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Men’s Grooming Products Market Size, Share & Industry Analysis, By Product Type (Shave/Beard Care Products, Skincare Products, Haircare Products, and Others), By Distribution Channel (Hypermarkets & Supermarkets, Specialty Stores, Online Channels, and Others), and Regional Forecast, 2024-2032

Last Updated: July 08, 2024 | Format: PDF | Report ID: FBI106217



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The global men’s grooming products market size was valued at USD 58.46 billion in 2023 and is projected to be worth USD 61.62 billion in 2024 and reach USD 85.53 billion by 2032, exhibiting a CAGR of 4.18% during the forecast period. Europe dominated the men's grooming products market with a market share of 36.45% in 2023.

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 oils 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 and unisex products included 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 for the global market.

Beauty & personal care products-related retail trade restrictions due to the COVID-19-related lockdown measures negatively impacted the product demand in many countries across the globe. According to data published by the Office of National Statistics, Government of U.K., 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 product consumption in many countries globally. For instance, Estee Lauder Companies, Inc., a global cosmetic manufacturer, reported a 9% jump in its annual net revenue and reached USD 17.74 billion in 2022.

Men's Grooming Products Market Trends

Increasing Adoption of Premium and Value-added Products to Favor Industry 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 product demand 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.

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Men's Grooming Products Market Growth Factors

Continuous Provision of Upgraded Products by Companies to Drive Market Growth

The continual provision of upgraded razors, shaving care creams, and gels by industry players to offer a luxury grooming solution to male consumers is driving the market growth. For instance, in September 2021, GilletteLabs, a Procter & Gamble-owned premium innovation division, announced its partnership with Bugatti, a global hypersports car manufacturer, to launch its Bugatti Special Edition Heated Razor in the global market. Furthermore, rising male consumers’ preference toward innovative and upgraded versions of shave care products at barber shops is supporting the product demand.

Increasing Awareness Regarding Personal Grooming Among Men to Fuel Market Growth

Increasing awareness regarding personal grooming and the benefits of using skincare products among men 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.

The fading gender stereotypes and increasing men’s consciousness regarding physical appearances and looks are significant factors accelerating the demand for men’s grooming products worldwide. Moreover, changing notions of masculinity and social media prevalence have increased consumer knowledge regarding self-care and personal grooming, increasing men’s spending on skincare, haircare, and beard care products.

As a result, numerous prominent 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, rising skin and hair problems among men, increasing celebrity influence, and the growing number of men’s salons worldwide are expected to drive the global market growth over the forthcoming years.


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.

Men's Grooming Products Market Segmentation Analysis

By Product Type Analysis

Shave/Beard Care Segment Led in 2023 due to Significant Product Demand among Men

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

Significant consumption of disposable razors and shave care cosmetics among men results in the shave/beard care products segment held a major global men’s grooming products market share in 2023. In addition, increasing demand for subscription-based shave care service among the people is uplifting the global segmental growth.

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Increasing consumer necessity of using anti-aging creams, serums, and lotions to treat their skincare problems mainly drives skincare products 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. The 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 Distribution Channel Analysis

Hypermarkets & Supermarkets 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 store, online retail 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 the doorstep delivery of various products.


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

Europe Men’s Grooming Products Market Size, 2023 (USD Billion)

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The Europe market size stood at USD 21.31 billion in 2023. 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 in 2023. According to data published by Cosmetica Italia, a personal care association, the consumption of aftershave products in Italy reached USD 54.44 million (EUR 48.0 million) in 2021 which is 2.9% increase over the previous year. In addition, shifting consumer preference toward premium and prestige fragrances is favoring the market growth in Europe.

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The North America market for men's grooming products 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.

Rising adoption of online shopping 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 (3.0 billion yuan), 8.2% of the total retail sales in 2022.

Growing awareness regarding cleanliness and personal hygiene among the population in South Africa and UAE is mainly driving the Middle East & African market growth. The increasing consumer preference toward sustainable cosmetic products is accelerating the South America market growth.

List of Key Companies in Men's Grooming Products Market

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 of 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.



  • 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.

  • October 2023 - Hammer & Nails, a premium men’s grooming franchise, expanded its barber shop business by initiating a construction project of around 70 franchise shops across Texas, U.S. This expansion would support the consumption of skincare and beard care products in Texas, U.S.

  • 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 grooming products on its platform in West America. Stetson offers various products such as body sprays, hair & body washes, beard moisturizers, and others.

  • November 2022 - MANSCAPED, a global maker of men’s grooming 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.


An Infographic Representation of Mens Grooming Product Market

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The market research report provides a detailed analysis of the market and focuses on key aspects, such as leading companies, distribution channel, 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 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



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 4.18% during 2024-2032


Value (USD Billion)


By Product Type

  • Shave/Beard Care Products

  • Skincare Products

  • Haircare Products

  • Others

By Distribution Channel

  • Hypermarkets & Supermarkets

  • Specialty Stores

  • Online Channels

  • Others

By Geography

  • North America (By Product Type, Distribution Channel, and Country)

    • U.S.

    • Canada

    • Mexico

  • Europe (By Product Type, Distribution Channel, and Country)

    • Germany

    • France

    • Italy

    • Spain

    • U.K.

    • Russia

    • Rest of Europe

  • Asia Pacific (By Product Type, Distribution Channel, and Country)

    • China

    • India

    • Japan

    • South Korea

    • Australia

    • Rest of Asia Pacific

  • South America (By Product Type, Distribution Channel, and Country)

    • Brazil

    • Argentina

    • Rest of South America

  • The Middle East & Africa (By Product Type, Distribution Channel, and Country)

    • South Africa

    • UAE

    • Rest of the Middle East & Africa

Frequently Asked Questions

Fortune Business Insights states that the global market size was valued at USD 58.46 billion in 2023 and is projected to reach USD 85.53 billion by 2032.

In 2023, the Europe market value stood at USD 21.31 billion.

The global market for men’s grooming products is set to grow at a CAGR of 4.18% during 2024-2032.

By product type, the shave/beard care products segment led the market in 2023.

The continuous provision of upgraded products by companies is the primary factor driving the market growth.

Procter & Gamble Company, and Coty, Inc. are the major players in the global market.

Europe dominated the market share in 2023.

The increasing adoption of premium and value-added products is expected to drive the adoption of these products globally.

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