Rahul Shah, the founder of Yaan Man, took the stage on Shark Tank India 4 with his men’s makeup brand, leaving the sharks surprised with his bold decision. He accepted an offer with double the equity he initially wanted. His journey on the show and his vision for breaking stereotypes in the industry sparked discussions.
Reflecting on his experience, Rahul admitted feeling nervous about how the episode would be edited. His biggest concern was that a negative portrayal could harm the brand. Since men’s makeup already faces strong societal bias, any misrepresentation could have led to unnecessary controversy. He remarked, “It was edited very well…” However, he was relieved and pleased with the final outcome. The response has been overwhelmingly positive, with people calling him a trailblazer in the space.
During the pitch, Namita Thapar analyzed why straight men hesitate to wear makeup, assuming it is only for the LGBTQ+ community. Rahul acknowledged, “How much ever you call yourself progressive, this thought process is still relevant. So that is why I had agreed to Namita…” He shared that in India, makeup for men is often linked to femininity or assumptions about sexuality. Agreeing with Namita, he explained that the brand’s focus is on straight men, as they form the primary customer base. However, the products are meant for everyone, and he hopes to break the stigma surrounding men’s beauty products.
Rahul aims to make a strong impact by targeting the entertainment industry. He believes that when actors wear makeup, the general audience accepts it. There is a selective acceptance among Indian men, who find it normal for certain people but not for others. He sees a massive opportunity in working with models and actors to drive sales. He also pointed out, “Indian men don’t follow men’s influencers, they only follow gym influencers but not other men. So we are trying to play with their psychic on whom to target and how our messaging reaches the right place.”
Surprisingly, Rahul revealed that his biggest buyers come from tier 2 and 3 cities in Delhi, Maharashtra, and Uttar Pradesh. People in these areas have disposable income and are highly influenced by social media trends. Many purchase makeup to enhance their appearance for online content or social gatherings. While repeat purchases are lower, the market is growing, and more men are becoming comfortable with the idea.
His decision to give away 20% equity to Aman Gupta and Anupam Mittal was quick and unexpected. Rahul explained that he prefers making fast decisions and staying genuine. He knew that if he hesitated or acted out of pretense, the sharks would have noticed. He firmly stated, “You need to be true to yourself in the tank. If it was fake then the sharks would have noticed it.” Since men’s makeup is still a new category, he felt the need for strong backing. He believed that by offering more equity, the investors would be more committed to growing the brand. He believed and said, “If they have the skin in the game, they have the drive to take it forward. Anyway, we are bootstrapped so if Aman and Anupam took 10% each it was great.” He was certain that if he had only offered 1-2%, their interest wouldn’t have been as strong, and that wasn’t the approach he wanted.
Rahul’s appearance on Shark Tank India 4 not only secured investment but also ignited conversations about men’s grooming. His fearless approach, strategic thinking, and willingness to challenge social norms are setting Yaan Man apart. With strong investor support and a clear vision, he is determined to redefine beauty standards for men in India.