D2C Insider Regional Summit North- Delhi. Yaan Man by Rahul Shah Co Founder- Yaan Man

2. PROUDLY STANDING
AS INDIA’S FIRST
MEN’S MAKE-UP
BRAND

3. BRAND VISION
BRAND MISSION
Empowering men to redefine beauty
standards and embrace self-expression
through innovative makeup and
skincare solutions.
Masculinity, Elevated.
Equipping men to achieve resilient
complexion and confidence along with
addressing diverse skin concerns with
precision and innovation.

4. Indian men agree that they
care about their
appearance just as much as
women do!
84%
Mintel Report, 2023

5. 30%
men still perceive skincare
and make up as feminine
40%
men let their partners pick
their skincare products
But…

6. CHALLENGES
● Significant lack of make-up and skincare
products tailored to address unique skin
concerns of men despite of growing
interest.
● Act of walking into a store to buy a
product is still loaded with stigma.
● Most brands for men focus on hair and
beard care.
● No make-up brands for men in India.

7. SOLUTION
Education &
Awareness
Inclusive
Marketing
Product
Innovation
Support &
Guidance
Empowering men to feel confident in their skin
without the concept of make-up and skin care
sounding too feminine or less masculine.

8. RAHUL
SHAH
Meet our founder
Bachelors in Pharmacy
Masters in Pharamacognosy
Product Development Analyst
Consulted brands like
Averisco Naturals Pvt Ltd

10. GLOBAL MEN’S COSMETICS MARKET
2023
$15B
Projected to
be by 2033
$37B
CAGR - 9.4%
33%
40%
9%
9%
9%
USA KOREA INDIA CHINA UK
MARKET SHARE
SKIN & COLOUR
Mintel Report, 2023

11. GLOBAL MEN’S COSMETICS MARKET
Stryx, 2019
(Acq by Foundry, 2023)
USA UK
War Paint for Men, 2017
Shake Up Cosmetics, 2018
JAPAN
Etude House
Dr Jart +
Too Kool for School
Innisfree
KOREA
Fiveism x Three,
2018
COLOUR

12. INDIA’S MEN’S COSMETICS MARKET
2023
$2.1B
Projected to
be by 2032
$4.1B
CAGR- 7.2%
35%
25-34 years
are interested in
adding more facial
skincare products
to their regimen.
Men, aged
in APAC region in new men’s beauty
& personal care product launches
August ‘17 - July ‘22,
3 skin
conditions
consumers (25-
35 years)
prioritizes.
46%
48%
50%
52%
54%
56%
58%
Oil-free
Skin
Acne-free
Skin
Scar-free
Skin
20%
INDIA
CONTRIBUTED
Mintel Report, 2023

13. INDIA’S MEN’S COSMETICS MARKET
Gen Z men consumers are encouraged to
use products prompted by
60%
Free from harmful
chemicals
What’s important for men?
52%
Made with advanced
science & technology
The most likely products that men
would consider adding to their
routine are BB or CC cream.
Reasons for using men’s
grooming products
40%
Self-confidence
35%
Looking Attractive
45%
Male Friends
23%
Celebrities
Mintel Report, 2023

14. OUR PRODUCTS
Face Wash
Gel Moisturizer
Under Eye Gel
Body Wash
Base
Perfection Stick – 3 Shades
Foundation – 3 Shades
Tinted Moisturizer – 3 Shades
Set Spray
Transformation Stick
DAILY CARE
MAKE-UP

15. OUR FORMULATIONS
Male skin is 20-25%
thicker than women
Larger pores, acne
prone, more rough
We are not just any brand with
“for men” slapped on the label
Specifically formulated for
Indian weather, skin tones
& Indian men’s lifestyle
Makeup + Skincare
Hybrid Products
Simple application, minimal
skills & time investment,
invisible make up
&
WE
UNDERSTAND
WE
SOLVE

