stigma
A recurring undercurrent is normalisation — men wanting skincare guidance without the social awkwardness. A brand that makes men’s skincare feel default rather than niche unlocks a large, quiet audience.
Where is the white space?
The incumbents own grooming; nobody owns men's face skincare as a category-first identity. The open position is a credible, efficacy-led brand that treats men's skin concerns — oily skin, acne, sun protection — as the whole point, priced in the ₹800–1,500 band with real actives rather than a beard-oil brand with a moisturiser bolted on. Demand is validated; the specialist has not shown up.
The catch: it's a formulation and trust build
One honest caveat. The gap is real, but so is the execution bar. A first-time entrant needs CMO relationships and regulatory-compliant formulations — a sunscreen that actually clears SPF testing, ISO-certified manufacturing — before scaling. Get the formulation and the honest-guidance tone right, and this is one of the cleaner "proceed" niches in Indian beauty.
Frequently asked questions
What are the best men's skincare brands in India?+
The most-followed men's face care brands in 2026 are grooming-origin: Beardo and Ustraa lead on reach, with Urbangabru rising fast on value positioning. Newer, more skincare-forward names include Yaan Man, Be Clinical and Hyphen. impuls8 tracks 11 brands in the niche.
Is men's skincare a good D2C niche in India?+
Yes, with a clear angle. impuls8 reads it as "proceed" — validated demand, especially around acne and sunscreen, and no brand yet owning a face-skincare-first identity. The top players are grooming brands doing category extension, which leaves the specialist position open.
What's the gap in men's skincare?+
No brand has built an unassailable, face-skincare-first identity for Indian men. The incumbents are beard-and-grooming brands. The open lane is a credible, efficacy-led men's face care brand, particularly in the ₹800–1,500 band with real actives.
What do Indian men want from skincare?+
The data points to three things: non-greasy sunscreen and moisturiser for oily skin, honest non-influencer guidance, and products that make skincare feel normal rather than niche. Acne and sun protection are the highest-intent concerns.
Is it a good time to launch a men's skincare brand?+
The verdict is "proceed." Demand is validated and the specialist position is open, but you need CMO relationships and regulatory-compliant formulations — a tested sunscreen and ISO-certified manufacturing would move this to a confident build.
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