Dr Blossom Kochhar launches ERTH men’s grooming brand
ERTH extends the Blossom Kochhar Group’s footprint beyond its established aromatherapy and women-focused skincare and salon businesses.
INDIA – Dr Blossom Kochhar has entered the men’s grooming segment with the launch of ERTH, a professional grooming brand positioned for salons and barbershops and built around aromatherapy-led, botanical formulations.
ERTH targets the salon and barber channel rather than general retail, reflecting a strategy to ride the growing demand for experience-led grooming services in India.
The brand centres its proposition on the combination of essential oils and botanical ingredients, with an emphasis on both skin care performance and the sensory, ritualistic aspects of professional grooming.
By focusing on salons and barbershops, ERTH aims to differentiate itself from mass-market men’s grooming lines and anchor its identity in the “professional” and “service” space.
At launch, ERTH’s portfolio comprises 10 products designed to cover the core steps of a professional men’s grooming routine, including cleansing milk, face scrub, pre-shave oil, shaving foam, massage cream, after-shave lotion and moisturising balm, along with other supporting products to complete the regimen.
Beyond standalone products, the brand has introduced three defined grooming service rituals for use in salons and barbershops, Royal Shave, Alpha Shave, and Express Shave.
They are intended to standardise service delivery, create a signature customer experience, and give professionals a clear framework for using ERTH products during treatments.
A key pillar of ERTH’s rollout is professional education for barbers and salon staff, with the brand planning to train practitioners on product usage, application techniques and grooming methodologies so that the rituals are executed consistently and effectively across outlets.
According to the brand, this education-led approach is designed to strengthen adoption in the professional channel, improve service quality and build loyalty among barbers and salons that adopt the ERTH system.
With more than three decades of experience in aromatherapy and botanical formulations, Kochhar is leveraging her group’s expertise in essential oils and plant-based ingredients to craft a men’s line that aligns with the broader industry shift toward clean, ingredient-conscious grooming.
The launch underscores a strategic bet on the growing sophistication of men’s grooming services in India, where consumers increasingly seek premium, ritualised experiences rather than basic shave-and-cut services.
The launch comes at a time when India’s men’s grooming market is valued at about USD 2.62 billion in 2026 and is projected to grow to USD 4.01–4.46 billion by 2032–2034, expanding at a CAGR of 6.7–7.2%, according to a report published by IMARC.
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