Male Grooming Products Market

Male Grooming Products Market Size and Share:

The global male grooming products market size was valued at USD 90.7 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 153.6 Billion by 2033, exhibiting a CAGR of 5.99% from 2025-2033. Europe currently dominates the market, holding a market share of over 32.4% in 2024. The male grooming products market share is rising due to growing awareness of personal hygiene among men, with an emphasis on a well-groomed appearance, the easy availability of specialized products catering specifically to men's unique skin and hair care, the growing influence of social media and celebrity endorsements, as well as the expansion of various retail channels, are some of the factors driving the male grooming products market. 

The male grooming products market growth is attributed to changing norms in society and growing awareness about personal hygiene among men that have boosted demand for grooming products such as skincare, haircare, and beard care products. The increase in disposable income, especially in developing economies, has allowed men to spend more on high-end grooming products. Furthermore, the growing popularity of social media and the trend of male influencers who talk about grooming routines has increased product visibility and adoption. The increasing trend of metrosexuality and the shift toward natural and organic products have further expanded market appeal. In addition, product innovation in the form of multifunctional grooming solutions and eco-friendly packaging is attracting environmentally conscious consumers. Retail expansion through e-commerce platforms has also made products more accessible, catering to the convenience-oriented lifestyles of modern consumers.

The United States has emerged as a key region for male grooming products. Growth in the United States male grooming market can be attributed to changing consumer preferences, awareness about personal grooming, and changes in societal attitudes. Modern men focus more on skin care, hair care, and personal hygiene in a bid to appear well-groomed and more confident. An increase in disposable incomes and exposure to global grooming trends through social media and marketing campaigns will further drive the male grooming products market demand. The trend of the adoption of natural and organic products in itself aligns with the shift of consumers towards sustainability and wellness. Brands are now launching new, innovative, tailored products like beard oils, anti-aging creams, and multi-purpose grooming solutions targeted at varying male grooming needs. Celebrity endorsement and e-commerce platforms further expanded the markets. Given that there is increasing recognition of the self-care of males, the male grooming products market in the U.S. has prospects of future growth in years to come.

Male Grooming Products Market Trends:

The emergence of customized solutions

The introduction of personalized solutions has changed the male grooming product sector. Industry reports indicate that 75% of shoppers are willing to spend more on beauty and skincare products if they receive a personalized online shopping experience. Consumers are increasingly asking for goods that are tailored to their own skin types, hair textures, and personal preferences. To address this need, manufacturers are increasingly providing personalized solutions such as bespoke shaving kits, hair care regimens, and skin care products based on individual evaluations and needs. Customization not only improves the customer experience, but it also increases brand loyalty since purchasers have a closer connection to goods developed particularly for them. For instance, an online beauty retailer, Nykaa, is looking to tap the billion-dollar men’s grooming market in India with its exclusive portal for men called Nykaa Man. The men’s category is one of the fastest-growing categories on Nykaa’s main platform, and it expects this segment to contribute 10% to the company’s total revenue. Furthermore, bespoke solutions assist manufacturers in better understanding their customers, allowing them to develop and build products that are more appealing to their intended audience. By carefully matching the items with individual requirements and concerns, the market sees higher customer involvement and satisfaction, which is fueling its growth and expansion. For instance, Gillette introduced King C. Gillette, an extensive line of grooming and beard care products for men. Shave and edge, trim, and care were the three categories used to classify the assortment.

Rising integration of technology and innovation

The increasing use of technology and innovation in the male grooming sector is altering how men approach personal care. Smart razors with sensors, as well as grooming applications that provide virtual consultations and individualized advice, make grooming easier, more efficient, and enjoyable. Furthermore, subscription-based services make it easy for men to acquire and renew their grooming products, which helps them keep to their routine. The entrance of technology is more than just a trend; it signals a shift in how the industry runs, with customers interacting in fresh and fascinating ways. This technological advancement appeals to tech-savvy young people by making grooming more easy and inventive, making it a key driver of worldwide market growth. For instance, Gillette from Procter & Gamble introduced the most recent product innovation in shaving razors: Gillette SkinGuard, a razor that shaves while barely touching the skin. SkinGuard is designed to revolutionize the shaving experience for men by incorporating two lubra strips that leave the skin feeling soft and smooth.

