Piramal Pharma enters men’s grooming market with BOHEM range
Piramal Pharma Limited’s Consumer Products Division (CPD) has announced its entry into the men’s personal grooming sector, launching the BOHEM product range. This innovative lineup, inspired by the Bohemian ethos of uniqueness and an unconventional lifestyle, includes a Hair Removal Spray, Beard Growth Oil, and Underarm Roll-On. Through BOHEM, Piramal Pharma aims to transform male grooming practices, promoting inclusive self-care routines backed by scientific research for effective results.
With the grooming spends in the men’s category now making up almost 11% of the entire grooming market, there’s a clear demand for innovation and enhanced products. Nitish Bajaj, CEO of Piramal Consumer Products Division, emphasized this trend, stating, “Men’s grooming spends now constitute almost 11% of the entire grooming category, shaping a market ripe for innovation. With BOHEM’s debut, our goal is to address the demands of the contemporary men with the commitment to revolutionize men’s grooming. Our vision extends beyond our initial offerings, with a range of exciting new products on the horizon. BOHEM represents a shift towards valuing uniqueness and empowering men to elevate their grooming practices. This initiative is a testament to our commitment to developing offerings that align with the unique needs of our consumers.”
Piramal Pharma Limited, known for its growth in the skincare segment through its power brand Lacto Calamine, is extending its expertise into the male grooming market with BOHEM. The new range aims at enhancing men’s grooming by offering products for personal hygiene and beard nourishment, including a Beard Growth Oil infused with 15 natural oils, and plans to expand further into face washes, serums, and shower gels, addressing the multifaceted grooming needs of modern men.
Available through various eCommerce channels like Amazon, Flipkart, the D2C platform Wellify, and other quick commerce marketplaces, BOHEM is positioned to make a significant impact on the grooming culture among men, offering accessible, high-quality grooming solutions nationwide.
The launch of BOHEM by Piramal Pharma marks a significant milestone in the grooming industry, targeting the underserved male grooming market with a fresh and innovative approach. By leveraging scientific research and focusing on inclusivity and self-care, BOHEM is set to challenge conventional grooming norms and meet the evolving needs of modern men. This strategic move not only diversifies Piramal Pharma’s portfolio but also taps into a growing market segment, promising substantial growth and establishing new grooming standards.