Men’s Grooming Products Market Size, Share, Growth, and Industry Analysis, By Type (Skincare and Haircare), By Application (Daily grooming and Specialized grooming), and Regional Insights and Forecast to 2033

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MEN’S GROOMING PRODUCTS MARKET OVERVIEW

The global men’s grooming products market size was valued at USD 50.79 billion in 2024 and is expected to reach USD 74.63 billion by 2033, growing at a compound annual growth rate (CAGR) of about 4% from 2025 to 2033.

The men's grooming products industry has grown sharply over the decade, primarily by changing consumer attitude the decade, primarily by changing consumer attitude, rising disposable incomes, and awareness of care for the human body. At one time thought to be strictly a niche group, the market, today, in mainstream, gives a range from skincare to haircare, shave essentials, or fragrances. The men have been spending more money on groomed products, which are not just limited to the basic supply; hence, robust market expansion is seen with a focus on self-care and aesthetics. Product aspects have further been enriched with the incorporation of organic and natural ingredients and technological innovation in groomed devices.

COVID-19 IMPACT

Men’s Grooming Products Industry Had a Negative Effect Due to supply chain disruption during COVID-19 Pandemic

The outbreak of COVID-19 in the calendar year 2020 had impacted all the markets globally, and the market for men's grooming was no exception.Initially, the pandemic caused sales to decline through lockdowns, reduced consumer spending and a closure of the retail outlets. However, the isolation period caused purchasing behavior to shift. Men became accustomed to their self-care at home, resulting in an increase in demand for skincare and haircare products. Online sales channels emerged as a crucial driver of market resilience, with e-commerce platforms seeing increased traffic. These behavioral changes post-pandemic continue to drive the industry, with greater focus on grooming and hygiene.

LATEST TRENDS

Growing inclusivity to Drive Market Growth

The men's grooming market is being increasingly influenced by trends that promote inclusivity, sustainability, and technology.The trend for gender-neutral grooming products is becoming increasingly popular, allowing for a more diverse customer base and shattering traditional stereotypes. Rising concerns over personal environmental impact increase demands for more sustainable packaging, greener formulation. Advanced grooming devices are changing grooming through electric razors, smart razors that have built in AI functionality, to name but one example. Also, demand from social media as well as through popular grooming influences leads to demands for premium brands.

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MEN’S GROOMING PRODUCTS MARKET SEGMENTATION

By Type

Based on Type, the global market can be categorized into Skincare and Haircare

• Skincare: Moisturizers, face washes, sunscreens, anti-aging creams, and serums are specific products developed for men’s skin.The category is on the upswing as more and more men care about healthy and young looking skin. Inventions like oil free, natural and dermatologically tested products fulfill consumer needs, which are on an upswing. Rising pollution and excessive screen exposure have also led to increased demand for protective skincare.

• Haircare: Another crucial segment is haircare products such as shampoos, conditioners, styling gels, waxes, and serums.This has grown significantly because of the concern for hair health and styling. Specific solutions like hair thinning, dandruff, and scalp care have emerged in the market. Men are moving towards natural and chemical-free products because awareness about the harmful effects of harsh chemicals on hair is increasing.

By Application

Based on application, the global market can be categorized into Daily grooming and Specialized grooming

• Daily grooming: Daily grooming products include basic items used as part of daily routines, such as face cleansers, shampoos, deodorants, and shaving essentials. This segment accounts for a major share of the market because these products need the most basic hygiene and grooming requirements. As consumers become more conscious of keeping themselves clean and well groomed, the demand for daily use grooming products has increased manifold. Multifunctional products, such as 2-in-1 shampoos and all-in-one skincare solutions, further propel this category.

• Specialized grooming: Specialized grooming products are used for specific occasions or needs, including premium fragrances, styling tools, and anti-aging skincare. This segment is high-end and luxury products for the enhanced grooming experience. This category of consumers is often brand-conscious and will invest in innovative solutions, including advanced trimmers, luxury colognes, and dermatologist-approved skincare. Specialized grooming products also witness huge traction during the festive seasons and special events when men opt for more refined grooming routines.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

Driving Factors

Increasing Health Awareness to Boost the Market

The emergence of the metrosexual culture and changing general societal attitudes on male and changing general societal attitudes on male masculinity has, in its wake, significantly improved sonal care products of men. Through such awareness from the brands as well as their endorsement by celebrity figures, male self-care continues to gain prominence.Furthermore, increasing the middle class with growing urbanization has led to more disposable income and spending towards personal grooming among men and hence drive Men’s grooming products market growth.

Restraining Factor

Limited Availability and High Cost of Men’s Grooming Products to Potentially Impede Market Growth

Despite the promising growth, there are some factors that restrain the men's grooming market. Traditional mindsets and cultural taboos surrounding male grooming in some regions still pose challenges. High costs associated with premium grooming products deter price-sensitive consumers, especially in developing economies. Moreover, the availability of counterfeit products in the market affects consumer trust and brand credibility.

