Piramal Pharma Limited’s consumer products division (CPD) announced its foray into men’s personal grooming category with the launch of Bohem product range including a hair removal spray, a beard growth oil, and an underarm roll-on. With Bohem, Piramal Pharma intends to shift the grooming culture among men towards more inclusive self-care routines, leveraging scientifically proven ingredients for tangible results.
Bohem draws inspiration from the word ‘Bohemian’ signifying an unconventional identity or lifestyle. Taking a cue from the same, the launch of Bohem aims at normalising grooming among men. Bohem’s unique product offerings have been crafted to redefine and elevate men’s grooming practices.
“Men’s grooming spends constitute almost 11% of the entire grooming category, shaping a market ripe for innovation. With Bohem’s debut, our goal is to address the demands of contemporary men with the commitment to revolutionise men’s grooming. Our vision extends beyond our initial offerings, with a range of exciting new products on the horizon. Bohem represents a shift towards valuing uniqueness and empowering men to elevate their grooming practices,” Nitish Bajaj, CEO, Piramal consumer products division, said.
Piramal Pharma Limited has been growing its brand Lacto Calamine, majorly focused on oily skincare, for the last few years. The launch of Bohem aligns with the company’s desire to cater to the male grooming market. With a lineup that includes a hair removal spray, a beard growth oil infused with 15 natural oils, and an underarm roll-on, Bohem targets the enhancement of men’s grooming by providing solutions like personal hygiene and beard nourishment.
Beyond these, the range will extend to include face washes, serums, and shower gels, each designed to meet the diverse needs of modern men. The expansion into the grooming market underscores the company’s ambition to provide holistic solutions that cater to every aspect of men’s grooming.