Beardo, the men’s grooming brand owned by Marico, has hit a big milestone, passing ₹200 crore in revenue for the first time since Marico bought it. In FY25, the direct-to-consumer (D2C) brand made ₹214 crore in sales, up 23.7% from the year before. Profit after tax jumped to ₹13 crore, a big increase from ₹3.63 crore in FY24.
Beardo’s success shows how D2C brands in India are growing from startups into profitable companies. What started as a D2C startup is now a major player in the personal care D2C space, zeroing in on popular items like hair styling, perfumes, and skincare. These categories make up over 90% of its income.
According to filings, Beardo’s total income in FY25 was ₹215 crore, thanks to good cost control and efficiency. Total spending rose 17.3% to ₹197 crore, which is less than the income growth, leading to stronger profit margins. Material costs increased by 39.3% to ₹94 crore, while employee and ad costs were ₹14 crore and ₹52 crore, accordingly. Better financial control helped EBITDA margins more than double to 7.1%, up from 3.4% in FY24, and ROCE reached a solid 57%, among the highest for premium D2C brands in India.
The brand keeps getting stronger in the D2C market by focusing on new ideas and digital strategies. Beardo has used influencer marketing, performance campaigns, and an omnichannel D2C strategy to reach more male consumers in India who are spending more on grooming.
Since Marico acquired it in 2017, Beardo has changed a lot, going from a D2C startup to a structured FMCG business with better supply chain control, a bigger offline presence, and managed costs. The appointment of Siddharth Vaya as a whole-time director in April 2024 shows Marico’s plan to grow Beardo into a top D2C personal care brand in India.
Beardo’s total assets rose 44% to ₹72 crore, with current assets up 39.5% to ₹60 crore. The company now spends just ₹0.92 to make every rupee, which shows how profitable a strong direct-to-consumer model can be when it has corporate support.
Competing with brands like The Man Company, Ustraa, and Bombay Shaving Company, Beardo’s FY25 performance suggests that the men’s grooming market is getting more mature, focusing on efficiency, premium products, and profits. The company’s growth also reflects D2C market , where VC-backed D2C brands and FMCG-acquired startups are changing the game for long-term growth.
With the men’s grooming area growing fast, Beardo is a top D2C brand. It has proven that smart product choices, efficiency, and Marico’s guidance can turn a D2C success into a long-term growth source.
