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Men Grooming Products Market

The market for Men Grooming Products was estimated at $61.7 billion in 2024; it is anticipated to increase to $85.6 billion by 2030, with projections indicating growth to around $112 billion by 2035.

Report ID:DS1503146
Author:Swarup Sahu - Senior Consultant
Published Date:
Datatree
Consumer Goods
Other Consumer Goods
Men Grooming Products
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Report Summary
Market Data
Methodology
Table of Contents

Global Men Grooming Products Market Outlook

Revenue, 2024

$61.7B

Forecast, 2034

$106B

CAGR, 2025 - 2034

5.6%

The Men Grooming Products industry revenue is expected to be around $65.2 billion in 2025 and expected to showcase growth with 5.6% CAGR between 2025 and 2034. A growing focus on wellbeing and appearance has made the mens grooming products market a cornerstone of the broader male grooming industry. Everyday products including shaving accessories, cleansers, deodorants and aftershave contributed to a mens toiletries market worth $21.42 billion in 2025. This highlights the influence that products of such a nature can have on consumer choice. The supermarket, hypermarket and online retail sectors between them generate 62.8% of industry sales, demonstrating the combined effect of the impact of in store displays and e commerce platforms on consumer discovery of products, trials and brand loyalty.

Mens personal care encompasses a broad spectrum of products designed specifically for their unique skin care and hair styling needs. This encompasses a variety of male grooming products such as shaving gels, hair styling products, skincare lines, fragrances, and deodorants. These products also include body washes for men and beard care products. These products offer benefits such as long lasting fragrances, skin compatibility for sensitive skins, oil control and anti ageing, often via multi functional products. These items combine cleansing, moisturizing and protecting properties in one. Grooming and styling solutions are used both in professional environments and at home. They are also used by travellers on the move. They cater for different groups such as working people, athletes and individuals with a certain lifestyle. Mens personal care consumers are increasingly looking for products with natural ingredients, with environmentally friendly packaging, and are discovering new products on line with the help of bloggers and digital influencers. As a result, consumers are expecting more from mens personal care products in terms of quality, effectiveness and ease of use.

Men Grooming Products market outlook with forecast trends, drivers, opportunities, supply chain, and competition 2024-2034
Men Grooming Products Market Outlook

Market Key Insights

  • Personal and grooming care products for men are anticipated to grow from $61.7 billion in 2024 to $106 billion by 2034. The sector as a whole has experienced a compound annual growth rate of 5.6 percent, indicating a rise in the demand for daily personal care products, professional grooming services and premium fragrances.

  • Major competitors in this industry include L'Oréal, Unilever and Procter & Gamble.

  • The US and China are the leading markets in the global men's grooming products market. These are anticipated to expand at compound annual growth rates of 3.6-5.4% between 2024 and 2030.

  • The highest growth rates are forecasted for the emerging markets of Brazil, Indonesia and Mexico. This growth is expected to have a compound annual growth rate of between 6.4% and 7.7%.

  • The trend towards wellbeing-driven grooming is set to exert more influence over the supply chain in the U.S and China. The wellbeing-driven trend is expected to raise the revenue of the men's grooming products industry by $3 billion by 2030.

  • Men's grooming products will be worth $44.7 billion more by the year 2034 when compared with 2024. Companies that focus their sales on segments which will be expanding are anticipated to gain greater market share.

  • With

    rising male self-care awareness and social media grooming influencers driving premium, specialized men grooming products adoption, and

    Rapid Expansion of Omnichannel E-Commerce and Subscription Models Enhancing Accessibility of Personalized Men Grooming Products, Men Grooming Products market to expand 72% between 2024 and 2034.

men grooming products market size with pie charts of major and emerging country share, CAGR, trends for 2025 and 2032
Men Grooming Products - Country Share Analysis

Opportunities in the Men Grooming Products

Men in Europe are now purchasing anti ageing facial treatments and products, aiming to reduce the effects of growing older. There is also growing demand for male toiletries and skincare products which have anti wrinkle and firming properties and are packaged in single use portions. By 2030, other advanced treatments are projected to increase from $7.53 billion to $10.69 billion annually, representing the greatest rise at 7.25% CAGR globally. Companies partnering with dermatologists, pharmacies and barbershops could spearhead this sector, particularly in Western and Northern Europe.

