YAAN Man on Shark Tank India: “Do Straight Men Hesitate to Wear Makeup?” – Shark Namita on Yaan Man’s Market Struggle

Yaan Man, For decades, makeup has been associated primarily with women, but times are changing. Yaan Man, a Gujarat-based brand, is rewriting the narrative by introducing India’s first makeup line for men. Founded by Rahul Shah, this brand isn’t just about cosmetics—it’s about confidence, self-expression, and breaking stereotypes.

Click here to visit their official website : Yaan Man

Related: Aman Gupta beats Anupam Mittal in a ‘Pickleball’ match on the show; says ‘Better luck next time, you played badly’

Rahul Shah was first introduced to men’s makeup through friends living abroad. While it was a common practice overseas, he quickly realized that Indian men had a different mindset.

“In India, a man would rather wash his face with a rock than wear makeup,” Rahul joked during his pitch. This deeply ingrained belief led him to create a brand that subtly integrates makeup into men’s grooming without explicitly calling it makeup.

His goal? To introduce concealers, BB creams, and other skincare products that men could use without hesitation.

Yaan Man’s pitch triggered a heated debate among the sharks.

Shark Namita Thapar pointed out, “A lot of gay men apply makeup—it’s a cultural thing in many places. Do you think that’s why many straight men hesitate?”

Rahul acknowledged the perception issue but clarified that his brand is for all men, regardless of their background.

On the other hand, Shark Vineeta Singh shared her experience from 15 years ago in the UK, where bankers used concealers daily, yet convincing Indian men in 2024 to wear sunscreen was still a struggle.

This contrast raised an important question:
Is men’s makeup a societal issue, or just an untapped market in India?

When Shark Vineeta asked about his family background, Rahul revealed that he comes from a business family engaged in cotton and chemical trading, a ₹500 crore enterprise. However, his family wasn’t concerned with what he was selling—only whether he could sell it successfully.

Despite his background, Rahul clarified that he wanted to build Yaan Man independently and wasn’t relying on family wealth to scale the business.

Yaan Man is still in its early stages and currently operates at a loss.

When Anupam Mittal asked why he needed funding, given his strong financial background, Rahul admitted:
“I would like to gradually shut down my consulting business and fully focus on Yaan Man. But I need to find the right way to do it.”

Anupam appreciated his honesty, acknowledging that Rahul’s strategic mindset and transparency set him apart from many other entrepreneurs.

Despite Rahul’s confidence and smart responses, not all sharks were convinced.

• Shark Vineeta Singh – Decided against investing, stating the market for men’s makeup was still too niche.
• Shark Namita Thapar – Found Rahul’s messaging inconsistent. “Your reels directly mention makeup, but your pitch avoids it. Don’t beat around the bush—own your brand.”
• Shark Peyush Bansal – Believed Rahul wasn’t ready to lead the creation of an entirely new category.

• Shark Aman Gupta – Offered ₹50 lakh for 10% equity, backing the potential of men’s makeup.
• Shark Anupam Mittal – Countered with ₹50 lakh for 9% equity.

Rahul’s Counteroffer: Asked if Aman and Anupam could invest together.

Anupam, known for his sharp business acumen, responded:
“Aman and I don’t always agree—bringing us together costs money.”

So, he proposed ₹1 crore for 20% equity, which Rahul accepted without hesitation.

With Anupam and Aman on board, Yaan Man is gearing up to:

• Expand product lines to include more men’s grooming essentials.
• Strengthen marketing to increase awareness and change perceptions.
• Scale e-commerce and offline retail to boost accessibility.

Rahul is confident that men’s makeup in India is not a question of “if,” but “when.”

• One of the biggest criticisms Rahul faced was his inconsistent messaging. Entrepreneurs should ensure that their marketing aligns with their pitch.
• Rahul’s willingness to quit consulting and focus on Yaan Man full-time reassured investors. Sharks want to see dedication, not distractions.
• Creating an entirely new category in India is a challenge, but persistence and strong storytelling can drive acceptance.

Yaan Man is more than just a brand—it’s a movement challenging stereotypes and redefining masculinity in India.

Rahul’s conviction, market understanding, and ability to adapt helped him secure a deal, proving that innovation isn’t just about products—it’s about changing mindsets.

With Sharks Anupam Mittal and Aman Gupta backing him, Yaan Man is set to revolutionize men’s grooming in India.