The Men's Grooming Products Market size was estimated at USD 65 billion in 2023 and is projected to reach USD 110 billion by 2030, exhibiting a compound annual growth rate (CAGR) of 7.80% during the forecast period (2024-2030).

Men's Grooming Products Market

Market Summary

The men's grooming products market represents a dynamic and rapidly expanding segment within the consumer goods industry, characterized by a significant shift in male consumer attitudes towards personal care and appearance. This market encompasses a wide array of products specifically formulated for men, including skincare, hair care, beard care, and shaving products. The evolution from basic utilitarian items to sophisticated, premium product lines reflects a broader cultural movement where male grooming is increasingly associated with self-care, wellness, and professionalism. This sector is no longer a niche but a mainstream powerhouse, driven by the dismantling of traditional gender norms and a growing emphasis on male aesthetics. Brands are continuously innovating to meet the demand for high-performance, natural, and multifunctional products that cater to the modern man's lifestyle. The market's resilience is evident, as it consistently introduces new categories and sub-segments, from serums and moisturizers to specialized beard oils and trimmers, ensuring sustained growth and consumer engagement.

Key Highlights

The men's grooming products market is distinguished by several pivotal developments that underscore its current trajectory and future potential. A primary highlight is the profound influence of digitalization and e-commerce, which has dramatically altered how men discover, research, and purchase grooming items. Social media platforms and digital marketing have become indispensable tools for brands to engage directly with consumers, build communities, and drive trends. Another significant aspect is the rising consumer preference for products with natural, organic, and sustainably sourced ingredients, reflecting a heightened awareness of health and environmental concerns. The market has also seen a surge in the popularity of subscription-based models and direct-to-consumer sales channels, which offer convenience and personalized experiences. Furthermore, the expansion of product portfolios by established personal care giants and the successful emergence of agile, male-focused indie brands highlight a competitive yet collaborative landscape focused on innovation and meeting specific consumer needs.

Drivers, Opportunities & Restraints

The growth of the men's grooming products market is propelled by a confluence of powerful drivers. A fundamental driver is the changing perception of masculinity, which has broadened to include personal grooming as an integral part of identity and well-being, largely influenced by media, celebrity endorsements, and social media influencers. Increasing disposable incomes, particularly among younger demographics, allow for greater expenditure on premium and specialized grooming products. The market presents substantial opportunities in untapped and emerging economies where awareness and adoption are still growing, offering a vast new consumer base. The development of innovative products targeting specific concerns like anti-aging, acne, and sensitivity also opens new revenue streams. However, the market faces certain restraints, including intense competition that can lead to price wars and margin pressure. Regulatory challenges concerning ingredient safety, labeling, and environmental claims require significant compliance efforts. Additionally, economic downturns and fluctuations in consumer spending power can temporarily dampen growth in discretionary segments like premium grooming.

Concentration Insights

The competitive landscape of the men's grooming products market features a mix of large, multinational corporations and a vibrant ecosystem of smaller, niche brands. The market concentration is moderate, with a few major players like Procter & Gamble, Unilever, and L'Or?al holding significant shares due to their extensive distribution networks, robust marketing budgets, and diverse brand portfolios that often include dedicated men's lines such as Gillette, Dove Men+Care, and L'Or?al Men Expert. These companies leverage their scale for mass production and global reach. Concurrently, the market has a low barrier to entry in certain segments, allowing for a high degree of fragmentation with numerous direct-to-consumer and indie brands like Harry's, Beardbrand, and Bulldog Skincare. These smaller players compete effectively by focusing on authenticity, community building, organic ingredients, and addressing very specific consumer needs that larger companies may overlook, creating a dynamic and diverse market structure.

Type Insights

The men's grooming products market is segmented by type into several key categories, each experiencing distinct trends. Shaving products, encompassing razors, blades, creams, and gels, remain a foundational category, though innovation focuses on premiumization, subscription models, and skin-friendly formulations. The skincare segment is witnessing explosive growth, driven by demand for cleansers, moisturizers, anti-aging serums, and sunscreens designed for male skin types. Hair care products, including shampoos, conditioners, and styling agents like pomades and waxes, continue to be a staple. A notably fast-growing category is beard care, which includes oils, balms, washes, and tools, catering to the sustained popularity of facial hair styles. Furthermore, the market includes deodorants and fragrances specifically engineered for men. The overarching trend across all types is a shift towards multifunctional products that offer convenience, such as 3-in-1 washes, and formulations that feature natural, vegan, and cruelty-free ingredients to align with evolving consumer values.

