The beauty industry has long been dominated by female consumers, with a staggering 80% of beauty purchases made by women. But one founder saw a glaring gap in the men’s personal care space—and she set out to change the game.
Enter Lekha Vyas, Founder & CEO of Elvy Lab. With a career spanning L’Oréal, Chanel, Estee Lauder, and JLo Beauty, Lekha has spent years shaping global beauty brands. Now, she’s taking on her biggest challenge yet: getting men to care about skincare.
On the latest episode of How They Scaled It, Lekha and host Courtney dive into the psychology behind men’s grooming, how to break stigma in marketing, and why timing is everything when launching a DTC brand.
Cracking the Code: Why Men’s Skincare Is a Hard Sell
If you’ve ever worked in consumer psychology, you know that men and women shop differently. While women are accustomed to trying multiple products and brands, men tend to stick with a simple routine—if they have one at all.
💡 “It’s an emotional decision for men to purchase skincare,” Lekha explains. “Either it comes from their female counterpart, or you have to speak to them in a way that makes sense to them.”
This insight shaped Elvy Lab’s entire marketing strategy. Rather than overwhelming male consumers with complex ingredients or multi-step regimens, Elvy Lab built a numbered system—literally labeled 1, 2, 3—so men don’t have to guess where to start.
The takeaway? Simplicity converts. When targeting a new audience, your messaging should eliminate friction, not create more of it.
A Brand With a Mission: More Than Just Skincare
Men’s personal care isn’t just about looking good—it’s about feeling good. Behind Elvy Lab’s sleek branding is a deeper mission: addressing men’s mental health.
🧠 “Men’s suicide rates are the highest in America, yet self-care for men is rarely discussed,” Lekha shares. “If confidence starts with taking care of yourself, why aren’t we giving men the tools to do so?”
This isn’t just a beauty trend—it’s a cultural shift. The rise of men’s wellness brands, from skincare to mental health apps, signals that the stigma around self-care is beginning to fade. But brands need to educate, normalize, and meet men where they are to make real change.
What Founders Can Learn from Elvy Lab’s Playbook
Beyond skincare, Lekha’s journey offers valuable lessons for any entrepreneur building a DTC brand from scratch:
Market Validation Matters:
Before launching, Lekha spent months researching consumer pain points and identifying gaps in the men’s skincare space. The result? A product designed to fit how men actually shop.
Pivoting is Inevitable:
Elvy Lab’s initial branding and messaging evolved as real customers interacted with the product. Staying agile and responding to feedback is key.
Don’t Ignore the Power of Retail:
While DTC is still Elvy Lab’s main channel, Lekha knows that getting into big-box stores is crucial for long-term success. Why? Because many men still prefer to discover products in-store versus shopping online.
Want to hear the full conversation?
Listen to Episode 08 of How They Scaled It on Spotify: https://open.spotify.com/episode/1qfGWbCV5HH8uOGZEVxBDH
Final Thoughts: The Future of Men’s Skincare
With the men’s personal care market projected to reach $166 billion by 2030, Elvy Lab is positioning itself at the forefront of a massive opportunity. But as Lekha knows, building a brand from scratch isn’t just about having a great product—it’s about educating consumers, shifting perceptions, and scaling strategically.
At Right Left Agency, we believe that scaling a brand requires both sides of the brain—creativity and analytics, storytelling and strategy. Lekha’s journey is proof that when you combine consumer psychology, mission-driven branding, and data-backed decisions, you don’t just sell products—you create a movement.
To learn more about Elvy Lab, visit Elvylab.com.
