Brands
Fixderma enters men’s skincare market with FOR MEN product range
Satirical campaign and new range target India’s growing men’s skincare segment
MUMBAI: Looks like the skincare shelf is finally making room for the other half. Fixderma is taking aim at outdated grooming stereotypes with a satirical campaign and a dedicated men’s skincare range, betting that science-backed skincare is no longer just a women’s conversation. The dermatologist-prescribed skincare brand has launched the Men’s Skincare Janta Party (MSJP), a humour-led campaign featuring content creator Vansh Gandhi. Built around the hashtag #SkincareKarLeBhai, the campaign uses Gen Z humour to encourage men to move beyond basic grooming and embrace skincare routines tailored to their needs.
The initiative coincides with the launch of FOR MEN, Fixderma’s first dedicated skincare range for men, marking the brand’s entry into one of India’s fastest-growing personal care categories.
The new portfolio has been developed to address common skin and scalp concerns, including dullness, tanning, pigmentation, uneven skin tone, excess oil production and dandruff. The range comprises Brightening Face Wash, Brightening Face Moisturiser, Brightening Face Serum, Brightening Face Mask, Brightening Sunscreen SPF 50+ and an Anti-Dandruff Shampoo.
The products are formulated with clinically backed ingredients such as White Tomato Extract, Alpha Arbutin, Niacinamide, Salicylic Acid and Tea Tree Oil, reflecting the industry’s growing shift towards ingredient-led skincare over conventional grooming products.
The launch comes as India’s men’s skincare market continues to evolve, driven by rising awareness, changing consumer attitudes and growing demand for dermatologist-backed solutions. Rather than positioning skincare as a cosmetic indulgence, brands are increasingly framing it as an essential part of everyday self-care.
For Fixderma, the move broadens its portfolio beyond its existing skincare offerings while tapping into a category that is witnessing growing consumer interest. The company is using humour and culturally relevant storytelling to challenge long-held perceptions that skincare is primarily a women’s domain.
The FOR MEN range will be available through Fixderma’s website, leading e-commerce platforms and retail stores across India, as the company looks to strengthen its presence in the country’s expanding men’s personal care market.
