Honasa Consumer Limited, the company behind popular personal care brands such as Mamaearth, The Derma Co., and BBlunt, continues to reshape India’s beauty and grooming landscape. The company now enters the men’s grooming segment with a bold and strategic acquisition of Reginald Men, a young but rapidly rising brand. Honasa holds a strong presence across multiple high-growth personal care categories, and the leadership team believes this acquisition unlocks a new growth engine for the next decade.
Honasa acquires 95 percent of BTM Ventures, the parent entity of Reginald Men, for a valuation of ₹195 crore. Honasa also plans to buy the remaining 5 percent after twelve months under pre-agreed terms. The leadership team views Reginald as a high-potential brand that resonates strongly with urban male consumers, especially in South India, and they want to scale it with Honasa’s digital, marketing, and research capabilities.
Reginald Men’s Quick Growth Story
Reginald Men started in August 2022 under the leadership of Trisha Reddy Talasani. She built the brand with a sharp focus on solving men’s grooming needs through clean, high-quality formulations. She introduced sunscreens, serums, perfumes, and advanced grooming essentials and positioned the brand as a modern, premium, confidence-boosting choice for young men. Her approach created strong traction in South India, where the brand now generates a majority of its revenue.
Reginald Men crossed ₹70 crore in revenue in just twelve months and delivered about 25 percent EBITDA. These numbers show strong product-market fit, healthy margins, and efficient execution. Investors and industry observers view this growth as one of the fastest in India’s men’s grooming category.
Honasa studied this trajectory closely and recognized enormous synergy potential. The company wants to amplify the brand’s reach and use its established infrastructure to scale Reginald across India and eventually into global markets.
Why Honasa Wants a Strong Play in Men’s Grooming
India’s men’s grooming segment now grows at double-digit rates every year. Young consumers in metros and Tier-II cities invest more time and money in skincare, fragrances, and haircare. They want high-quality solutions, fast results, and modern branding. Several homegrown startups already create momentum in this space, and Honasa wants to tap into this expanding universe early and aggressively.
Honasa’s entry into this category aligns with its long-term strategy to own multiple, high-growth personal care verticals. The company built strong capabilities in digital-first brand building, influencer-driven marketing, omnichannel distribution, dermat product innovation, and premium haircare. The leadership team now plans to apply these capabilities to men’s grooming. Reginald Men already holds strong consumer love, so Honasa sees an opportunity to unlock scale rather than build the segment from scratch.
Strategic Value Reginald Brings to Honasa
Honasa sees several strategic advantages in acquiring Reginald:
1. A Strong Footprint in South India
Reginald Men already commands a loyal customer base in South India. Honasa wants to deepen its penetration in this region, and the Reginald brand gives Honasa a ready-made platform. Honasa plans to strengthen regional marketing, expand distribution rapidly, and explore offline channels to multiply the reach.
2. A Distinct Men-First Brand Identity
Honasa owns several gender-neutral or women-focused brands. Reginald helps Honasa enter a dedicated male consumer ecosystem with a fresh identity, aspirational aesthetics, and high recall value. The brand also holds a premium positioning, which aligns with Honasa’s long-term play in its premiumization strategy.
3. A High-Growth Portfolio with Strong Unit Economics
Reginald’s revenue, margins, and repeat purchase metrics show strong financial discipline. Honasa prefers brands that demonstrate both growth and profitability potential. Reginald checks both boxes and offers direct synergies with Honasa’s supply chain, R&D, performance marketing, and influencer partnerships.
4. Access to Emerging Consumer Insights
Honasa believes in data-backed brand building. Reginald offers a deep insight pool into urban men’s grooming needs. Honasa wants to use this understanding to develop new SKUs, introduce adjacent categories, and build multi-channel campaigns tailored for male consumers.
How Honasa Plans to Scale Reginald Men
Honasa follows a proven playbook while scaling digital-first brands. The company scaled Mamaearth from a small online label into one of India’s largest personal care companies. Honasa wants to replicate similar strategies for Reginald Men.
1. Portfolio Expansion
Honasa plans to introduce new products in skincare, haircare, fragrances, and beard grooming under the Reginald label. The company wants to use its research labs to create science-backed formulations that appeal to performance-driven male consumers.
2. Stronger National Distribution
Reginald currently sells primarily through online channels. Honasa plans to integrate Reginald into its retail network and expand into modern trade, general trade, and company-owned beauty stores. This strategy will multiply visibility and reach.
3. Aggressive Marketing and Influencer Partnerships
Honasa excels in digital storytelling. The marketing team plans to build culturally relevant campaigns, partner with male influencers, host grooming challenges, and position Reginald as a modern lifestyle brand rather than just a personal care label.
4. Global Expansion Opportunities
Men’s grooming markets in the Middle East and Southeast Asia show strong demand for premium Indian brands. Honasa wants to evaluate global expansion for Reginald once domestic operations reach scale.
Leadership Perspective
Honasa’s Co-founder and CEO, Varun Alagh, believes Reginald aligns perfectly with the company’s vision. He views the acquisition as a move that unlocks a new growth category for Honasa. He emphasizes that Honasa wants to build and nurture brands that solve real consumer needs. Reginald Men offers a strong brand identity, high-quality product portfolio, and a loyal user base, which gives Honasa a strong starting position.
Founder of Reginald Men, Trisha Reddy Talasani, also expresses strong optimism about this partnership. She believes Honasa brings the right expertise, ecosystem, and scale that her brand needs to reach new heights. She views the acquisition as a milestone that validates her entrepreneurial journey and vision.
Market Reaction
The market responded positively to the acquisition news. Investors view this move as a strong signal of Honasa’s ambition to diversify and dominate multiple high-growth categories. The company’s stock jumped nearly 5 percent on the day of the announcement, reflecting investor confidence in Honasa’s long-term strategy.
Analysts claim that Honasa now positions itself as a multi-brand powerhouse with presence in skin, hair, makeup, baby care, and now men’s grooming. This acquisition also strengthens Honasa’s competitiveness against newer beauty-tech companies that target niche consumer segments.
Conclusion
Honasa’s acquisition of Reginald Men marks a major strategic shift toward a fast-growing and future-ready category. The company now owns a premium men’s grooming brand with strong traction, impressive financials, and deep regional strength. Honasa wants to transform Reginald into a national and global powerhouse by leveraging its marketing expertise, distribution network, and R&D capability.
This move signals Honasa’s determination to build a diverse brand portfolio and shape India’s personal care future. The acquisition also empowers Honasa to serve a new demographic—modern Indian men who seek high-quality grooming solutions. With this acquisition, Honasa expands not only its product universe but also its long-term vision for leadership in India’s beauty and personal care market.
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