Mens Grooming Products Market

Men’s Grooming Products Market Size

The global men’s grooming products market size was valued at USD 55.5 billion in 2023. The market is expected to grow from USD 58 in 2024 to USD 89.8 billion in 2032, at a CAGR of 5.6%. The increasing participation of men in grooming activities is directly related to the expansion of the men’s grooming market. Traditionally, providers of cosmetics had exclusively targeted women by making beauty and skincare products, but now it looks like the focus is shifting towards men too.

This is attributed to the enhanced self-grooming, cleanliness, and general effort put towards one's looks which seems to be on the rise among males in modern times. The way the media represents male influencers and celebrity endorsers of various grooming products normalizes the concept of self-admiration or self-grooming. A survey conducted by lending tree in 2023 points out that men in U.S. are spending more than women on beauty products, at USD 2,256 as opposed to USD 1,283 spent by women. This marks a significant change in men’s spending behaviors with respect to grooming.

Men are beginning to realize the advantages of a well-kept appearance that includes healthier skin, better hygiene, and self-appreciation. This change in attitude is also apparent in the growing number of rival brands. Companies are focusing to provide men what they seek by broadening the product line to include anti-aging skin care, beard care, and new scents. This shift is indicative of some movement to a more gender sensitive perspective in the marketing of men’s grooming products.

In addition, the emergence of social media networks has increased the focus on appearance risks and forces men to purchase grooming items. This includes various product types which also include organic and non-chemical products which enhance market growth. Furthermore, the level of celebrity endorsement of the product and the focus on marketing to men has risen which assists in the easier acceptance of these goods. These marketing strategies which are directed towards men grooming will help companies to target men's audience and develop men specific products by understanding their requirements which will boost men's grooming market during forecast years.

Men’s Grooming Products Market Trends

• The use of artificial intelligence (AI) and augmented reality (AR) in grooming products is on the rise. L'Oréal, for example, sells AI skincare diagnostics that enables better product suggestions and improves consumer satisfaction.
  
• To ensure products are safe and of high quality, governments are starting to impose tougher regulations. The US FDA did change its procedures in 2023 to tighten labeling for men’s grooming products as a result of The Modernization of Cosmetics Regulation Act, which requires further ingredient and unit registration of cosmetic products, including those for men’s grooming. As a result, there will be more comprehensive registration and disclosure of ingredients for all cosmetic products, including those specifically marketed towards men.
  
• There has been a noticeable growth in sustainable products in the men’s grooming categories, and these changes are mostly caused by eco-friendly consumers. Companies are starting to use biodegradable packaging, organic materials, and chemical free formulas. The heightened awareness of the environment and the push for regulatory sustainability have increased demand significantly making green grooming an indispensable section in the market.
  
• The number of brand collaborations for cosmetics products meant for men have been increasing. These partnerships between skin care brands and fashion and lifestyle brands allow for increased consumer market reach and access to new product types as well as enhanced brand reputation. Increased consumer participation through influencer and celebrity endorsements creates interest which motivates competition and innovation within the industry.
  

Men’s Grooming Products Market Analysis

Based on product type, the market is segmented into skincare products, haircare products, shaving products, razors and blades, others. The skincare products segment held the maximum share in the market with revenue of USD 17.1 billion in 2023, which is anticipated to grow at a CAGR of 6.1% during the forecast period.

• Men have started spending more money on their skincare regime because of the increased focus on skin health, antiaging aspects, and self-care, which in turn creates more demand for skincare products such as cleanser, moisturizer, and serum.
  
• Various brands produce hydrating gels, SPF creams, and even anti-pollution creams to address people’s different skincare concerns. With the use of digital marketing, influencers, and even celebrities, products have gained recognition which makes people more willing to give them a try.
  
• Sunscreen and anti-aging creams have become widely used products. Research conducted by Cancer Council shows that only 49% of men in Australia look for shade during the summer sun and less than a third wear sunscreen on a regular basis.
  

Based on end user, the men’s grooming products market is segmented into individual and commercial. The individual segment held 60.5% of the total market share in 2023 and is anticipated to grow at a CAGR of 5.7% during the forecast period.

• Increasing spending capacity is leading to the adoption of grooming products in men especially for those who look for premium customized products. In 2023, India's per capita disposable income has increased by 13.3% and in 2024 it has increased by 8% this shows a certain level of increased spending power.
  
• Skin assessment and the personalized recommendation of products is offered by brands using artificial intelligence technology to cater to the consumer's personal needs.
  
• Direct to consumer (DTC) brands alongside with e-commerce services are expediting the purchase of premium products by providing them directly, removing intermediaries for a simplified purchase experience and a larger selection of products.
  

Based on distribution channel, the men’s grooming products market is segmented online, and offline. The offline segment held 65.5% of the total market share in 2023 and is anticipated to grow at a CAGR of 4.2% during the forecast period.

• Many consumers prefer offline stores to shop for grooming products because they want to test the product before making a purchase.
  
• The expansion of men’s grooming stores and high-end retail chains has improved offline sales through professional assistance and good product selections.
  
• The sale of drugs, groceries, and other daily use products still has a higher market share as they are the most convenient for customers to access instantly.
  

The U.S. men’s grooming products market was valued at around USD 12.3 billion in 2023 and is anticipated to register a CAGR of 5.8% between 2024 and 2032.

• U.S. Men's grooming market thrives on innovation with emphasis shifting to sustainability and premiumization. In the U.S. men’s grooming market, clean beauty products and personalized skincare items are gaining traction. There is also greater innovation and growth in multifunctional products. Furthermore, personal grooming seems to get more attention over the years. As reported by the Bureau of Labor Statistics, the average annual expenditure per consumer unit in the United States increased from USD 12.95 in 2021 to USD 17.68 in 2022.
  
