Men’s Grooming Products Market Size, Share, Growth, and Industry Analysis, By Type (Toiletries, Fragrances, Shaving Products, and Makeup Products), By Downstream Industry (Supermarket, Salon/Grooming Clubs, Online, Drug Stores, and Key Indicators Analysed), and Regional Forecast to 2035

MEN’S GROOMING PRODUCTS MARKET OVERVIEW

The global Men’s Grooming Products Market size estimated at USD 5144.37 million in 2026 and is projected to reach USD 5736.78 million by 2035, growing at a CAGR of 3.7% from 2026 to 2035.

Male grooming products are personal care items. It is specifically designed for men. These products fulfill the grooming needs and preferences of men. It is helping them to look and feel their best. The ability to keep up one’s appearance and it helps one to build their positive self-image in society. It decides a person’s intellect, maturity, intelligence, and professionalism. Hence, there are a number of businesses present that offer distinctive personal care products with value propositions for consumers.

Rapid advancements and innovations in grooming solutions are providing significant growth potential to the industry. Personal betterment also aims to maintain basic hygiene and cleanliness of the body. Increasing male beauty realization is a key growing factor for the market expansion.

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MEN’S GROOMING PRODUCTS MARKET KEY FINDINGS

• Market Size and Growth: The Men’s Grooming Products Market size was USD 4,783.81 Million in 2024, is projected to grow to USD 4,946.29 Million by 2025 and exceed USD 5,334.7 Million by 2033, with a CAGR of 3.7% from 2025 to 2033.

• Key Market Driver: Changing male beauty standards are doing the heavy lifting here—63% of men aged 18–34 in the U.S. now use skincare products beyond just soap, signaling a cultural shift toward self-care and curated grooming.

• Major Market Restraint: Product loyalty is thinning—41% of male shoppers still prefer all-in-one or minimalist routines, making it harder for brands to upsell or promote product layering like in the women’s segment.

• Emerging Trends: Beard care is booming—sales of beard oils and grooming kits spiked by 28% year-over-year in 2023. Also, there’s a noticeable uptick in “genderless” packaging—over 22% of new launches in 2024 avoided overtly masculine design cues.

• Regional Leadership: North America continues to lead, representing about 34% of global market share, largely thanks to premiumization and the popularity of niche indie grooming brands like Duke Cannon and Harry’s.

• Competitive Landscape: It’s a mix of legacy powerhouses and nimble DTC players—over 150 active brands are battling for mindshare, with heavy ad spends on platforms like Instagram and YouTube grooming influencers.

• Market Segmentation: Skincare holds a growing slice—men’s facial cleansers and moisturizers account for over 25% of category revenues, growing faster than deodorants or shaving products.

• Recent Development: In early 2024, L’Oréal launched a male-focused skincare line under its La Roche-Posay brand, tailored to sensitive skin post-shaving—early trials in Europe showed a 15% repeat purchase rate in the first two months.

GLOBAL CRISES IMPACTING MEN’S GROOMING PRODUCTS MARKET - COVID-19 IMPACT

"Men’s Grooming Products Industry Had a Negative Effect Due to supply chain disruption during COVID-19 Pandemic"

The Global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels.

The COVID-19 pandemic made the whole world stand still and to a full lockdown situation. The economic and industrial operations temporarily halted. Almost every manufacturing unit where advanced ceramics is used, such as electrical and electronics, transportation, industrial, chemical, and other End-user industries, reduced their manufacturing capacities due to the lack of workers. The lockdown implemented put a close down to global supply chains. This resulted in fallout in terms of both production and demand for advanced ceramics.

LATEST TREND

"Growing Chemical-free/Clean-label Products Propel Market Growth"

The increasing interest in chemical-free and clean-label products and men’s grooming supplies is propelling the market growth. In consequence of increased consumer awareness about the harmful effects of certain chemical compounds commonly found in grooming products shifting demand towards chemical free products. Men ever more choose natural grooming products over chemical-based ones. The growing adoption of organic men’s grooming items, combined with the increased blow of clean-label ingredients, has resulted in the expensiveness of organic men’s grooming products.

