Grooming Industry Post & Pre COVID-19

5 min readApr 11, 2020

From simply cleaning teeth to brotoxing today, the definition of grooming has completely transformed over the past years. Since the Stone Age times, human civilization has been beautifying their bodies and adopting various ways for grooming and haircare. In the current scenario, people’s increasing concern for their looks and glowing skin has unleashed the potential of the grooming industry. By 2018 the global men’s grooming products market size alone was valued at USD 55.0 billion, the question is how did the men’s grooming industry expand to that extent?

But the current crisis is a catalyst that has shocked the industry into change, no industry will get through the pandemic alone, and here arises the struggle. The question in this matter is, will the coronavirus pandemic change the dynamics for the grooming industry forever?

What is grooming?

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What Is Grooming[/caption]

History of grooming

Humans have evolved significantly with regards to grooming habits, from the prehistoric skinny beards to today’s modern aptly styled tresses.

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History of grooming[/caption]

During the Stone Age, men did not pay much attention to shaving and haircare but the archaeological evidence states that they utilized ground-up, red-coloured rock as make-up. The purpose of applying it is still doubtful as it is not clear whether they desired to look attractive with glowing skin in their own eyes or to intimidate enemies. A little later, when the heavy beard caused itchiness, men utilized sharp rocks to shave off the long hair and trim the beard.

From the past, society has dominated women’s choices over their appearance, by ordering them how to dress and be ‘ladylike’. One such major example of this dominance was expecting a woman to get rid of all her visible body hair to maintain the societal perception of an ideal image. They used flint blades, seashells and other sharp objects to shave off all body hair.

Around 3000 BC, the Egyptian women came up with the first shaving cream for the eras by mixing arsenic, quicklime and starch. As the Egyptians believed in the concept of life after death, archaeologists even found stones curved into rotary blades in the tombs. It wasn’t until the late 18th century that grooming became a routine.

Pre COVID-19 lookout of people about grooming

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grooming[/caption]

Till a few years ago, grooming was limited to shaving and hair trimming. But with time people started looking for the best ways to take care of themselves and it further led to the expansion of the grooming market. Be it, men or women, consumers not only aimed to look good but also to feel good and confident. With growing awareness among consumers, grooming became nothing less but a routine. The brands offered thousands of products in the market, as against a handful of products available a few years ago.

Why is grooming important?

“Grooming is blooming”

Grooming is a way of life, one should go about grooming themselves for their satisfaction. It builds up one’s self-esteem and confidence. Grooming not only makes a positive impression of you in front of others but, also gives you a positive vibe. It doesn’t mean that you have to always look like a celebrity instead it makes you presentable enough to stand out from the rest. Some of the reasons to take grooming seriously are:

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Professional appearance[/caption]

Professional appearance- A well-groomed person can easily win the trust of his colleagues. It enhances confidence to be presentable in front of others which will further improve your performance too.

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Hygiene[/caption]

Hygiene- In today’s world, appearance matters the most. Grooming can take your hygiene to the next level.

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Haircare[/caption]

Haircare- Hair grooming is an essential part of life, as it further helps to make your hair look healthy which also shapes your overall look and personality.

How grooming is no more gender restricted?

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Beauty & Grooming Industry Of India[/caption]

“Long gone are the days when the only grooming product a man possessed was a razor.”

With men becoming image-conscious, the male grooming category is breaking all the stereotypes and anticipating expansion. After years of fits and starts, it’s finally gaining traction. Unlike before the men’s products are not only limited to a razor, shaving cream, and a shaving brush. Earlier Indian men applied whatever products were lying around the dressing, like cream, talc, and coconut hair oil. Today the degree of involvement of men in their grooming routines compared to 15 years ago, is dramatically different.

The rise of the metrosexual men has further raised the market of men’s grooming. Breaking all the stereotypes, it has allowed men to involve in the whole world of previously forbidden grooming routines, like moisturising, shaving chest, backs and eyebrows. This revolution brought men’s products in the grooming market and they stopped pinching products from the women in their lives.

How grooming became an industry?

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grooming[/caption]

From the late 18th century razors became more than sharp, exposed slabs

of metal. There were professional men for grooming and people started visiting barbers. The technological innovations have played a huge part in the grooming sector, it further gave the industry equipment like salon hair dryer, hair straighteners, portable blow dryer etc.

Innovative start-ups are further ruling the market, offering a comprehensive variety of products at pocket-friendly prices, making it accessible for consumers. Almost all the brands in the grooming sector are digital-first brands, in the country, online market places like Amazon and Flipkart have made it easy for the brands to launch their products, and for the consumers to access them.

This sudden necessity to feel good along with glowing skin has fuelled their curiosity to try out the latest products in the market, which in turn has led to explosive growth in the grooming category.