The fragrance brand currently sells around one lakh units monthly in India, with quick commerce contributing nearly 50 per cent of demand
BRND.ME-owned fragrance and grooming brand Villain has entered the unisex fragrance segment with the launch of two perfumes, Muse and V-Code, as it looks to expand its product portfolio amid growing consumer interest in gender-neutral scents.
The launch comprises two 50 ml Eau de Parfums (EDPs), both manufactured in India and certified by the International Fragrance Association (IFRA). Muse combines black currant, grapes and jasmine with patchouli and musk, while V-Code features a woody aromatic blend of bergamot, rose and ambergris.
“Villain has built strong momentum by staying close to the consumer and moving with the category. Fragrance is no longer only about grooming or occasion; it is becoming part of how younger consumers express identity and confidence. The unisex range allows us to widen Villain’s relevance while continuing to build the brand from India for the world,” said Ananth Narayanan, Founder and CEO, BRND.ME.
The expansion comes amid growing interest in gender-neutral fragrances among younger consumers. According to Mintel data cited by The Established, 22 per cent of Indian consumers are interested in trying a gender-neutral scent when considering a new perfume. The proportion rises to 27 per cent among Gen Z consumers.
India’s fragrance market was valued at approximately Rs 45.9 billion in 2024 and is projected to reach Rs 69.6 billion by 2029, registering a compound annual growth rate (CAGR) of 8.7 per cent, according to estimates cited by the company. Premiumisation, digital discovery and changing consumer preferences are driving demand in the category.
Villain currently sells around one lakh units a month in India, with quick commerce accounting for nearly 50 per cent of its overall demand, the company said. The brand is also expanding its overseas presence. Following its entry into the UAE in FY25, Villain has recorded 150 per cent year-on-year growth in the market. It has also entered the US, where its products are available on Amazon.
The new fragrances will be available through Villain’s direct-to-consumer (D2C) platform, leading ecommerce marketplaces and quick-commerce platforms.
