Kolkata: Emami Ltd has unveiled a transformative new identity for its legacy men’s grooming brand. After nearly two decades as “Fair And Handsome,” the brand has been rebranded as “Smart And Handsome,” reflecting a modern, inclusive approach to grooming. Bollywood star Kartik Aaryan joins the brand as its new ambassador, embodying the promise of “Har Roz Handsome Code,” which encourages men to look and feel confident every day.
Since its launch in 2005, “Fair And Handsome” has been a market leader in male grooming. This rebranding marks a strategic pivot toward addressing the comprehensive needs of today’s young men, focusing on holistic skin health and confidence.
“Smart And Handsome” goes beyond traditional fairness creams, offering a complete grooming portfolio for face, body, and hair care. The refreshed packaging prominently communicates, “Fair And Handsome is now Smart And Handsome,” ensuring consumer familiarity during the transition.
“We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men. The rebranding from Fair And Handsome to Smart And Handsome is a strategic decision driven by consumer insights that highlight a shift towards individuality, diversity, and confidence focusing on natural skin health among today’s young men. Consumers are increasingly open to multiple new-age product formats and solutions that can help achieve and maintain best versions of their own skin. With exciting new product launches on the horizon and Kartik Aaryan as the new face of the brand, we are confident that this refreshed identity as Smart And Handsome as a comprehensive grooming solution will further solidify our leadership in the evolving male grooming market,” said, Mohan Goenka, Vice Chairman and Wholetime Director, Emami Ltd.
Kartik Aaryan, known for his charisma and relatability, aligns perfectly with the brand’s modern ethos. Expressing his excitement, Aaryan said, “I’m truly excited to join the Emami family as the face of Smart And Handsome. Grooming today goes beyond appearances—it’s about confidence, individuality, and self-expression. The brand’s vision of holistic grooming resonates deeply with me, offering modern men effective and inclusive solutions that empower them to be their best selves. I’m looking forward to being part of this exciting journey.”
The decision to rebrand stems from extensive consumer research highlighting a shift in men’s grooming priorities, including hydration, oil control, and overall skin health. India’s male grooming market, valued at ₹18,000 crores in 2024, is evolving as men increasingly invest in products that enhance confidence and individuality.
The rebranding campaign featuring Kartik Aaryan will launch mid-January, with a comprehensive rollout across television, digital platforms, and social media. The initiative reinforces Emami’s commitment to engaging young male consumers across urban and emerging markets.
