Global Male Grooming Products Market Size Analysis - Market Share, Forecast Trends and Outlook Report (2024-2032)

Global Male Grooming Products Market Dynamics

The growing number of urban professionals, as well as their changing lifestyles and behaviours, is driving the demand for male toiletries. Key players in the male grooming products market are introducing unique male product lines and male versions of their famous products, such as anti-ageing, fairness, and sunscreen lotions to capitalise on the growing focus on grooming among men. In November 2021, Miami-based skincare company, SkinPro, launched the Daily Wingman Formula, a men’s facial cream formulated with a skin conditioning agent that calms inflammation, soothes skin, and remedies redness.

The interest among male consumers in the U.S. for beauty and cosmetics rose from 13% in Q3 2018 to 14% in Q4 2018. This interest stabilised at 13% in Q1 2019 before rising to 14% in Q2 2019. The trend continued upwards, reaching 15% in Q3 2019, and climbing to 16% in Q1 2020, where it remained through Q2 2021. The shift from 13% to 16% over three years represented a 23% growth in interest, indicating evolving male grooming products market trends and dynamics. Further, China's urban population steadily increased from 2020 to 2022, reaching approximately 900 million in 2022. In 2020, the urban population was just below 900 million, growing by about 50 million by 2022. Conversely, France's urban population remained stable, consistently around 50 million from 2020 to 2022. The growing urbanising trend is likely to fuel the market for male grooming products in the coming years.

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Global Male Grooming Products Market Trends

Increasing awareness regarding grooming among men

Men are increasingly investing in skincare amid changing perceptions of skincare for maintaining a healthy appearance and boosting confidence, leading to a rise in dedicated male skincare lines. According to research conducted by data companies Spate and Ipsos, skin appearance is the top reason for men aged 18-65 years to add new grooming products such as CC and BB cream to their routine. For instance, in July 2021, Uno introduced Uno No Color Face Creator, its latest colourless BB cream, to make men’s skin appear smooth and shiny all day long. There is also a rising interest in men’s body care products that address issues like acne, dryness, or irritation. In March 2023, Dove Men+Care unveiled its Advanced Care Face + Body Cleansing range featuring specialised formulations to provide solutions for sensitive, dry, and acne-prone skin among men. Moreover, brands are investing in educational content such as how-to videos, blog posts, and interactive quizzes to help men understand their skin types and concerns and learn about proper application techniques.

Global Male Grooming Products Market Drivers

Growing influence of social media platforms on male grooming

Social media platforms like TikTok, YouTube, and Instagram provide easy accessibility to different beauty content such as tutorials and tips on hair care, skin care, and grooming. The ‘#mensskincare’ hashtag draws up approximately 295 million views on TikTok and 350,000 results on Instagram. The emergence of ‘menfluencers’, male influencers who play a pivotal role in reshaping perceptions and practices surrounding grooming, is propelling the growth of the male grooming products industry. Moreover, brands encourage customers to share their grooming results and experiences on social media platforms, creating authentic user-generated content (UGC) that builds community and trust. Brands are also selling their products on TikTok Shop to enhance their sales. For instance, Stryx, a men’s grooming and cosmetics brand that markets and sells pimple patches and concealers revealed that 70%-75% of the brand’s sales were driven by its TikTok audiences in 2022.

Technological advancements and product innovations

Technological advancements and product innovations are revolutionising the male grooming products market landscape. Key players are developing electric trimmers and razors with skin-friendly titanium and steel blades, cordless operations, waterproof designs, adjustable settings, and ergonomic designs to offer enhanced convenience, efficiency, and precision. The incorporation of advanced technologies like artificial intelligence and machine learning that can provide optimal and personalised shaving experiences is boosting the market. Increasing research activities aimed at creating innovative devices and applications that analyse different skin types and conditions to provide tailored grooming recommendations are also propelling the male grooming products market development. Technologies like AR and VR are increasingly used by brands to provide virtual try-ons for grooming tools. In July 2022, Perfect Corp. expanded its in-app offerings with the introduction of AI and AR-powered virtual try-on for beard styles, featuring true-to-face facial hair styles for selfie users. Furthermore, advancements in cosmetic chemistry are driving the development of male toiletries that incorporate ingredients such as peptides, probiotics, and advanced sunscreens to target skin concerns such as irritation and dryness. The growing trend of sustainability is prompting brands to adopt recyclable and biodegradable packaging and sustainable practices.