Application Insights

Men's grooming products find their primary application through two dominant channels: offline and online retail. The offline segment includes hypermarkets, supermarkets, specialty stores, barbershops, and pharmacies. This channel benefits from the tactile experience where consumers can see, smell, and test products before purchase, and it remains crucial for immediate need fulfillment and building brand presence. Barbershops, in particular, have evolved into experiential hubs that often retail premium grooming products directly to clients. Conversely, the online application channel has become indispensable, characterized by e-commerce platforms, brand websites, and subscription services. This channel offers unparalleled convenience, a wider product selection, detailed customer reviews, and often competitive pricing. The direct-to-consumer model allows brands to gather valuable data, foster loyalty through personalized recommendations, and control the narrative around their products. The synergy between online and offline channels, such as click-and-collect services, is increasingly important for a holistic consumer experience.

Regional Insights

The demand for men's grooming products exhibits distinct regional variations influenced by cultural norms, economic development, and consumer awareness. North America and Europe are established, mature markets characterized by high per capita consumption, a strong presence of leading brands, and consumers who are highly informed and receptive to premium and innovative products. Trends like organic ingredients and sophisticated skincare routines are deeply entrenched here. The Asia-Pacific region represents the fastest-growing market, fueled by a large youth population, rising disposable incomes, increasing western influence, and growing awareness of personal grooming. Countries like China, South Korea, and Japan are hotspots for innovation, particularly in skincare. Latin America and the Middle East & Africa are emerging regions with significant growth potential. Markets like Brazil and the Gulf Cooperation Council countries show a growing appetite for male grooming products, though penetration is still developing and often focused on urban centers.

Company Insights

The men's grooming products market is populated by a diverse array of companies, from global conglomerates to specialized innovators. Leading multinational players such as Procter & Gamble Co. (owner of the Gillette and Braun brands), Unilever PLC (with brands like Dove Men+Care and Axe), and L'Or?al S.A. (with its L'Or?al Men Expert line) dominate through extensive research and development, massive advertising campaigns, and global distribution supremacy. The Est?e Lauder Companies Inc. and Beiersdorf AG (maker of Nivea Men) are also key contenders with strong brand equity. The landscape is equally shaped by successful challenger brands that have disrupted the market. Companies like Edgewell Personal Care (Schick), Harry's Inc., and The Dollar Shave Club (acquired by Unilever) pioneered the subscription model for razors. In the naturals space, brands like Bulldog Skincare and Dr. Squatch have carved out significant niches. This mix ensures constant competition and innovation across price points and product categories.

Recent Developments

The men's grooming products market is characterized by continuous innovation and strategic movements. A prominent recent development is the accelerated push towards sustainability, with leading companies launching refillable razor systems, packaging made from recycled materials, and waterless product formats to reduce environmental impact. There has been a significant increase in mergers and acquisitions as large corporations seek to acquire promising indie brands to gain access to new consumer segments and innovative product formulations. Product development has focused heavily on science-backed skincare, with launches featuring advanced ingredients like hyaluronic acid, niacinamide, and peptides targeted for male consumers. Brands are also expanding their inclusivity, offering products designed for a wider range of skin tones and types. Furthermore, the integration of technology is rising, with apps for skin analysis and personalized product recommendations becoming more common, enhancing the direct-to-consumer experience and fostering brand loyalty.

Report Segmentation

The comprehensive analysis of the men's grooming products market is structured through a detailed segmentation that provides a granular view of the industry dynamics. The standard segmentation for this market is typically multi-faceted. By type, the market is broken down into shaving products, skincare products, hair care products, deodorants & fragrances, and other specialized categories like beard care. Application-wise, the segmentation distinguishes between offline distribution channels, which include supermarkets/hypermarkets, specialty stores, and convenience stores, and online channels, encompassing e-commerce websites and company-owned online portals. Geographically, the market is analyzed across key regions: North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa. This multi-dimensional segmentation allows for a precise understanding of revenue streams, growth rates, and consumer preferences within each sub-segment, providing stakeholders with actionable intelligence for strategic decision-making.

FAQs

What are the key drivers of the men's grooming products market?

The market is primarily driven by evolving societal norms around masculinity, increased disposable income, the powerful influence of digital media and marketing, and a growing consumer preference for premium and natural products.

Which region has the highest growth potential in the men's grooming market?

The Asia-Pacific region is identified as having the highest growth potential due to its large population, increasing urbanization, rising middle-class income, and growing awareness and adoption of male grooming routines.

