The latest episode of Shark Tank India 4 brought a unique pitch to the tank, makeup exclusively for men. Rahul Shah, the founder of Yaan Men from Ahmedabad, introduced his brand with an intriguing backstory. He shared that his exposure to men’s makeup came from his friends abroad. He recalled how Indian men would rather wash their faces with stone than consider wearing makeup, fearing it would diminish their masculinity. This mindset led him to create Yaan Men, a brand dedicated to changing that perception. Seeking Rs 60 Lakhs for 6% equity, he presented his vision to the sharks.
Vineeta reminisced about her internship in the UK, saying that back then, it was common for her banker colleagues to use concealers to cover dark circles. She contrasted this with the Indian scenario, where even in 2024, convincing men to use sunscreen remained a challenge. Rahul then provided insight into his background and introduced his products.
Aman shared that within his circle, everyone cared about grooming. Rahul explained that his marketing strategy avoided using the word “makeup” directly, instead appealing to emotions. Namita pointed out, “A lot of gay men apply makeup, it is a very common thing. More like a cultural community thing. So do you think Aman’s friends or a lot of other men don’t put it because of the perception that gay men put it? So they shouldn’t.” Rahul agreed with her, though Vineeta and Aman had different perspectives.
Vineeta then inquired about his family background. Rahul revealed that he came from a business family but had chosen the makeup industry independently. He said his family was not concerned about the type of business he pursued but focused on sales. He shared that their family enterprise specialized in cotton and chemical trading as part of a joint business worth Rs 500 crore.
Anupam was curious about the scale of his family’s business and asked why Rahul sought funding despite having such strong financial backing. Rahul admitted that his venture was currently incurring losses, which he balanced through his consulting business, earning Rs 20-25 Lakhs monthly. When asked what he would do if funded, he stated that he would gradually wind down the consulting business, though he was uncertain about the exact approach. Anupam appreciated his honesty. As the conversation progressed, Rahul impressed the sharks with his sharp responses to their rigorous questioning.
Vineeta ultimately decided to step away from the deal. Anupam, Peyush, and Namita continued probing Rahul on why he avoided labeling his brand as a makeup company. Namita questioned the contradiction in his approach, noting that while his promotional content explicitly referred to makeup, he hesitated to do so in direct communication. She advised him to be more straightforward about the brand’s identity and chose to opt out. Peyush also withdrew, feeling that Rahul lacked clarity in defining the category.
Aman saw potential in the brand and offered Rs 50 Lakhs for 10% equity. Anupam then countered with an offer of Rs 50 Lakhs for 9% equity. Rahul proposed that both sharks join forces. Anupam refused, joking that working together would require extra investment. Rahul asked if they could figure out a solution, prompting Anupam to present a final offer ofRs 1 crore for 20% equity. Without hesitation, Rahul accepted, surprising the sharks with his swift decision.
The deal left the panel astonished, as Rahul walked away with a major investment. His confidence, strategic thinking, and negotiation skills ensured that Yaan Men secured the funding needed to challenge traditional notions of men’s grooming in India.