The move aligns with the company’s strategy of scaling digital-first consumer brands across global markets
Villain, the men’s fragrance and grooming brand from Brnd Me, has forayed into the United States market, with its products set to be available on Amazon. The move aligns with the company’s strategy of scaling digital-first consumer brands across global markets, building on encouraging traction for Villain in other international regions.
Villain forayed into the United Arab Emirates (UAE) market in FY25, where it is currently available across leading ecommerce platforms in the region, including Noon, Namshi and Amazon. The brand recorded 150 per cent year-on-year growth in the UAE, reflecting rising demand for value-premium fragrances and strengthening its presence in the Middle East.
“Fragrance is a large and growing category in the US and consumer behaviour is increasingly shifting towards premium, personalised and differentiated fragrance formats. With Villain, our focus has been on building strong product fundamentals and disciplined distribution across digital channels. The brand is gaining meaningful scale and strengthening its position within the value-premium segment,” stated Ananth Narayanan, Founder and Chief Executive Officer, Brnd Me.
In India, Villain continues to build strong momentum in the fast-expanding perfume category, currently selling around one lakh units per month, with quick commerce contributing around 50 per cent of overall demand. The company said that the Indian fragrance market was valued at approximately Rs 45.9 billion in 2024 and is projected to reach Rs 69.6 billion by 2029 at a CAGR of around 8.7 per cent, driven by premiumisation, digital discovery and increasing experimentation among younger consumers.
Villain’s growth aligns with the company’s broader strategy of building globally relevant consumer brands across health, wellness and lifestyle segments. At the group level, the company has achieved adjusted Ebitda profitability and operating cash flow positivity, reporting Rs 1,500 crore revenue in FY25 and targeting an FY26 exit run rate of around Rs 1,700 to Rs 1,800 crore.
