Fragrance house

Villain

Villain Lifestyle was founded in 2020 in Ahmedabad, Gujarat, by Priyank Shah and Ashutosh Valani. It began as a men’s-only lifestyle label spanning fragrances, apparel, and accessories, with an early identity built around unapologetic self-expression and a bold, masculine, trend-oriented style. In October 2021, Mensa Brands acquired a majority stake in Villain, while the founders and teams remained involved. A December 2021 digital campaign, #DeoNahiVillain, featured actor Randeep Hooda and presented the brand through themes of unapologetic identity and challenges to conventional expectations of masculinity. Villain’s current official identity is fragrance-led, with a range of Eau de Parfum fragrances crafted in India. Its stated creative concept, the Villain Code, frames fragrance as an expression of confidence and individuality. The brand is now part of brnd.me, formerly Mensa Brands. Villain Classic is labeled a bestseller on the official site, making it the clearest defining fragrance example for the brand.