Men's Grooming Market Size, Share, Growth, and Industry Analysis, By Types (Makeups, Skin Care, Perfume, Wash And Care), By Applications Covered (e-commerce, Offline), Regional Insights and Forecast to 2033

Men's Grooming Market Size

The Men's Grooming Market was valued at USD 48,636 million in 2024 and is expected to reach USD 51,846 million in 2025, growing to USD 86,451.5 million by 2033, with a compound annual growth rate (CAGR) of 6.6% throughout the forecast period from 2025 to 2033.

The U.S. Men's Grooming Market is experiencing significant growth, driven by the increasing demand for personal care products among men. As grooming habits evolve, American consumers are investing more in skincare, haircare, and grooming tools. The market is being shaped by shifting trends, such as a preference for eco-friendly, natural products and the growing popularity of premium brands. Online retail platforms are playing a pivotal role in the distribution of men's grooming products, making it easier for consumers to access a wide variety of choices. Moreover, innovations in men's skincare and haircare, alongside increased awareness of personal grooming, are further contributing to the expansion of this market in the U.S.

The men's grooming market is rapidly expanding as more men increasingly embrace personal care and wellness routines. The market includes a wide range of products such as skincare, haircare, shaving, and beard care items, all catering to evolving consumer preferences. Social media influencers and celebrity endorsements have contributed significantly to shifting perceptions of grooming, encouraging male consumers to invest more in self-care. A focus on natural and organic ingredients, coupled with innovations in product formulations, is driving the demand for premium and tailored grooming solutions. The rise in disposable income and awareness around grooming practices is further fueling this market’s growth.

Men's Grooming Market Trends

The men’s grooming market is experiencing significant changes as grooming habits evolve and more male consumers actively seek products that cater to their unique needs. A prominent trend in the market is the rising interest in beard care products, including oils, balms, and grooming kits, as facial hair continues to be a strong symbol of masculinity. Additionally, there is a noticeable shift toward skincare, with male consumers increasingly opting for products like moisturizers, cleansers, and sunscreens designed specifically for their skin type.

The market has also seen a rise in the demand for multi-purpose products that offer convenience and cater to the fast-paced lifestyles of modern men. This shift toward multifunctional products is helping reduce the clutter in men's grooming routines. Another notable trend is the increasing focus on natural, organic, and cruelty-free products as male consumers become more conscious about the ingredients used in their grooming items. With a greater emphasis on sustainability and eco-friendly packaging, brands are responding to these growing environmental concerns by offering greener alternatives.

Moreover, the influence of social media and digital platforms has fueled the popularity of male grooming products. Men are now more inclined to invest in grooming products as a way to maintain a polished appearance for professional and personal reasons. As the market continues to evolve, customization and personalized grooming experiences are becoming more important, with consumers seeking solutions that suit their individual preferences and needs.

Men's Grooming Market Dynamics

The men's grooming market dynamics are primarily shaped by changing consumer perceptions and behaviors, as well as growing awareness of personal grooming’s importance. Increasingly, men are becoming more aware of the impact grooming has on their overall appearance, self-esteem, and confidence, thereby driving the market for grooming products. Furthermore, with the shift in focus from just shaving products to a broader range of skincare and haircare items, men’s grooming has moved from a basic necessity to an area of self-expression and luxury.

Economic factors also influence the growth of the market, as rising disposable incomes allow male consumers to invest more in premium grooming products. Additionally, the growing prevalence of online retail platforms, which provide convenience and access to a wide variety of products, is contributing to market expansion. Retailers and brands are capitalizing on digital marketing strategies and influencer endorsements to connect with a broader audience, further boosting market penetration.

Cultural shifts are also playing a role, with grooming becoming an integral part of male beauty and wellness culture. While traditional grooming methods like shaving remain popular, the demand for new-age grooming solutions, such as hair removal devices, anti-aging skincare, and beard care products, continues to grow. These changing dynamics signal a progressive shift in how men perceive and approach personal grooming.

