Asia Pacific Male Grooming Products Market

Asia Pacific Male Grooming Market Size and Share:

The Asia Pacific male grooming products market size was valued at USD 14.88 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 24.09 Billion by 2033, exhibiting a CAGR of 5.22% from 2025-2033. The Asia Pacific male grooming market is experiencing rapid growth, driven by increasing disposable incomes, changing social norms, the influence of social media and celebrities, the rise of e-commerce, and a growing demand for natural, sustainable products, creating new opportunities for innovative and specialized grooming solutions for men.

The Asia Pacific male grooming market has experienced robust growth, fueled by a combination of shifting cultural, economic, and social factors. Rising disposable incomes, particularly in emerging economies like China and India, have empowered a larger segment of the male population to invest in grooming products, which were once a niche market. For instance, in April 2023, Indian brand Ustraa expanded its fragrance portfolio with the launch of three new EDTs—Sport, Vibe, and Beast—and two deodorant roll-ons—Black and Blue—designed for long-lasting freshness and odor control for men. Additionally, heightened awareness of personal well-being, along with the rise of social media, has contributed to changing attitudes toward male grooming. Men are now more conscious of their appearance, influenced by the growing prevalence of male beauty influencers and celebrities endorsing grooming routines. These shifts in perception have broadened the appeal of grooming products like skincare, haircare, and beard care, which were traditionally marketed to women. As masculinity increasingly embraces self-care practices, the market has diversified, with new product lines designed to meet the specific grooming needs of men, propelling the industry's rapid expansion in the region.

Beyond the cultural change, technological innovations have been instrumental in advancing the male grooming market in the Asia Pacific. Advanced products, such as high-tech razors, skincare solutions with anti-aging properties, and specialized haircare items, have also played a major role in making the market broader. Men seek more sophisticated products that cater to specific grooming needs, from wrinkle reduction to beard shaping. Moreover, the growth of market availability by the e-commerce platforms has further accelerated its growth owing to the convenience and wider availability of products online. Together with competitive pricing, ease of shopping from home, has made men to look and buy those things they never shopped for. This has been further catalyzed by the accelerating demand for environmentally friendly and sustainable grooming products, as well as the trend towards cruelty-free brands. As a result, more companies are moving towards greener practices that appeal to a new, eco-conscious consumer base. These factors have, in turn caused a strong spike in regional male grooming.

Asia Pacific Male Grooming Market Trends:

Rising Influence of Social Media and Celebrities

The influence of social media and celebrities is one of the most prominent market trends driving the growth of the Asia Pacific male grooming industry. Platforms like Instagram, YouTube, and TikTok have allowed beauty and grooming influencers, as well as male celebrities, to openly discuss and promote personal care routines, resulting in a shift in the grooming habits of men. Male celebrities like actors, athletes, and musicians, who often share their grooming rituals with their followers, have played a significant role in normalizing and encouraging men to invest in products like skincare, haircare, and shaving essentials. For instance, in January 2023, Villain Lifestyle expanded its product line with a personal care range, launching the Xtreme Foam Choco Mint Face Wash, featuring actor Yash in a campaign, marking its entry into personal care. Furthermore, as men embrace self-care more openly, grooming routines are becoming a mainstream topic. This cultural shift has led to a greater variety of grooming products tailored specifically for men, further fueling the demand in the market.

Growth of E-Commerce and Digital Platforms

The rise of e-commerce platforms has become a key driver in the Asia Pacific male grooming market outlook. The more people turn to online shopping, the wider the scope of availability for these products is from the comfort of one's home. Online sites carry an array of grooming products from niche brands to the biggest names globally, making them more available to the consumers. Moreover, online stores provide reviews and recommendations for customers to help men make a more informed purchase. In support of this expansion in online retail, mobile shopping has also seen a growth pattern, which in turn makes the new products exploration more convenient for the men. Brand is also finding an expansion space by reaching their wider audience and thereby creating growth through digital marketing strategies and through collaborations with social media influencers.

Demand for Natural and Sustainable Products

The demand for natural and sustainable grooming products is revolutionizing the Asia Pacific male grooming market. More and more people are concerned with the environment caused by the purchases they make. Thus, more are shifting to the usage of eco-friendly, cruelty-free, and organic products made from natural ingredients. The skincare and haircare products for men, especially, have started looking for harmful chemicals, but rather prefer to opt for organic formulas for sensitive skin. As such, grooming companies are using more plant-based ingredients and sustainable packaging that meets these emerging changes in consumer attitudes. In addition, there is a shift in the sustainability arena among the young male consumer as he is becoming increasingly concerned about the environmental impact he has. At the same time, more and more grooming companies are paying attention to transparency and sustainability when it comes to product development, further driving demand in the Asia Pacific region for more ethically produced solutions.

Asia Pacific Male Grooming Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Asia Pacific male grooming products market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on product, price range and distribution channel.

Analysis by Product:

• Male Toiletries
• Electric Products
• After Shave Lotions
• Others

The male toiletries segment is the biggest driver of the market for grooming products intended for men in the Asia Pacific region. Mass-market products, including shaving essentials, deodorants, body washes, and colognes, come under this category. Such mass-market items are easily accessible at affordable prices and can be used by the broad demographic, making daily products crucial. The increased demand from men to stay hygienically clean has propelled the basic needs of toiletries, especially for developing countries, because there is high awareness in keeping one's person groomed and hygienic. Another development that cuts across is people seeking multi-tasking toiletries like body-wash moisturizers all rolled into one or more in line with easy-to-practice grooming routine. The market diversification led to the growth of brands to offer specialized products with specialized formulas targeting sensitive skin and anti-aging, among others. This diversity and an expanding network of distribution further enhanced the dominance of male toiletries in the grooming market and catered to the changing tastes of male consumers.

Analysis by Price Range:

• Mass Products
• Premium Products

Mass-market grooming products are witnessing a spurt in demand in the Asia Pacific region, primarily due to their affordability, accessibility, and increasing variety. This segment comprises widely used items such as soaps, shampoos, razors, deodorants, and hair gels, which form the backbone of male grooming routines across the region. As disposable incomes rise and grooming habits become more ingrained in daily life, men are increasingly purchasing these essential products. The appeal of mass products is that they can satisfy basic grooming needs without a high premium and therefore reach a broad spectrum of consumers by income level. Retailers capitalize on this trend by offering mass products in large quantities or as value packs in efforts to encourage bulk buying. Moreover, as compared to earlier, mass market grooming products could now be accessible at any possible location, even online, giving males easy choices that are conveniently budget-friendly with regards to their grooming routine.

Analysis by Distribution Channel:

• Supermarkets and Hypermarkets
• Pharmacy Stores
• Online Stores
• Others

Pharmacy stores are critical distribution channels for male grooming products, especially mass-market toiletries, in the Asia Pacific. Given the increase in health and wellness consciousness, such stores allow customers to conveniently obtain trusted essentials for grooming such as shaving cream, deodorant, and skin care products. Pharmacy chains and drugstores are gradually expanding their lines to include an array of male grooming products. They are increasingly becoming a one-stop shop, convenient and reliable for personal care needs. Pharmacies in urban and rural areas are therefore an important source of access for consumers looking for affordable, everyday grooming products. Amplified online presence by pharmacies, enabling customers to buy grooming products from the comfort of their homes. With accelerated premium provisions for pharmacy stores, this has elevated the segment's growth sufficiently to propel the companies to become a major distributor of male grooming products.

Country Analysis:

• China
• Japan
• India
• South Korea
• Australia
• Indonesia
• Others

The market for male grooming in China is experiencing tremendous growth, driven by increasing disposable incomes, urbanization, and a changing attitude toward masculinity. Skincare, shaving, and haircare products are witnessing increased investment from men through social media and star culture. E-commerce growth further leads to the widespread use of grooming products.

The male grooming market of Japan is highly demanding about high-quality and innovative products in terms of skincare and haircare. Its focus on personal hygiene and grooming blended with interest in anti-aging solutions shifted the interest towards premium grooming brands. Increasingly, e-commerce is also gaining momentum in this region.

Rising disposable incomes, urbanization, and growing awareness about personal grooming have made the Indian male grooming market highly growth intensive. Skincare, beard care, and haircare products are witnessing a huge demand, and social media influence and the change in attitudes toward male beauty and self-care are contributing to the growth.

South Korea plays a crucial role in the Asia Pacific male grooming market report as the country has an already established skincare and beauty culture on men. This country tops the skincare innovation in the region, and the nation's South Korean male grooming product is the most sought after. K-beauty trends influence this growing demand for grooming solutions in the region.

The male grooming market in Australia is driven by a strong focus on personal hygiene, wellness, and eco-conscious products. Men are increasingly seeking skincare, beard care, and haircare solutions, with an emphasis on natural and sustainable ingredients. The demand for high-quality grooming products is supported by a growing interest in self-care.

The male grooming market in Indonesia is growing in addition to increasing disposable incomes, changing lifestyles, and heightened awareness of grooming. Men are becoming increasingly eager to spend on personal care, especially skincare and haircare products. Online e-commerce has played a very important role in making these grooming products accessible to the masses.

Other Asia Pacific regions, especially Southeast Asia and emerging markets, are seeing a rise in male grooming. Here, growth is propelled by urbanization, increasing the middle-class population, and heightened awareness regarding self-care. The more a man moves into the mainstream of the market, the more likely he is to consume skincare, haircare, or shaving essentials.

Competitive Landscape:

The competitive landscape of the Asia Pacific male grooming market is highly dynamic, with many global and regional players competing for market share. The leading companies dominate the mass-market segment, offering a wide range of grooming products, including shaving essentials, deodorants, and skincare solutions. They maintain their stronghold through extensive distribution networks, strong brand recognition, and effective marketing strategies. Regional brands carve out niches by adapting products according to regional taste and trend and offering specific grooming solutions to men in the different regions. A rise in natural and sustainable product demand has, therefore, necessitated both global and regional players to innovate on eco-friendly, cruelty-free alternatives. The increased accessibility of various grooming products on e-commerce platforms has intensified competition because established and emerging brands can expand their reach and grow their customer base.

The report provides a comprehensive analysis of the competitive landscape in the Asia Pacific male grooming products market with detailed profiles of all major companies.

Latest News and Developments:

• In January 2025, Emami Ltd announced the rebranding of its flagship male fairness product, Fair & Handsome, to Smart and Handsome. Aiming to capture a larger share of the rapidly growing male grooming market, the brand will introduce a new range of products by mid-2025, with Bollywood actor Kartik Aryan as ambassador.
• In July 2024, Garnier Men launched the "Fit for Your Face" campaign to revolutionize men's skincare in India. Featuring John Abraham and Mumbai Indians cricketers Jasprit Bumrah, Ishan Kishan, and Tilak Varma, the campaign emphasizes personalized skincare and aims to engage a broader male audience.
• In January 2024, Kao Corporation launched the Success RESIL line under its men's grooming brand, Success. The line, featuring shampoo and conditioner with plant-derived amino acids and no silicones, focuses on scalp care, cleansing, and nourishing hair while promoting a healthy, voluminous appearance, aligning with the "skinification" trend.

Asia Pacific Male Grooming Market  Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Asia Pacific male grooming products market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the Asia Pacific male grooming products market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Asia Pacific male grooming products industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.