The Man Company

What The Man Company does

The Man Company (operated by Helios Lifestyle Limited) is a Gurugram-headquartered, India-focused premium men's grooming brand that designs and sells personal-care products across fragrances (Eau De Parfum, Eau De Toilette, Body Perfume, Body Spray, Roll-On, Attar), hair care (shampoos, hair growth serum, styling wax), body care (body washes, lotions, intimate wash, hair-removal), skincare (face washes, serums, moisturisers, SPF50 sunscreen), beard care (oils, washes, crèmes, waxes, anti-graying serum), and grooming tools (derma rollers, brushes). Its technological foundation is third-party clinically-validated cosmetic ingredient systems (Anagain, Redensyl, Baicapil, Saw Palmetto Extract, Caffeine, Argan Oil, Arcolys, Bhringraj, Salicylic Acid, Niacinamide, Vitamin C) assembled into benefit-led SKUs that are merchandised via a category-and-concern taxonomy on its Shopify-based own e-commerce platform, with no proprietary AI/ML stack disclosed.

The business model is direct-to-consumer-led, monetized through unit-pricing per SKU and bundled/gift-set discount ladders (ranging from ₹79 promo body perfume to ₹4,631 premium fragrances, with bundles from ₹599 and free shipping above ₹399), supplemented by a B2B corporate-gifting stream. Go-to-market is anchored on influencer/'groom-fluencer' content, organic social (Instagram, YouTube, X, Facebook), a content hub ('The Man Mag'), digital advertising, and a newsletter/affiliate program; paid customer acquisition has shifted decisively toward quick commerce and digital ad spend, with quick commerce revenue roughly doubling and reaching ~20% of e-commerce. The company is a wholly-owned strategic subsidiary of Emami Ltd following Emami's full acquisition of Helios Lifestyle Limited in August–September 2024, after a strategic-investor relationship dating to 2019; it serves 2M+ cumulative customers, contributes over 5% of Emami's consolidated revenue alongside Brillare, has scaled approximately 4x since FY21 with ~31% YoY growth in Q3 FY2026 and a 70.6% gross margin, and operates with 251–500 employees.

Name

The Man Company

Legal name

Helios Lifestyle Limited

Website

https://themancompany.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

The Man Company (Helios Lifestyle Limited) is an India-based premium men's grooming brand selling clinically-formulated fragrances, skincare, hair care, beard care, body care and grooming tools direct-to-consumer online, in Modern Trade and on quick commerce to urban Indian male consumers, serving 2M+ customers as a wholly-owned subsidiary of Emami Ltd.

Ownership category

akta.pro rank

Product category

Men's Personal Care and Grooming

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF)

akta.pro secondary industries

Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH), Men’s Grooming Tools & Accessories (Brushes, Combs, Scissors, Kits) (CRABAGAJ), Men’s Hair Styling & Grooming (Pomades, Gels, Sprays, Hair Tonics) (CRABAGAE), Men’s Grooming Gift Sets & Bundles (CRABAGAL)

Keywords

• Men's grooming products
• Personal care products
• Fragrances and deodorants
• Beard care products
• Skincare products

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Product Sales: Direct product sales through e-commerce website and retail channels. One-time purchase model for individual products with bundle/subscription options through repeat purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Man Company designs, markets and sells its own branded men's grooming and personal care products across categories including fragrances, skincare, beard care, hair care, and body care. Products are sold directly to consumers through the company's own online store and branded Studio Store retail outlets.

Product overview

The Man Company is a premium men's grooming brand offering a comprehensive portfolio of personal care products. The product line includes fragrances (Eau De Parfum, Eau De Toilette, Body Perfume, Body Spray, Roll-On Deodorant, Attar), hair care (Shampoo, Hair Serums, Hair Wax/Pomade), body care (Body Wash, Body Lotion, Soap Bars, Hair Removal products), skincare (Face Wash, Face Serums, Moisturisers, Sunscreen), beard care (Beard Oil, Beard Wash, Beard Crème, Beard Wax, Anti-Graying products), and grooming tools/accessories. The company also offers gift sets and bundles. In August 2024, The Man Company was acquired by Emami, becoming one of its strategic subsidiaries contributing over 5% to Emami's revenue. The brand operates as a D2C e-commerce platform with products sold through themancompany.com and various online marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Fragrances Men's fragrances under The Man Company brand sold to individual consumers for personal use.
• Skincare Men's skincare products under The Man Company brand sold to individual consumers for personal grooming.
• Beard Care Beard care products such as oils, balms and washes marketed under The Man Company brand to male consumers.
• Hair Care Men's hair care products including shampoos, conditioners and styling products under The Man Company brand.
• Body Care Men's body care products such as shower gels, body washes and lotions under The Man Company brand.

Quantifiable outcome

• Anti-Graying range shows visible results in 3 months
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Beardo: Indian D2C men's grooming brand offering beard care, fragrances, skincare and hair care directly online - the closest head-to-head competitor to The Man Company in the premium Indian men's grooming category.
• Bombay Shaving Company: Indian men's grooming brand spanning shaving, beard care, fragrances, body care and skincare with strong D2C plus offline retail presence - directly comparable product breadth and channel mix to The Man Company.
• Ustraa: Premium Indian men's grooming brand focused on beard, hair and skincare products sold via D2C and modern trade - competes for the same urban Indian male customer with overlapping SKU categories.
• Wild Stone by McNROE: Indian mass-premium men's deodorant, fragrance and grooming brand from McNROE - overlaps with TMC on body sprays, deodorants and roll-ons targeting the same male consumer.

Emerging players

• Mamaearth (Honasa Consumer): Indian D2C personal care brand (Honasa Consumer) that has expanded into men's grooming categories with similar influencer-led, ingredient-transparent positioning - partial overlap in skin, hair and beard care.

Broad incumbents

• Gillette India: P&G's listed Indian subsidiary dominating the shaving and men's grooming category through mass retail - broad incumbent offering TMC an aspirational benchmark and direct competition in shaving, deodorants and skincare.
• Set Wet (Marico): Marico's youth-focused men's deodorant, hair styling and grooming brand with deep Indian distribution - established incumbent overlapping with TMC in deodorants, hair styling and quick-commerce channels.
• Nivea India (Beiersdorf): Global men's skincare and deodorant brand with strong Indian modern-trade and quick-commerce presence - competes with TMC in men's face care, deodorants and body care with significantly larger marketing budgets.
• Engage (Raza Beauty/Finesse): India's leading youth deodorant and fragrance brand from Raza Beauty/Finesse - comparable on body sprays, perfumes and roll-on deodorants sold via mass and modern trade.
• Park Avenue (Marico): Marico's premium men's deodorant, fragrance and grooming brand with broad India retail presence - overlaps with TMC on premium fragrances, body sprays and gifting SKUs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/themancompany
• YouTubeyoutube.com/@themancompany
• Facebookfacebook.com/Themancompany
• Instagraminstagram.com/themancompany
• LinkedInlinkedin.com/company/the-man-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Man Company