Gurugram: Confiance Communications has secured the public relations mandate for Mannlich, a men’s skincare brand, as it looks to build the brand’s visibility in one of India’s fastest-growing consumer categories.
Founded by marketer Pritam Kudev, Mannlich was created to address men’s skincare concerns through a portfolio spanning body care, face care and intimate hygiene products. The brand says its proprietary formulations are paraben-free, sulphate-free and developed to European Union (EU) standards.
As Mannlich’s strategic communications partner, Confiance Communications will develop an integrated brand narrative highlighting the company’s EU-standard formulation philosophy, dermatologist-validated product range and growing presence across metro and Tier I markets. The agency will also drive visibility across business, lifestyle and men’s grooming media while positioning Mannlich as a category-defining player in India’s evolving men’s personal care segment.
In addition, Confiance will lead thought leadership initiatives for founder Pritam Kudev, focusing on themes including men’s self-care, D2C brand building and changing consumer behaviour. The mandate will also include strengthening Mannlich’s visibility within investor and startup ecosystems through strategic storytelling.
Speaking on the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, “Men’s grooming is one of the fastest-growing conversations in Indian consumer retail right now, and yet, the category is still largely telling the wrong story. It has been built around identity and aspiration, around beards and fragrances, while quietly, millions of Indian men have been navigating real skin problems with products that were never designed for them. At Confiance, we see this as a significant storytelling opportunity. Our role will be to shape a narrative that not only establishes Mannlich’s formulation credibility, but places it at the centre of a larger conversation about what men’s skincare in India can and should be.”
Adding to this, Pritam Kudev, Founder, Mannlich, said, “As Mannlich scales across platforms and geographies, it is critical that our brand story keeps pace with our growth. We have built something that the Indian male consumer has genuinely responded to, and now the priority is to ensure that the credibility behind every product decision we have made is visible to consumers, investors, and the broader ecosystem. Confiance’s understanding of the D2C and consumer brand landscape, and their track record of building category narratives for brands at exactly this stage of growth, is what makes this the right partnership for us.”
