After the Cockroach Janta Party, a different sort of party is doing the rounds on social media. This one is of men, by men, and for men, but don’t expect a political manifesto from them. The Men’s Skincare Janta Party has nothing to do with politics.
The campaign comes from Fixderma, a new entrant in India’s men’s skincare market. It started with a reel of women staging a mock protest, holding placards and demanding that the men in their lives finally take skincare seriously. Fixderma then followed it up with the Men’s Skincare Janta Party, a satirical social media push led by content creator Vansh Gandhi, complete with its own Instagram handle.
In rather overdramatic mock-political theatre, Gandhi speaks emotionally for men who still treat skincare as an alien concept.
“Our only mudda (cause) is giving men skincare, good skincare,” he says. At the end of the video, brimming with conviction, he adds: “We belong to the community that washes its face with cloth-washing soap before going to sleep… hence, I am saying, ‘hum party nahi, kranti layenge’ (we aren’t a party, we are a revolution).”
Using the hashtag #SkincareKarLeBhai, the campaign nudges men to move beyond outdated grooming habits and adopt consistent, science-backed routines.
It lands at a moment when India’s men’s grooming category has been trying to move beyond beard care, shaving products and charcoal face washes—a segment long dominated by brands such as Beardo, The Man Company and Bombay Shaving Company. But in recent years, male beauty influencers like Ankush Bahuguna have brought more dedicated skincare and even makeup into the frame, arguing that neither makes a man any less of one.
A dedicated men’s makeup category still appears some distance away, but skincare has already begun to take hold. It is into this shifting landscape that Fixderma has introduced its men’s product range, addressing common skin and scalp concerns. What distinguishes its approach from earlier entrants, however, is not the product line itself but the strategy behind it.
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Skin in the game
Where earlier players like Beardo and Bombay Shaving Company built their names on grooming-led, celebrity-fronted campaigns, Fixderma has opted for a more topical route.
The Men’s Skincare Janta Party handle contains several political references, including the slogan ‘Ab Ki Baar Skincare Saath’ and ‘Baddie Janata Party’, referring to women fed up with men’s poor skincare.
“The conversation around men’s personal care has evolved significantly over the years, but skincare continues to be one of the most underserved categories,” said Shaily Mehrotra, Fixderma’s chief executive and co-founder, adding that consumers are now looking for products that are both simple and effective.
The brand’s initial men’s lineup includes a niacinamide and jojoba oil face wash, a brightening face serum, a moisturiser, an SPF 50+ sunscreen, a face mask and an anti-dandruff shampoo. This assortment positions Fixderma less as a niche grooming label and more as a full skincare smorgasbord for men.
“Men’s skincare is no longer a niche category, it is emerging as one of the most significant growth opportunities in the beauty and personal care industry,” said Anurag Mehrotra, the company’s chairman and co-founder. “As consumer awareness continues to evolve, we see a clear shift towards dermatologist-backed, efficacy-driven solutions over conventional grooming products.”
Whether the Men’s Skincare Janta Party is able to gain a strong following and bring an on-ground “regime” change is to be seen. But in a category still searching for a tone that is neither preachy nor performatively macho, Fixderma has found a refreshingly playful way in.
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(Edited by Asavari Singh)