Men's Grooming Products Market Size, Share & Industry Analysis, By Product Type (Shave/Beard Care Products, Skincare Products, Haircare Products, and Others), By Price (Premium Products and Mass Products), By Distribution Channel (Hypermarkets & Supermarkets, Specialty Stores, Online Channels, and Others), and Regional Forecast, 2025-2032

The global men’s grooming products market size was valued at USD 61.62 billion in 2024. The market is projected to be worth USD 64.63 billion in 2025 and reach USD 85.53 billion by 2032, exhibiting a CAGR of 4.08% during the forecast period. Europe dominated the men's grooming products market with a market share of 36.48% in 2024.

Men use cosmetic and shave care products to blur skin imperfections and enrich gentleness. Rose and olive scented oils and aloe vera formulation-based gels are beneficial in sun-protecting an individual’s facial skin.

Nowadays, manufacturers of men’s grooming products offer a diverse range of natural formulation-based functional skincare gels, natural and organic products, creams, and beard oil to enable consumers to treat facial skin problems such as aging, redness, and itching. For instance, in March 2022, Clensta International, an Indian biotechnology company, launched a range of patented transdermal STAR technology-based skincare products in the Indian market. This aloe vera-based range of men's and unisex products includes SPF lotions, hair & face serums, face brightening and de-tan scrubs, among others. This demand for men’s skincare products in turn increases the growth of the global market.

The Procter & Gamble Company, Unilever plc., LVMH, Coty, Inc., and L’Oréal S.A. are the leading players operating in the market. These players produce innovative, sharp blade-technology-based shavers and trimmers to give men consumers a stylish, clean shave experience.

Impact of COVID-19

Beauty & personal care product-related trade restrictions during the COVID-19 pandemic negatively impacted the demand for men’s grooming products in many countries. According to data published by the Office for National Statistics, in the U.K., departmental stores’ volume sales index was lowered from 99.5 points in March 2020 to 74.9 points in April 2020, assuming the index of 100 points in December 2019.

However, increased men’s focus on using self-care products to become more environmentally engaged and lower stress and anxiety levels during the COVID-19 pandemic supported the market growth. Furthermore, the reopening of grocery stores and cosmetic shops after the loosening of the lockdown restrictions uplifted the consumption of men’s grooming products in many countries globally. For instance, Estée Lauder Companies, Inc., a global cosmetic manufacturer, reported a 9% jump in its annual net revenue, reaching USD 17.74 billion in 2022.

Men's Grooming Products Market Trends

Increasing Awareness Regarding Personal Grooming Among Men to Fuel Market Growth

The rising adoption of premium-based personal hygiene and fragrance products, blended with the formulations of natural ingredients such as sandalwood, essential oils, aloe vera, and others, is set to create newer opportunities for market growth. In addition, shifting consumers’ preference toward value-added skincare products such as anti-aging serums, skin brightening creams, lotions, and others, for regular skincare needs is favoring the demand for men’s grooming products globally. For instance, International Flavors & Fragrances, Inc., an American premium fragrances manufacturer, reported a 7% growth in its net revenues and reached USD 12.44 billion in the financial year 2022.

• Europe witnessed a growth from USD 21.31 Billion in 2023 to USD 22.48 Billion in 2024.

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MARKET DYNAMICS

MARKET DRIVERS

Continuous Provision of Upgraded Products by Companies to Drive Market Growth

Skincare and grooming have been viewed mainly as activities for women. Nevertheless, understanding in society is evolving, with more men acknowledging the significance of a good skincare routine. This change is fueled by an increasing awareness of skin health, the impact of social media, and the intention to uphold a youthful appearance. Moreover, increasing men's awareness regarding personal grooming and the benefits of using skincare, haircare, and beard care products is fueling the men’s grooming products market growth. For instance, from April 2022 to June 2022, Xiaohongshu, a Chinese social media platform, reported a 167% jump in searches related to men’s beauty, and there were 110,000 posts titled ‘How to Look Handsome’ on its platform. In addition, continual celebrity endorsement of grooming products drives the product consumption in many countries globally.

Furthermore, numerous prominent grooming brands operating in the personal care market, including Beiersdorf AG, Bombay Shaving Company, Coty Inc., Edgewell Personal Care Company, Reckitt Benckiser, Kao Corporation, and The Man Company, prioritize providing products specifically for male consumers to accelerate their sales. In addition, many companies are taking the initiative and launching campaigns to engage the male population in skincare routines across the globe. For instance, in July 2024, Garnier Men, a prominent brand in men’s skincare that operates under L’Oréal India, launched a campaign, “Fit for Your Face,” to transform skincare for men.

