[Introduction] – Beardo is an Indian male grooming brand that offers a variety of beard, moustache, and haircare products along with skincare and bath care products. Launched in September 2015, Beardo’s revenue increased almost sixfold from INR83.8m ($1.3m) in 2017 to INR483.2m ($1.3m) in 2019. Marico bought 43% of Beardo in November 2017 and acquired the remaining stakes in July 2020.
[Heading] – Scope
- A number of male grooming product start-ups have received support from top FMCG companies in India.
- Beardo emphasises the use of “natural” ingredients and a quality-controlled manufacturing process.
- Instead of a “one size fits all” approach, Beardo developed products that address specific issues raised by male consumers.
- Beardo adopted a digital-first approach in its product distribution, and a mix of online and offline marketing campaigns to appeal to young consumers.
- Beauty and grooming companies in India need to focus on product customization and digital marketing to appeal to young people.
[Heading] –Reasons to Buy
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
[Heading]=From charcoal face wash to caffeine shampoos, the company has kept itself high on innovation. For the less than two-year-old start-up, international expansion has also begun with 150 salons tapped in UAE. The aim now is to enter the USA through the online medium.
[Conclusion] – Going global
Beardo is also looking to tap markets outside India, particularly the US. “We are finalizing our plans for the US. By April-June we should have an online presence .Apart from India, Beardo is currently available in West Asia through the omni-channel strategy.
Beardo adopted a digital-first approach in its product distribution, and a mix of online and offline marketing campaigns to appeal to young consumers. Beauty and grooming companies in India need to focus on product customization and digital marketing to appeal to young people.
Benefits – Beard oil acts as a moisturizer that goes straight to the restricts hair from growing brittle, especially in cold, windy environments as these weather conditions cause the natural moisture of the beard area to wick. Hydration around this area helps prevent flaking, dandruff and skin dryness. Some brands of beard oil may contain added vitamins or nutrients such as tocotrienols, or more commonly known, vitamin E. This moisturization prevents general itchiness and irritation of the skin under the beard.
Popularity
Awareness of beard oil and beard-grooming products has been increasing due to the fact that industries have become “more permissive” of facial hair.