Man in the mirror: Beauty brands learn to cross the gender tracks

In the eddy of swelling numbers in the male grooming business, brands are tapping into trends that could upend gender equations that have long framed the beauty business in the country. From start-ups such as Ustraa and Organic Harvest to concierge service providers such as Urban Clap and the big retail and consumer goods brands such as Amazon, Future group, HUL and others, the spotlight on men has led to a sharp shift in the way they innovate and extend their beauty lines. 

A phenomenal 177 male grooming brands have hit the shelves in India in 2017-18, noted Nielsen in a