Market News

May 2023

Bath & Body Works’s The Men's Shop added a skincare and beard care lineup featuring Daily Face Wash, Daily Face Lotion, Exfoliating Face Wash, Beard & Face Wash, Beard & Scruff Cream, Beard Oil, and Hydrating Face Cream. Through this, the company aims to create a one-stop shop for male grooming and fragrance lifestyle products.

December 2022

Kao Corporation launched UNLICS, a cosmetics brand for Gen Z men whose interest in beauty extends beyond simple grooming. The products included in the brand condition the skin to a cool and fine finish to meet evolving beauty aspirations among Gen Z men.

Global Male Grooming Products Market Growth

The male grooming market is experiencing significant growth, driven by changing perceptions around skincare and increasing awareness among men about maintaining a healthy appearance. Research indicates that skin appearance is a primary motivator for men aged 18-65 to incorporate products like CC and BB creams into their routines. Social media plays a crucial role in this shift, with platforms like TikTok and Instagram fostering engagement through beauty tutorials and the rise of "menfluencers." Notably, brands encourage user-generated content to build community trust. Technological advancements are also transforming the industry, with innovations in grooming devices, AI-driven personalised recommendations, and AR/VR tools for virtual try-ons. Companies are focusing on sustainable practices by adopting recyclable packaging and incorporating advanced skincare ingredients, reflecting a broader commitment to sustainability.

Global Male Grooming Products Market Restraints

Cultural stigmas surrounding male grooming and skincare can limit the use of grooming products among certain demographics. The lack of awareness regarding the benefits of grooming products, especially skincare, can hamper the market expansion. Economic fluctuations and downturns can reduce disposable incomes, leading customers to prioritise essential spending over grooming products. In addition, the increasing market saturation and intense competition among key players can make it challenging for new brands to enter the male grooming products market.

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Global Male Grooming Products Industry Segmentation

The EMR’s report titled “Global Male Grooming Products Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Product

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

Market Breakup by Price Range

• Mass Products
• Premium Products

Market Breakup by Distribution Channel

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

Market Breakup by Region

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

Global Male Grooming Products Market Share

By Product Insights

Male toiletries, such as deodorants, body washes, and hair care products, are essential for maintaining daily hygiene, ensuring men stay clean and fresh. They cater to specific hair and skin needs and offer a range of scents and formulations for personalised care. Their convenience and broad usage contribute to increased confidence.

Electric grooming devices, including shavers, trimmers, and clippers, have transformed the male grooming products industry landscape by delivering precision and efficiency. These tools offer professional-quality results with features like adjustable settings and cordless functionality, reducing time and effort compared to traditional methods. Their durability and long lifespan make them a worthwhile investment. The increasing launches of innovative electric grooming devices are also fuelling the market expansion. In September 2024, MANSCAPED® announced the launch of The Chairman™ Pro Package face shaving kit and The Chairman™ Pro electric foil shaver, reinforcing its commitment to expanding and advancing the electric shaving technology.

Meanwhile, after-shave lotions are crucial for calming and moisturising the skin post-shave. They alleviate irritation, redness, and razor burn, while ingredients like aloe vera and essential oils enhance skin health. Their pleasant scents and skin benefits make after-shave lotions a key part of male grooming routines, propelling the male grooming products market expansion.

By Price Range Insights

The male grooming products market growth is primarily driven by the mass price category, known for its affordability. These products are typically priced below those of premium or luxury brands, making them more accessible to a diverse range of consumers, including those who are mindful of their budgets.

Consumers gain from the affordability and value of mass-market grooming products, found widely in various retail outlets, offering trusted brands suitable for daily use. Businesses benefit from a broad consumer base, sales volume, brand recognition, market reach, innovation, and partnerships.

Meanwhile, consumers enjoy premium grooming items with top-notch quality, luxury, effective results, exclusive ingredients, specialised solutions, and elevated status. Businesses reap higher profits, brand positioning, innovation, partnerships, and exclusivity, stimulating the male grooming products market demand and expansion.

By Distribution Channel Insights

The robust growth of the e-commerce sector offers lucrative male grooming products market opportunities. Online platforms enable customers to browse and purchase male grooming products at any time while offering the convenience of home delivery. The availability of niche and speciality men’s grooming brands on online channels further adds to their appeal. Besides, various brands on e-commerce platforms offer subscription services to deliver curated grooming products on a regular basis.