The paradigm shift in social norms and perceptions

Changes in cultural customs and views around male grooming have a significant influence on the business world. Traditional views that restricted male grooming to a few objects are fading as society evolves. Grooming is no longer regarded only as a feminine discipline, with many males participating in rigorous self-care practices. In the US, the male skincare market has experienced considerable growth, with a significant 68% rise in facial skincare usage among men between 2022 and 2024, driven by evolving cultural norms. This metamorphosis is made possible by media portrayal, celebrity influence, and a broader society movement that values and celebrates individuality and self-expression. As a result, guys feel more at ease trying out and utilizing a wider selection of grooming products. This shift in public attitudes not only improves the image of the male grooming industry, but it also creates new customer groups and encourages more research and usage of grooming products. This major adjustment is important for the continued growth of the market. For instance, 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. For instance, L’Oréal signed an agreement to acquire Youth to the People, a California-based skincare brand. The brand focuses on high-performance skincare using vegan superfood extracts. L’Oréal aims to enhance its portfolio with this strategic acquisition, aligning with shared values of sustainability and community representation.

Natural and organic ingredients

Natural and organic components in male grooming products are more popular and sought after by customers. Natural and organic ingredients are obtained from plants, herbs, fruits, and other natural sources and do not include any synthetic chemicals or artificial additions. Incorporating these substances into male grooming products has several benefits, including the removal of harsh chemicals, nourishing and hydrating skin, and so on. Furthermore, rising concerns about the health and environmental consequences of synthetic chemicals are driving market expansion. Furthermore, companies are responding to this need by producing plant-based chemicals, botanical extracts, and essential oils, which are marketed as safer and more environmentally friendly alternatives. For instance, 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. 

Male Grooming Products Industry Segmentation:

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

Analysis by Product:

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

Male toiletries stand as the largest segment in 2024, holding around 41.5% of the market. The male toiletry market is being pushed by men's increased awareness of personal cleanliness and beauty. Brands are attempting to provide specialized products that fulfill men's skincare and grooming needs. Rising urbanization and disposable incomes have contributed to an increase in demand for male toiletries. Advertisements and celebrity endorsements have contributed significantly to the normalization and promotion of male grooming habits. Furthermore, the emergence of online shopping platforms has increased the accessibility of these commodities, leading to market expansion. For instance, Bombay Shaving Company launched a new Activated Bamboo Charcoal Face Wash campaign. The facewash contains activated charcoal, pomegranate, turmeric, and papaya extract.

Analysis by Price Range:

• Mass Products
• Premium Products

Mass products leads the market with around 73.9 of market share in 2024. The mass products industry is being driven by a growing need for affordable and simply available grooming solutions. The availability of foreign firms offering a wide range of products at varied price points has made grooming items more accessible to a broader audience. Manufacturing technical advancements have enabled cost-effective manufacture, hence boosting the affordability of mass commodities. Personal grooming awareness has expanded, and these products are now available via a number of retail outlets, further expanding the industry. Furthermore, targeted marketing and promotional operations have successfully enlarged the client base, accelerating the growth of the mass products category.

Analysis by Distribution Channel:

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

Supermarkets and hypermarkets lead the market with around 47.9% of market share in 2024. The increasing number of supermarkets and hypermarkets has a considerable impact on the male grooming products business because of the convenience they give through a varied product range. Customers want to physically check items and compare multiple brands and prices in one location, which drives this industry. Supermarkets and hypermarkets are deliberately placed in both urban and suburban areas, allowing them to service a large population. In-store promotions and discounts are also effective in attracting customers to these retail locations. Furthermore, skilled staff in these organizations who can assist with product knowledge and selection play a key role in improving sales. For instance, according to a study by FashionNetwork.com, men are more likely to buy brands after touch and feel the experience in supermarkets & hypermarkets as only 22% of men shop frequently on their mobile devices.

