Men & Makeup: A Taboo or a Market Untapped?
Ever tried convincing a man to apply sunscreen or moisturizer? Chances are, you’ve heard something along the lines of, “Men don’t need skincare!” This outdated mindset has long dictated men’s grooming habits in India. But Rahul from Ahmedabad is on a mission to change that with his brand Yaan Man, India’s first makeup brand tailored exclusively for men.
Despite coming from a joint family business, Rahul carved his own path. Running a consulting firm alongside, he ventured into the men’s grooming industry to break deep-rooted stereotypes and normalize men using beauty products—not as a luxury, but as a necessity.
The Yaan Man Pitch on Shark Tank India
Rahul entered the Shark Tank India stage with confidence, pitching his brand not as a makeup company but as a problem-solving skincare brand for men. His claim? Looking good takes just 2 minutes. To prove it, he did a live demo, applying only primer and foundation to show instant transformation. But did this bold move impress the Sharks?
Numbers Behind Yaan Man
- Founded in 2019, started selling in 2022
- 10,000+ men have tried Yaan Man
- 50 lakh INR for 6% equity was the ask
- Revenue last year: ₹20 lakhs (loss-making)
- This year’s sales: ₹35 lakhs with ₹17 lakhs loss
Sharks’ Take: A Divided House
The panel of Sharks had strong opinions, and for the first time, the question wasn’t about market size—but about masculinity and branding.
Namita Thapar: Own Your Identity!
Namita didn’t appreciate Rahul’s reluctance to brand Yaan Man as a makeup company. According to her, the founder should embrace his category with confidence instead of disguising it. Citing this, she opted out.
Vineeta Singh: Men Won’t Talk About It
Vineeta drew comparisons to the women’s makeup industry, where word-of-mouth drives success. She explained that women share beauty tips, recommend products, and create viral trends, while men, even if they love a product, rarely discuss it. This lack of organic marketing made her skeptical about Yaan Man’s growth without heavy ad spends. She also backed out.
Peyush Bansal: Where’s the Vision?
Peyush was initially excited about the brand but was disappointed with the founder’s lack of competitive research. He believed Rahul had passion but not a clear business strategy, making it difficult to invest. He chose to step back.
Anupam Mittal & Aman Gupta: Let’s Take a Bet!
Anupam and Aman saw potential where others didn’t. They recognized that category creation is tough but rewarding. Betting on Rahul’s energy and the growing male grooming industry, they individually made offers. However, Rahul wanted a joint deal, leading them to come together and seal the deal at:
✅ ₹1 Crore for 20% Equity
Will Indian Men Embrace Makeup?
The men’s grooming industry in India is booming, with brands like The Man Company, Beardo, and Bombay Shaving Company leading the charge. But makeup for men is still an unexplored space. Yaan Man’s biggest challenge? Breaking stereotypes and educating men that looking good isn’t just for women.
With backing from Aman and Anupam, Yaan Man now has the resources and mentorship to scale. However, the road ahead remains challenging. They will need to invest heavily in consumer education, influencer marketing, and strategic branding to truly shift the mindset of Indian men.
Success in this space will depend on their ability to destigmatize men’s makeup, position it as a necessity rather than a luxury, and create a loyal customer base. If they can navigate these hurdles, Yaan Man has the potential to become a category-defining brand in India’s beauty industry.
What’s Your Take?
Would you—or the men in your life—try Yaan Man’s products? Is India ready for a men’s makeup revolution? Drop your thoughts in the comments!
Disclaimer: The figures and details mentioned in this blog are based on publicly available information and the founder’s pitch on Shark Tank India Season 4. This blog has been created with the assistance of Deepseek, ChatGPT and Gemini.
