Men's Grooming Appliances Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The report covers Global Men's Grooming Devices and is Segmented by Type (Shavers, Stylers/Trimmers, and Epilators and Hair Clippers), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Stores, Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa).

Men's Grooming Appliances Market Size

Men's Grooming Appliances Market Summary

Men's Grooming Appliances Market Analysis

The Men's Grooming Appliances Market is expected to register a CAGR of 2.63% during the forecast period.

The men's grooming devices industry has witnessed significant transformation driven by evolving social norms and digital influence. Social media platforms have become instrumental in shaping grooming trends and consumer preferences, with platforms like Instagram and Facebook serving as primary channels for brand discovery and product awareness. The growing corporate culture worldwide has fostered increased consciousness about personal appearance and grooming among working professionals, particularly in urban areas. This shift in social dynamics has led to a broader acceptance and adoption of male grooming tools among men across different age groups and professional backgrounds.


Product innovation and technological advancement continue to reshape the market landscape, with manufacturers focusing on developing sophisticated men's personal grooming solutions. Companies are increasingly incorporating features like advanced blade technology, precision settings, and multi-functional capabilities in their products to meet diverse consumer needs. For instance, recent innovations include devices equipped with multiple attachments and advanced features like wet/dry functionality, cordless operation, and extended battery life. The introduction of smart grooming appliances with digital displays and automated settings demonstrates the industry's commitment to technological advancement.


The retail landscape for men's grooming devices has undergone significant transformation, with e-commerce emerging as a crucial distribution channel. Online platforms have become preferred shopping destinations for grooming appliances, offering consumers extensive product information, comparison options, and convenient purchasing experiences. Major retailers and brands have strengthened their digital presence through enhanced website functionality, mobile applications, and virtual try-on features, creating a more engaging shopping experience for consumers.


The industry has witnessed a notable shift towards sustainable and eco-friendly grooming solutions, reflecting growing environmental consciousness among consumers. Manufacturers are increasingly focusing on developing products with recyclable materials, energy-efficient operations, and reduced packaging waste. This trend extends to product design, with companies introducing longer-lasting blades and rechargeable batteries to minimize environmental impact. The emphasis on sustainability has also led to innovations in packaging design and manufacturing processes, with brands actively communicating their environmental initiatives to align with consumer values and expectations.

Segment Analysis: By Type

Shavers Segment in Men's Grooming Appliances Market

The electric shaver segment dominates the men's grooming appliances market, commanding approximately 46% of the total market share in 2024. This significant market position is driven by the increasing adoption of electric shaver devices among men who prefer them over traditional electric razor shaves, particularly due to their convenience and safety features. The segment's growth is fueled by innovative electric shaver appliances equipped with smooth blades, waterproof capabilities, extended battery life, and other advanced characteristics. Despite not cutting as close as traditional electric razor shaves, electric shaver devices have gained popularity due to their speed and efficiency in daily grooming routines. Additionally, the surge in metrosexual men focusing on body hair removal has further boosted the segment's dominance, as electric shaver devices provide more comfort and convenience compared to traditional waxing methods, especially for private body parts.

Market Analysis of Men's Grooming Appliances Market: Chart for By Type

Stylers/Trimmers Segment in Men's Grooming Appliances Market

The beard trimmer segment represents a significant portion of the market, with manufacturers continuously innovating to meet evolving consumer preferences. The segment's growth is driven by the increasing focus on facial hair maintenance and styling, particularly among younger demographics. Modern beard trimmer devices offer consumers a wide range of custom-length settings with precise adjustments and length settings as high as 40mm. The segment has witnessed substantial innovation in cordless technology, with manufacturers developing products featuring fast-charge capabilities and extended battery life of up to 90-120 minutes. These advancements, combined with the growing trend of maintaining stylish or subtle beard looks, continue to drive the segment's expansion in the market.