Growth Opportunities in North America and Asia-Pacific

Mens grooming products are sold in large quantities in North America, primarily as a result of consumers high level of interest in male grooming. In addition to that, a male culture that has personal hygiene as an integral part of it and an increasing tendency for the higher end of the market is what drives the sales of such products. The sales of the items via the internet is on the increase due to the growing use of internet shopping. Sales in supermarkets are another key factor for these products. There is significant potential in catering to people with sensitive skin who come in various ethnicities, in natural grooming products, and in a range of products suitable for use at home that are of the standard found in barbers. There is a notable demand from individuals with busy lifestyles for beauty products which are free from harsh chemicals and can multitask, thus streamlining beauty routines. As the market is experiencing increasing competition, the traditional personal care brands are facing challenges from digital native brands, pharmacy own label goods and specialist male grooming companies. To achieve market share growth the companies must differentiate themselves through the ingredients, masculine image and sales channels they use. Key objectives include enhancing online shopping facilities, exclusive digital product launches and targeted promotions via partnerships with leading e commerce websites, using traditional stores to allow customers to touch and compare products before buying and to sell complementary goods.
In the Asia Pacific the mens grooming products market is currently expanding at a rate that is unmatched by any other regional market for theses of products. The reason for this growth lies in the regions rapid urbanisation and the growing middle class who are becoming increasingly wealthy. A notable trend in the region is men taking a greater interest in their appearance. Major retail channels for theses of products include supermarkets and convenience stores. However the web is increasingly becoming the most important sales channel. This is because consumers are now adopting the mobile shopping trend. Key opportunities include the creation of personal care products that are formulated to be lighter and which adapt to local climate conditions in region's with high humidity. Another region is the production of skin care products which protect the skin from pollution. A third is the production of face creams that bleach or lighten the skin where the practice is accepted. The final one is the production of shaving and general grooming products for those who wish to move beyond the use of basic razors. In the market, competition is fragmented with several international and domestic brands competing fiercely in terms of price and product variety. Meanwhile, high end brands focus on targeting customers with a higher purchasing power through collaborations with famous individuals and a specific lifestyle. In order to succeed, companies should create a mobile centric shopping experience for their online grooming business, include targeted promotions on the major marketplaces and smaller pack sizes to cater for convenience stores. Barbers and other salons should be used as touch points to make people who visit aware of the at home products available and of the full range of products for a complete routine.

Market Dynamics and Supply Chain

01

Driver: Rising Male Self Care Awareness and Social Media Grooming Influencers Driving Premium, Specialized Men Grooming Products Adoption

There is also a growing trend among men to look after their well being, and this has also led to expectations that products for mens grooming will also cater to their specific needs. This includes requirements based on various skins and different hair textures. Mens demand for products that give results is also driving the need for high performance facial care, beard care products, and multi tasking skincare. Growing demand for natural products has also become an increasingly important consideration for customers in the sector of mens grooming products. Furthermore, mens organic personal care products that disclose the ingredients they are also made of are also gaining in popularity. Men are also being inspired by social media influencers who are also also barbers. These individuals advertise and promote various high end grooming products through their use in step by step routines and transformation. Through product reviews, tutorials and recommendations, consumers become more confident in using the latest technologies and formats and are also prompted to try these across a range of product categories. This in turn leads to a faster rate of take up of new mens grooming products.
Sales of mens grooming products have also been made more accessible thanks to the proliferation of subscription based and omnichannel retail. Using online platforms people can also get products suited to their needs using their specific requirements. This is also achieved through the profiling of individuals based on data they supply. Such profiles allow users to find products that cater to issues including sensitive skin, balding or thinning hair or beard maintenance. Using subscription boxes or buying products directly from manufacturers helps keep essentials in stock and lets consumers discover new high end personal care products. By integrating online and offline platforms, offering services such as virtual consultations and the facility to pick up items from stores, the path to purchase for products such as mens skincare and beard care items is also streamlined. This has also the effect of strengthening customer loyalty and increasing recurring revenue streams.
02

