While men are often associated with simplified grooming routines, how does a brand get men to try a serum? You know, they don’t want to apply sunscreen, let alone reapplying it; often run away from targetted skincare; are mostly satisfied with using a moisturiser and double-cleansing doesn’t make a cut. Not all men, we agree, but still a huge part of the section can relate with this. 

So how do we convince them to use a face serum? This was a discussion in my team, which more men than women, and I had didn’t have an answer that could convince them? “We understand that men often prefer a straightforward approach to skincare, valuing efficiency and simplicity. With this in mind, the launch of our new serums is designed to seamlessly integrate into even the most minimal routines, offering visible results without adding complexity,” says Mira Kulkarni, founder and managing director, Forest Essentials. The brand has recently launched two new serums, Varuna Exceptional Repair Serum and Samsara Miraculous Glow Booster. 

But are men going to be the consumers of these serums? In a chat about the launch and how it’s going to be a practical solution for men, Kulkarni sheds light on product efficacy, areas men often ignore, and how to get them to use face serums. 

Do you think there's fatigue in people when it comes new skincare brands and products as there are quite a few in a month? 

While the skincare market has become increasingly dynamic, with new brands and products launching frequently, we have firsthand seen that by focusing on authenticity, innovation and proven efficacy by transforming ancient principles into a modern upscale experience, has set us apart.  

Today, the younger generation is a lot more open to asking questions, forging relationships with brands as opposed to only looking at fun packaging and insta-friendly campaigns. They are increasingly questioning ingredients, sustainability, sourcing policies and wasteful packaging. This has, in fact, been good for us. Sustainability has always been at the heart of Forest Essentials before it even became a part of mainstream conversation.  

Skincare may be a crowded market but our customers today, of any age, have one thing in common - quality is key for them and while the packaging might be attractive, they are very result oriented and will only come back if the brand delivers. 

When it comes to skincare routine, men usually keep it simple with minimal products and steps. How do you think this launch can convince them to include an extra step in their routine? 

What sets these serums apart is their targeted efficacy. Each is power packed with ingredients that work deeply yet effortlessly, requiring only a few seconds to apply. The Varuna Exceptional Repair Night Serum addresses common concerns like dullness, wrinkles, and loss of elasticity, working overnight to restore firmness and vitality. The Samsara Glow Boosting Day Serum, on the other hand, provides instant hydration and a natural glow, leaving skin looking refreshed and healthy with minimal effort. 

For men, these serums offer a practical solution - two high-performance steps that deliver maximum results with minimal time investment. By simplifying advanced skincare into a quick, easy, and effective addition, we aim to convince them that adding this extra step isn’t just a routine change but a long-term investment in their skin's health and appearance. 

In your experience, how do you think the industry has changed over the years when it comes to men's grooming? 

Over the past few years, men’s facial care products have undergone a changing landscape, which is no longer limited to mere shaving creams. Today, the demand for ayurvedic men’s facial products is increasing as men take equal initiative in investing in skincare products including face moisturisers, facial scrubs and under eye creams - just as women do; thereby indulging in self-care rituals. 

Traditional notions of masculinity have shifted, with men increasingly embracing skincare and grooming as essential aspects of self-care. This change has been accompanied by a growing demand for simplicity and efficacy, with men gravitating toward products that deliver visible results with minimal effort. Multi-functional formulations, such as moisturisers with SPF or serums that address multiple concerns, have become particularly popular. Additionally, there’s been a noticeable rise in personalised and targeted solutions, as men become more aware of their specific skin and haircare needs.  

What do you think men are not yet focusing on when it comes to skincare? 

An area that men often miss is preventative care. Skincare tends to be reactive rather than proactive, with products like anti-ageing serums and moisturisers only introduced when visible signs of aging or damage appear. Ayurveda speaks of prevention and starting early - hydrating the skin, boosting collagen production, and maintaining elasticity, can delay these issues and promote healthier skin over time. 

Consistency is another challenge. Men may experiment with products but often fail to maintain a regular skincare routine, which is essential for achieving and sustaining visible results. Without consistency, even the best products cannot deliver their full potential. 

Do you think having specific ranges for men is helpful to attract male consumers? 

Yes, having specific skincare ranges tailored for men can be quite helpful in attracting male consumers. Traditional marketing of beauty and skincare products has been predominantly targeted at women. By creating dedicated ranges for men, something that we have done from very early on, helps in normalising and destigmatizing men's involvement in skincare, encouraging more men to prioritize self-care. Having said that, there are many products including masks and scrubs that can be used by both. 

How do we get men to also have a proper AM and PM Routine? 

Encouraging men to adopt a proper AM and PM skincare routine starts with simplifying the process while delivering visible, tangible results.  

Our approach is to create luxurious yet effective products that cater to the unique needs of men’s skin, focusing on multi-functional formulas like our new serums. 

We emphasise the importance of consistency, helping men understand that taking just a few minutes each morning and night can have a lasting impact on their skin’s health and appearance. By educating men about the long-term benefits of skincare such as preventing premature aging and maintaining a youthful glow, we have successfully highlighted that a well-rounded routine isn’t just about vanity, but about overall wellness.  

What next for the brand? 

We will continue to expand our presence both in India and internationally, along with adding new products to our portfolio that cater to growing consumer preferences, while balancing tradition and modernity.