Meanwhile, supermarkets and hypermarkets offer a comprehensive shopping experience, enabling customers to purchase grooming products and other essential items in one trip. Such stores also enable customers to test items such as fragrances and creams, among others, before making a purchase. The increasing availability of high-quality and premium male grooming products in supermarkets and hypermarkets is further bolstering the male grooming products market development. For instance, in November 2022, MANSCAPED® announced its launch in one of Ireland’s largest supermarkets, Tesco, across 110 stores. Some products available at-store in Tesco Ireland include Crop Preserver®, The Lawn Mower® 3.0, Crop Reviver®, and Weed Whacker™, among others.

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Global Male Grooming Products Market Regional Insights

North America Male Grooming Products Market Growth

Reportedly, nearly half of men in the United States experience skincare issues such as dryness and acne. The growing focus on skincare as self-care among men as well as the increasing launches of products targeting specific skincare concerns like acne, sensitive skin, and ageing are boosting the North America male grooming market revenue. Younger generations, specifically millennials and Gen Z men, are increasingly experimenting with innovative skincare and grooming products. In May 2024, ONOXA announced the launch of its latest men’s skincare collection, featuring Men's Sage and Shea Soothing Cleanser, Men's Vitamin C Hydrating Moisturizer, Men's Mango and Shea Beard Butter, and Men's Argan and Castor Soothing Beard Oil.

Europe Male Grooming Products Market Overview

As per the male grooming products market regional analysis, working European customers with busy lifestyles are increasingly preferring multi-functional grooming products. A survey by Clearpay, a buy now pay later platform, revealed that overall spending among UK men surged by 77% y-o-y in 2023, with nail care products, fake tan, and skin care products witnessing a y-o-y increase of 103%, 44%, and 22%, respectively. The survey also revealed that serums were the most popular skincare product among men in 2023, with their sales booming by 54%. Furthermore, with the growing trend of sustainability in the region, there is a rising preference for male grooming products with transparent sourcing and natural, eco-friendly, and cruelty-free ingredients.

Asia Pacific Male Grooming Products Market Dynamics

In countries like China, Japan, and South Korea, men are investing in male cosmetics, hair care, shaving care, and skincare products amid their evolving attitudes towards self-care and wellness. Typically, male grooming routines in countries such as Japan and South Korea include products like foundation, BB cream, tinted lip balms, concealers, and eyebrow pencils. The growing influence of K-pop and J-pop culture and celebrity endorsements in the region are further boosting the demand for subtle cosmetics, facial masks, and BB creams, among others. As per the Bangkok Post in 2021, nearly 33% of Thai men aged between 25 and 34 purchased at least one lipstick or foundation. Besides, the Asia Pacific male grooming products market value is increasing amid the increasing accessibility of men’s skincare and grooming products from e-commerce channels.

Competitive Landscape

Key male grooming products market players are launching new products tailored to specific grooming needs and incorporating smart technology into their grooming products. They are also adopting recycled and biodegradable packaging solutions to reduce the amount of plastic waste.

Industry Players

Procter & Gamble

Procter & Gamble is a prominent consumer goods company that was established in 1837. Headquartered in Ohio, United States, some of the company’s prominent male grooming brands include Old Spice, Gillette, and Braun, among others. It continuously emphasises research and development activities and invests in consumer trends and insights to develop advanced products.

Edgewell Personal Care

Edgewell Personal Care, founded in 2015, is a leading personal care company that is headquartered in Connecticut, United States. Some of its brands include Skintimate, Ban, Schick, Edge, and Playtex, among others. Its product range includes deodorants, antiperspirants, skincare products, feminine products, and shaving products.

Beiersdorf

Beiersdorf, established in 1882 and headquartered in Hamburg, Germany, is a global personal care and skin care product brand. Its flagship brand, NIVEA, provides a diverse range of skincare products, such as deodorants, moisturisers, sun care, and cleansers. Its products are marketed and sold in more than 200 countries.

Other key market players include Unilever Plc, Koninklijke Philips N.V., L’Oréal Paris, and Panasonic Corporation, among others.

Recent Developments

April 2024

Dove Men+Care’s launched the new Whole Body Deo designed to provide odour protection for the whole body. The deodorant is available in stick, cream, and spray formats, and is suitable for use everywhere from the neck down. Through the launch, the brand aims to capitalise on the growing demand for deodorants that offer more than just underarm protection.

December 2023

Bravado, a men’s grooming brand offering luxury products for hair care, moustache care, face care, and beard care, debuted in India. The company’s products are available on its official website and leading e-commerce platforms such as Jio, Flipkart, and Amazon.

Male Grooming Products Market Report Snapshots

Male Grooming Products Market Size

Male Grooming Products Market Growth

Male Grooming Products Market Analysis

Male Grooming Products Market Share

Male Grooming Products Companies