Hindustan Unilever (HUL) has teamed up with the Indian arm of global e-tailer Amazon – marking the first time HUL has created a beard grooming range and the first partnership of its kind for the personal care company.

Launching under the Brylcreem brand and selling exclusively on Amazon India’s web marketplace, the range will include products such as beard oil, beard wash, balm, hair cream, and gels and is targeting ‘digitally-savvy’ Indians.

Sandeep Kohli, Executive Director of personal care at HUL, said in a media statement, “It is the first time that Unilever is entering the beard grooming range and the first time we are creating a product with insights provided by Amazon India. The male grooming segment is seeing a lot of impetus — not only in the metros but also in smaller towns.”

The partnership positions HUL to compete with offline retailers Marico and Enami, with both companies having purchased beard grooming companies in 2017.

Manish Tiwary, Vice-President, Category Management, Amazon India, said, “Brylcreem’s entire range speaks to young, digitally savvy Indians who are seeking products that define them.”