Men's grooming brands sell shaving gear, beard oils, skincare, and fragrance to men who want a routine. This directory includes Bombay Shaving Company, Beardo, USTRAA, The Man Company, Huron, Velvet Viking, Maapilim, and Bravo Sierra. Many are regional challengers with strong personalities and gift-friendly kits. Studying their ads shows how brands make grooming feel like a ritual instead of a chore, speak to men in a distinct voice, and build kits that raise order value.
AlphaInfuse offers men's wellness and performance supplements.
Beardo is an Ahmedabad-based men's grooming brand founded in 2015 by Ashutosh Valani and Priyank Shah. India's first dedicated beard grooming brand, Beardo popularised beard oil, beard wax, and full beard care routines among young Indian men. The brand was acquired by Marico — first a 45% stake in 2017, then full 100% acquisition in 2020.
Bombay Shaving Company is a New Delhi-based premium men's grooming brand founded in 2015. It revived traditional wet-shaving culture — safety razors, shaving brushes, artisan soaps — as a premium ritual for urban Indian men, expanding into beard care, skincare, and body care. The brand positions grooming as an act of self-care rather than a utilitarian task. Also searched as Bombay Shaving.
Bravo Sierra is a clean, high-performance personal care brand founded in 2019 for military service members, veterans, and first responders. Products are formulated to outperform under demanding conditions while meeting clean ingredient standards. The brand has built strong credibility through veteran-owned positioning, military publication PR, and partnerships with operators and tactical influencers on Instagram. Also searched as Bravo.
ForMen is a health and fitness brand focused on men's grooming and wellness products. It sells items positioned around male-specific personal care needs, advertising across Meta placements to reach its target audience.
Huron is a men's DTC grooming brand founded in 2020 by ex-Bonobos executive Matt Mullenax. The brand takes a minimal-SKU approach — a focused lineup of shampoo, conditioner, face wash, body wash, and moisturizer — paired with subscription mechanics and editorial-quality photography to convert men who typically find grooming brands overwhelming or unrelatable. Now available at Target alongside its DTC and Amazon channels.
Maapilim was founded in Tel Aviv in 2015 by husbands Jonathan and Doron Keren, building a gender-neutral grooming brand around Mediterranean botanical ingredients, named after Jewish post-Holocaust refugees, with a $4M Series A and a growing North American DTC presence.
Phy is an Indian men's health and wellness brand selling supplements and personal care products aimed at men's health concerns. The brand sells direct-to-consumer online across India, advertising across Meta placements.
The Man Company is a Gurugram-based premium men's grooming brand founded in 2015 by Hitesh Dhingra, Parvesh Bareja, and Bhisham Bhateja. Known for grooming kits, beard care, and fragrances, it built a strong gifting-occasion positioning with Amitabh Bachchan as brand ambassador. Also searched as The Man.
USTRAA is a New Delhi-based men's grooming brand launched in 2015 under the Happily Unmarried parent company by Rahul Anand and Rajat Tuli. Known for its bold, humour-forward brand personality and full beard-to-foot product range, USTRAA positioned against the overly serious masculine grooming archetype. The brand was acquired by VLCC in June 2023.
Velvet Viking is a Norwegian men's grooming brand that blends Viking cultural heritage with natural Nordic botanical formulations. Sold DTC via their own webstore, the brand focuses on beard oils, balms, and care kits crafted with Scandinavian botanicals and positioned for men who take grooming seriously. Also searched as Velvet.
The category's task is to make grooming feel intentional. Bombay Shaving Company revived wet-shaving as a premium ritual, Beardo popularized beard care routines, USTRAA uses bold, humorous branding, and The Man Company leans into kits and fragrances for gifting. Maapilim takes a gender-neutral angle, showing the category is broadening. Creative leans on tone. Humor, confidence, and lifestyle context are common, along with demos of products in use, such as shaving technique or beard shaping. Kits and routines are central offers because they simplify choice for buyers who are unsure where to start and increase basket size. Gifting peaks around festivals and holidays, with Father's Day and similar occasions as natural hooks. Influencers and creators demonstrate results and routines, adding relatability. Pay attention to how brands phrase claims on skin and hair results, as careful language protects against compliance issues. Compare how regional brands localize references and language for their markets.
Segment by need: shaving, beard care, skin, hair, or fragrance. Each has distinct pain points, such as irritation, patchy growth, or oily skin, and the best ads name the problem directly in the first line. Compare the voice. Some brands use humor and bold personality, others a refined, craft-oriented tone. The voice indicates the target man: young and playful, or established and ritual-minded. Study the starter path. Many brands offer a trial kit or a combination set so a first-time buyer need not choose among many products. Look at how the ad explains the routine in steps. Also track gifting creative around key dates, since boxed sets are a major lever. Finally, review proof elements such as ingredient callouts, creator demos, and reviews. Long-running ads often highlight a flagship product or kit, which tells you what the business relies on and which concepts you might adapt.
They sell routines and rituals through demos, humor, and kits. Bombay Shaving Company leans on premium shaving culture, Beardo on beard care, and USTRAA on bold personality. Comparing several brands side by side shows which hooks, formats, and offers they repeat.
Starter kits, combo sets, and gift boxes are common because they simplify choice and raise order value, especially around holidays. Comparing several brands side by side shows which hooks, formats, and offers they repeat. Look at how long each ad has been running, then note the hook, the offer, and the landing page, and adapt the pattern to your own product.
Bombay Shaving Company, Beardo, USTRAA, The Man Company, Maapilim, Huron, and Velvet Viking are among the sample brands. Comparing several brands side by side shows which hooks, formats, and offers they repeat. Look at how long each ad has been running, then note the hook, the offer, and the landing page, and adapt the pattern to your own product.
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