Mumbai, Apr 15th: In recent times, India’s men’s personal care market has seen tremendous growth, with men’s skincare poised to be the fastest-growing subcategory within it. However, this transition remains incomplete as there is a critical gap between growing intent and actual consumer usage adoption. While awareness around preventive skincare and skin health is on the rise, a significant portion of men continue to engage with the category in a largely appearance-driven or product-specific manner, with limited adoption of consistent foundational skin wellness. In a bid to address this gap, Macros, a new men-first personal care brand, founded by Vivek Kaimal (also the founder of Halo Care), has launched to institutionalize “Skin Fitness” as a daily wellness habit, championing skin as a foundational component of overall well-being alongside nutrition and fitness.
In its launch phase, Macros offers a two-step Foundational Skin Protocol — ‘Active Concentrate – Multi-Action Face Gel’ to support the skin macros, tackling the stressors (internal & external) during the day, and ‘Recovery Concentrate – Serum-Soaked Cleansing Wipes’ to help detox and aid repair at night. The protocol is built on five skin macros: hydration, defence, protein, detox, and repair, which together support long-term skin health and skin barrier resilience. This offering by the brand caters to the new-age, performance-driven male audience across a wide spectrum of working professionals, athletes, and fitness enthusiasts who value efficiency, discipline, and optimization across their wellness stack.
Speaking on the launch of Macros, Vivek Kaimal expressed, “With men investing disproportionately higher on health and well-being, personal care with focus on ‘skin fitness’ is the next natural step. The launch of Macros is the first step in the endeavour to reframe skin health as an everyday well-being essential, much like fitness or eating right. The aim is to simplify the category through a structured, simple and extremely efficient protocol that fits naturally into a modern man’s daily rhythm—making skin health accessible, repeatable, and results-driven.”
The newly launched Macros offering includes Active Concentrate – Multi-Action Face Gel and Recovery Concentrate – Serum Soaked Cleansing Wipes, with a monthly subscription bundle available. The products are now available through the brand’s official D2C website and Amazon India.
