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MensXP unveils India’s first community-driven clean premium men’s beauty brand ‘MensXP Mud’

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MUMBAI: India’s largest online men's lifestyle brand, MensXP has entered the men's grooming products sector with its clean premium men’s beauty brand, ‘MensXP Mud’. Currently, MensXP Mud offers BB Cream in 6 shades that match different skin tones, face wash (Oily/Dry skin variants), Face and Body Lotion (Oily/Dry skin variants) and Natural shower gel. More niche products are set to launch in the next 3 months.

Globally, the conversation around masculinity has moved to a more inclusive definition, devoid of stereotypes. MensXP has been championing this change in India with its concept of Newhood which essentially explores codes of masculinity and encourages progressive men to choose the man they want to be. The introduction of the MensXP Mud range is a logical progression to the idea of Newhood. It was born out of conversations and needs of real people. It’s 100% paraben & sulfate free, with natural ingredients, not tested on animals and what the Founder likes to call “toxic masculinity free”.

Speaking at the launch, Angad Bhatia, Founder - MensXP said, “We’ve known that the millennial man’s beauty needs have not been met in India. For over 5 years we’ve been seeing tremendous engagement on content around skincare and haircare routines. Men would like to use a concealer or BB cream for a smoother complexion but have been a little hesitant to demand such products. MensXP wants to de-stigmatise male beauty, hence we have consciously built MensXP Mud as a clean beauty brand for men as opposed to a grooming brand”

“At Mud we want to bring the conversation around men and real beauty to the forefront. A conversation that isn't driven by insecurities but, instead, is more genuine and inclusive. We made MensXP Mud just as nature creates it -  by mixing earth and water together. We combined the best elements that nature offers and made a men's range that will keep your skin the way it was intended to be - natural”, Bhatia added.

According to a 2018 ASSOCHAM report, the men’s grooming market in India has been growing 45% YOY. It was Rs. 16800 crores last year and is expected to hit 35000 crores by 2021. The major share of revenues comes from shaving products, followed by deodorants and anti-perspirants. Skincare and haircare accounts for a minor market share. Traditionally men have spent much less time and money on grooming regimens as compared to women. A Euromonitor global study found that men take significantly less time over their appearance each day, and have only eight products in their beauty cabinet, compared to the 21 used by women.

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