Mens Grooming Products Market - By Product Type (Skincare Products, Haircare Products, Shaving Products, Razor & Blades, Others), By End Users (Individual, Commercial), By Price Range, By Distribution Channel Forecast 2024 – 2032

Men’s Grooming Products Market Size

Men’s Grooming Products Market size was valued at approximately USD 55.5 billion in 2023 and is anticipated to register a CAGR of 5.6% between 2024 and 2032. Rising awareness and acceptance of male grooming are driving significant growth in the market.
 

Grooming products were once mostly for women but changing societal norms have made them more accepted among men. This change comes from a better understanding of self-care, personal hygiene, and appearance, no longer seen as just for women. Media and advertising campaigns featuring well-groomed male celebrities and influencers have helped normalize these practices, encouraging men to buy a variety of products, including skincare and haircare.
 

Additionally, today's consumers value professional appearance and personal confidence, which also boosts market growth. Men are realizing the benefits of grooming, such as better skin health, improved hygiene, and higher self-esteem. This acceptance is shown in the wider range of products available. Brands are expanding their lines to meet men's specific needs, offering items like anti-aging products, beard care, and unique fragrances. This growing demand highlights a shift towards a more inclusive approach to personal care, marking a significant expansion in the men's grooming products market.
 

In the market, many brands compete for market share, making the industry very competitive. This competition increases marketing costs and reduces profit margins as companies spend a lot on product development, advertising, and promotions to stand out. Brand loyalty also plays a significant role. While it provides a stable customer base for established brands, it creates a big challenge for new and smaller companies trying to enter the market. Consumers often stick to brands they have trusted for years, making it hard and expensive for new products to succeed. Additionally, any mistakes or controversies can have a long-lasting negative impact on a brand's reputation.
 

Men’s Grooming Products Market Trends

The market has witnessed substantial growth and transformation. Men are increasingly embracing multi-step skincare routines, opting for products tailored to their specific skin types. There's a growing preference for natural and organic ingredients, mirroring a wider movement towards health-conscious and eco-friendly choices. The emergence of gender-neutral or unisex products is reshaping the conventional boundaries of men's and women's products. Personalization is taking center stage, as brands provide tailored solutions addressing unique skin concerns and preferences. Moreover, the digital realm wields significant influence, with social media and influencer marketing being pivotal in product discovery and brand engagement. And also, there is a growing interest in anti-aging products, beard care items, and multifunctional products that offer convenience.
 

Men’s Grooming Products Market Analysis

Based on product type, the market is segmented into skincare products, haircare products, shaving products, razors and blades, others. The skincare products segment held the maximum share in the market with revenue of USD 17.1 billion in 2023, which is anticipated to grow at a CAGR of 6.1% during the forecast timeframe. The skincare products segment of the men's grooming product market has experienced significant growth in recent years, driven by increasing awareness of skin health and a growing acceptance of male-specific skincare routines.
 

This segment encompasses a wide range of products, including facial cleansers, moisturizers, and specialized treatments for concerns like acne or dark spots. The rise of social media and influencer marketing has played a crucial role in educating men about skincare and breaking down stigmas associated with male beauty routines. Manufacturers have responded by developing products tailored to men's skin needs, often featuring masculine packaging and marketing.
 

Based on end user, the men’s grooming products market is segmented into individual and commercial. The individual segment held 60.5% of the total market share in 2023 and is anticipated to grow at a CAGR of 5.7% during the forecast period. The individual segment of the men's grooming product market refers to products purchased and used by individual consumers for personal care and grooming. This segment has seen significant growth and evolution in recent years, driven by changing attitudes towards male grooming, increased social media influence, and a wider acceptance of men's self-care routines. This segment continues to evolve, with new product innovations and marketing strategies constantly emerging to meet the changing needs and preferences of male consumers.
 

The Asia Pacific men’s grooming products market was valued at around USD 16.7 billion in 2023 and is anticipated to register a CAGR of 5.7% between 2024 and 2032. The Asia Pacific region represents a dynamic and rapidly growing segment of the market, driven by significant economic development and shifting consumer behaviors. As countries like China, India, South Korea, and Japan experience increased disposable incomes and urbanization, there is a growing demand for a wide range of grooming products, from basic skincare and haircare to premium products. The rise in grooming consciousness among men, influenced by global beauty trends and a younger demographic seeking advanced and high-quality products, is fueling market expansion.
 

