Emami Rebrands 'Fair And Handsome' As 'Smart And Handsome'; Onboards Kartik Aaryan As Brand Ambassador

Emami rebrands its men’s grooming line, Fair And Handsome as Smart And Handsome, with Bollywood actor Kartik Aaryan as brand ambassador. The transformation signifies an evolution, showcasing the brand’s nearly two-decade leadership in the male grooming market while embracing the cultural shift towards holistic grooming practices. As young men increasingly prioritise skin health and overall wellness, Smart and Handsome is poised to cater to their evolving preferences.

The brand’s new positioning, 'Har Roz Handsome Code' reflects its commitment to offering grooming solutions that boost both confidence and personality. It’s not just about looking good, but feeling self-assured in one’s skin daily. The updated identity highlights the brand’s comprehensive approach to male grooming, providing effective care for the face, body and hair. To ensure a smooth rebranding, the new packaging will prominently display the message, 'Fair And Handsome is now Smart And Handsome', maintaining consumer trust and familiarity.

"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.

To accelerate this milestone step in the brand’s journey, Aaryan has been crowned as the new face of Smart And Handsome. Renowned for his youthful energy, style and charisma, Aaryan perfectly represents the brand’s ethos of empowering men to look and feel their best daily. His partnership is expected to reinforce the brand’s appeal among young men in both urban and emerging markets.

 Kartik Aaryan expressed his enthusiasm for the partnership stating, “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 comprehensive consumer research, revealing that modern men seek products addressing various grooming needs including hydration, oil control and overall skin health. With India’s male grooming market projected to reach Rs 18,000 crores in 2024, the shift reflects a growing trend of men investing in products that boost their confidence. The rebranding campaign, featuring Aaryan, will release in mid-January, incorporating television, digital and social media activations. The updated packaging will be a seamless link, fostering consumer recognition and loyalty throughout this transition.