Emami has announced has rebranded its men’s brand Fair And Handsome to Smart And Handsome. Emami has also launched a new identity along with onboarding Bollywood actor Kartik Aaryan as its new brand ambassador.
This comes almost two decades since its launch in 2005. The new brand will expand its product portfolio from face cream and face wash to become a complete male grooming brand.
For a seamless rebranding transition, the new packaging will prominently feature the message, “Fair And Handsome is now Smart And Handsome,” reinforcing familiarity and trust with the consumers.
“We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men. The rebranding from Fair And Handsome to Smart And Handsome is a strategic decision driven by consumer insights that highlight a shift towards individuality, diversity, and confidence focusing on natural skin health among today’s young men. Consumers are increasingly open to multiple new-age product formats and solutions that can help achieve and maintain best versions of their own skin. With exciting new product launches on the horizon and Kartik Aaryan as the new face of the brand, we are confident that this refreshed identity as Smart And Handsome as a comprehensive grooming solution will further solidify our leadership in the evolving male grooming market,” said, Mohan Goenka, Vice Chairman and Wholetime Director, Emami Ltd.
Kartik Aaryan said, “I’m truly excited to join the Emami family as the face of Smart And Handsome. Grooming today goes beyond appearances—it’s about confidence, individuality, and self-expression. The brand’s vision of holistic grooming resonates deeply with me, offering modern men effective and inclusive solutions that empower them to be their best selves. I’m looking forward to being part of this exciting journey.”
