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.

Men’s grooming on Amazon grows 1.6X year-on-year

The expansion comes as Amazon sees stronger demand across the men’s grooming category. Men’s grooming on Amazon.in is growing 1.6X year-on-year, with customers increasingly moving beyond basic grooming into skincare, body care and fragrances, according to Siddharth Bhagat, Director, Amazon Beauty, Personal Care & Fashion Accessories.

“With this in mind, we're excited to launch PROWL's expanded range on Amazon.in, including fragrances exclusive to Amazon,” Bhagat said, adding that the range is designed around everyday utility and accessible pricing.

The category growth provides a broader market backdrop for Prowl’s decision to expand its portfolio and use Amazon as a key distribution channel. The platform gives the brand access to a wider customer base as it moves beyond its initial six-product market-testing phase.

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 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 key business question is whether Prowl can convert its marketplace-led entry into a scalable, multi-category grooming business.