Tiger Shroff’s Prowl Enters Men’s Grooming Market

Mumbai: Bollywood action star and fitness icon Tiger Shroff has expanded his lifestyle brand Prowl with the launch of a new men's grooming range. The collection, built on the brand's core philosophy of being "Born Ready," aims to provide a simplified, science-backed grooming routine for the modern Indian man. The products are now available for purchase on Amazon and Myntra.

The new Prowl grooming line is designed for men who want an effective, no-fuss daily regimen without the complexity of a multi-step routine. The collection includes six essential products: face wash, body wash, face cream, sunscreen, roll-on deodorant, and lip balm. According to the company, the formulations are made with high-performance, skin-friendly ingredients and feature masculine fragrances that evoke a sense of nostalgia, reminiscent of classic aftershaves.

Tiger Shroff has been deeply involved in every aspect of the brand's expansion. "We aren't selling vanity. We're selling confidence, preparation, and positive masculinity," said Shroff. "Prowl products are made for men like me who need to be ready—on set, at the gym, or on the go. I've used every product and personally approved the texture, smell, and feel. They’re my daily essentials and now they can be yours too."

The brand's strategic vision is to become India's biggest homegrown men's grooming brand, catering to a diverse audience from metro professionals to those in Tier-2 cities. Ankit Nagori, the lead investor, noted that market research shows a growing demand for credible and scientific grooming solutions among Indian men, and Prowl aims to meet that need. The venture is also a partnership with Lap Ventures and Everything Beautiful Pvt Ltd.

Key selling points of the Prowl grooming range include its simplified daily routine, clinically tested formulas, affordably premium pricing, and the brand’s "Born Ready" philosophy, which encourages confidence and preparation. The launch of the grooming line is the next step in Prowl's evolution as a complete lifestyle companion for men.

The Prowl brand, which first launched in 2018, has now expanded its offerings to provide a comprehensive grooming solution. This move positions Tiger Shroff not just as an endorser but as a co-creator, ensuring the brand's authenticity and appeal to its target audience.