‘Evolving perceptions’: Vedix expecting men’s category to account for 30% of total revenue in the next two years

Vedix is owned by Hyderabad-based IncNut Digital, which also operates the personalised skin care brand SkinKraft. Aside from skin care, the brand also offers personalised Ayurvedic hair care and health supplements.

The brand personalises products based on prakruti, an Ayurvedic concept that consists of three doshas: vata, pitta and kapha.

Over the past three years, the company has observed increasing demand among male consumers.

A year ago, it launched customised hair care and health products for men and is now receiving around 30,000 orders every month on average, said Jatin Gujrati, business head, Vedix.

On October 12, the company announced that it was launching a personalised skin care line for men, which included a serum, moisturiser, and cleanser. The entire range is available on top e-commerce marketplaces including Amazon, Purplle, Myntra, Flipkart, Tata Cliq

“We have seen the highest growth in this segment. Our data tells us that there is a demand in the customer segment for a customised daily skin care as legacy brands have remained restricted when addressing the men’s beauty segment. We expect this category to drive 30% of our overall revenue in the next two years,” ​said Gujrati.

While the range is small for now, the company has plans to introduce a host of new products to rival their women’s category in both skin and hair care. This would include specialised face masks, toner, face mists, hair spray, and grey hair care for men.

The company attributes this growth to the current aesthetic and fashion trends that were growing in part thanks to social media.

“The gender stereotypes which have been holding back men to explore their unique skin and hair care needs over decades have begun to fade. Today, grooming and soft skills have greater priority than ever in a modern workplace for both men and women. With the evolving perceptions on the personal care standards of men, the growth of the men’s personal care market is expected to increase tremendously,” ​Gujrat said.

He added that the demands of male consumers were becoming more sophisticated, and they were becoming more aware of the differences between male and female skin needs.

“Women may have skin issues often related to hormonal imbalances while a majority of men may have skin issues caused by lifestyle and habits like longer exposure to outdoors. These differences in causative factors and hormonal compositions among men and women demand a more specific and individual outlook towards the skin needs,”​ said Gujrat.

These are paving the way for personalised products in the male beauty market, he continued.

“Rather than settling for one-size-fits-all products, today's men are looking for personalized solutions and are willing to develop new self-care routines to address their unique and specific needs, which are different from that of women… Though men may not want to spend on personal grooming products as much as women do, they are willing to explore the products beyond what they find in stores.”​