Biography of Rahul Shah: Founder & CEO of Yaan Man -Entrepreneur
Breaking Barriers: The Story of Yaan Man and Rahul Shah's Vision for Men's Makeup
For years, makeup has been seen as something only women use.
But Rahul Shah, an innovator in the cosmetic industry, saw an opportunity to
change this perception. He founded Yaan Man, India’s first men's makeup brand,
with the belief that self-care and grooming should not be limited by gender.
His goal was simple: to help men feel confident in their skin without the
stigma attached to wearing makeup.
The Inspiration Behind Yaan Man
Rahul realized that many men struggled with skin issues like
blemishes, dark circles, and uneven tones, yet they had very few solutions
beyond basic grooming products. Seeing an untapped market, he wanted to
introduce makeup that men could use effortlessly—products that enhance their
appearance without making them feel like they are breaking societal norms.
From Natural Chemistry to Entrepreneurship
With a background in Natural Products Chemistry and
Pharmacognosy from the University of the Sciences in Philadelphia, Rahul had a
deep understanding of skincare and cosmetic formulations. After working as a
Product Development Analyst at Alaffia, he co-founded Averisco Natural
Solutions LLP in 2018 and later launched Averisco Naturals Pvt Ltd in 2023. But
it was his passion for breaking stereotypes that led to the creation of Yaan
Man.
Challenging Old Beliefs
Rahul often joked, "In India, a man would rather wash
his face with a rock than wear makeup." This mindset, deeply rooted in
societal norms, made it challenging to introduce makeup for men. However, he
believed that confidence should not be restricted by outdated beliefs. His
approach? Rebranding makeup as an extension of skincare and grooming rather
than a cosmetic accessory.
The Shark Tank Moment
When Rahul pitched Yaan Man on Shark Tank India, it sparked
a heated debate. Some sharks were skeptical, questioning whether Indian men
were ready for this change. Vineeta Singh pointed out how difficult it was to
even convince men to wear sunscreen, while Namita Thapar addressed the cultural
association of makeup with specific communities. Despite these concerns, Rahul
remained confident that men's makeup was not a question of "if" but
"when."
Winning the Sharks Over
Not all sharks were convinced, but Aman Gupta and Anupam
Mittal saw the brand’s potential. They recognized that Yaan Man was not just a
product—it was a movement. Together, they offered ₹1 Crore for 20% equity,
valuing the brand at ₹5 Crore. This investment gave Rahul the confidence and
financial backing needed to scale his vision.
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Redefining Masculinity
Yaan Man is not just about makeup; it’s about changing
perceptions. Rahul believes that masculinity is not about fitting into a box.
Whether it’s using a concealer, BB cream, or tinted moisturizer, men should
feel empowered to take care of their skin without fear of judgment. His goal is
to create an environment where self-care is celebrated, not questioned.
The Power of Branding and Messaging
One of the biggest challenges Rahul faced was maintaining a
clear brand message. Some sharks felt his marketing was inconsistent—his pitch
avoided the word "makeup," while his social media openly embraced it.
However, he quickly learned that owning the narrative was crucial to gaining
consumer trust and breaking barriers.
Overcoming Business Challenges
Despite coming from a family with a ₹500 crore cotton and
chemical trading business, Rahul was determined to build Yaan Man
independently. While his background gave him business acumen, he wanted to
prove that he could succeed without relying on family wealth. This
determination resonated with the sharks and investors alike.
Building for the Future
With the investment secured, Rahul now plans to expand Yaan
Man’s product line, making it more accessible to men across India. From
e-commerce growth to offline retail expansion, his goal is to normalize men’s
makeup and make it as common as skincare or hair care.
Yaan Man’s Flagship Products
The brand’s best-selling range, The Navigator Kit, includes
a foundation, tinted moisturizer, setting spray, and base products. Designed
for Indian men, these products address concerns like acne, pigmentation, and
aging, ensuring that men can enhance their features effortlessly.
Breaking Taboos, One Step at a Time
Rahul understands that changing mindsets takes time.
However, just like how men’s grooming evolved from a basic razor to an entire
industry of skincare and styling products, he believes that makeup for men will
follow the same path.
The Bigger Mission
At its core, Yaan Man is not just about selling
products—it’s about redefining masculinity and self-expression. Rahul envisions
a world where men feel comfortable owning their appearance, whether it’s
through skincare, makeup, or personal styling.
Learning from the Shark Tank Experience
Rahul’s biggest lesson from Shark Tank India was the
importance of clarity and confidence in branding. Investors want to see
commitment, a clear vision, and the willingness to adapt. His journey serves as
inspiration for entrepreneurs looking to challenge norms and introduce new
categories in India.
A Revolution in the Making
With Anupam Mittal and Aman Gupta’s backing, Yaan Man is
poised to become a leader in men’s beauty and grooming. The journey has just
begun, but one thing is clear—men’s makeup in India is not just a trend; it’s a
revolution in the making.
Timeline for story
2018 – Co-founded Averisco Natural Solutions LLP.
2023 – Launched Averisco Naturals Pvt Ltd.
2024 – Founded Yaan Man, India’s first men's makeup brand.
2025 (Shark Tank India Season 4) – Pitched Yaan Man,
sparking a debate on men's makeup.
2025 (Investment Secured) – Anupam Mittal and Aman Gupta
invested ₹1 Crore for 20% equity.
2025 (Expansion Plans) – Focus on e-commerce growth and
offline retail expansion.
