Rajshree Upadhyaya | Business Remedies | Rahul Shah carved out a unique space in India’s fast-growing grooming industry by redefining men’s personal care through his brand, Yaan Man. For a long time, men’s grooming in India was largely limited to shaving creams, deodorants, and hair styling products. Rahul believed this narrow outlook overlooked the rising confidence of modern men, who are becoming increasingly conscious about their appearance.
Observing global trends where men were experimenting more with cosmetics and skincare, he identified a clear gap in the Indian market. This insight ultimately led him to create Yaan Man-a brand aimed at normalizing makeup and advanced grooming solutions specifically designed for men.
Around 2020, Rahul began developing this idea in Ahmedabad. He studied consumer behavior and the stigma associated with men using cosmetic products. His goal was not to introduce heavy or dramatic makeup, but to design subtle grooming products that help men look fresh and confident in their everyday lives.
The brand gradually evolved as a digital-first startup, focusing on practical self-care solutions while breaking stereotypes. As the concept turned into a full-fledged business, Yaan Man became one of the first Indian brands dedicated entirely to men’s makeup and grooming.
The company built its product portfolio with simplicity and functionality in mind. Instead of complex beauty routines, Yaan Man introduced easy-to-use grooming solutions that fit seamlessly into a man’s daily routine. Its lineup includes concealers, foundations, tinted moisturizers, primers, and setting sprays-designed to reduce blemishes, control shine, and even out skin tone. Alongside cosmetics, the brand expanded into grooming essentials like face wash, moisturizer, body wash, and under-eye care products, positioning itself as a holistic grooming brand rather than just a makeup label.
Positioning makeup as a confidence tool, not transformation
One of the key differentiators for Yaan Man has been its messaging. Rahul Shah consistently positioned makeup not as a tool for beauty transformation, but as a confidence enhancer. The brand promoted the idea that a small amount of concealer or tinted moisturizer can help men look more presentable during meetings, social gatherings, or content creation-without appearing unnatural or overdone.
This positioning gradually helped the brand gain acceptance among customers who were initially unfamiliar with the idea of men’s cosmetics.
The startup gained nationwide attention when Rahul Shah presented the brand on a popular Indian business reality show. During the pitch, he sought an investment of Rs. 50 lakh in exchange for 6% equity, valuing the company at around Rs. 8.33 crore. The concept of a men’s makeup brand sparked curiosity and debate among investors, as the category is still relatively new in India. While some questioned whether the market was ready, others believed it could be an early entry into a growing segment.
Rising interest and customer curiosity post-investment
After discussions, Aman Gupta and Anupam Mittal decided to back the idea, offering Rs. 1 crore for 20% equity, bringing the company’s valuation to around Rs. 5 crore. This investment not only provided capital but also valuable mentorship and nationwide visibility.
Following the show, the brand saw a surge in online interest and customer curiosity, as conversations around men’s grooming began to expand. Today, Yaan Man is emerging as a growing player in India’s personal care landscape, primarily selling its products through digital platforms.
Although still in its early growth stage, the brand reflects a larger cultural shift-where grooming and self-care are becoming increasingly gender-inclusive. With its bold positioning and focused product line, Rahul Shah has built Yaan Man into a brand that challenges traditional norms and encourages men to embrace confidence, individuality, and modern grooming habits.