Remaining Segments in Men's Grooming Appliances Market

The hair clipper and epilators segment plays a vital role in the men's grooming appliances market, catering to specific grooming needs beyond facial hair maintenance. This segment addresses the growing demand for comprehensive body grooming solutions, including specialized tools for head hair maintenance and body hair removal. Hair clipper devices have gained particular importance among consumers who prefer maintaining their hairstyles at home, while epilators have found their niche among users seeking longer-lasting hair removal solutions. The segment continues to evolve with technological advancements, including features such as multiple attachment options, waterproof capabilities, and ergonomic designs that enhance the overall grooming experience.

Segment Analysis: By Distribution Channel

Online Stores Segment in Men's Grooming Appliances Market

The online stores segment has emerged as the dominant distribution channel in the global men's grooming appliances market, commanding approximately 43% of the market share in 2024. This channel's prominence is driven by the increasing consumer preference for convenient shopping experiences, extensive product selections, and competitive pricing options available through e-commerce platforms. Major online retailers and brand-specific websites have enhanced their user interfaces, implemented sophisticated product recommendation systems, and offered detailed product comparisons to facilitate informed purchase decisions. The segment's growth is further supported by the rising penetration of smartphones, improved internet connectivity, and the expansion of secure digital payment systems across both developed and emerging markets. Additionally, the integration of augmented reality (AR) tools for virtual product trials and the availability of user reviews and ratings have significantly influenced consumer purchasing behavior through online channels.

Remaining Segments in Distribution Channel

The traditional brick-and-mortar channels continue to play vital roles in the men's grooming appliances market, with supermarkets/hypermarkets maintaining a significant presence as they offer the advantage of physical product inspection and immediate purchase satisfaction. Specialty stores have carved out their niche by providing expert advice, premium product ranges, and personalized customer service, particularly appealing to consumers seeking high-end grooming appliances. These stores often feature dedicated sections with product demonstrations and trained staff to guide customers through their purchase decisions. The 'Others' category, which includes convenience stores, drug stores, and direct selling channels, serves specific consumer segments with unique shopping preferences and accessibility requirements. These traditional channels have adapted to modern retail demands by implementing omnichannel strategies, integrating digital payment solutions, and enhancing in-store experiences to remain competitive in the evolving retail landscape.

Men's Grooming Appliances Market Geography Segment Analysis

Men's Grooming Appliances Market in North America

The North American men's grooming appliances market demonstrates a mature landscape characterized by established distribution networks and high consumer awareness. The United States, Canada, and Mexico form the key markets in this region, with varying consumer preferences and adoption rates. The region benefits from advanced retail infrastructure, a strong presence of major manufacturers, and an increasing focus on personal grooming among male consumers. The market is driven by technological innovations in grooming appliances, growing e-commerce penetration, and rising demand for premium products.

Market Analysis of Men's Grooming Appliances Market: Forecasted Growth Rate by Region

Men's Grooming Appliances Market in United States

The United States leads the North American market with approximately 64% market share in 2024. The country's market is characterized by high disposable income levels and strong brand consciousness among consumers. American men significantly spend on personal grooming appliances and show readiness to adopt new products, especially those offering convenience and customized features. The market benefits from well-established distribution channels, including both traditional retail and e-commerce platforms. The presence of major manufacturers and their continuous product innovations has helped maintain market momentum, while increasing awareness about personal grooming among younger demographics continues to drive demand. The electric shaver market and electric razor market are particularly prominent, reflecting consumer preferences for advanced grooming solutions.

Men's Grooming Appliances Market in Canada

Canada emerges as the fastest-growing market in North America, with an expected growth rate of approximately 2% during 2024-2029. The Canadian market is witnessing significant transformation in consumer behavior, with increasing focus on personal appearance and grooming. The country has experienced a notable rise in household expenditure on grooming appliances, particularly in urban areas. The market is benefiting from the expanding e-commerce sector and increasing product awareness through digital platforms. Canadian consumers are increasingly looking for domestic products, creating opportunities for local manufacturers while maintaining demand for established international brands. The beard trimmer market is gaining traction as consumers seek versatile men's grooming devices.

Men's Grooming Appliances Market in Europe

The European men's grooming appliances market showcases a diverse landscape across multiple countries including Germany, the United Kingdom, France, Spain, Italy, and Russia. Each market demonstrates unique characteristics influenced by local preferences, purchasing power, and grooming habits. The region benefits from strong manufacturing capabilities, particularly in Germany, and sophisticated distribution networks. Innovation in product development and increasing focus on sustainable manufacturing practices characterize the market dynamics in Europe.

