Prowl triples grooming portfolio to 18 SKUs, raises fresh capital as Amazon partnership powers expansion

Prowl, the men’s grooming brand founded by actor Tiger Shroff, is nearly tripling its product portfolio to 18 SKUs as it moves into a broader phase of expansion, backed by fresh growth capital and a deeper partnership with Amazon.in. Four new fragrances will launch exclusively on Amazon as the brand seeks to build a larger presence across India’s men’s personal-care market.

Prowl entered the category in June 2025 with six core products in what it described as a data-led market trial. The initial portfolio focused on everyday grooming and accessible pricing, with the company saying the products gained traction across marketplaces. It has now expanded into skincare, body care and fragrances, although it has not disclosed sales, revenue or customer numbers from its first year of operations.

From six SKUs to an 18-product portfolio

The expanded range comprises face wash, body wash, body lotion, sunscreen, moisturiser, serums, lip balms, soap, roll-on products and fragrances. The move gives Prowl exposure to multiple segments of men’s grooming rather than relying on a narrow set of daily-use products.

Its new premium fragrance range, ‘Make Your Move’, consists of four products—Fresh Start, Active Rush, Alpha Wood and Dark Instinct. All four will be available exclusively on Amazon, strengthening the e-commerce platform’s role in Prowl’s distribution strategy.

The company said its product expansion is aimed at addressing demand for simpler, everyday grooming products suited to Indian skin, climate and lifestyle requirements.

Amazon takes a larger role in Prowl’s scale-up

The expanded portfolio will be available on Amazon.in as Prowl deepens what it describes as its flagship marketplace partnership. The company is using the platform to support national distribution as it moves beyond its initial product-testing phase.

Siddharth Bhagat, Director, Amazon Beauty, Personal Care & Fashion Accessories, said customers are increasingly moving beyond basic grooming to skincare, body care and fragrances. Amazon, however, did not provide the year-on-year growth figure for men’s grooming that was referenced in its statement.

For Prowl, the partnership provides access to a wider customer base while allowing the company to add categories without an immediate dependence on an extensive physical retail network.

Fresh capital backs the next phase

Prowl has also announced a fresh round of growth capital, but has not disclosed the amount raised, investors involved or valuation.

The next phase will test whether the early traction from its six-product portfolio can translate into sustained demand across 18 SKUs. Expansion into fragrances and skincare also puts Prowl into some of the most competitive segments of India’s beauty and personal-care market, where customer acquisition, repeat purchases and product differentiation will be critical to building scale.

The company’s first full-scale brand campaign featuring Shroff will accompany the expansion, but the larger business question is whether Prowl can convert its marketplace-led entry into a scalable, multi-category grooming business.