Mens Intimate Hygiene Products Market

Men’s Intimate Hygiene Products Market Size

The global men’s intimate hygiene products market size was valued at USD 13.2 billion in 2024 and is estimated to grow at a CAGR of 8.9% from 2025 to 2034. Recently, the need for personal grooming and hygiene among males has intensified which is aiding in growth of the men`s intimate hygiene products. Perception towards self-care and grooming and growing social media trends and influences are some of the factors interpreting the trend. Consequently, the suitable deodorants, washes, wipes, creams, and other intimate hygiene products are being used by men.

Furthermore, this market is also supported by innovation in product formulations as natural, organic and hypoallergenic products are safe and gentle to the skin. Besides, North America, Europe, and Asia Pacific are ideal markets because of consistent needs for high convenience, comfort, and skin suitable material while also complementing the growing use of e-commerce and direct selling.  

Men’s Intimate Hygiene Products Market Trends

• Men are using products that align with social norms even though their technology has not developed that much. Incorporating the natural formulations into men’s intimate male hygiene product line seems to be gradual as we witness changes in the fashion industry. This would be due to a growing demand among men to use products such as deodorants that do not contain fragrances or materials such as parabens.
  
• There also exists brands that offer broader categories of male sensitivities for example hypoallergenic sulphate free ethanol free etc. Products like multi-functional body washes or 3-in-one washes have also gained popularity and while they come with the added benefit of being convenient, they are mostly made to suit a modern man’s active schedule. There has been an increasing reason to borrow about the need for ecologically friendly products such as reusable materials, degradable packing and subscription services.
  
• Direct consumer models are completely changing and supporting subscription services. The growing demand for eco-friendly products such as odor neutralizing products that meet men’s hygiene expectations are also likely to becoming the new normal. As the trends in sanitation and hygiene education change, men s grooming is now adapting through tools that are more innovative, bespoke and are more advanced.
  

Men’s Intimate Hygiene Products Market Analysis

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Based on the product, the market is segmented into intimate washes, wipes, deodorants & antiperspirants, moisturizer, shaving care and others. The wipes segment had the most growth between 2025 and 2034 and is projected to be worth about USD 3.79 million claiming the top spot and is estimated to reach USD 9.53 billion by the year 2034.

• Intimate washes serve the purpose of washing sensitive parts without excessive acidifying them and oversaturating them from contact with low pH levels. They encompass emollients, moisturizers and some anti-inflammatory properties that discourage unnecessary scents and bacteria, and people steer clear of fragrances with strong perfume components.
  
• Hygiene wipes facilitate the cleaning of the vagina on the move and are used for washing after exercise and traveling because they are a convenient method. These wipes contain moisturizers mild cleanse, and deodorizing agents that are non-irritant, alcohol and dermatologically safe. Body-Odor or excessive sweating on the other hand in intimate areas has sprays, sticks and roll on deodorants as well as antiperspirants used against it. These, on the other hand, work in neutralizing body scents in the skin’s surface while giving plenty of options to the users.
  
• Intimate moisturizers contain vitamins E and aloe vera, which can also be rendered in providing hydration to the skin whilst relieving any type of irritation, dryness or discomfort to any individual exposed to extreme temperatures or even after shaving. Such concerns are mostly out of consideration using shaving creams, oils, gels and after-have lotions as they tend to reduce the overall irritation of the grooming process. Most of these creams are designed to soothe the skin after the hair has been shaved, reducing the friction of coarse hair and even the probability of sustaining razor burns.
  

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Based on the distribution channel, the men’s intimate hygiene products market is segmented into online and offline channels. In 2024, the offline segment emerged as the market leader, commanding a 52.28% market share, and is anticipated to reach a valuation of USD 12.84 billion by 2034.

• Amazon, Flipkart, and other specialized wellness centers have greatly facilitated e-commerce websites, and now it is the most accessible channel for ordering items. Different items can also be accessed on company sites which also sell portals that give the customers access to special offers. Supermarkets and hypermarkets have a huge selection of items on their offline end, Health or personal care sections have a large audience for such goods.
  
• Convenience stores and pharmacies are good with this as well since their consumers can directly go and buy the products they need, whereas other people primarily use retail stores. Also, health and wellness stores are limited in the number of goods they sell due to the customers they target; it's just that they have very high-quality clients who seek intimate hygiene's highest quality goods. This means that the consumers have a variety of goods within reach, both in traditional stores and online.
  

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In terms of the country, the U.S. dominates overall North America Men’s intimate hygiene products market and valued at USD 2.5 billion in 2024 and is estimated to grow at a CAGR of over 9.6% from 2025 to 2034.

• The past few years have seen a considerable advancement in the male grooming culture. There is a consciousness of hygiene and self-treatment, and personal health is part of the concern.
  
• Catering to men’s attention to their well-being, special hygiene products for men have started to be used more widely. There has been a shift in the consumers’ interest and deodorants, creams, wipes, and washes specially developed for men, to ensure more comfort, skin protection, and even odour control.
  
• In the US, the interest in organic and natural products has intensified, especially among men who are increasingly looking for beauty products that do not contain artificial scent, paraben and high doses of chemicals. The growth in the US male intimate’s hygiene market can also be attributed to the rising sale of these products over the internet.
  