Drivers of Market Growth

"Increasing Male Consumer Awareness"

One of the primary drivers of the men's grooming market is the growing awareness among male consumers about the benefits of personal care. Studies show that approximately 40% of men have started incorporating skincare products into their routines, with many now recognizing the importance of maintaining healthy skin and hair. This shift in mindset is fueling demand for a wide range of grooming products. Additionally, the influence of social media and celebrities in promoting grooming has made it a more acceptable and desirable practice.

The rise of men’s grooming shows, tutorials, and blogs has also contributed to increasing awareness and has empowered male consumers to embrace self-care. As more men become conscious of their appearance, they are more likely to spend on quality grooming products, driving the market forward.

Market Restraints

"High Cost of Premium Grooming Products"

Despite the growing popularity of men’s grooming products, one of the key restraints is the high cost associated with premium grooming products. Many consumers, especially in emerging markets, are price-sensitive and tend to stick to more affordable options. It has been observed that 30% of male consumers prefer drugstore grooming products over high-end brands due to their affordability. Additionally, the economic impact of global events, such as pandemics and recessions, can lead to budget cuts on non-essential expenses like grooming products.

Market Opportunities

"Expansion into Emerging Markets"

Emerging markets present significant opportunities for the men’s grooming market. Countries in regions like Asia-Pacific, Latin America, and the Middle East have seen an uptick in disposable incomes, leading to greater spending on grooming and personal care products. For example, in Asia-Pacific, the demand for men's grooming products has increased by 25% in recent years as more men adopt grooming routines. As urbanization continues in these regions, there is an expanding market for grooming solutions tailored to local needs and preferences, presenting opportunities for global brands to penetrate these fast-growing markets.

Market Challenges

"Intense Competition in the Market"

The men’s grooming market faces intense competition, with numerous brands vying for consumer attention and loyalty. With both established beauty companies and new entrants launching a variety of products, it can be difficult for a single brand to maintain a dominant position in the market. For instance, 45% of consumers report regularly switching between brands based on product performance or price, making customer retention a challenge. Additionally, the constant need for innovation to stay relevant and meet changing consumer preferences puts pressure on brands to invest heavily in research and development, further intensifying competition.

Segmentation Analysis

The men's grooming market is segmented by product type and application, allowing businesses to cater to specific consumer needs. The product type segment includes makeup, skincare, perfume, and wash & care products, each addressing different aspects of male grooming routines. The application segment is divided into e-commerce and offline channels, which determine how grooming products are distributed and sold to consumers. As digital platforms grow, e-commerce has become increasingly significant, while offline sales remain strong through retail stores and direct interactions with consumers. These segments provide a detailed understanding of the market’s reach and growth in different areas of the grooming industry.

By Type

• Makeups : The makeup segment in men's grooming has been gradually expanding, with more men incorporating makeup products into their routines for professional or personal reasons. In recent years, products like concealers, foundation, and brow pencils have seen significant uptake. The demand for makeup products for men is rising by approximately 18%, as male consumers are now more open to using products that enhance their appearance. This growth is mainly driven by the acceptance of grooming as a part of men's wellness and a growing awareness about self-care. Makeup products for men are now being formulated to match skin tones and offer a natural finish, appealing to the modern male consumer who values both functionality and discretion in their grooming routines.

• Skin Care : The skin care segment in the men’s grooming market has witnessed a surge in demand, driven by increased awareness about skin health. Men are increasingly using skincare products like moisturizers, face washes, anti-aging creams, and sunscreens, which has grown by 20% in recent years. The demand for skincare products is further fueled by a greater focus on the long-term benefits of skincare routines, especially with a younger generation of men looking for ways to combat environmental factors and aging. Companies are now developing skincare lines tailored specifically for male skin, making these products more accessible and appealing.

• Perfume : The perfume segment remains a strong component of the men’s grooming market, with a steady rise in sales due to growing interest in luxury fragrances and personal scent preferences. The men’s fragrance market has seen growth by 12% as more men are investing in high-quality perfumes to express their personal style. Alongside traditional colognes, niche perfumes are gaining traction, with consumers seeking unique scents. Luxury perfume brands targeting men are innovating with scents that appeal to a diverse range of tastes, further boosting this segment's demand.

