The Indian men’s grooming market has been growing steadily, but for the longest time it has been trapped between clichés of hyper-masculinity and unisex solutions that never quite spoke to men directly. Into this space steps Cocky — a brand that is rewriting the rules with irreverence, precision, and a boldness that matches its name.
Founded in 2024 by marketing veteran Abhinav Singla Cocky isn’t trying to be another men’s skincare label. It is unapologetically luxury, with a tagline that sums up its ethos in two words: “Naughty Inside.” The brand is designed for the modern, urban man —ambitious, and short on time, but unwilling to compromise on quality.
At the heart of Cocky’s philosophy is simplicity. Instead of asking men to commit to complicated, multi-step routines, the brand created The One Collection — six core products that each target multiple concerns. A face serum that tackles both wrinkles and dark spots, a hair serum powered by Capilia Longa and Redensyl to fight hair fall, a face wash that detans, detoxes, and controls acne — every product has been engineered to do more, with less. For men who don’t want clutter, the name says it all: The One.
But Cocky isn’t just about grooming the surface. Its star product, Formula H, the Happiness Serum, is unlike anything else in the Indian market. Infused with Kannabia Sense, a biotech ingredient derived from cannabis stem cells, Formula H works on the fascinating skin–brain connection by stimulating oxytocin, the “happiness hormone.” The result is skincare that not only revitalizes the skin but also uplifts mood, bridging personal care with emotional well-being. “Confidence doesn’t come only from how you look — it comes from how you feel. Formula H was created to bottle that feeling,” says Singla.
This approach reflects broader shifts in the industry. Globally, neuro-cosmetics — products that connect skincare with mental wellness — are one of the most exciting frontiers. In India, meanwhile, men are becoming more ingredient-conscious, looking for clinical actives like Niacinamide, Redensyl, and Alpha Arbutin. At the same time, routines are getting simpler: efficiency is the new luxury. Cocky taps into all three trends with precision, offering high-performance formulas that are dermatologically tested, sulphate- and paraben-free, cruelty-free, and ethically sourced.
Singla’s vision for Cocky is clear: a brand that stands apart in voice, style, and substance. “Being cocky isn’t about arrogance. It’s about self-belief — about knowing what you want and cutting through the noise to get it,” he explains. Abha Kawdal, Co-Founder echoes this confidence on the operations front, ensuring every batch of product matches the brand’s uncompromising standards.
As the Indian men’s grooming market races towards becoming a ₹31,000 crore industry by 2027, Cocky is positioning itself as a category challenger. With its bold branding, clinically precise products, and a hero innovation in Formula H, the brand isn’t just part of the changing landscape — it is helping to shape it.
Cocky isn’t here to play safe. It’s here to disrupt, to redefine, and to remind men that the most powerful thing they can wear is confidence. And inside every bottle, there’s just a little bit of naughty.
