Bengaluru, 06 November 2026: Villain, one of India’s fastest growing fragrance and grooming brands from BRND.ME, is entering the unisex fragrance category, marking a strategic step in the brand’s next phase of growth. The move comes as India’s Gen Z consumers increasingly view scent as an expression of confidence, individuality and lifestyle and show interest in unisex fragrances.
Designed with Gen Z consumers in mind, Villain’s new unisex range features two Eau de Parfums, Muse and V-Code, each available in a 50 ml bottle. Muse combines floral and fruity notes of black currant, grapes and jasmine with patchouli and a warm musk base, while V-Code offers a woody aromatic blend of bergamot, rose and ambergris. Both fragrances are crafted in India and IFRA certified.
Commenting on the launch, Ananth Narayanan, Founder and CEO, BRND.ME, said, “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.”
India’s fragrance market was valued at approximately INR 45.9 billion in 2024 and is projected to reach INR 69.6 billion by 2029 at a CAGR of around 8.7%, driven by premiumisation, digital discovery and evolving consumer preferences. According to Mintel data cited by The Established, 22% of Indian consumers are interested in trying a gender-neutral scent when considering a new perfume, rising to 27% among Gen Z.
Villain enters the category with strong brand momentum. In India, the brand currently sells around 1 lakh units per month, with quick commerce contributing nearly 50% of overall demand. The launch also builds on its growing international presence, following Villain’s foray into the UAE market in FY25, where it has recorded 150% year-on-year growth, and its entry into the US market, with products available on Amazon.
The unisex fragrances will be available across Villain’s D2C platform, leading marketplaces, and quick-commerce platforms.
About BRND.ME (formerly Mensa Brands)
BRND.ME (formerly Mensa Brands) is a consumer brands company with market-leading global brands, built in India for the world, across health, wellness and lifestyle segments. Founded in 2021 and headquartered in India, the company has rapidly built a portfolio of highly loved and category-leading brands across health & wellness and lifestyle segments. Its portfolio features standout leaders such as the number one peanut butter brand in India, the number one aromatherapy and massage oil brand in the US, and the number one online party celebration brand in India.
The company is backed by a marquee group of global investors, including Accel, Norwest Venture Partners, Alpha Wave Global and Prosus, who share its vision of building long-term, tech-enabled consumer brand value from India. Built on the foundation of India-led manufacturing, proprietary tech platforms, and deep consumer insight, BRND.ME leverages structural cost advantages, agile product innovation, and full-stack digital brand building to scale globally. Its brands are distributed across leading online marketplaces, modern trade, quick commerce platforms, and international retail, with a presence spanning India, the US, and the Middle East. With a mission to build the most loved consumer brands from India for the world, BRND.ME is redefining the future of global consumer brands.
