Men's Grooming Appliances Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

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

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Men's Grooming Appliances Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR 2.63 %
Fastest Growing Market Asia-Pacific
Largest Market Asia-Pacific
Market Concentration Medium

Major Players

Men's Grooming Appliances Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Men's Grooming Appliances Market Analysis

The men's grooming appliances market is projected to register a CAGR of 2.63% over the next five years.

Personal grooming has been a new trend among the younger generation worldwide. Growing corporate culture and many working professionals have significantly contributed to the growing awareness of personal grooming. The increased focus on personal care and grooming is one of the major factors driving the men's grooming appliances market. Social media has become very influential in creating and popularizing fashion, makeup, and hairstyling trends. Hence, increasing product and brand promotions, including advertisements for men's grooming appliances on various media channels, are gaining consumers' attention.

The rise in male grooming products, supplemented by the presence of global vendors, is expected to drive the market during the forecast period. Men, while not traditionally associated with hair styling appliances, have become active consumers in recent years. With the rising trend of men using hair straighteners, there is an opportunity to design appliances specifically for the young male consumers who use them the most. Product designs with a more masculine image, such as larger hand grips and larger buttons or appliances for shorter hair, such as mini straighteners, may record growth. The players in the market have been focused on launching novel products to cater to the shifting preferences of consumers. For instance, Emjoi offers Emagine Epilator, especially for men. This device is equipped with 72 tweezers and shaving and trimming attachments, making it a multi-purpose equipment.

Men's Grooming Appliances Market Trends

Technological and Product Innovations Expected to Drive Market Growth

The market has witnessed significant investments by key players focusing on product innovation. These new products have enhanced benefits to differentiate a company's products from others and cater to the prevailing problems associated with traditional grooming appliances and changing consumer preferences. One such example is multifunctional products. These innovations are driving the men's grooming appliances market. E-retailer companies are partnerships with electric trimmer manufacturers, which may fuel the demand for men's grooming appliances over the forecast period.

Increasing concerns related to health, body image, self-grooming, and hygiene among men are driving the market. Growing awareness about the importance of an overall personal care regime, emerging trends in fashion, and social media's influence on aesthetically appealing looks are expected to boost the market's growth. Along with technology advancements, the increasing promotions, including advertisements of men's grooming appliances in different media channels, are gaining customers' attention considerably. Rapidly changing mustache and beard trends that are featured in movies and fashion runways are considerably impacting the sales of grooming appliances. For instance, electronic shavers have emerged as an essential grooming item for men. Innovative shaver appliances with smooth blades, waterproofing, long battery life, and other features primarily drive the segment. The application of hair removal appliances is gaining popularity among men, a key driver for the epilator segment in the men's grooming appliances market.

In September 2022, Blended Razor announced the MOWTM Razor's Kickstarter launch as the Next-Generation Razor - Shaving Reimagined from the Skin Up. The MOWTM Razor claims to be a unique shaving device that combines the comfort of an electric razor with the closeness of a blade. The patented roller blade offers unmatched comfort as a substitute for messy wet shaving, with no risk of cuts, nicks, or pulls. It is a mobile shave charged through USB-C and replaceable shaving heads to maintain a clean and fresh shave.

Men's Grooming Appliances Market - Shaving Products used by Men, in Percentage (%), South Korea, 2022

Asia-Pacific Expected to Dominate the Market

In the Asia-Pacific region, the is an increasing demand for premium ranges of men's grooming appliances due to the increasing standards of lifestyle, coupled with the growing number of appearance-conscious consumers who believe that an unkempt, ungroomed appearance will negatively impact their chances of social and career-related success. Consequently, manufacturers are introducing new products that create an enhanced grooming experience. Among Asian men, the use of grooming appliances is high, as the consumers in the region are predominantly inclined toward a clean-shaven look and, hence, use shavers regularly. Also, the appliances offering the smoothest shaving experience are the preferred choices of consumers. Thus, the primary research focus of the manufacturers is on developing products to cater to this preference.

Moreover, cordless trimmers have been the new norm in the trimmers segment of the market, as manufacturers have been innovating their offerings and presenting trimmers with fast charge and long battery life with running times as long as 90-120 minutes. For instance, in July 2021, Philips launched its Beard Trimmer BT1000 series. The trimmer is equipped with Durapower technology, and the product features a battery charging indicator and enables single-charge powering use for up to 2-4 weeks. Most Philips products are available in the Asia-Pacific region. Philips is considered one of the major players in this region.

Men's Grooming Appliances Market: Market Size (%), Global, 2021

Men's Grooming Appliances Industry Overview

The men's grooming appliances market is highly concentrated, with global and regional players adopting varied strategies, such as mergers and acquisitions, partnerships, expansions, and product innovations, to compete with other players. Global companies such as Koninklijke Philips NV, Spectrum Brands, and P&G hold the largest shares in the men's grooming appliances market. They are implementing product innovation as the primary strategy to meet the growing competition from the new players. For instance, in June 2021, Panasonic launched the new EH-HS0E: enrich + advanced care hair straightener with a high-speed intelligent thermal sensor for flawless style, single-stroke straightening, and unique nanoeTM technology, which styles hair to perfection and helps enrich shine and smoothness of hair.

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

*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. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Type

      1. 5.1.1 Shavers

      2. 5.1.2 Stylers/Trimmers

      3. 5.1.3 Epilators and Hair Clippers

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialty Stores

      3. 5.2.3 Online Stores

      4. 5.2.4 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble

      2. 6.3.2 Koninklijke Philips NV

      3. 6.3.3 Panasonic Corporation

      4. 6.3.4 Wahl Clipper Corporation

      5. 6.3.5 Spectrum Brands Inc.

      6. 6.3.6 Conair Corporation

      7. 6.3.7 Andis Company

      8. 6.3.8 Syska

      9. 6.3.9 Royal Philips Electronics

    4. *List Not Exhaustive

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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).

Epilators and Hair Clippers
Distribution Channel
Specialty Stores
Online Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
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

The Men's Grooming Appliances Market is projected to register a CAGR of 2.63% during the forecast period (2024-2029)

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.

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the Asia-Pacific accounts for the largest market share in Men's Grooming Appliances Market.

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

Mens Grooming Appliances Industry Report

Statistics for the 2024 Mens Grooming Appliances market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Mens Grooming Appliances analysis includes a market forecast outlook 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Men's Grooming Appliances Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)