The beauty industry is changing fast, and men are becoming an important part of this transformation. Earlier, men’s grooming was limited to basic products like face wash or shaving cream. Today, many men are actively exploring skincare routines, using products like serums, toners, moisturisers, and eye creams to take better care of their skin.

Beauty platform Tira is embracing this shift by promoting a more inclusive and gender-neutral beauty culture. Actor Ahaan Panday has joined the brand as its ambassador, representing modern men who view grooming as part of self-care and confidence.

Through its campaign “YOU. MORE THAN ANYTHING”, the brand highlights that beauty is not limited by gender but shaped by individual identity and personal expression. The campaign also features personalities like Kareena Kapoor Khan and Suhana Khan.

As attitudes evolve, the idea that men care about skincare is no longer unusual-it is quickly becoming the new normal in modern beauty culture.