BRND.ME, the Bengaluru-based house of brands, has launched its men’s fragrance label Villain in the United States through Amazon, the company announced Monday.
The US is Villain’s second international market after the UAE, where the brand launched in FY25. In the Middle East, Villain sells across Amazon, Noon, and Namshi and grew 150% year-on-year. The brand currently sells around 100,000 units per month in India, with quick commerce accounting for roughly half that volume.
Villain’s portfolio spans 15 fragrances across 50 SKUs in 100 ml, 50 ml and gift set formats. Two products — Classic and Hydra — account for approximately 60% of total sales. The 50 ml format is the fastest-growing segment.
The US fragrance market was valued at USD 16.4 billion in 2025 and is projected to reach USD 20.6 billion by 2030, a compound annual growth rate of around 5%, according to Euromonitor International. India’s fragrance market, valued at INR 45.9 billion in 2024, is projected to reach INR 69.6 billion by 2029 at an 8.7% CAGR.
BRND.ME, formerly Mensa Brands, reported approximately ₹1,500 crore in revenue in FY25 and is targeting an exit run rate of ₹1,700–1,800 crore in FY26. The company operates across 16-plus markets and says it has reached adjusted EBITDA profitability and operating cash flow positivity. Its other brands include Majestic Pure (~₹400 crore annual revenue), Botanic Hearth (~₹300 crore), and MyFitness and Party Propz (₹200 crore-plus each).
Ananth Narayanan, Founder and CEO, BRND.ME, said, “Fragrance is a large and growing category in the US, and consumer behaviour is increasingly shifting towards premium, personalised, and differentiated fragrance formats. With Villain, our focus has been on building strong product fundamentals and disciplined distribution across digital channels. The brand is gaining meaningful scale and strengthening its position within the value-premium segment. This reflects our broader approach at BRND.ME to build globally relevant consumer brands from India and scale them across key international markets in a disciplined and profitable manner.”
The company is backed by Accel, Norwest Venture Partners, Alpha Wave Global, and Prosus.
