Men's Personal Care Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Global Men's Personal Care Market Trends and Insights

Rising disposable incomes among male consumers

As wages rise in emerging markets, the men's personal care market sees a broader customer base. This surge in the market isn't just about numbers; it's a testament to changing male consumer habits. These shifts are fueled by new perceptions of masculinity and a growing acceptance of grooming that goes beyond just shaving and showering. Men are increasingly investing in skincare, haircare, fragrances, and other grooming products as part of their daily routines. The growing awareness of personal hygiene and self-care among men further drives this trend. In urban centers, where professional appearances matter, hiring trends in premium grooming reflect this. The demand for high-quality grooming products is particularly pronounced in metro clusters, where workplace standards, social expectations, and the influence of digital media drive purchasing decisions. As disposable incomes climb, so does the appetite for premium products, bolstering margins in the men's personal care sector. This growth also encourages manufacturers to innovate and expand their product portfolios to cater to the evolving preferences of male consumers, ensuring sustained market expansion.

Social-media influence and male beauty influencers

Platforms like TikTok and Instagram are reshaping grooming standards. They highlight daily skincare routines, educate on ingredients, and feature peer reviews that often overshadow traditional ads. These platforms provide a space where younger audiences observe influencers adopting multi-step skincare routines, normalizing practices that were previously considered feminine. Viral challenges on these platforms not only create immediate spikes in search queries but also drive significant sales of featured products, effectively shortening the journey from awareness to purchase in the men's personal care market. Brands are increasingly leveraging micro-influencers to seed content. These influencers deliver authentic, peer-to-peer advice that resonates deeply with teenage and Gen Z boys, fostering trust and engagement. Data from Indonesia highlights TikTok Shop as a primary platform for skincare discovery, demonstrating how social commerce is breaking down barriers even in culturally conservative markets^{[1]Source: International Journal of Current Science Research and Review," Future of E-Commerce? How Can Galderma Leverage TikTok Shop to Increase Its Penetration and Improve Its Market Share in Indonesia Skincare Market?", ijcsrr.org}. The algorithmic amplification of male grooming content on these platforms is not only encouraging new consumers to enter the category but also driving premium trade-ups, thereby expanding the market's overall value.

Premiumization and demand for natural ingredients

Ingredient transparency is driving male shoppers to pay more, as they closely examine labels for botanical extracts, vegan claims, and recyclable packaging. This shift reflects a growing consumer preference for products that align with ethical and environmental values. Natural and organic product lines are growing at a 6.52% CAGR, outpacing their synthetic counterparts and commanding higher shelf prices due to their perceived health benefits and eco-friendly attributes. Regulatory pressures are pushing brands to move away from controversial chemicals. Starting January 2026, France will enforce a ban on PFAS in cosmetics, a move expected to influence global regulatory trends. Meanwhile, the European Chemicals Agency's findings of hazardous substances in 6.4% of tested products highlight an urgent need for reformulation, as brands face increasing scrutiny from both regulators and consumers. Brands that establish reliable supply chains for plant-based actives are gaining the trust of health-conscious consumers, as these ingredients are often associated with safety and sustainability. By positioning themselves as premium, these brands are effectively using lifestyle marketing, intertwining grooming with themes of wellness, sustainability, and self-care. This approach resonates deeply with urban professionals in the men's personal care sector, who prioritize products that reflect their values and support their holistic lifestyle choices.