16. NATURE DERIVED
SYNTHETIC & GREENWASHING
LOW
PRICE
HIGH
PRICE
COMPETITIVE POSITIONING

17. TARGET CONSUMERS
PROFESSIONAL MEN
Aged 24 – 40, attending
meetings, presentations &
after work events & parties
YOUNG ADULTS
College going adults who have basic
sense of grooming & love to take care of
their looks, be prim & proper all the time
NOVICES
Men who want to take care of their
skin, curious to use make-up but do
not know exactly where to start
GENDER FLUID
Homosexual, Transgender,
Bisexual individuals who use
women’s make-up brands
ENTERTAINMENT
INDUSTRY
Models, Actors,
Influencers, Celebrities
and Artists
1 2 3 4 5
90% of current
consumers are
Professional men,
aged 25- 37 years

18. CORE TEAM MEMBERS
GROWTH MARKETING
STRATEGIST
ADITYA
SHAH
9+ years across
FMCG, Consumer
Electronics &
Personal Care.
Worked on brands
like, ITC foods,
Whirlpool,
Logitech & more.
BRAND DEVELOPMENT
& GROWTH
ANKIT
SAXENA
11+ years in D2C
market. Worked on
brands like Eden
Entertainment
(Washington DC),
Hello Kidology,
Inkmilan, Skinpot,
Ikhatt & more.
CREATIVE
HEAD
PRIYANKA
KAPOOR
5+ years in beauty
space. Worked on
brands like
Reactive Organic,
Gleva Cosmetics &
more.
OPERATIONS &
LOGISTICS
KANAN
SHAH

19. BUSINESS MODEL
D2C – WEBSITE
Major chunk of sales
E-COM
PLATFORMS
We are listed on
Nykaa, Amazon, Tira
Beauty and others
GLOBAL
MARKET
We are available in
17 countries
20%
01%
80%
REVENUE %

20. Our Perfection Stick sells
more than our other products
making it our HERO PRODUCT!
80%

21. GROWTH - REACH - IMPACT
COGS: ₹120 | GROSS MARGIN: 85% | NET MARGIN: 35-40%
REVENUE: ₹90,988
ORDERS: 160
AOV: ₹568
NYKAA
OCT ‘23 – MARCH ‘24
REVENUE: ₹5 lkh
ORDERS: 824
AOV: ₹ 600
AMAZON
APRIL ‘23 – MARCH ‘24
REVENUE: ₹3.88 lkh
OTHERS
APRIL ‘23 – MARCH ‘24
ORDERS: 354 | REVENUE: ₹6.31 lkh
ORDERS: 986 | REVENUE: ₹11.5 lkh
ORDERS: 690 | REVENUE: ₹5.21 lkh (Jan- March)
YAAN MAN WEBSITE
2022
2023
2024
OCT ‘22 – MARCH ‘24

22. GROWTH - REACH - IMPACT
TOTAL REVENUE ₹ 32 LAKHS
TOTAL ORDERS 3014
BLENDED ROAS 2.41 ₹264
₹1,087
₹0 ₹500 ₹1,000 ₹1,500
2024
2022
INCREASE IN
PREPAID ORDERS BY
(compared to 2023)
CUSTOMER ACQUISITION COST
67%
OCT ‘22 – MARCH ‘24
Q2 REVENUE Q3 REVENUE Q4 REVENUE
% QOQ growth 2023 - 2024

23. USE OF FUNDS
16%
44%
40%
FUND REQUEST
50 LAKH
HIRING
MARKETING
NPD,
EXPANDING
CATALOGUE

24. EXPANSION PLAN
Penetrate in the
Global Market
Retail
Expansion
Penetrate further
in Indian Market
3 new products
In pipeline
2024 2025
5 NPD
TOTAL- 23 SKUs

25. 6 MONTH PROJECTION
4
5.2
7
8.9
10
13
MONTH 1
MONTH 2
MONTH 3
MONTH 4
MONTH 5
MONTH 6
Values in INR lakhs
FB Ad Spend: 21 lakhs
Revenue: 48.1 lakhs
Cumulative ROAS: 2.25
AOV: INR 880

26. TAILWINDS
First mover
advantage
Redefining
masculinity &
gender fluidity
Increasing celebrity &
influencers endorsments
Rise of men’s
beauty in East &
West

27. AWARDS & RECOGNITION
RECOGNITIONS
MEDIA MENTIONS

28. THANK
YOU