Restraint: Economic uncertainty and price sensitivity are constraining premium men grooming products adoption across key segments

In recessionary economic conditions, the male grooming product sector is negatively impacted by consumers purchasing lower cost personal care items. A decrease in sales of premium products has led to a reduction in the average price of the goods and, consequently, their profit margins. Also, the rise in the cost of raw materials increases manufacturing costs which cannot be entirely passed on to the consumers. Consequently, companies spend less on product research and advertising and this diminishes the distinction between these products and those of their competitors. As a result the demand for these goods decreases.
03

Opportunity: Clean label men grooming products for health conscious young urban professionals across North America and Premium men grooming products sold via e commerce in fast growing Asia Pacific urban markets

Growing demand from urban men with a strong interest in health is boosting the clean label male grooming market. The brand has a preference for mens toiletries and skincare products containing natural ingredients and active ingredients which have been tested on the skin. By 2030 it is predicted that global male grooming products will have a market worth $27.73 billion as opposed to $21.42 billion, indicating that male toiletries in developed North America will continue to grow. The personal care products which incorporate eco friendly packaging and are open with the ingredients they use will secure top shelf space and customer loyalty. Products which are multi purpose and from green brands are in a good position to capture customer loyalty and top shelf space.
With rapidly urbanising populations in the Asia Pacific region, there is an increasing trend towards consumers buying mens grooming products via digital channels, primarily through online retail. Individuals of a younger generation with increasing salaries test a range of mens aftershaves and razors which they often discovered on social networking sites and from the endorsements of famous figures in their field. By 2030 the world market for male fragrances should be worth $20.43 billion, up from $15.12 billion. Significant expansion is anticipated in these markets. Perfume companies can profit by offering tailored packages that are available only on line, allowing clients to find products suited to their personal tastes and by offering a regular subscription service of products tailored to their regional preferences.
04

Challenge: Intensifying competition and commoditization are eroding brand loyalty in core men grooming categories

In the male grooming market, increasing competition from local and private label suppliers plus companies selling their products directly to the consumer have led to low cost options dominating consumer demand. In order to compete with these low cost products, companies are forced to cut their prices and rely heavily on short term promotions, reducing profit margins in the process. The pressure on brands has caused the market to become increasingly fragmented in terms of mens hair styling products, shaving and beard care items. Manufacturers are launching products with eco friendly packaging as a key selling point. This constant flow of new products and limited edition bundles makes it difficult to know which products are successful in the long term. The consumers purchasing decisions are therefore less predictable.

Supply Chain Landscape

1

Raw Material Sourcing

BASF SECroda International PlcGivaudan
2

Men Grooming Products

Procter & Gamble Co.Unilever PLCLOral SA
3

Packaging & Distribution

Amcor PlcAptarGroup Inc.WestRock Company
4

Retail End Users

Supermarkets & HypermarketsOnline RetailBarbershops & Salons
Men Grooming Products - Supply Chain

Use Cases of Men Grooming Products in Daily Personal Care & Professional Services