Men's Grooming Appliances Market in United Kingdom

The United Kingdom maintains its position as the largest market in Europe with approximately 9% market share in 2024. The market is characterized by increasing social media influence on hairstyling and fashion trends, driving demand for advanced grooming appliances. British consumers show a strong preference for premium products and innovative features, particularly in electric shavers and trimmers. The market benefits from robust e-commerce infrastructure and a strong presence of both domestic and international brands, while companies are increasingly focusing on providing unique consumer experiences through product innovations. The electric razor market is particularly significant, reflecting the demand for high-quality male grooming tools.

Men's Grooming Appliances Market in Spain

Spain demonstrates the highest growth potential in Europe with an expected growth rate of approximately 2% during 2024-2029. The Spanish market is experiencing a transformation driven by changing consumer preferences and increasing consciousness about personal appearance. The country has a significant younger population that actively spends on grooming products, creating opportunities for market expansion. Spanish consumers show particular interest in multifunctional products with attractive designs and easy handling features. The market benefits from high social media penetration, creating opportunities for brands to expand their digital presence.

Men's Grooming Appliances Market in Asia-Pacific

The Asia-Pacific region represents a dynamic market for men's grooming appliances, encompassing diverse markets including China, Japan, India, and Australia. The region demonstrates varying levels of market maturity and consumer preferences across countries. Rapid urbanization, increasing disposable income, and changing lifestyle patterns are driving market growth across the region. The market is characterized by a strong e-commerce presence and increasing adoption of advanced grooming technologies.

Men's Grooming Appliances Market in China

China dominates the Asia-Pacific market as the largest country in terms of market size. Urban Chinese males are becoming increasingly appearance-conscious, considering grooming essential for social and career success. The market is largely driven by Chinese millennials and younger generations, with new graduates and businessmen forming the major consumer base. The country's robust e-commerce infrastructure and digital payment systems have significantly contributed to market growth.

Men's Grooming Appliances Market in India

India emerges as the fastest-growing market in the Asia-Pacific region. The Indian market is experiencing rapid transformation driven by increasing consciousness about personal grooming among men, particularly in urban areas. The growth is supported by rising disposable incomes, especially among the youth, and the proliferation of e-commerce platforms. The market has witnessed a significant increase in product innovations and launches, particularly in the electric trimmer segment, catering to diverse consumer preferences.

Men's Grooming Appliances Market in South America

The South American men's grooming appliances market, primarily led by Brazil and Argentina, shows varying growth patterns across countries. Brazil emerges as both the largest and fastest-growing market in the region, driven by increasing consumer awareness and digital media influence. The market is characterized by strong e-commerce growth and changing consumer preferences, particularly in urban areas. The region's economic conditions significantly influence market dynamics, with consumers increasingly seeking value-for-money products.

Men's Grooming Appliances Market in Middle East & Africa

The Middle East & African market, with key countries including South Africa and Saudi Arabia, demonstrates unique characteristics influenced by local grooming preferences and cultural factors. South Africa represents the largest market in the region, while Saudi Arabia shows the fastest growth potential. The region's market is characterized by increasing urbanization, rising disposable incomes, and growing awareness about personal grooming. The market benefits from expanding retail infrastructure and increasing e-commerce penetration, particularly in urban areas.

Men's Grooming Appliances Industry Overview

Top Companies in Men's Grooming Appliances Market

The men's grooming devices market is characterized by intense competition among major players who are actively investing in research and development to maintain their market positions. Companies are focusing on product innovation through advanced technologies like cordless operation, extended battery life, and AI-enabled features to differentiate their offerings. Strategic expansion through omnichannel distribution networks has become crucial, with firms establishing partnerships with online retailers and strengthening their direct-to-consumer presence. Operational agility is demonstrated through localization of manufacturing, particularly in emerging markets, while maintaining global quality standards. Market leaders are also emphasizing sustainable practices and customer-centric approaches through personalized grooming solutions and enhanced after-sales services.

