Piramal Pharma forays into men’s grooming segment with BOHEM

Piramal Pharma’s Consumer Products Division has entered the men's grooming market with the launch of their new brand, Bohem. 

The range includes products such as a hair removal spray, a beard growth oil, and an underarm roll-on. Bohem is inspired by the 'Bohemian' concept, which embodies an unconventional lifestyle and identity, aiming to normalize and uplift the grooming practices among men.

Addressing the demands of contemporary men

According to Nitish Bajaj, CEO of Piramal Consumer Products Division, men’s grooming expenses now account for about 11% of the total grooming category, indicating a significant opportunity for innovation.

“With Bohem’s debut, our goal is to address the demands of contemporary men with the commitment to revolutionize men's grooming,” Bajaj stated. He highlighted that Bohem is designed to cater to the unique grooming needs of men, promoting a culture of inclusive self-care and individuality.

Product details and ingredients

Bohem's initial offerings include a hair removal spray, a beard growth oil enriched with 15 natural oils, and an underarm roll-on. These products are crafted using scientifically proven ingredients to provide tangible results in personal hygiene and beard nourishment.

The brand plans to expand its range to include face washes, serums, and shower gels, all tailored to meet the diverse needs of modern men.

Strategic expansion and brand synergy

The introduction of Bohem aligns with Piramal Pharma's strategic growth plans. It builds on the success of its existing brand, Lacto Calamine, which is primarily focused on oily skincare.

The expansion into the male grooming sector is part of the company's broader ambition to offer holistic grooming solutions and become one of the top three over-the-counter product companies in India.