Daily Personal Care : In personal care routines, mens grooming products are based upon the sale of toiletries for men and shaving products for men. Toiletries for men will capture about 34.7% of the market for mens grooming products in 2025 and sales of shaving products will contribute a further 28.6%, showing their importance in home grooming. In this market, consumers generally purchase products via supermarkets and hypermarkets, the former projected to bring $20.12 billion in 2025 with a predicted annual growth rate of 3.8% up to 2030 and $13.4 billion in 2025 through convenience stores with an annual growth rate of 3.2% to 2030; convenience of soaps, deodorants for men, shampoos and razors, especially those that are used daily, are ensured. The market is dominated by Procter & Gamble Co. and Unilever Plc, which both have a wide range of products and a strong market presence. Beiersdorf AG manages to establish trust with dermatologist approved skin care products that cater to the sensitive skin and health concerns of their male customers.
Professional Grooming Services : Mens grooming products found in barbers and hairdressers include a range of high performance shaving products designed specifically for men. These include pre shave cleansers, shaving creams and aftershave balms. These products give consistent results. Today the sale of mens hair care products has been accompanied by the sales of hair styling products and treatments; these are mainly bought via retailers and e commerce platforms. The general rise in demand is expected to contribute to an estimated $18.64 billion revenue by 2025, along with a 9.2% CAGR from 2023 to 2026 and 2026 to 2030. Personal care companies such as Procter & Gamble and Edgewell Personal Care have a strong market position due to their long histories of manufacturing shaving razors. LOral also has a good position through its high end education and its work in salons.
Premium Fragrance Users : Mens fragrances will be the largest segment in the mens grooming products market driven by style conscious consumers. They will make up about a quarter of the market share in 2025. Fragrances are often combined with other toiletries. These are shower gels and deodorants to create a long lasting fragrance. Influenced by aspirational branding and digital engagement strategies, wealthy customers are now moving towards online stores that provide rich product narratives, sampling options and the expanding $18.64 billion e commerce market that is due to grow by 9.2% annually through 2030. LOreal and Unilever have the strongest positions with global fragrance and body spray brands. Procter & Gamble and Beiersdorf also have a strong influence through their well known and trusted brands and by introducing products which provide a balance between being premium and also being affordable.

Recent Developments

Mens grooming products have been upgraded to give a better skincare and haircare with fewer products. Mens skincare lines are growing with launches of anti ageing face treatments, eco friendly products for beards and shaving and anti redness shaving products for sensitive skin which contain organic ingredients. The growing trend in the market for male grooming products is the regular delivery of grooming and personal care products to customers. These are tailored and curated according to the customers preferences and requirements.

May 2024 : The global mens grooming products market saw the major personal care companies for men extend their male grooming ranges into mens skincare, natural, high performance shaving products and beard care through premium and sustainable products. By May 2024 the product launches have accelerated. This trend is set to increase the average prices of the products and increase their availability in e commerce and specialist retailers.
August 2023 : The global mens grooming market has seen an increase in competition following the purchase by LOreal SA of the cosmetics company Aesop, which specialises in premium skincare products for men. The firm will now have a wider choice of products to sell to men who use luxury skincare products. This could increase competition within the mens skincare products market.

Impact of Industry Transitions on the Men Grooming Products Market

As a core segment of the Other Consumer Goods industry, the Men Grooming Products market develops in line with broader industry shifts. Over recent years, transitions such as Wellness Driven Grooming Shift and Digital Personalisation And Sustainability have redefined priorities across the Other Consumer Goods sector, influencing how the Men Grooming Products market evolves in terms of demand, applications and competitive dynamics. These transitions highlight the structural changes shaping long-term growth opportunities.
01

Wellness Driven Grooming Shift

The mens grooming products market is undergoing a significant transformation, shifting from traditional hygiene focused offerings to a holistic approach that emphasizes overall well being. This evolution is reshaping the male toiletries landscape, with consumers increasingly adopting multifunctional products that address skincare, stress relief, and beard care. As luxury grooming brands forge strategic partnerships with health spas and gyms, they are enhancing customer engagement through integrated grooming and wellness services. This trend is not only redefining service packages but is also projected to drive an additional $3 billion in revenue for the mens grooming industry by 2030, particularly in key markets like the U.S. and China. The convergence of wellness and grooming is set to reshape supply chains and elevate brand loyalty across various sectors, including athleisure and spa services.
02

Digital Personalisation And Sustainability

There is a shift in mens grooming products towards the consumer buying products directly from manufacturers. This trend incorporates data driven personalisation and also eco friendly packaging. As a result, traditional retail and manufacturing practices are changing. Traditional models of sales at pharmacies and supermarkets are being undercut by AI assisted male skincare diagnostic tools, refillable deodorants and subscription based shaving kits. The shift to smaller production volumes requires the industry to adopt new methods of production, namely the creation of smaller batches. From now on businesses offering logistics, payment systems and barbers are developing a business model that combines online and offline services for customers.