Consolidated Market Led By Global Conglomerates

The global men's grooming appliances market exhibits a consolidated structure dominated by multinational corporations with diverse product portfolios and strong brand recognition. These conglomerates leverage their extensive distribution networks, technological capabilities, and marketing resources to maintain their market positions. Regional players maintain significance in specific geographical markets through their understanding of local preferences and competitive pricing strategies. The market demonstrates high entry barriers due to substantial capital requirements for manufacturing setup and brand building.


The industry has witnessed strategic mergers and acquisitions aimed at portfolio expansion and market penetration. Major companies are acquiring innovative startups and technology firms to enhance their product offerings and gain access to new consumer segments. Private label brands are increasingly challenging established players by offering quality products at competitive prices, particularly in emerging markets. The competitive landscape is further shaped by cross-industry partnerships, particularly in the beauty and personal care segments, enabling companies to offer integrated grooming solutions.

Innovation and Digital Integration Drive Success

Success in the men's grooming appliances market increasingly depends on companies' ability to integrate digital technologies and respond to evolving consumer preferences. Incumbents must focus on continuous product innovation, particularly in areas such as smart connectivity, personalization features, and sustainable manufacturing practices. Building a strong online presence through e-commerce platforms and social media engagement has become crucial for market success. Companies need to develop comprehensive after-sales service networks and maintain price competitiveness while ensuring product quality.


For contenders seeking to gain market share, differentiation through specialized product features and targeted marketing approaches is essential. Success factors include developing niche market segments, establishing strong relationships with suppliers, and creating efficient distribution networks. The threat of substitution from professional grooming services necessitates continuous innovation in home grooming solutions. Regulatory compliance, particularly regarding product safety and environmental standards, remains crucial for long-term success. Companies must also address the increasing consumer demand for environmentally sustainable products and transparent manufacturing practices. The electric shaver market and beard trimmer market are particularly influenced by these trends, as consumers seek advanced male grooming tools that align with their lifestyle preferences.

Men's Grooming Appliances Market Leaders

  1. Procter & Gamble

  2. Koninklijke Philips N.V.

  3. Panasonic Corporation

  4. Spectrum Brands, Inc.

  5. Wahl Clipper Corporation

  6. *Disclaimer: Major Players sorted in no particular order
Men's Grooming Appliances Market Concentration
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Men's Grooming Appliances Market News

  • In 2022, Koninklijke Philips NV announced its partnership with basketball legend Grant Hill to launch its new product, "Philips Norelco OneBlade First Shave." The product is marketed to individuals just starting to shave and groom. Per the company's claims, it provides a cleaner and more comfortable shaving experience without worrying about cuts or burns. The company is marketing the product through a social media campaign along with Grant Hill, asking new men joining college campuses to post their best facial hair looks online for a chance to win the product.
  • In 2022, P&G, under its sub-brand Gilette Labs, launched its new premium razor with an exfoliating bar. The company claims that the product intends to combine "shaving and exfoliating in an effortless stroke." P&G markets the product with the tagline "To make men's days more effortless." It has a metal handle with a magnetic stand and a lifetime guarantee. The company claimed that this is its biggest product launch in men's toiletries for the year.
  • In 2021, Wahl's launched its new Below-the-Belt Trimmer under the name Wahl Manscaper. This trimmer's integrated protection system prevents injuries. The company markets it with the tagline, "No Nicks. No Cuts. No Fear." It has features like a wrap-around safety guard, an adjustable dial offering 20 different cutting lengths, and finely-ground stainless-steel blades to offer a comfortable experience.

