Bengaluru, Nov. 17 -- The men's grooming category, long seen as a low-margin afterthought in personal care, is finally showing real momentum, as fast-moving consumer goods (FMCG) majors and private investors refocus on a segment once dismissed as too niche to scale.

Just days apart, Godrej Consumer Products Ltd (GCPL) acquired Mumbai-based men's grooming brand Muuchstac in a Rs.450-crore deal, while Bombay Shaving Company raised Rs.136 crore from new investor Sixth Sense Ventures and former cricketer Rahul Dravid.

Deals in the segment have more than doubled to $85 million so far in 2025, compared to 2023, according to data by Venture Intelligence. Nearly 66 deals have been inked in the past five years, including VC-PE (venture capital-p...