BRND.ME’s perfume brand Villain, forays into the US, expands presence across global markets

Villain, one of India’s fastest growing men’s fragrance and grooming brands from BRND.ME, has forayed into the US market, with its products set to be available on Amazon, marking a key step in the brand’s international growth journey. The move aligns with BRND.ME’s strategy of scaling digital-first consumer brands across global markets, building on encouraging traction for Villain in other international regions.

According to Euromonitor International, the US fragrances market was valued at approximately USD 16.4 billion in 2025 and is projected to reach USD 20.6 billion by 2030, reflecting a forecast CAGR of around 5%. Growth is being driven by the continued premiumisation of the category, rising digital discovery through social media and e-commerce platforms, and increasing consumer engagement with fragrance as part of broader beauty and wellness routines. The growing popularity of fragrance layering, personalised scent experiences, body mists, and occasion-based usage is further expanding category consumption and creating favourable conditions for digitally led, innovation-driven brands.

Villain forayed into the UAE market in FY25, which was an important step in BRND.ME’s strategy to scale digital-first consumer brands across global markets. The brand is currently available across leading e-commerce platforms in the region, including Noon, Namshi and Amazon, and has witnessed strong consumer traction since launch. With its focused proposition of high-performance fragrances at accessible price points, Villain recorded an impressive 150% year-on-year growth in the UAE, reflecting rising demand for value-premium fragrances and strengthening its presence in the Middle East.

In India, Villain continues to build strong momentum in the fast-expanding perfume category, currently selling ~1 lakh units per month, with quick commerce contributing ~50% of overall demand, underscoring its growing relevance in convenience-led digital consumption. The Indian 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 increasing experimentation among younger consumers.

Villain’s portfolio comprises 15 fragrances across 50 SKUs spanning 100 mL, 50 mL and curated gift sets. The 100 mL packs contribute the largest share of sales, while 50 mL formats are emerging as the fastest-growing segment, enabling higher product trials and gifting relevance. The brand’s flagship fragrances, Classic and Hydra together account for ~60% of total sales, reflecting strong repeat consumption and deepening consumer affinity within the value-premium fragrance segment. The US entry adds to the brand’s growing presence across international markets, including the Middle East.

Commenting on the brand’s trajectory, Ananth Narayanan, Founder and CEO, BRND.ME, said, “Fragrance is a large and growing category in the US, and consumer behaviour is increasingly shifting towards premium, personalised, and differentiated fragrance formats. With Villain, our focus has been on building strong product fundamentals and disciplined distribution across digital channels. The brand is gaining meaningful scale and strengthening its position within the value-premium segment. This reflects our broader approach at BRND.ME to build globally relevant consumer brands from India and scale them across key international markets in a disciplined and profitable manner.” Villain’s growth aligns with BRND.ME’s broader strategy of building globally relevant consumer brands across health, wellness and lifestyle segments. The company’s portfolio includes flagship brands such as Majestic Pure (~₹400 Cr annual revenue), Botanic Hearth (~₹300 Cr), and MyFitness and Party Propz (₹200 Cr+ each).At the group level, BRND.ME has achieved adjusted EBITDA profitability and operating cash flow positivity, reporting ~₹1,500 Cr revenue in FY25 and targeting an FY26 exit run rate of ~₹1,700–1,800 Cr, with operations spanning 16+ global markets as it advances its ambition of building enduring global consumer franchises from India.