How SkinBB is keeping men’s skincare conversation alive

MUMBAI: Skin Beyond Borders is refusing to let International Men’s Day fade quietly. Even as the calendar moved past November 19th, the science-led skincare platform is doubling down with #YehLadkoWalaKaamHai, a month-long campaign designed to permanently crack the stigma around men’s grooming and self-care. The message is blunt: skincare is not “ladkiyon ka kaam”—women’s business.

The campaign targets the unglamorous reality of men’s skin and hair: ingrown hairs, hair loss, excessive sweating, body odour, uneven jawlines and stubborn belly fat. Rather than dressing these up as vanity projects, SkinBB frames them as legitimate health concerns demanding practical, dermatology-backed solutions. Four key treatments anchor the push: laser hair reduction, body contouring, hair restoration and body odour solutions.

The strategy signals something bigger. International Men’s Day may have passed, but the conversation it sparked—or failed to spark—about male self-care remains urgent. Indian men have spent decades wrestling with skincare in silence, often feeling judged for wanting basic care routines. SkinBB is betting that momentum doesn’t evaporate after a single day of awareness.

Co-founder and chief marketing officer of SkinBB, Supriya Marathe, said, “Men have silently struggled with skincare concerns for years, often feeling dismissed for wanting to take care of themselves. We want to normalise these conversations and place men’s skincare where it truly belongs, in the mainstream.”

To sustain the push, SkinBB released a special episode of The RXFX Show, its flagship edu-tainment series, titled “From Taboo to Trend: The Evolution of Men’s Skincare in India.” The episode, now live on YouTube, traces how Indian men’s relationship with skincare has evolved from soap-and-aftershave minimalism to embracing structured routines, aesthetic procedures and even makeup without hesitation. Three segments—The Past, The Present, and The Future—deconstruct the cultural, scientific and behavioural shifts underpinning this transformation.

The panel reads like a masterclass. Dermatologist Kaleem Khan, founder of Skin Indulgence Clinic, anchors clinical credibility. Neha Kolwankar, founder of Beyond Blendz Derma with two decades in beauty and personal care, brings industry perspective. Geet Rathi, VP marketing at Mosaic Wellness and brand custodian of ManMatters, represents the commercial angle. Celebrity makeup artist Cherag Bambboat rounds out the conversation, challenging the assumption that men don’t use makeup. Hosting duties fall to Surbhi Vaid, a veteran sports presenter.

What emerges is stark: Indian men are ready. Marketing, social media influence and rising confidence are colliding to normalise treatments once considered taboo. The real question is whether society will sustain the conversation beyond a single day of observance.

SkinBB’s extended campaign suggests it will. By keeping the dialogue alive through November and beyond, the brand is signalling that normalising male self-care isn’t a one-day affair—it’s a cultural reckoning that’s only just begun.