Men’s grooming in India is no longer limited to shaving creams and deodorants. A new generation of consumers is embracing skincare, premium haircare, fragrances and wellness with greater intent than ever before, fuelled by digital discovery, creator influence and easy access to global brands. As platforms continue to reshape how consumers explore and shop for beauty, Amazon's Beautyverse brings together brands, trends and immersive experiences under one roof. In this conversation, Siddharth Bhagat, Director of Amazon Beauty India, shares insights into the evolving habits of Indian men, the biggest trends driving the category, the rise of K-beauty and premium grooming

MW: What are Indian men buying when it comes to grooming? 
Siddharth Bhagat: Men’s beauty is one of the most interesting shifts we are seeing in the category today because it's moving well beyond traditional grooming. As seen through platforms like Beautyverse, male customers are increasingly engaging with skincare, haircare and self-care routines in a much more intentional way. Customers are actively searching for products such as face washes, moisturisers, serums and sunscreens, signalling a growing interest in skincare routines. We’re also seeing strong momentum in premium men's grooming regimens, which have grown over 2.5X year-on-year. What's changing is that male customers are becoming more informed and willing to invest in self-care. Creators and social media have played an important role in normalising these conversations, making skincare and self-care more accessible and less niche. Importantly, this trend is not limited to metros we're seeing adoption across Tier 2 and Tier 3 cities as well, reflecting a broader shift in how Indian consumers think about wellness, confidence and personal care. 

What trends do you see shaping the future of men’s grooming? 
For the first time, men's skincare searches have entered Amazon Beauty's top beauty searches, growing 4X year-on-year. They're researching ingredients, looking for solutions tailored to specific concerns and adopting behaviours that were traditionally associated with the broader beauty category. At Beautyverse, we bring together everything shaping modern beauty discovery  from creators and communities to brands, trends, and technology into one cohesive experience. Beauty today is no longer a linear journey; it is driven by content, conversation, and continuous discovery. Beautyverse reflects this shift by combining immersive on-ground experiences with a digital storefront, enabling millions of customers across India to engage with trends, explore products, and shop seamlessly. 

What are consumers preferring currently  Korean brands, homegrown brands, or global brands? 
Insights from Beautyverse and platform trends highlight how Indian consumers are increasingly open to global influences while balancing trust in homegrown brands. K-beauty and French pharmacy have grown nearly two times year-on-year, while Middle Eastern fragrances have grown close to 3X, driven by demand for long-lasting, sensorial profiles. Notably, 34% of K-beauty customers make a repeat purchase within six months, indicating strong demand and repeat purchase behaviour. 

Does a celebrity ambassador influence sales? 
At Beautyverse, where celebrities and creators came together at scale, we saw how influence plays a strong role in shaping awareness and discovery. Celebrity influence can play a strong role in driving awareness and consideration. However, long-term success is driven by product performance, customer reviews and repeat behavior. 

How is Amazon building a one-stop solution for grooming? 
Our focus is on combining wide selection, trusted brands and seamless convenience with strong discovery. By integrating creator-led content, trend curation and faster delivery we are building a more accessible and comprehensive grooming ecosystem. 

How are you tackling concerns around reviews? 
As customer trust continues to be foundational to platforms like Amazon, especially in high-consideration categories like beauty and grooming, we remain deeply focused on authenticity. Customer trust remains a top priority. We continue to invest in systems and processes to detect and prevent inauthentic reviews, while ensuring that customers have access to genuine, reliable feedback to make informed purchase decisions.