Men's Grooming Products Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Report Covers Global Men's Personal Care Products Market Analysis and is segmented by Product Type (Hair Care Products, Skin Care Products, Shave Care Products, and Other Products), 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 market size and values in (USD Million) during the forecasted years for the above segments.

Men's Grooming Products Market Size

Men's Grooming Products Market Summary
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Study Period 2017-2027
Base Year For Estimation 2022
CAGR 4.29 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Men's Grooming Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Men's Grooming Products Market Analysis

The global men's grooming products market is expected to witness a CAGR of 4.29% during the forecast period.

Men are increasingly spending heavily on grooming goods as attitudes about conventional masculinity have shifted due to the rise of the metrosexual male and the growing influence of celebrities and influencers. Furthermore, an increase in the number of men's salons is fueling demand for male toiletries worldwide. Aside from that, some market participants are developing new electrical items, such as shavers and razors, by incorporating unique performance characteristics based on cutting-edge technology. Their product range has increased, from basic blades to body groomers and electric shavers, providing a beneficial boost to market growth. Leading businesses are also spending on marketing efforts and advertising their products on social media sites such as Facebook and Twitter. New market players are entering the men's grooming product market owing to increasing demand for natural and organic products. For instance, in October 2021, Vedix, an Indian-based ayurvedic beauty brand, announced it would enter the men's skincare market with a line of products for men's grooming that included face cleanser, moisturizer, and nighttime serum. 

Men's grooming products worldwide 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. Hence, market players are considering the demands of consumers and producing products accordingly. For instance, in March 2021, Gillette, a Procter & Gamble brand, introduced the first razor, Gillette SkinGuard Sensitive, to the luxurious Gillette Labs Heated Razor collection, designed specifically for men with sensitive skin.

Men's Grooming Products Industry Segmentation

Men's grooming products means the products used by men to enhance their appearance. The men’s grooming products market is segmented by product type, distribution channel, and geography. By product type the market is segmented into hair care, skincare, shave care, and others. The skin care products are further segmented into face washes, moisturizers, oil-free creams, and other skincare products. The hair care products are further segmented into shampoos, conditioners, styling products, waxes, and other hair care products. 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, Middle East, and Africa. For each segment, the market sizing and forecasts have been done based on value (in USD Million).

Product Type
Skin care products
Face Wash
Oil-Free Creams
Other Skin Care Products
Hair care products
Styling Products
Other Hair Care Products
Shaving Products
Shaving Cream
Pre-shave Oil
Shaving Soap
Other Pre-shave Products
Other Post-shave Products
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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Men's Grooming Products Market Trends

This section covers the major market trends shaping the Men's Grooming Products Market according to our research experts:

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. Over the past few years, the demand for safe, natural, organic, and cruelty-free grooming products has increased. For instance, in February 2021, Hain Celestial Group's brand Jason launched plant-based products for men. The products include deodorants, shampoo, face and body wash, and moisturizer. The rise in premiumization of 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. The market players are actively engaged in promotional activities for their products. For instance, in November 2022, Bombay Shaving Company launched a new Activated Bamboo Charcoal Face Wash campaign. The facewash contains activated charcoal, pomegranate, turmeric, and papaya extract.

Men's Grooming Products: Average Annual Expenditure on Shaving Products, Per Consumer Unit, USD Million, United States, 2021

Asia Pacific Remains the Leading Market

The urban male population in the region is becoming increasingly appearance-conscious and concerned that an unkempt, ungroomed appearance adversely affects their chances of social and professional success. As such, men's grooming has seen steady growth over the past few years in China, ranging from basic personal grooming products to skincare and cosmetics.​ With men's grooming being largely driven by Chinese millennials and the younger generation, it is believed that men's grooming appliances still have huge potential for growth during the forecast period. Interest in men's grooming has evolved in recent years as Indian men have become more conscious about their looks due to the rise of social media platforms such as Instagram and Facebook, where they are exposed to the grooming routines of celebrities and a plethora of new products that offer targeted solutions. The increase in disposable incomes in the hands of the youth has also contributed to the retail men's grooming products business.​ Moreover, e-commerce also helped boost sales of men's grooming appliances in India during 2021, owing to the large variety of these products sold in various online retail stores such as Amazon, Flipkart (by Walmart), Nykaa, JioMart, and others. ​

Men's Grooming Products Market: Market Size (%), By Geography, Global, 2021

Men's Grooming Products Industry Overview

The market studied is highly competitive, with numerous regional players, small- and medium-scale players, and key international players such as Beiersdorf AG, Procter & Gamble Co., L'Oréal SA, Shiseido Co. Ltd., and Vi-John Group. Because of the increase in demand for organic and natural products, regional and global players are focussing on incorporating organic ingredients. New product innovations and expansions are the key strategies adopted by the major market players. Mergers and acquisitions are further expanding the market growth.

Men's Grooming Products Market Leaders

  1. Beiersdorf AG

  2. Procter & Gamble Co.

  3. L'Oréal SA

  4. Shiseido Co.,Ltd.

  5. Vi-john Group

*Disclaimer: Major Players sorted in no particular order


Men's Grooming Products Market News

  • January 2022: L'Oréal acquired United States superfood skin care specialist Youth to the People​ in a move set to deepen ethical offerings in a very competitive market in male grooming product offerings.
  • April 2022: Edgewell Personal Care Company launched new Schick Xtreme Men's Bamboo Hybrid Razors. The product is made with 100% recyclable packaging and flexible blades made with 75 percent recycled steel.
  • April 2022: Beiersdorf AG's brand Nivea Men launched a skin-care moisturizer from recycled carbon dioxide. The product was obtained by the carbon capture and utilization (CCU) process. The climate care moisturizer has a soothing effect on the skin and adds a refreshing moisture boost.

Men's Grooming Products 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 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 Product Type

      1. 5.1.1 Skin care products

        1. Face Wash

        2. Moisturizers

        3. Oil-Free Creams

        4. Other Skin Care Products

      2. 5.1.2 Hair care products

        1. Shampoo

        2. Conditioners

        3. Styling Products

        4. Waxes

        5. Other Hair Care Products

      3. 5.1.3 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. 5.2 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 Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble Co.

      2. 6.3.2 Maxingvest AG (Beiersdorf AG)

      3. 6.3.3 L'Oreal SA

      4. 6.3.4 Shiseido Co. Ltd

      5. 6.3.5 Vi-john Group

      6. 6.3.6 Grooming Lounge

      7. 6.3.7 Visage Lines Personal Care

      8. 6.3.8 MALIN+GOETZ

      9. 6.3.9 Helios Lifestyle Private Limited

      10. 6.3.10 Edgewell Personal Care Company

    4. *List Not Exhaustive

**Subject to Availability
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Men's Grooming Products Market Research FAQs

The Men's Grooming Products Market is projected to register a CAGR of 4.29% during the forecast period (2023-2027).

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

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2023-2027).

In 2023, the North America accounts for the largest market share in the Men's Grooming Products Market.

Men's Grooming Products Industry Report

Statistics for the 2023 Men's Grooming Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Men's Grooming Products analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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