Men's Grooming Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Men's Grooming Products Market is Segmented by Product Type (Shaving Products and Razors and Blades), Distribution Channel (Specialty Stores, Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers the market size and forecasts for men's grooming products (in USD billion) for the above segments.

Market Snapshot

men's grooming products market overview
Study Period: 2016 - 2026
Base Year: 2020
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 4.29 %
men's grooming products market major players

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Market Overview

The men's grooming products market was valued at USD 55.22 billion in 2020, and it is projected to witness a CAGR of 4.29% during the forecast period, 2021 - 2026.

The market for men’s grooming products has been moderately affected by the COVID-19 pandemic, owing to the fact that many social arrangement facilities and offices were closed. Therefore, these factors have reduced the use of men's grooming products, particularly shaving products. However, another notable trend is the rise of do-it-yourself (DIY) grooming. Many beauty salons have closed, and even in places where they have not, consumers are forgoing services because of concerns about close physical contact. As a result, men are experimenting with their looks during the lockdown regime, which has marginally increased the sales of men's grooming products.

The market is primarily driven by the increasing consciousness among male consumers about personal wellness and appearance. Moreover, due to the increasing penetration of media, there is a rising societal pressure to always look good, thereby fueling the grooming products available for men.

Men’s grooming products across the world have witnessed a paradigm shift in recent years, from the traditional focus on shaving to a broader perspective of personal care. For instance, consumers are adopting various shaving practices, owing to the increasing preference for trimmed beard over the complete shave look, which, in turn, is strongly accelerating the sales of beard wax/beard fixers and shaving creams.

Furthermore, factors such as the rising penetration of e-commerce and social media are contributing to the growth of the global market. Although the online market is still at a nascent stage, it is currently experiencing a strong growth rate. This helps provide convenience and a wide variety of products for the consumers to choose from.

Scope of the Report

Grooming products refer to products that people use to keep themselves clean and make their face and skin look presentable. The men’s grooming products market is segmented by product type into shaving products and razors and blades. The shaving products segment is further classified into pre-shave and post-shave segments, with the former comprising shaving cream, pre-shave oil, shaving soap, and other pre-shave products. The post-shave sub-segment comprises after-shave, balms, and other post-shave products. The market is differentiated by distribution channel into specialty stores, supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. Based on geography, the market has been segmented into 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 billion).

By Product Type
Shaving Products
Shaving Cream
Pre-shave Oil
Shaving Soap
Other Pre-shave Products
Other Post-shave Products
Razors and Blades
By Distribution Channel
Specialty Stores
Convenience Stores
Online Retail 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
United Arab Emirates
Rest of Middle-East and Africa

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Key Market Trends

Increasing Demand for Chemical-free/Clean-label Men’s Grooming Products

The men’s grooming products market has witnessed an increasing demand for natural, clean-label, and organic products due to the rise in consumer awareness about the harmful effects of certain chemical compounds highly used in grooming products, such as shaving creams. A prominent percentage of men increasingly prefer natural grooming products over chemical-based ones. This has led to an increase in demand for safe, natural, organic, and cruelty-free grooming products over the past few years. The rise in the trend of premiumization in organic men’s grooming products, with an increased impact of clean-label ingredients, has led to the high price of organic men’s grooming products. For instance, Bombay Shaving Company, in its product portfolio, has charcoal shaving foam. The product is infused with charcoal, aloe vera, and chamomile extracts that have powerful antioxidant and anti-inflammatory properties to leave the skin feeling soft and healthy. Also, the product is alcohol-, SLES-, and paraben-free and contains no CFCs.

men's grooming products market trends

North America Remains the Largest Market

Men’s grooming products across the region have witnessed a paradigm shift in recent years, from the traditional focus on shaving to a broader perspective of personal care. For instance, consumers are adopting various shaving practices, owing to the increasing preference for trimmed beard over the complete shaved look, which in turn, is strongly accelerating the sales of beard wax/beard fixers and shaving creams. The market for single-use packaging for various men’s grooming products, primarily shaving creams, has quickly grown in the last couple of years across the region.

Rapid innovations and developments in men’s shaving creams are offering tremendous growth potential to the market. For instance, in 2017, Pacific Shaving Co. (a San Francisco-based company) launched a shaving cream in the single-use format. The product is available in a small water-soluble film. The company itself claims that its product is the first big innovation in shaving creams. Moreover, the growing awareness about organic products through social media, magazines, and TV advertisements is encouraging consumers to purchase various organic grooming products across the region.

men's grooming products market share

Competitive Landscape

The market studied is highly competitive, with numerous regional players, small- and medium-scale players, and key international players such as Procter & Gamble Co., Beiersdorf AG, and L'Oréal SA. The emergence of small-scale, private-label brands is a result of men having envisaged a connection with grooming products and having become more health-conscious than before. New product innovations and expansions are the key strategies adopted by the major market players. For instance, the British men’s skincare brand, Bulldog, expanded into Germany with offerings such as Original After Shave Balm, Sensitive After Shave Cream, and few other products.

Recent Developments

In May 2020, Gillette launched King C. Gillette, a complete range of grooming and beard care products for men. The range was categorized into three sections, such as shave and edge, trim, and care.

In September 2019, Gillette from Procter & Gamble introduced the latest product innovation in shaving razor products, Gillette SkinGuard, the razor that shaves while barely touching the skin. SkinGuard has two lubra strips that leave a soft and smooth feeling on the skin and is aimed at revolutionizing the shaving experience for men.

In December 2018, McNROE, with its brands, Wild Stone & Secret Temptation, announced its plans to strengthen its product portfolio and launched a shower gel, hair gel, face wash, and shaving foam under its Wild Stone Edge Series.

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 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 By Product Type

      1. 5.1.1 Shaving Products

        1. Pre-shave

          1. Shaving Cream

          2. Pre-shave Oil

          3. Shaving Soap

          4. Other Pre-shave Products

        2. Post-shave

          1. After-shave

          2. Balms

          3. Other Post-shave Products

      2. 5.1.2 Razors and Blades

    2. 5.2 By Distribution Channel

      1. 5.2.1 Specialty Stores

      2. 5.2.2 Supermarkets/Hypermarkets

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 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. United Kingdom

        2. Germany

        3. Spain

        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. United Arab Emirates

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Procter & Gamble Co.

      2. 6.4.2 Beiersdorf AG

      3. 6.4.3 L'Oreal SA

      4. 6.4.4 Shiseido Co. Ltd

      5. 6.4.5 Vi-john Group

      6. 6.4.6 Grooming Lounge

      7. 6.4.7 Visage Lines Personal Care

      8. 6.4.8 MALIN+GOETZ

      9. 6.4.9 Helios Lifestyle Private Limited

      10. 6.4.10 Edgewell Personal Care Company

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Global Men's Grooming Products Market market is studied from 2016 - 2026.

The Global Men's Grooming Products Market is growing at a CAGR of 4.29% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

Beiersdorf AG, Procter & Gamble Co., L'Oréal SA, Shiseido Co.,Ltd. , Vi-john Group are the major companies operating in Global Men's Grooming Products Market.

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