Regional Analysis:

• North America
• Asia Pacific
• Europe
• Latin America
• Middle East and Africa

In 2024, Europe accounted for the largest market share of over 32.4%. The European market is fueled by a long history of personal care and grooming, as well as a strong focus on quality and innovation. The presence of several well-known brands, as well as clients' high purchasing power, all contribute to the industry's success. Awareness campaigns and commercials targeting European men have helped to change attitudes around grooming and personal care. Furthermore, the rise of eCommerce and digital platforms has expanded item availability in remote places, driving market development. Furthermore, societal attitudes toward respecting diversity in appearance, as well as the influence of fashion and lifestyle in European countries, have boosted demand. Regulatory efforts that encourage the use of natural and organic components are in line with European consumer preferences, further boosting the business. Furthermore, environmental awareness and demand for sustainable products have spurred innovation in packaging and product composition, bolstering the European market sector. Lastly, partnerships between local and international businesses create a diverse range of options, catering to various customer demands and tastes, hence increasing the male grooming products industry in Europe. For instance, Silgan Holdings Inc. partnered with Bondi Sands on the brand's newly launched self-tanning range, Pure. For instance, Silgan Dispensing partnered with Bondi Sands to launch the Pure self-tanning range, featuring the innovative EZ’R foamer. This foamer is notable for its 100% recyclable design and eco-friendly attributes, requiring no priming and producing propellant-free foam. It is made from 50% fewer components, making it 52% lighter and capable of dispensing twice as much foam compared to traditional options.

Key Regional Takeaways:
 

United States Male Grooming Products Market Analysis

The male grooming products market in the United States is driven by changing societal attitudes toward men’s self-care, with grooming increasingly viewed as a form of self-expression and hygiene. This shift has led to the introduction of premium and specialized products targeting specific skin and hair concerns, such as anti-aging creams, beard care products, and hair styling solutions. The growing number of men, particularly millennials and Gen Z, are adopting multi-step grooming routines, which is catalzying the demand for diverse product lines. The number of males in United States was reported at 16,82,86,299 in 2023, according to the World Bank, which in turn is supporting the market in the country. In addition, digital influence plays a significant role on account of the higher number of online platforms. These platforms are benefiting in generating awareness among individuals about the male grooming products market trends. Influencers and celebrity endorsements further amplify product appeal, driving market growth. Apart from this, the increasing focus on sustainability and natural formulations is another key driver. Many consumers are increasingly favoring products with eco-friendly packaging and natural ingredients. This trend aligns with the broader preference for health-conscious and eco-responsible choices. Furthermore, the workplace culture in the U.S., especially in urban centers, emphasizes a well-groomed appearance, encouraging men to invest in their grooming routines. The increasing diversity of the U.S. population is leading to a high demand for products catering to various skin tones, hair types, and cultural preferences, further expanding the market.

Asia Pacific Male Grooming Products Market Analysis

The Asia Pacific male grooming products market is expanding rapidly because of evolving consumer preferences and inflating income level of individuals. The rising awareness about personal grooming among men, particularly in urban areas, is catalzying the demand for skincare, haircare, and fragrance products. In addition, the younger demographic in Asia Pacific is particularly receptive to grooming trends, with a willingness to experiment with new products and routines. Social media platforms also play a pivotal role in educating consumers and popularizing grooming practices. Male influencers and celebrities endorsing grooming products are contributing to higher acceptance and demand. Furthermore, heightened awareness about grooming benefits, combined with affordability initiatives from brands, is making grooming products more attractive to a broader audience. In line with this, cultural emphasis on appearances and hygiene in countries, such as India and Thailand, is driving men to invest more in grooming products. Besides this, the demand for sustainable and organic products is gaining traction, aligning with trends toward natural formulations. People in the region are becoming conscious about products they are using and preferring products that are safe on the skin.

Europe Male Grooming Products Market Analysis 

The male grooming products market in Europe is driven by a combination of tradition and modernity, with men increasingly integrating grooming routines into their daily lives. The rising influence of metrosexual culture and the normalization of self-care for men have significantly increased the demand for high-quality grooming products, particularly in Western Europe. A key driver is the region’s focus on premiumization. European consumers value quality and are willing to invest in luxury grooming products, such as high-end skincare, fragrances, and beard care solutions. Brands are often emphasizing craftsmanship and locally sourced ingredients, appealing to consumer preferences for authenticity and sustainability. In addition, the aging population in Europe is contributing to the market growth, as older men are seeking anti-aging and wellness products. On 1 January 2023, the EU population was estimated at 448.8 Million people and more than one-fifth (21.3 %) of it was aged 65 years and over, as per the reports. Grooming products targeting mature skin and hair concerns are increasingly popular. At the same time, younger men, influenced by social media and digital advertising, are adopting grooming routines early in life. Environmental consciousness is another significant factor shaping the market. European consumers are increasingly seeking eco-friendly products with minimal environmental impact. Brands in the region are offering sustainable packaging and natural ingredients.