MARKET RESTRAINTS

Incidences of Skin Problems Due to Chemical-based Cosmetics to Impact Market Growth

Incidences of facial skin darkness and swelling due to the usage of chemical-based skincare products are impacting the global market growth. In addition, incidences of itching and skin cuts due to the usage of traditional close shavers and blades and chemical-based aftershave lotions are restraining the product demand globally.

MARKET OPPORTUNITIES

Rising Number of Men Preferring Eco-friendly and Clean-labeled Products to Favor Market Growth

The rising number of generation-z and millennial men consumers preferring eco-friendly and clean-labeled grooming items and increasing awareness regarding the usage of cruelty-free, vegan, paraben-free, and biodegradable-packaged grooming products among them create newer market growth opportunities. In addition, the growing trend of sustainable products influencing consumers to buy products made of natural ingredients creates newer market growth avenues.

MARKET CHALLENGES

Higher Supply Chain Vulnerability with Raw Material Supplies Challenges Market Growth

Grooming products severely depend on the specific raw material supplies, including essential oils and botanical extracts, posing challenges to the key players to procure these supplies in the required quantity for the production procedures. Arising geopolitical tensions and environmental issues disrupting the global supply chain of these ingredients pose challenges to the manufacturing companies conducting manufacturing procedures.

Segmentation Analysis

By Product Type

Shave/Beard Care Products Dominated Due to Their Significant Adoption among Men

Based on product type, the global market is segmented into shave/beard care products, skincare products, haircare products, and others.

The shave/beard care products segment held a major global men’s grooming products market share in 2024 due to the significant consumption of disposable razors and shave care cosmetics among men. In addition, increasing demand for subscription-based shave care services among people uplifts the segmental growth.

• The Shave/Beard Care Products segment is expected to hold a 48.13% share in 2024.

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Increasing consumer necessity to use anti-aging creams, serums, and lotions to treat their skincare problems mainly drives the skincare product segment growth. The growing consumer preference for natural and sustainable formulation-based hair oils and herbal shampoos to treat their haircare needs is accelerating the haircare products segmental revenues.

The others segment includes various product types such as bath & shower products, deodorant & fragrance products, and others. This segment growth is mainly driven by the continual companies’ product upgradation efforts and consumer preference for the premium-based fragrances and bath care products globally.

By Price

Mass Products to Lead Market Owing to Their Affordability and Easy Accessibility

Based on price, the market is bifurcated into mass products and premium products. Mass products are expected to hold the major share during the forecast period, owing to the products available at favorable prices. Additionally, many people are likely to try and buy products from unfamiliar brands when prices are affordable. This results in the increasing demand for mass grooming products across the globe.

However, premium products are likely to be the fastest-growing segment during the forecast period 2025-2032. The increased consciousness about skincare and self-care, the impact of social media, and the growing availability of customized products designed for men's specific requirements tend to increase the demand for premium products.

By Distribution Channel

Supermarkets and Hypermarkets Segment to Hold Major Market Share Owing to Availability of Premium Products

Based on distribution channel, this market is segmented into hypermarkets & supermarkets, specialty stores, online channels, and others.

The hypermarkets & supermarkets segment is estimated to lead the market due to the wide availability of discounted premium skincare and shaving products at these stores. In addition, the growing trend of bulk purchasing of consumer products among households is supporting the product demand at these establishments.

The specialty stores, online channels, and others segments are also showing a considerable growth trajectory as these channels are more suitable to certain consumer needs, owing to their diverse store network and ability to offer doorstep delivery of various products.

Men’s Grooming Products Market Regional Outlook

The global market for men's grooming products is segmented into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Europe

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Europe dominated the market with USD 22.48 billion in 2024. Significant consumption of premium-based bath products, shave care products, and skincare products among men in the U.K., Germany, and Italy mainly resulted in the Europe region holding a major market share. According to data published by Cosmetica Italia, a personal care association, the consumption of aftershave products in Italy reached USD 54.44 million in 2021, which is a 2.9% increase over the previous year. In addition, shifting consumer preference toward premium and prestige fragrances is favoring the market growth in Europe.

