The Indian beauty market is on a stratospheric growth trajectory. Interestingly, some favourite stereotypes about the beauty industry no longer stand valid. Indian millennial males are a major constituent of this growth phenomenon. The online platform is shaping this buying behaviour in a big way as a channel of information as well as accessibility. The present study focusses on an integrated approach of understanding cosmetic consumption pattern among millennial males using Theory of Planned Behaviour, Generational Cohort and Big Five Model. It distinguishes from the broader studies done earlier that tend to generalize consumption pattern without distinguishing among generational groups. While major factors have been studied in the past, the role of personality traits need to be highlighted for this consumption pattern in the Indian context.
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