• Also, online retailing has been important in helping achieve more of the target market and in bringing femininity and the intimacy hygiene products to a larger base by making the purchase process easier.
  

North America: Canada and USA are superb locations for self-care merchants with American culture already establishing remarkable roots there. The use of intimate hygiene products has certainly witnessed a major overhaul and displays that there is a cultural change from both America, and Canada an overhaul to overall wellbeing. The range of products ranging from intimate washing gels to sensitive skin lotions have displays a drastic improvement in the caregiver’s market because there if an increased awareness among the male population. Convince cosmetics have been a driving factor for consumer change. There is a clear indication in the market of change in man’s grooming as they are considerably now preferring natural eco-friendly products which are better for the skin. Several brands still hold on to their use of plant-based ingredients even while disregarding the high pH options.

Asia Pacific: The massage cream market share is expected to hit 24.5% in Asia Pacific due to the extensive increase in awareness throughout the period making the anticipated CAGR up to almost 10%. The growth of the male grooming market in the Asia Pacific region is peculiar. The increase in culture which respects the male counterpart, growing urbanization along with the sizable increase in purchasing power of the population is greatly aiding in the expansion of this market.

Markets such as Korea, Japan, and Southeast Asia, have not been into male intimate hygiene practices but the changing health and hygiene culture is making an impact in the form of men's intimate washing wipes, deodorants, intimate creams, etc. APAC countries have been reluctant to male grooming over the years; however, this case might be different for Japan, South Korea and Australia as the awareness reaches new heights over the male grooming culture.

Europe: Demand for male intimate hygiene products is quite high in the EU, which accounts for around 27.7% of the global revenue and possessing potential to grow at a rate of 9.2% during the forecast period. An increase in sanitary awareness, changes in consumer behaviors, and evolving societal expectations are some of the reasons attributed to this surging market. Recently, a shift is clear as men across Europe have joined the grooming culture cutting beyond hair and shaving. The United Kingdom, France, Italy and Germany have shown tremendous growth as there is rise in self-care and male grooming is steadily gaining acceptance in society.

Men’s Intimate Hygiene Products Market Share

Major players operating in the men’s intimate hygiene products industry are:

• Beiersdorf
• Burt's Bees
• Church & Dwight
• Colgate Palmolive
• Coty Inc.
• Cremo Company
• Edgewell Personal Care
• Hawkins & Brimble
• Kimberly-Clark
• L’Oreal
• Manscaped
• Procter & Gamble
• Reckitt and Benckiser
• The Man Company
• Unilever PLC
  

In 2024, key companies like Unilever, Procter & Gamble, Beiersdorf, Edgewell Personal Care and Manscaped held a combined market share of 20%-25%. These companies are actively engaging in mergers, acquisitions, facility expansions, and collaborations to enhance their product portfolios, reach more customers, and strengthen their market positions.

The custom products that are keen to innovate by the leaders in the industry of men's intimate hygiene products is offered to tend to the specifications of such industry. The top companies are concentrating on the gendered aspects of the personal care sector through introducing goods that are newly designed for sensitive areas and intimate hygiene. Their extensive distribution networks as well as brand recognition are being used by these companies to capture greater portions of the market. In response to growing demand in the Asia-Pacific and Latin America regions, multinational companies are improving their local distribution networks and increasing their market presence.

Men’s Intimate Hygiene Products Market Industry News

• In September of 2024, Haleon introduced Eroxone, an over-the-counter gel covering erectile dysfunction approved by the FDA in the USA. Eroxon is clinically proven to allow a man to get an erection in about 10 minutes because it works by stimulating the nerve endings located in the penis, thereby aiding men who suffer from impotence to get and hold an erection for intercourse. This means that a prescription treatment will often take up to an hour to be effective, but as it has already been noted, Eroxon resolves a huge problem for the male population that wants a quick solution to erectile dysfunction.
  
• In a cash deal, Emami, an FMCG major, is set to acquire the full ownership of The Man Company which is a D2C men’s grooming firm. The Delhi NCR’s based start up was 50.4 percent owned by Emami an that, that 49.6 percent was purchased at INR 177.63 crore, Emami was set to buy it out. Once this acquisition was completed, Emami would have hold over Helios Lifestyle Pvt Ltd which is the parent company of The Man Company.
  

The mens intimate hygiene products market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) and Volume (Thousand Units) from 2021 to 2034, for the following segments:

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Market, By Product

• Intimate washes
• Wipes
• Deodorants & antiperspirants
• Moisturizers
• Shaving care
• Others (anti-chafing gels, etc.)

Market, By Type

• Organic
• Conventional

Market, By Form

• Liquid
• Cream
• Gel
• Powder

Market, By Price

• Low
• Medium
• High

Market, By Packaging

• Aerosols
• Sticks
• Roll-ons
• Bottles
• Tubes
• Others

Market, By Age Group

• Teenagers
• Adults

Market, By Application

• Erectile dysfunction (ED)
• Post-sexual care
• Sweat control and freshness
• Skin condition management
• Others

Market, By Distribution Channel

• Online
  • E-commerce
  • Company website
• Offline
  • Supermarkets/hypermarkets
  • Retail stores
  • Specialty stores
  • Others (convenience stores, pharmacies and drugstores)

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

• North America
  • US
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico 
• Middle East & Africa
  • Saudi Arabia
  • UAE
  • South Africa