• In Europe, the Shave/Beard Care Products segment is estimated to hold a 48.28% market share in 2024.

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North America

The North American market holds a considerable share due to the significant consumer demand for innovative disposable blades and razors in the U.S. and Mexico. For instance, Procter & Gamble Company, a U.S.-based consumer goods maker, reported an 8% jump in its grooming business division’s sales revenues and reached USD 6.48 billion in 2022. The company’s grooming division offers various products such as male blades & razors, pre- & post-shave care products, and others. Furthermore, growing consumer preference for sustainable cosmetic products is creating newer market growth opportunities in the region.

Asia Pacific

Rising adoption of online shopping through e-commerce platforms for cosmetic & personal care goods among the population in China, India, and Southeast Asia is accelerating the Asia Pacific region’s market growth. According to data published by China Beauty Expo, a professional beauty industry-related exhibition firm, online sales of beauty products in Hong Kong reached USD 434.83 million, 8.2% of the total retail sales in 2022. Additionally, major companies are focusing on manufacturing sustainable, vegan, and cruelty-free products to meet the consumer's demand.

South America and Middle East & Africa

Growing awareness regarding cleanliness and personal hygiene among the population in South Africa and UAE is mainly driving the Middle East & African market growth. Lack of product knowledge is hampering product sales in these countries. However, various grooming brands are focusing on introducing their product line of grooming, especially for men. For instance, in June 2024, A new brand for men's grooming and cosmetics, BCOS, was introduced in UAE, offering products such as a beard filler pen and an ergonomic beard brush. The increasing consumer preference toward sustainable cosmetic products is accelerating the South America market growth.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Players’ Focus on Offering Innovative Products to Cope with Market Competition

The key players of this market are offering innovative shave care and skin care products in upgraded versions to maintain their position in the men’s grooming market. In addition, they focus on offering functional skincare products to cater to the specific skincare needs of consumers. For instance, in November 2021, Procter & Gamble Company’s Gillette brand launched the GilletteLabs lineup of exfoliating bars to enable users to slide a blade more safely and have a close shave.

LIST OF KEY MEN'S GROOMING PRODUCT COMPANIES PROFILED

• L’Oréal S.A. (France)
• Kao Corporation (Japan)
• The Procter & Gamble Company (U.S.)
• Unilever plc. (U.K.)
• Coty, Inc. (U.S.)
• Beiersdorf AG (Germany)
• The Estée Lauder Companies Inc. (U.S.)
• LVMH (France)
• Shiseido Co. Ltd. (Japan)
• Natura & Co (Brazil)

KEY INDUSTRY DEVELOPMENTS

• March 2024 - Dwayne Johnson, a popular U.S.-based actor and professional wrestler, launched Papatui, a new cruelty-free men’s skincare line featuring 12 products ranging from tattoo balm to bar soap.
• May 2023 - Scent Beauty Inc., a global e-commerce company, expanded its partnership with Stetson, an American Men’s cologne brand, to launch Stetson’s men’s skincare products on its platform in West America. It offers various products such as body sprays, hair & body washes, beard moisturizers, and others.
• November 2022 - MANSCAPED, a global maker of men’s skincare products, launched its premium grooming tools and formulation products at Tesco’s European brick-and-mortar shops. This effort would help the company increase its presence in Europe.
• July 2022 - Fellow Barber, a New York, U.S.-based elevated barbershop chain in collaboration with Sortis Holdings, Inc., merged with Rudy’s Barbershop, a Seattle, U.S.-based company, to expand its presence in the barbering industry. This merger partnership would uplift the consumption of beard care and skincare products in the U.S.
• June 2022 - Brand Architekts Group PLC., a British beauty product manufacturer, established a merger agreement with InnovaDerma PLC., a London, U.K.-based life sciences, personal care, and beauty products maker, to enhance its presence in the men’s and unisex grooming products industries. InnovaDerma PLC. offers various men’s shave care products such as Super Facialist for Men, MR, Charles + Lee, Fish, and the Real Shaving Co.

REPORT COVERAGE

The global men’s grooming products market report provides a detailed analysis of the market and focuses on key aspects, such as leading companies, distribution channels, and key product type areas. Besides this, the report offers insights into the current market trends and highlights key industry developments. In addition to the aforementioned factors, the report on the global men’s grooming products market outlook discusses several factors that have contributed to the growth of the market in recent years.

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Report Scope & Segmentation