Rapid expansion of e-commerce and DTC brands

Digital retail is streamlining purchases with rapid shipping, auto-replenishment subscriptions, and discreet deliveries, catering especially to grooming novices. Over the last five years, global e-commerce in the beauty sector has surged fourfold, spearheaded by China and Korea, where mobile checkouts dominate with over 70% penetration. This growth reflects the increasing consumer preference for convenience and accessibility in shopping experiences. Online beauty stores are expanding at a 6.86% CAGR, shifting the bargaining power towards agile direct-to-consumer (DTC) newcomers. These entrants adeptly leverage first-party data to tailor offers, enhance customer engagement, and recapture abandoned carts, driving higher conversion rates. Highlighting the industry's momentum, Harry's filed for an IPO in March 2024, signaling strong investor confidence in DTC economics and the scalability of such models. In response, established omnichannel players are not just launching branded storefronts on third-party platforms but are also forging partnerships for last-mile deliveries to remain competitive. With shipping times dwindling and virtual try-ons becoming more sophisticated, the men's personal care sector is increasingly embracing a digital-first approach, reflecting a broader shift in consumer behavior toward online-first engagement.

High price-sensitivity in emerging markets

Affordability poses a significant challenge as discretionary budgets prioritize essentials. In rural Indonesia and inland China, consumers frequently opt for unbranded bar soap over specialized cleansers due to cost constraints. This substitution reflects the financial pressures faced by these populations, where spending on personal care products is often deprioritized. Currency fluctuations further exacerbate the issue by driving up import costs, which, in turn, push retail prices beyond the reach of many consumers. This dynamic significantly limits the growth potential of the men's personal care market in these regions. Local contract manufacturers, benefiting from low overheads, have capitalized on this affordability gap by flooding the market with knock-off fragrances priced under USD 1. These products gain market share by being highly accessible to price-sensitive consumers, effectively meeting demand in a cost-conscious segment. However, this influx of low-cost alternatives creates a challenging competitive environment for premium brands. To address these challenges, premium brands are adopting sachet formats and refill pouches as part of their market entry and expansion strategies. These formats provide a more affordable option for consumers while allowing brands to maintain their premium positioning. Despite this approach, uptake among lower-income groups remains gradual. These cohorts often prioritize basic necessities over premium personal care products, making it difficult for premium brands to achieve significant penetration in this segment. As a result, the adoption of such strategies requires sustained efforts to build consumer trust and awareness over time.

Cultural stigma toward male cosmetics in MEA and SA

In conservative regions, traditional gender roles hinder market growth, especially when it comes to male grooming beyond mere hygiene. In some Middle Eastern and North African markets, religious and social norms pose challenges for male consumers looking to adopt skincare and cosmetic products. These norms often associate grooming and cosmetic use with femininity, creating a cultural stigma that discourages male participation in these markets. Yet, urbanization and shifts in generational attitudes, especially among the youth influenced by global media and social platforms, are slowly breaking down these barriers. Younger demographics are increasingly exposed to international trends that normalize male grooming, leading to a gradual shift in perceptions. Notably, the resistance varies by product: functional items, such as deodorants, encounter less pushback compared to cosmetic skincare products, which are often perceived as less essential. To address these cultural sensitivities and foster market acceptance, brands are shifting their marketing focus, highlighting performance and functionality over mere aesthetic appeal. Additionally, companies are leveraging localized campaigns and endorsements by culturally relevant influencers to resonate with target audiences and build trust.

Segment Analysis

By Product Type: Haircare Dominance Faces Fragrance Acceleration

In 2024, haircare commands a significant 23.17% share of the men's personal care market. This prominence stems from men's fundamental need to cleanse, condition, and style their hair, making haircare essential across diverse age groups and lifestyles. The market's maturity is evident in its vast array of SKUs, ranging from everyday value shampoos to high-end, salon-grade pomades and gels. As professional appearance standards rise, there's a growing demand for styling gels and products that offer an all-day hold without residue. Urban men, grappling with environmental stressors, are turning to innovations like anti-pollution serums and caffeine-infused thickening sprays. Brands are harnessing scientific insights, especially in scalp microbiome health, to craft unique, research-driven haircare solutions that resonate with discerning, results-focused consumers. Moreover, social media tutorials are playing a pivotal role, showcasing the advantages of styling clays and fiber pastes, and emphasizing the importance of experiential storytelling in maintaining a competitive edge.