What are the popular product types in men's grooming?

Popular product types include shaving creams and razors, facial cleansers and moisturizers for skincare, shampoos and styling products for hair care, and a rapidly growing category dedicated to beard care oils and balms.

Who are the leading companies in the men's grooming products market?

Leading companies include multinational giants like Procter & Gamble (Gillette), Unilever (Dove Men+Care, Axe), L'Or?al (L'Or?al Men Expert), as well as disruptive brands such as Harry's, The Dollar Shave Club, and Bulldog Skincare.

How is e-commerce impacting the men's grooming products market?

E-commerce has revolutionized the market by providing a platform for direct-to-consumer sales, subscription models, and enhanced customer engagement through personalized experiences and detailed product information, making it a critical sales channel.

What is the current trend in ingredients for men's grooming products?

The current trend strongly favors natural, organic, vegan, and sustainably sourced ingredients. Consumers are increasingly seeking products free from parabens, sulfates, and synthetic fragrances, driving innovation in clean-label formulations.

Citius Research has developed a research report titled “Men's Grooming Products Market Report - Global Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030” delivering key insights regarding business intelligence and providing concrete business strategies to clients in the form of a detailed syndicated report. The report details out the factors such as business environment, industry trend, growth opportunities, competition, pricing, global and regional market analysis, and other market related factors.

Details included in the report for the years 2024 through 2030

• Men's Grooming Products Market Potential
• Segment-wise breakup
• Compounded annual growth rate (CAGR) for the next 6 years
• Key customers and their preferences
• Market share of major players and their competitive strength
• Existing competition in the market
• Price trend analysis
• Key trend analysis
• Market entry strategies
• Market opportunity insights

The report focuses on the drivers, restraints, opportunities, and challenges in the market based on various factors geographically. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report. The Men's Grooming Products Market report is segmented on the basis of various market segments and their analysis, both in terms of value and volume, for each region for the period under consideration.

Men's Grooming Products Market Segmentation

Regions Covered

• North America
• Latin America
• Europe
• MENA
• Asia Pacific
• Sub-Saharan Africa and
• Australasia

Men's Grooming Products Market Analysis

The report covers below mentioned analysis, but is not limited to:

• Overview of Men's Grooming Products Market
• Research Methodology
• Executive Summary
• Market Dynamics of Men's Grooming Products Market
  • Driving Factors
  • Restraints
  • Opportunities
• Global Market Status and Forecast by Segment A
• Global Market Status and Forecast by Segment B
• Global Market Status and Forecast by Segment C
• Global Market Status and Forecast by Regions
• Upstream and Downstream Market Analysis of Men's Grooming Products Market
• Cost and Gross Margin Analysis of Men's Grooming Products Market
• Men's Grooming Products Market Report - Global Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030
  • Competition Landscape
  • Market Share of Major Players
• Key Recommendations

The “Men's Grooming Products Market Report - Global Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030” report helps the clients to take business decisions and to understand strategies of major players in the industry. The report delivers the market driven results supported by a mix of primary and secondary research. The report provides the results triangulated through authentic sources and upon conducting thorough primary interviews with the industry experts. The report includes the results on the areas where the client can focus and create point of parity and develop a competitive edge, based on real-time data results.

Men's Grooming Products Market Key Stakeholders

Below are the key stakeholders for the Men's Grooming Products Market:

• Manufacturers
• Distributors/Traders/Wholesalers
• Material/Component Manufacturers
• Industry Associations
• Downstream vendors

Men's Grooming Products Market Report Scope

COVID-19 Impact Analysis

Like most other markets, the outbreak of COVID-19 had an unfavorable impact on the Men's Grooming Products Market worldwide. This report discusses in detail the disruptions experienced by the market, the impact on flow of raw materials, manufacturing operations, production trends, consumer demand and the projected future of this market post pandemic.

The report has helped our clients:

• To describe and forecast the Men's Grooming Products Market size, on the basis of various segmentations and geography, in terms of value and volume
• To measure the changing needs of customers/industries
• To provide detailed information regarding the drivers, restraints, opportunities, and challenges influencing the growth of the market
• To gain competitive intelligence and uncover new opportunities
• To analyse opportunities in the market for stakeholders by identifying high-growth segments in Men's Grooming Products Market
• To strategically profile key players and provide details of the current competitive landscape
• To analyse strategic approaches adopted by players in the market, such as product launches and developments, acquisitions, collaborations, contracts, expansions, and partnerships

Report Customization

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