01 · The setup
Bombay Shaving Company launched in 2016 into a men’s grooming market owned by a handful of multinationals, and later extended into women’s hair removal — categories where people are shy to ask and quick to trust a peer’s honest review.
02 · The playbook
Since 2018 the brand has invested in an always-on creator approach rather than seasonal bursts: an active roster of grooming and lifestyle creators on YouTube and Instagram, with the aim of having several talking about the brand at any given moment. Creators are screened on engagement quality and niche relevance rather than raw reach, several campaigns run concurrently, and content is product-in-use demonstration and honest review rather than glossy endorsement.
03 · Why it worked
In grooming, the demonstration is the persuasion — someone actually using the trimmer or the wax strip on camera. A constant hum of small creators keeps the brand present between big moments, and screening for engagement rather than followers keeps the audiences real.
04 · Where it landed
Bombay Shaving Company grew into one of India’s prominent grooming D2C brands across men’s and women’s categories, with its always-on creator model documented as a case study by its influencer platform partner.
The Oye take · what this means for India
Always-on, screened for engagement, product in hand. Four to five nano creators live every week, rotating across cities and languages, beats one big launch video that goes quiet by Friday.