Latin America Male Grooming Products Market Analysis

The increasing awareness among individuals about personal care, along with changing societal norms, is bolstering the market growth. Younger men, especially in countries like Brazil, Mexico, and Argentina, are embracing grooming routines influenced by social media and celebrity endorsements. The cultural emphasis on appearance and grooming, particularly in urban areas, is creating a positive market for skincare, haircare, and fragrance products. Moreover, economic growth and inflating income levels are enabling more individuals to invest in grooming products, including premium and specialized items. Local and international brands are tapping into this potential by offering region-specific products tailored to the diverse climate and hair types prevalent in Latin America. Additionally, e-commerce and retail expansion are making grooming products more accessible, even in remote areas. According to the International Trade Administration, Brazil is the largest economy in Latin America and continues to experience rapid e-commerce growth of 14.3% by 2026. Subscription-based models and customization options are further strengthening consumer engagement.

Middle East and Africa Male Grooming Products Market Analysis

The male grooming products market in the Middle East and Africa is gaining momentum due to evolving consumer attitudes. Grooming is deeply rooted in cultural practices, particularly in Gulf countries, where personal care and appearance are prioritized. This has driven demand for high-quality grooming products, including fragrances, beard oils, and skincare. A youthful population across the region, combined with urbanization, is leading to increased adoption of modern grooming habits. The number of young people of 15-24 years old has risen from 51 Million in 1995 to around 82 Million in 2023 in the Arab region, as per reports. Social media platforms and digital marketing are also played a significant role in introducing global grooming trends to consumers, particularly younger men. E-commerce platforms are significantly contributed to the market's growth, making male grooming products accessible in remote areas.

Competitive Landscape:

Key players in the male grooming products market are adopting various strategies to strengthen their position and capture a larger market share. A significant focus is placed on product innovation, with companies developing new formulations tailored to specific male grooming needs, such as beard care, anti-aging, and sensitive skin products. Many brands are leveraging natural and organic ingredients to align with the growing consumer demand for clean and sustainable products. Marketing and branding play a crucial role in enhancing market presence. Key players are utilizing celebrity endorsements, influencer partnerships, and targeted social media campaigns to engage with younger demographics and build brand loyalty. Additionally, e-commerce has become a critical channel, with companies investing in online platforms, personalized shopping experiences, and subscription models to provide convenience and accessibility. These efforts are creating a favorable male grooming products market outlook across the globe.

The report has also analysed the competitive landscape of the market with some of the key players being:

• Procter & Gamble Company
• Unilever PLC
• Edgewell Personal Care Company
• Beiersdorf AG
• LVMH Moët Hennessy – Louis Vuitton SE
• L’Óreal SA
• Coty, Inc.
• Natura Cosmeticos SA (NATURA)
• PUIG, SL
• Koninklijke Philips NV
• Panasonic Corporation

Latest News and Developments:

• January 2025: Emami Ltd, the consumer company that offers Zandu and Navratna ayurvedic goods, has renamed its nearly two-decade-old male grooming brand in order to enter into a larger market estimated to be worth USD 3,840 million in the future years. The renaming of Fair and Handsome to Smart and Handsome is a "strategic decision" based on consumer data that show a shift toward individuality and diversity among young men.
• October 2024: ASORT, a renowned lifestyle and personal care company, introduced an exclusive men's grooming collection under its Mr. Huffman brand. Mr. Huffman's commitment to providing high-quality, creative goods adapted to modern men's demands seeks to transform grooming standards and elevate the self-care experience for men throughout India.
• April 2024: Piramal Pharma's Consumer Products Division (CPD) marked its entry into the men’s grooming market with the launch of the BOHEM product range. This set contains a hair removal spray, a beard growth oil, and an underarm roll-on. Piramal Pharma's BOHEM aims to transform men's grooming culture toward more inclusive self-care regimens by employing scientifically proven ingredients for concrete outcomes.
• April 2024: LeBron James’ the shop launches men’s grooming line at Walmart. The new brand includes seven vegan, cruelty-free grooming products at affordable prices that will be sold exclusively at over 1,600 Walmart locations and online. The collection is also available via The Shop's website.

Male Grooming Products 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 male grooming products market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global male grooming products market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• 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 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.