North America: In terms of country, the U.S. dominated the men’s grooming products market with a revenue of around USD 12.3 billion in 2023 and is expected to grow at a CAGR of 5.8% during the expected timeframe. The United States represents a significant and dynamic market for men's grooming products. American men are increasingly embracing personal care routines, driving substantial growth in this sector. The market is characterized by a wide range of products, from basic grooming essentials to premium skincare. There's a strong trend towards natural and organic products, reflecting health and environmental consciousness among consumers. Major players include both established multinational corporations and emerging indie brands, creating a competitive landscape. Celebrity and influencer endorsements play a significant role in shaping trends and consumer preferences.
 

Europe: The European men’s grooming products market accounted for a CAGR of around 6% in the forecasted timeframe. Germany plays a significant role in the market, characterized by a sophisticated consumer base and a strong emphasis on quality and innovation. German men are increasingly embracing comprehensive grooming routines, with a particular focus on skincare and haircare products. The market benefits from Germany's robust economy and high disposable income, allowing for the growth of premium and luxury segments. There's a notable trend towards natural, organic, and sustainably produced products, reflecting the country's environmental consciousness. German consumers tend to value efficiency and functionality in their grooming products, often preferring multipurpose items. The market is seeing growth in beard care products, anti-aging solutions, and professional salon-quality items for home use.
 

Asia Pacific: China dominated the men’s grooming products market in the Asia Pacific region with around USD 3.5 billion in 2023 and is anticipated to grow at a CAGR of 6.4% during the forecast timeframe. China's market has been experiencing rapid growth and transformation, becoming one of the world's largest and most dynamic markets in this sector. The shift is driven by changing social attitudes, increasing disposable income, and a growing emphasis on personal appearance among Chinese men, particularly younger urban consumers. Chinese men are increasingly embracing skincare routines and cosmetic products, with a particular focus on facial care, hair styling, and fragrance. The market is characterized by a blend of international luxury brands and domestic players, with local brands gaining traction by catering to specific Chinese preferences and skin types.
 

Men’s Grooming Products Market Share

The market is operating with several regional companies on a global scale. Together these companies hold a market share of 15%-20% of the total market. Companies in the market are focused on innovation, customization, sustainability, competitive pricing, compliance, market expansion, and strategic marketing to navigate the evolving landscape and achieve success in a competitive environment.
 

Men’s Grooming Products Market Companies

Major companies operating in the men’s grooming products industry include:

• American Crew
• Beiersdorf AG
• Colgate Palmolive Company
• Coty Inc.
• Estée Lauder Companies Inc.
• Gillette
• Hugo Boss
• Jack Black
• Johnson & Johnson
• Kiehl's
• Lab Series
• L'Oréal Group
• Procter & Gamble (P&G)
• The Art of Shaving
• Unilever
   

Men’s Grooming Products Industry News

• In November 2023, L'Oréal announced a significant expansion of its Men Expert line, introducing a range of new skincare products specifically formulated for men's skin concerns. The expansion included advanced anti-aging serums, eco-friendly packaging options, and a new sub-line targeting younger consumers. This move was seen as L'Oréal's response to the growing demand for specialized men's skincare products and an attempt to capture a larger share of the rapidly expanding men's grooming market.
   
• In March 2024, Unilever launched a new gender-neutral personal care brand, targeting both men and women. This brand focused on minimalist, sustainable products with unisex fragrances and packaging. The launch was seen as Unilever's response to the growing trend of gender-neutral and inclusive beauty products, particularly appealing to younger consumers who are less bound by traditional gender norms in personal care.
   
• In August 2023, Procter & Gamble (P&G) acquired Dove Men+Care a promising men's skincare startup known for its innovative, natural formulations and strong online presence. This acquisition was part of P&G's strategy to strengthen its position in the premium men's grooming segment and to appeal to younger, more digitally savvy consumers.
   

The men’s grooming products market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD billion) from 2021 to 2032, for the following segments:

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Market, By Product Type, 2021 – 2032

• Skin care products 
  • Face Wash
  • Moisturizers
  • Face mask
  • Other Skin Care Products
• Hair care products
  • Shampoo & Conditioners
  • Styling Products
  • Hair Colorants
  • Other Hair Care Products
• Shaving Products
  • Pre-shave
    • Shaving Cream
    • Pre-shave Oil
    • Shaving Soap
    • Other Pre-shave Products
  • Post-shave
    • After-shave
    • Balms
    • Other Post-shave Products
• Razors & Blades
• Other Product Types

Market, By End Users, 2021 – 2032

• Individual
• Commercial

Market, By Price Range, 2021 – 2032

• Low
• Medium
• High

Market, By Distribution Channel, 2021 – 2032

• Online
  • E-commerce
  • Company website
• Offline
  • Specialty stores
  • Hypermarket and Supermarket
  • Others retail stores

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA