Men's Grooming Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Global Men's Grooming Products Market is segmented by Product Type (Hair care products, Skin Care Products, Shave Care Products and Other), 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 Growth
Study Period: 2016-2027
Base Year: 2021
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 global men's grooming products market is projected to witness a CAGR of 4.29% during the forecast period, 2022 - 2027. 

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.

Men are increasingly heavily spending in grooming goods as attitudes about conventional masculinity have shifted as a result of 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 all around the world. Aside from that, some market participants are developing new electrical items, such as shavers and razors, by incorporating new performance characteristics based on cutting-edge technology. Their product range have increased, from basic blades to body groomers and electric shavers, providing a beneficial boost to market growth. Leading businesses are also spending in marketing efforts and advertising their products on social media sites such as Facebook and Twitter.

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.

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 global men’s grooming products market is segmented by product type into hair care, skin care, shave care and others. 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
Skin care products
Hair care products
Shaving Products
Shaving Cream
Pre-shave Oil
Shaving Soap
Other Pre-shave Products
Other Post-shave Products
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 Share

North America Remains the Largest Market

Urban males population in Asia-Pacific region is becoming increasingly appearance-conscious and concerned that an unkempt, ungroomed appearance will have a detrimental impact on their chances of social and career success. As such, men’s grooming continued to see healthy growth during past few years in China, ranging from basic personal grooming products to skin care 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 has 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 2020, 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 Size

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 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.

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.

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 Skin care products

      2. 5.1.2 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 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 Men's Grooming Products Market market is studied from 2016 - 2027.

The 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 2021.

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

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