Opportunity

Emerging economies To Create Opportunity for the Product in the Market

There is significant scope in terms of untapped rural wherein the awareness of grooming products is gradually rising. The trend for organic and natural grooming solutions further opens avenues for new product development. Partnerships with dermatologists and influencers to highlight information regarding skincare and grooming routines further become a starting  point for growth.

Challenge

Side Effects of Men’s Grooming Products Could Be a Potential Challenge for Consumers

The market is challenged to maintain a balance between affordability and quality. With increasing competition, brands are under pressure to differentiate themselves in terms of innovation and sustainability. Ensuring consistent consumer engagement and brand loyalty in a highly fragmented market is another critical challenge.

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MEN’S GROOMING PRODUCTS MARKET REGIONAL INSIGHTS

• North America

North America is a dominant region in men's grooming products, primarily driven by a mature consumer base and a wide acceptance of premium grooming solutions.The United States Men’s Grooming market is the dominant market in the region, focusing on innovation and advanced retail infrastructureThe U.S. market is the largest globally for men's grooming, with high consumer spending and a propensity to spend on luxury grooming products. Urban areas show a strong penchant for technologically advanced grooming tools and skincare solutions targeted at specific skin types. E-commerce is the mainstay of sales, accounting for a significant proportion of sales post-pandemic.

• Europe

The men's grooming market is dominated by Europe, where the UK, Germany, and France are the top countries. In this region, there is an increased interest in sustainable and cruelty-free products. Hybrid products for skincare and grooming are also on the rise due to the adoption of beauty industry inspired skincare routines by men in the region.

• Asia

Asia has been the largest growing market for men's grooming products, and it primarily happened in countries like China, India, and Japan. Following the escalation of K-beauty and J-beauty among more mature people, growing disposable incomes also sum up to this growth. Social media and celebrities have highly influenced the consumer preferences in this region.

KEY INDUSTRY PLAYERS

Key Industry Players Shaping the Market Through Innovation and Market Expansion

The men's grooming products market is undergoing dynamic changes due to the strategic moves of the major players in the industry. These companies are changing the market scenario through innovation, focused marketing and global expansion, thereby catering to the changing demands and preferences of consumers.

Innovative Product Formulations

Leading brands are innovating their product offerings through novel formulations and advanced technologies that help them develop differentiated products in a competitive market. Examples include the introduction of L'Oréal and Procter & Gamble skincare solutions targeted specifically at male concerns such as oil control, anti-aging, and sensitive skin. With the arrival of AI and smart technologies in grooming tools, such as Philips' AI-powered trimmers or Beiersdorf AG's personalized grooming devices, also provides consumers with a high-tech experience customized to their needs. A second important trend is in natural and sustainable product innovations. 

Strategic Partnerships and Acquisitions

Collaborations and acquisitions are playing a significant role in market consolidation and growth. For instance, Coty Inc. has collaborated with influential grooming brands and celebrities to amplify its market presence and attract younger demographics. Acquisitions of niche brands specializing in organic or luxury grooming solutions are further helping major players diversify their portfolios.

Digital Transformation and E-commerce

The digital transformation of the men's grooming market is one more area where industry leaders are distinct. Companies are using e-commerce platforms, social media, and influencer partnerships as means to reach the digitally savvy consumer. Interactive campaigns, online tutorials, and virtual consultations are getting Edgewell Personal Care and Beiersdorf AG closer to their customers, leveraging their loyalty and creating sales. Inclusivity and sustainability are becoming integral to market strategies. Brands like Unilever launch gender-neutral product lines, which break stereotypes and appeal to a broader audience. At the same time, recyclable packaging and cruelty-free formulations are gaining acceptance among sustainability-conscious consumers, thus reinforcing brand values and market positioning.

Through embracing these strategies, leading players in the industry continue shaping the men's grooming products market through new paths in product innovation, consumer engagement, and market reach. These efforts are then not only responsive to the needs of the modern consumer but also ensure sustained growth and competitiveness with the intensified pace of the industry changes.

List of Top Men’s Grooming Products Companies

• Procter & Gamble (USA)
• Unilever (UK/Netherlands)
• L'Oréal (France)
• Beiersdorf AG (Germany)
• Philips (Netherlands)
• Edgewell Personal Care (USA)
• Coty Inc. (USA)
• Kao Corporation (Japan)
• Shiseido (Japan)
• The Estée Lauder Companies Inc. (USA)

KEY INDUSTRY DEVELOPMENTS

November 2023: Procter & Gamble introduced an innovative line of eco-friendly grooming products under the Gillette brand, with recyclable packaging and biodegradable formulations to resonate with environmentally concerned consumers.

July 2023: L'Oréal announced it was partnering with a leading dermatological research center to create a men's skincare line that would target male skin concerns, especially anti-aging and sensitive skin.

REPORT COVERAGE

The study takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth. The men's grooming products market is a constantly evolving reflection of changing consumer dynamics and preferences. From the most basic grooming products to advanced skincare and grooming solutions, the industry has transformed into a vibrant and diverse sector.  With great opportunities for growth in untapped regions and emerging trends in sustainability and technology, the men's grooming market is on the path to sustained expansion in the years to come.