Fragrance-infused deodorants are leading the charge in the men's personal care arena, boasting a robust 6.49% compound annual growth rate (CAGR) projected through 2030. This surge is largely attributed to the evolving work-from-anywhere culture, which seamlessly intertwines fitness, professional commitments, and social engagements. Consumers are drawn to these deodorants not just for their fresh, expressive scent profiles, but for the confidence and individuality they project. This allure has empowered brands to command a 15–20% price premium over conventional antiperspirant sticks. With rising disposable incomes, men are increasingly inclined to buy complementary products like body sprays and colognes, broadening their grooming routines and boosting overall basket sizes. Collaborations with fashion labels further elevate the desirability and prestige of these deodorants. Continuous innovations in scent formulation and packaging not only position these deodorants as essentials but also as coveted lifestyle statements. Together, these factors underscore the pivotal role of fragrance-infused deodorants in shaping the trajectory of men's grooming.

Note: Segment shares of all individual segments available upon report purchase

By Ingredient Type: Natural Revolution Challenges Synthetic Dominance

In 2024, conventional synthetic formulations dominate the men's personal care market, capturing 54.16% of the revenue. Their stronghold is bolstered by established stability, cost-effectiveness, and scalable production, making them the preferred choice for both manufacturers and consumers. With a long history of proven efficacy, these formulations consistently meet the diverse expectations of a broad consumer base. The cost-effectiveness of synthetic ingredients allows brands to offer products at various price points, reinforcing their presence in the mass market. While there's a growing interest in natural alternatives, synthetic formulations play a crucial role in ensuring product availability and competitive pricing. As the market landscape shifts, this segment remains a cornerstone for many brands' portfolios.

The natural and organic segment is rapidly emerging as the fastest-growing category in men's personal care, boasting a robust CAGR of 6.52% projected from 2025 to 2030. Heightened consumer awareness regarding ingredient safety and social responsibility is driving the demand for plant-based products. This trend has been further amplified by regulatory measures, such as PFAS bans, and intensified media scrutiny. In response, brands are reformulating flagship products with botanicals like aloe, charcoal, and tea tree oil, often obtaining certifications like COSMOS and USDA Organic to validate their claims. Yet, climate change poses supply chain challenges, jeopardizing the steady availability of essential botanicals. To counter this, there's a surge in investments towards vertical farming and synthetic biology, aiming to stabilize the supply of active ingredients. Male consumers prioritize high efficacy, shunning products with diluted textures or faint fragrances. This demand drives R&D efforts to harmonize clean-label standards with performance. While shifts towards biodegradable preservatives and sustainable packaging come with elevated costs, the premium pricing segment largely absorbs this financial strain. The combined forces of regulatory momentum and consumer activism are set to redefine industry benchmarks, bridging the gap between niche eco-brands and mainstream offerings, and influencing the competitive landscape of the men's personal care market.

By Category: Mass-Market Scale Versus Premium Growth Velocity

In 2024, the mass-market segment dominated the men's personal care market, accounting for a significant 73.17% of the total revenue. This dominance can be attributed to its affordability, widespread availability, and the backing of well-known household brands. By offering multipacks, larger bottles, and promotional bundles, the mass-market segment effectively caters to price-sensitive consumers and families. The easy accessibility and familiarity of these products ensure steady sales across various demographics. Furthermore, the trust associated with established brand names enhances consumer loyalty, solidifying the segment's leading position. These mass-market offerings not only ensure broad market penetration but also form the cornerstone of many companies' sales strategies. Despite facing stiff competition, the segment's value-driven approach and extensive distribution channels have enabled it to maintain a consistent revenue stream.

