D2C men's skincare firm Mannlich hires Confiance Communications for PR mandate

Confiance Communications, has won the PR mandate for Mannlich, a men's skincare brand. Confinance will handle brand communications anf founder profiling for the D2C firm.

Earlier this year Mannich raised $294,000 in a funding round led by BeyondSeed.

Pritam Kudev, founder, Mannlich, said, "We have built something that the Indian male consumer has genuinely responded to, and now the priority is to ensure that the credibility behind every product decision we have made is visible to consumers, investors, and the broader ecosystem. Confiance's understanding of the D2C and consumer brand landscape, and their track record of building category narratives for brands at exactly this stage of growth, is what makes this the right partnership for us.”

Speaking on the partnership, Bushra Ismail, founder and chief strategist, Confiance Communications, said, “Men's grooming is one of the fastest-growing conversations in Indian consumer retail right now, and yet, the category is still largely telling the wrong story. It has been built around identity and aspiration, around beards and fragrances, while quietly, millions of Indian men have been navigating real skin problems with products that were never designed for them. 

At Confiance, we see this as a significant storytelling opportunity. Our role will be to shape a narrative that not only establishes Mannlich's formulation credibility, but places it at the centre of a larger conversation about what men's skincare in India can and should be.”