• Germany's men's grooming industry is fueled by an overwhelming demand for natural and organic products. Eco-friendly consumers are also adopting sustainable packaging and chemical-free products. The steady growth of the market is driven by leading drug store chains such as DM and Rossmann as well as by premium brands.
  
• Increasing self-care awareness, higher disposable income, and urbanization is booming the market growth in China. The Chinese market for men’s grooming is expanding due to low-cost manufacturing. International and domestic brands are developing innovative skincare and haircare products specifically designed for Chinese consumers. Market penetration is influenced by e-commerce platforms like Tmall and JD.com, which dominate the sales market.
  
• Saudi Arabia is also witnessing a grown in the men’s grooming market due to the global influence in personal care. There is also an increase in the demand for premium fragrances, skincare, as well as beard care products. Luxury department stores continue to dominate the market, being the primary sellers of beauty products.
  

Men’s Grooming Products Market Share

• The market is operating with several regional companies on a global scale. Top 5 players  including L'Oréal, Proctor and Gamble, Unilever, and Beiersdorf AG held a market share of 15%-20% of the total market.
  
• L'Oréal leverages skincare technology and market innovation in the men’s grooming market, positioning itself toward premiumization and advancement. The company adds high-end anti-aging and hydration solutions to its portfolio. In addition, L'Oréal Men Expert’s Hydra Energetic range provides urban men with anti-fatigue moisturizers and eye roll-ons, for use with busy lifestyles.
  
• Proctor and Gamble (P&G) uses a multi-brand approach with a wide range of men’s grooming products in all price ranges for different consumers. It focuses on research-based new product development and aggressive advertising for brand loyalty. The SkinGuard razor is a product designed for sensitive skin and is part of the Gillette brand. It reduces pain caused by shaving which is one of the many ways P&G caters to customer's needs with specific grooming solutions.
  
• Unilever integrates environmental sustainability into its men’s grooming portfolio while still allowing easy access to the market through strong retail and e-commerce channels. It also focuses on responsible use of personal care products through promotional natural ingredients and eco-friendly packaging. Dove Men + Care focuses on skin cleansing products and cares more on the moisture content of the product while using boxes that can be recycled. This shows Unilever's sustainable approach to men’s grooming products.
  

Men’s Grooming Products Market Companies

Major companies operating in the men’s grooming products industry include:

• American Crew
• Beiersdorf AG
• Colgate Palmolive Company
• Coty Inc.
• Estée Lauder Companies Inc.
• Gillette
• Johnson & Johnson
• L'Oréal Group
• Procter & Gamble (P&G)
• Unilever
  

Companies that specialize in men’s grooming and cosmetics are now increasingly adopting AI and AR technologies for marketing personalization and customer engagement. Brands are now using AI virtual try-ons and skincare assessments, changing the nature of online shopping to be more interactive. Furthermore, there is a clear movement toward sustainability in the industry, concentrating on eco-friendly packaging, clean labels, and non-toxic products. The mix of eco-friendly products and direct-to-consumer brands employing digital-first approaches are further deepening brand loyalty and presence in the market.

These trends in the industry showcase a clear advancement with respect to AI technology and innovation in the men’s grooming space. The effectiveness of interactive shopping was highlighted with Estee Lauder’s virtual lipstick try on boasting a 2.5X higher conversion rate. Neutrogena partnering with Nourish to create 3D printed skin supplements illustrates the impact of AI personalization on skincare. Likewise, the success of L'Oreal’s and Ulta’s use of AR for online shopping attests that such technologies increase customers’ trust and spending.

Men’s Grooming Products Industry News

• In March 2024, Unilever started a new unisexual personal care line for both men and women. The products were minimalistic and sustainable with unisex scents and packaging. This was seen as Unilever’s attempt to cater to the increasing need of gender-neutral and more inclusive beauty products, especially from Gen Z consumers who are not as constrained by traditional personal care gender norms.
  
• In March 2024, Nivea Men will debut their new deodorant line in Canada. The line includes a roll-on deodorant, and a stick deodorant designed for active men. The NIVEA Cool Kick Roll-on provides an instant boost of freshness along with triple protection against sweating, odor, and bacteria due to its superb care formula.
  
• In November 2023, L'Oréal announced the launch of a new range of skincare products under its Men Expert line, including new advanced skincare and anti-aging products. This included the introduction of advanced anti-aging serums, eco-friendly packaging, and younger consumer scanners. This step was viewed as capturing the growing popularity of specialized Men skincare products and expansion into the growing market for men’s grooming products.
  
• In August 2023, Procter & Gamble (P&G) purchased Dove Men+Care, a promising brand in the men's natural skincare market, with an established online presence. This acquisition was part of P&G’s plan to enhance its presence in the premium men’s grooming market while targeting younger tech-savvy consumers.
  

The men’s grooming products market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD billion) from 2021 to 2032, for the following segments:

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Market, By Product Type, 2021 – 2032

• Skin care products 
  • Face Wash
  • Moisturizers
  • Face mask
  • Other skin care products
• Hair care products
  • Shampoo & conditioners
  • Styling products
  • Hair colorants
  • Other hair care products
• Shaving Products
  • Pre-shave
    • Shaving cream
    • Pre-shave oil
    • Shaving soap
    • Other pre-shave products
  • Post-shave
    • After-shave
    • Balms
    • Other post-shave products
• Razors & blades
• Other product types

Market, By End Use, 2021 – 2032

• Individual
• Commercial

Market, By Price Range, 2021 – 2032

• Low
• Medium
• High

Market, By Distribution Channel, 2021 – 2032

• Online
  • E-commerce
  • Company website
• Offline
  • Specialty stores
  • Hypermarket and supermarket
  • Others retail stores

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA