Fragrance house

Phy

Phy is a grooming brand operated by Pureplay Skin Sciences, an Indian beauty company founded by Shankar Prasad in 2013. Pureplay launched Phy in 2019 as a men’s grooming brand. In 2021, the company repositioned Phy toward a gender-neutral identity, changing its messaging from “men” to “guys” and revising the brand’s visual identity.