Nykaa launches exclusive retail portal for men’s grooming

Online beauty retailer Nykaa has launched an ecommerce platform exclusively for men called Nykaa Man as it looks to get a sizeable play into the $1.4-billion men’s grooming market in India.

Nykaa currently offers a limited selection of products under men’s grooming on its main portal with the category being one of the fastest growing ones for the firm.

Nykaa’s move comes a year after other players in the fashion e-commerce space have also extended operations in the men’s wear range including Voonik and Limeroad.

Nykaa Man will offer products across categories of shaving, hair care, grooming kits, bath & body, beard care, sexual wellness and sports nutrition with over 150-200 brands including The Shave Doctor, Kielh’s, Clinique for Men and Beardo among others.

“About 15% of our social followers are men and about 20% of our traffic comes from men and male products,” said Nihir Parikh, chief business officer at Nykaa. A significant focus of the product selection will be on men’s fragrances, luxury skincare and premium natural products as well.

Currently a small category, men’s grooming contributes about 2% of the firm’s overall revenues. However, Nykaa expects the portal to grow to about 10% of the firm’s overall revenues in a couple of years.