Emami Ltd has rebranded its iconic men’s grooming brand, Fair And Handsome, as Smart And Handsome, marking a strategic shift to address evolving consumer preferences in India’s ₹18,000-crore male grooming market. Bollywood star Kartik Aaryan has been unveiled as the brand ambassador, bringing youthful energy and a strong connection to Gen Z audiences.
The rebranding aligns with the growing demand for holistic grooming solutions that emphasize skin health, confidence, and individuality. The tagline, “Har Roz Handsome Code,” reinforces the brand’s commitment to enhancing everyday grooming experiences. To ensure continuity, new packaging will feature the message, “Fair And Handsome is now Smart And Handsome.”
Guwahati, a critical hub in the Northeast, is expected to see strong traction for the rebranded products. Distributors anticipate heightened demand, especially among younger consumers prioritizing skin hydration, oil control, and wellness. With the region’s growing awareness of premium grooming solutions, Smart And Handsome is poised to solidify its presence in this emerging market.“We see immense potential in addressing modern grooming needs with Smart And Handsome,” said Mohan Goenka, Vice Chairman of Emami Ltd. The campaign, starring Kartik Aaryan, will roll out across television, digital, and social media platforms this month.