MEN’S GROOMING PRODUCTS MARKET KEY FINDINGS

• Market Size and Growth: The Men’s Grooming Products Market size was USD 4,783.81 Million in 2024, is projected to grow to USD 4,946.29 Million by 2025 and exceed USD 5,334.7 Million by 2033, with a CAGR of 3.7% from 2025 to 2033.

• Key Market Driver: Changing male beauty standards are doing the heavy lifting here—63% of men aged 18–34 in the U.S. now use skincare products beyond just soap, signaling a cultural shift toward self-care and curated grooming.

• Major Market Restraint: Product loyalty is thinning—41% of male shoppers still prefer all-in-one or minimalist routines, making it harder for brands to upsell or promote product layering like in the women’s segment.

• Emerging Trends: Beard care is booming—sales of beard oils and grooming kits spiked by 28% year-over-year in 2023. Also, there’s a noticeable uptick in “genderless” packaging—over 22% of new launches in 2024 avoided overtly masculine design cues.

• Regional Leadership: North America continues to lead, representing about 34% of global market share, largely thanks to premiumization and the popularity of niche indie grooming brands like Duke Cannon and Harry’s.

• Competitive Landscape: It’s a mix of legacy powerhouses and nimble DTC players—over 150 active brands are battling for mindshare, with heavy ad spends on platforms like Instagram and YouTube grooming influencers.

• Market Segmentation: Skincare holds a growing slice—men’s facial cleansers and moisturizers account for over 25% of category revenues, growing faster than deodorants or shaving products.

• Recent Development: In early 2024, L’Oréal launched a male-focused skincare line under its La Roche-Posay brand, tailored to sensitive skin post-shaving—early trials in Europe showed a 15% repeat purchase rate in the first two months.

MEN’S GROOMING PRODUCTS MARKET SEGMENTATION

BY TYPE

Based on Type, the global market can be categorized into toiletries, fragrances, shaving products, and makeup products

• Toiletries: The toiletries include items such as soaps, body washes, and shampoos that are formulated to suit men’s preference on a daily basis. These products help in maintaining hygiene and also enhance the appearance of men.

• Fragrances: It is a deodorant that combats body odor and excessive sweating. They are offering long-lasting freshness.

• Shaving Products: It is a kit for removing hair from the body which is in demand because of an increase in spending on various grooming-associated products for instance shaving creams and gels, razors and blades, and others.

• Makeup Products: They are a skin care product that caters men’s particular requirements for betterment of skin and for makeup. It may include such as moisturizers, cleaners, and anti-aging creams.

BY APPLICATION

Based on application, the global market can be categorized into supermarket, salon/grooming clubs, online, drug stores, and key indicators analysed

• Supermarket: The supermarket and hypermarkets offer a convenient option for consumers to easily access a range of grooming products in one location.

• Salon/Grooming Clubs: Salons and grooming clubs provide a more lavish and specialized experience for men who are looking for professional grooming services.

• Drug Stores: It offers a suitable option for consumers to purchase grooming products alongside their other health and beauty needs.

• Key Indicators Analysed: It offers a unique and curated selection of grooming products for men looking for specialized and niche options.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

DRIVING FACTORS

"Changed Society’s Thinking on Masculinity to Boost the Market"

A growing factor in the Men’s Grooming Products Market growth is the major shift in society’s attitudes on masculinity and self-care. The modern male is more encouraged to spend in personal grooming and skincare moving away from the conventional emphasis on shaving supplies. This societal shift has resulted in a better acceptance and acceptance of grooming regimens among men. It is promoting market growth for items such as face creams, serums, and even cosmetics created standards and self-care have varied product options. They are also broadening the intended consumer group.

"Rising Internet Platforms and Social Media to Expand the Market"

One more facto is the rise of internet platforms and social media has played a vital role in educating men about skincare and grooming techniques. Influencers, beauty gurus, and companies use these platforms to spread information, videos, and product recommendations. Through this, they are making grooming and skincare more appealing to male customers. This improved responsiveness and perceptiveness has inspired more men to search for new goods and include them into their daily routines. This way the market is generating demand in a range of product categories.

RESTRAINING FACTOR

"Hesitation on Using Grooming Products Impede Market Growth"

Men have a tendency to buy fewer grooming products than women do. It is because of conventional gender conventions and assumptions which deter them from going beyond the basics. The development of the market is hampered by men’s lack of knowledge of the advantages of grooming products and their unique supplies. High cost is also a barrier since premium grooming products tend to be more expensive which may decrease clients on a tight budget. The stigma attached to male grooming, especially in conservative thinking may discourage males from publicly endorsing such goods, which further impede market growth.