Meanwhile, the premium segment is emerging as the fastest-growing sector in the men's personal care arena, boasting an impressive 7.39% CAGR. This growth surge is fueled by innovative packaging, meticulously selected ingredient combinations, and products that are not just functional but also gift-worthy, appealing to urban professionals and grooming aficionados. Premium products are increasingly seen as extensions of personal identity, symbolizing self-care and social standing. Subscription services, featuring exclusive balms and unique fragrances, not only promote product exploration but also encourage repeat buys. With profit margins often surpassing 60%, this segment has caught the eye of private equity firms, highlighted by Unilever's bold $1.5 billion takeover of Dr. Squatch in June 2025. In response to this trend, mid-tier brands are rolling out prestige sub-lines and collaborative editions, capturing luxury aesthetics while keeping prices within reach. Looking ahead, the men's personal care landscape is poised for a pronounced split: a divide between premium, experience-driven products and mass-market staples that prioritize volume and affordability.

By Distribution Channel: Digital Disruption Challenges Traditional Retail

In 2024, supermarkets and hypermarkets commanded a notable 31.68% share of the men's personal care market. These retail giants capitalized on their strengths: offering one-stop convenience, ensuring immediate product availability, and prominently displaying promotions, such as end-caps. For first-time buyers, especially those new to grooming, these venues play a crucial role. Shoppers often make in-aisle decisions, and the physical presence of multiple brands in one location fosters trust and encourages impulse buys. With a vast geographic reach and diverse product assortments, these retailers cater to a wide consumer base in both urban and suburban settings. Additionally, strategic merchandising and price promotions bolster shopper loyalty. Even with rising competition from alternative channels, supermarkets and hypermarkets remain foundational to the men's personal care retail scene.

Online retail has emerged as the fastest-growing channel in the men's personal care market, boasting a robust 6.86% CAGR. This surge is largely attributed to consumers gravitating towards the convenience and speed of digital shopping. Mobile applications now offer features like loyalty rewards, same-day delivery, and AI-driven chatbots, expediting the journey from product discovery to purchase. Subscription services, especially for staples like body wash, not only boost customer lifetime value but also expand wallet share. E-commerce platforms are pushing boundaries with innovations like shoppable social livestreams, where influencers showcase products in real-time, amplifying both engagement and conversion rates. On another front, new omnichannel models are emerging, offering click-and-collect options that merge the immediacy of brick-and-mortar shopping with online convenience. This swift transformation compels brands to reevaluate their investment strategies, striking a balance between traditional shelf space, online marketplace fees, and digital advertising to uphold visibility and market presence.

Geography Analysis

In 2024, Europe commands a 28.54% share of the revenue pie, a testament to its deep-rooted grooming traditions. With its mature market, Europe leans towards premiumization over sheer volume growth. Here, brands vie for attention through masterful fragrance artistry, eco-friendly packaging, and exclusive limited-edition collaborations. Regulatory shifts play a pivotal role, highlighted by Directive 2024/825, which bans baseless green claims, pushing for greater transparency and innovative eco-designs^{[2]Source: European Union, " DIRECTIVE (EU) 2024/825 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL", eur-lex.europa.eu}. Retailers are quick to act, enforcing chemical blacklists that hasten product reformulations.

In contrast, the Middle East and Africa region is on an upswing, boasting an impressive 8.35% CAGR projected through 2030. This growth is fueled by urbanization, the ambitious agendas of the UAE and Saudi Vision, and a burgeoning mall culture. Gulf megamalls are witnessing a surge in grooming kiosks, while local entrepreneurs harness social media's power to promote products like beard oils and Oud-infused shower gels.

North America continues to be at the forefront of innovation, buoyed by venture-backed start-ups and the FDA's enforcement of the Modernization of Cosmetics Regulation Act (MoCRA)^{[3]Source: United States Food and Drug Administration," Modernization of Cosmetics Regulation Act of 2022 (MoCRA)", www.fda.gov}. The region also sees a robust appetite for multifunctional grooming products. On the other hand, South America grapples with economic challenges; while inflation curtails the appetite for premium products, the region's barbershop culture ensures a steady demand for budget-friendly hair gels and colognes. This geographical landscape underscores the need for tailored strategies, harmonizing local nuances with the overarching consistency of global brands in the men's personal care arena.