In an effort to challenge the traditional notion that skincare is solely a female-centric habit, White Wolf, a premium grooming brand for men, is working to make self-care routines more inclusive and appealing to Indian men. The brand has teamed up with actor Neil Nitin Mukesh for a new campaign aimed at promoting men’s grooming, further emphasizing the importance of skincare in everyday life for men.
White Wolf, a recent initiative from Sonalac—India’s largest B2B manufacturer of wall putty—has been making waves in the men’s skincare market. The brand’s latest collaboration with Neil Nitin Mukesh, a member of the legendary Mukesh family of playback singers, brings together two distinct entities that share a common goal of transforming the skincare narrative for men in India.
Sonalac founder Mrs. Shweta Sharma Garg identified a gap in the market, noting that while men have always prioritized the needs of others, they often neglect their own well-being. This observation led to two years of extensive research and product development to create skincare solutions tailored to Indian men’s unique skin types and the country’s tropical climate.
“Men have always been providers, taking care of everyone around them while often neglecting their own needs,” Mrs. Garg explains. This insight became the foundation for White Wolf’s range of skincare products, specifically designed to cater to the grooming needs of Indian men.
Neil Nitin Mukesh’s involvement in the campaign went beyond his role as the campaign’s face. He played an active part in the creative process, contributing to the conceptualization and direction of the shoot. His hands-on approach helped create an engaging and authentic atmosphere, leading to content that truly resonated with the brand’s target audience. The campaign highlighted White Wolf’s popular products, including its Hair Styling Wax Powder, Gray Guard Illuminating Beard Serum, and the Skin Tint Moisturiser with SPF-15—the first ultralight foundation for men in India.
The brand’s product range incorporates advanced skincare ingredients, including Korean elements like CICA (Centella Asiatica) and other natural actives, designed to address multiple skin concerns at once. This approach is in line with current market research showing that Indian men are increasingly adopting personal care routines, with the average man using up to 11 grooming products daily.
Neil, who has been open about his own grooming habits, expressed his admiration for White Wolf’s gentle formulations, which are particularly suitable for sensitive skin. The campaign embraced trends popular with younger audiences, including Glambot shots and “Get Ready With Me” videos, ensuring its appeal to a diverse demographic.
With a focus on convenience and effectiveness, each product in the White Wolf lineup is dermatologically tested and cruelty-free. Through this collaboration with Neil Nitin Mukesh, White Wolf continues its mission to normalize men’s skincare routines in India and provide men with high-quality products specifically designed for their needs.
By promoting skincare as an essential part of every man’s daily routine, White Wolf is positioning itself at the forefront of India’s evolving grooming culture.
Related topic:
Revitalizing Skincare at Orveda’s Le Studio
Dermalogica Unveils Multivitamin Power Recovery Cream
L’Oreal Launches Innovative Skin Aging Analysis Tool at CES 2025