OPPORTUNITY

"E-Commerce and Newer Regulations are Probably to Bring in New Opportunities"

Growing demand for the e-commerce segment is exponentially driving the men’s young crowd is the potential growth. Large fractions of the young people are potential users of various online portals. They in general provide more information about the selection of grooming solutions available in the market. Thereby, this is an opportunity for motivating the demand for various products. Furthermore, strict regulations regarding composition and rising consumer fondness for organic products and natural ingredients are expected to have a significant impact on the Men’s Grooming Products Market share.

CHALLENGE

"Limited Retail Space Could Be a Potential Challenge for Consumers"

Shelf space is an essential asset for retailers for multiple purposes such as display products, enhance visibility, and to make comparison among other brands easy. Thus limited retail space available for men’s grooming products is expected to hamper growth of the global market in the near future. The comparatively smaller space dedicated for men’s personal care products in comparison to women personal care products is one of the barriers for new entrants to occupy adequate shelf space in retail stores.

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MEN’S GROOMING PRODUCTS MARKET REGIONAL INSIGHTS

NORTH AMERICA

North America is probably to witness the second-fastest market growth. Rising demand for products owing to the rising metrosexual culture in the region is expected to push the development of the market. The traditional emphasis on shaving in men’s grooming goods in the U.S. has given way to a broader approach on self-care that is impelling the United States Men’s Grooming Products Market expansion. Men are progressively more using various cosmetic products credited to popular media culture. The market is currently flooded with sophisticated products which enhance their appearance.

EUROPE

Europe holds the top spot in the Men’s Grooming Products Market. High living standards and increasing demand for authentic and personalized male grooming products are supporting the market growth. The expansion of the market for men’s grooming goods is an effect of men’s increasing demand for skin and hair care products. It is primarily motivated by the growing stress on maintaining a young-looking and presentable appearance.

ASIA

Asia Pacific is the fastest growing regional market. It is expanding because of the booming e-commerce industry and rising disposable income of customers. Men are commonly using body shaving products and skin improvement cosmetics in the region. The expansion of the market is due to the urban males in the Asia Pacific region particularly in China, Japan, and South Korea are becoming increasingly appearance-conscious and afraid that an untidy shabby look may hinder their social and professional achievement.

KEY INDUSTRY PLAYERS

"Key Industry Players Shaping the Market through Investment in R&D Activities and Market Strategies"

Many prominent industry players in this market are trying to invest in R&D to supply industries with the most competent and cost-effective products to stay competitive in the market. Other strategies used by many companies in the market are some techniques such as merger, acquisitions, partnership and using new advanced technologies for producing and developing new products and staying ahead in the market.

LIST OF TOP MEN’S GROOMING PRODUCTS COMPANIES

• L`Oreal Group (France)
• Procter & Gamble (U.S.)
• Energizer Holdings Inc (U.S.)
• Koninklijke N.V (Netherlands)
• Johnson and Johnson (U.S.)
• Unilever (U.K.)
• Colgate-Palmolive (U.S.)
• Mirato S.p.A (Italy)
• Beiersdorf AG (Germany)

KEY INDUSTRY DEVELOPMENT

March 2024: Nivea Men launched its deodorant range in the Canadian market. It is in roll-on format and a handy stick deodorant tailored for men on the go. The NIVEA Cool Kick Roll-on is enriched with an exceptional care formula that delivers an immediate kick of freshness and triple protection against sweat, odor and bacteria.

REPORT COVERAGE

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

The men’s grooming product market is increasing focus on personal grooming habits and the rise of internet platforms and social media are escalating the market expansion. However, the men tend to purchase fewer grooming products than women do because of conventional gender conventions and assumptions which deter them from going beyond the essentials. The market is facing challenges which may hindered the market growth as the limited retail space could be a potential challenge for consumers. Although, there is a great opportunity that can help in expanding the market is the rising online platform which provides various types of products and brands with comparison accessibility. The major market players are investing high amounts in the research and development activities for making innovative products and sustain their market existence.