Beardo Acquired

Positions itself as the category leader in Indian men's grooming, built around authentic masculinity.

Brand tagline: "Untamed. Unfiltered. Unstoppable. That's the man we build for."

Full range across beard, hair, face, body, fragrance and grooming appliances so men don't need to shop multiple brands.

Product-efficacy positioning used across the brand's own site.

Brand built specifically "for" men rather than unisex, per its own tagline "That's the man we build for."

The bulk of Beardo's customer base buys via e-commerce: "Beardo claims that it has successfully strengthened its presence in the online trade and scores 75% of its revenue from the same."

"Beardo claims that it has successfully strengthened its presence in the online trade and scores 75% of its revenue from the same," selling via Amazon, Flipkart, Snapdeal and Nykaa.

Direct-to-consumer online store selling the full product catalogue.

"It has also established its presence in salons across Ahmedabad, Pune, Mumbai, Surat and Delhi."

Formulating and launching products spanning beard, hair, face, body, fragrance and grooming appliances.

Selling through Amazon, Flipkart, Snapdeal and Nykaa, which "scores 75% of its revenue."

Heavy advertising spend has run at over a third of total expenditure in some years (e.g. INR 41.3 Cr in FY23), including celebrity brand-mentor campaigns with Suniel Shetty.

Marico acquired a 45% stake in 2017 and the remaining 55% in 2020, making Beardo a wholly owned Marico brand.

Actor Suniel Shetty backed Beardo as an early investor and signed on as brand ambassador/mentor for the grooming brand.

Angel platform that led Beardo's 2016 seed round alongside Snapdeal founders Kunal Bahl and Rohit Bansal.

Beard growth, styling, colour and grooming tools.

EDP, perfumes and deodorants.

Face washes, scrubs/masks, sunscreen, serums, bodywash and soaps.

Hair wax, spray, oils, shampoos and hair colour.

Trimmers, hair dryers and massagers.

"Marketing expenses accounted for over 35% of the total expenditure, standing at INR 41.3 Cr in FY23"; advertisement cost was Rs 43.89 crore in FY24 and Rs 52 crore in FY25.

Cost of materials consumed grew 39.3% to Rs 94 crore in FY25.

Beardo spent INR 12.6 Cr on employee benefit expenses in FY23 (up from INR 10.5 Cr in FY22); Rs 14 crore in FY25.