Men's Grooming Appliances Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 Type
    • 5.1.1 Shavers
    • 5.1.2 Stylers/Trimmers
    • 5.1.3 Epilators and Hair Clippers
  • 5.2 Distribution Channel
    • 5.2.1 Supermarkets/Hypermarkets
    • 5.2.2 Specialty Stores
    • 5.2.3 Online Stores
    • 5.2.4 Other Distribution Channels
  • 5.3 Geography
    • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
    • 5.3.1.4 Rest of North America
    • 5.3.2 Europe
    • 5.3.2.1 Spain
    • 5.3.2.2 United Kingdom
    • 5.3.2.3 Germany
    • 5.3.2.4 France
    • 5.3.2.5 Italy
    • 5.3.2.6 Russia
    • 5.3.2.7 Rest of Europe
    • 5.3.3 Asia-Pacific
    • 5.3.3.1 China
    • 5.3.3.2 Japan
    • 5.3.3.3 India
    • 5.3.3.4 Australia
    • 5.3.3.5 Rest of Asia-Pacific
    • 5.3.4 South America
    • 5.3.4.1 Brazil
    • 5.3.4.2 Argentina
    • 5.3.4.3 Rest of South America
    • 5.3.5 Middle East and Africa
    • 5.3.5.1 South Africa
    • 5.3.5.2 Saudi Arabia
    • 5.3.5.3 Rest of Middle East and Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Most Adopted Strategies
  • 6.2 Market Share Analysis
  • 6.3 Company Profiles
    • 6.3.1 Procter & Gamble
    • 6.3.2 Koninklijke Philips NV
    • 6.3.3 Panasonic Corporation
    • 6.3.4 Wahl Clipper Corporation
    • 6.3.5 Spectrum Brands Inc.
    • 6.3.6 Conair Corporation
    • 6.3.7 Andis Company
    • 6.3.8 Syska
    • 6.3.9 Royal Philips Electronics
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

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Men's Grooming Appliances Industry Segmentation

Men's grooming appliances help men shave their face and trim their hair.

The men's grooming appliances market is segmented by type, distribution channel, and geography. By product type, the market is segmented into shavers, stylers/trimmers, epilators, and hair clippers. By distribution channel, the market is segmented into supermarkets/hypermarkets, specialty stores, online stores, and other distribution channels. The report also considers the market for men's grooming appliances in established and emerging economies in North America, Europe, Asia-Pacific, South America, and Middle East and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Type Shavers
Stylers/Trimmers
Epilators and Hair Clippers
Distribution Channel Supermarkets/Hypermarkets
Specialty Stores
Online Stores
Other Distribution Channels
Geography North America United States
Canada
Mexico
Rest of North America
Europe Spain
United Kingdom
Germany
France
Italy
Russia
Rest of Europe
Asia-Pacific China
Japan
India
Australia
Rest of Asia-Pacific
South America Brazil
Argentina
Rest of South America
Middle East and Africa South Africa
Saudi Arabia
Rest of Middle East and Africa
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Men's Grooming Appliances Market Research FAQs

What is the current Men's Grooming Appliances Market size?

The Men's Grooming Appliances Market is projected to register a CAGR of 2.63% during the forecast period (2025-2030)

Who are the key players in Men's Grooming Appliances Market?

Procter & Gamble, Koninklijke Philips N.V., Panasonic Corporation, Spectrum Brands, Inc. and Wahl Clipper Corporation are the major companies operating in the Men's Grooming Appliances Market.

Which is the fastest growing region in Men's Grooming Appliances Market?

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).

Which region has the biggest share in Men's Grooming Appliances Market?

In 2025, the Asia-Pacific accounts for the largest market share in Men's Grooming Appliances Market.

What years does this Men's Grooming Appliances Market cover?

The report covers the Men's Grooming Appliances Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Men's Grooming Appliances Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Men's Grooming Appliances Market Research

Mordor Intelligence provides a comprehensive analysis of the men's grooming devices industry. We leverage extensive research expertise in the personal grooming for men sector. Our detailed report covers the complete spectrum of male grooming tools. This includes segments like beard trimmer, hair clipper, and electric razor. The analysis offers deep insights into the electric shaver market dynamics, examining how grooming accessories for males are reshaping consumer preferences.

Stakeholders in the beard trimmer market and electric razor market will benefit from our actionable intelligence. This information is available as an easy-to-download report PDF. The research encompasses emerging trends in electric shaver technology and evolving male grooming tools adoption patterns. Our analysis helps businesses navigate the competitive landscape of the men personal grooming industry. It offers strategic recommendations backed by robust market data and expert insights.

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Men's Grooming Appliances Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)