• Wash and Care : The wash and care segment, which includes products like body washes, shampoos, conditioners, and shaving creams, is a staple in the men’s grooming industry. With a 15% increase in sales, the wash and care segment remains essential for daily grooming routines. Convenience and quality are key drivers in this sector, as more men are opting for products that are effective, easy to use, and tailored to their specific needs. Products that offer a dual function, such as 2-in-1 shampoo and conditioner, are particularly popular, aligning with the desire for efficient grooming solutions.

By Application

• E-commerce : The e-commerce segment for men's grooming products is witnessing rapid growth, with a 30% increase in online sales in recent years. The rise of e-commerce platforms, such as Amazon, and the convenience of home delivery have transformed the shopping experience for male consumers. Online shopping allows for easy comparisons of products, reviews, and access to a broader range of options, driving more men to purchase grooming products through digital channels. Additionally, targeted digital marketing strategies, including social media ads and influencer endorsements, have boosted the visibility of men’s grooming products, encouraging more online purchases.

• Offline : Despite the growth of e-commerce, offline sales of men's grooming products remain strong, accounting for 55% of the total market share. Brick-and-mortar stores, including supermarkets, drugstores, and specialty grooming retailers, are still highly frequented by male consumers who prefer to physically inspect products before making a purchase. The offline market also allows for personalized customer service, where shoppers can receive advice or recommendations tailored to their grooming needs. Additionally, in-store displays and promotions continue to drive consumer interest in new grooming products.

Men’s Grooming Regional Outlook

The men’s grooming market has a global presence, with varied growth dynamics across regions. North America, Europe, Asia-Pacific, and the Middle East & Africa each offer unique opportunities and challenges. North America and Europe are mature markets, with high product penetration and a shift toward premium grooming solutions. In contrast, the Asia-Pacific region is seeing robust growth due to increasing disposable incomes and a rising middle class. The Middle East & Africa are emerging markets for men’s grooming products, where consumer awareness and spending on personal care are growing rapidly. Each region exhibits distinct grooming preferences and trends, contributing to the overall expansion of the global market.

North America

In North America, the men’s grooming market has shown steady growth, primarily driven by the U.S. market. Male consumers in the U.S. are spending more on skincare, beard care, and luxury grooming products. Approximately 35% of men in the U.S. now use skincare products regularly, contributing significantly to market demand. Additionally, grooming routines for men have been influenced by the growing trend of self-care and wellness, leading to increased sales of high-end products in this region. The shift towards e-commerce platforms for purchasing grooming products has also expanded market reach, increasing convenience for consumers.

Europe

Europe represents one of the largest markets for men's grooming, with countries like the U.K., France, and Germany leading the way. The region has experienced growth of around 20% in men’s skincare products, driven by an increased interest in grooming routines among younger generations. The demand for natural and organic products is especially high, with many European consumers preferring cruelty-free and eco-friendly brands. The rising importance of beard care in countries such as the U.K. has fueled the growth of specialized grooming products. Europe remains a stronghold for both mass-market and premium grooming solutions.

Asia-Pacific

The Asia-Pacific region is one of the fastest-growing markets for men’s grooming products, with countries like China, India, and Japan driving significant demand. In particular, the Chinese market has seen growth in the male grooming sector by 25%, with an increasing number of men becoming conscious of their appearance. The rise of the middle class in India and the adoption of Western grooming habits have contributed to a surge in demand for men’s skincare and haircare products. Additionally, e-commerce platforms are expanding access to grooming products, making it easier for male consumers in this region to purchase items online.

Middle East & Africa

The Middle East & Africa is a rapidly emerging market for men’s grooming, with a growth rate of 18% in the past few years. In this region, personal grooming is becoming more integrated into the daily routines of men, particularly in countries like the UAE and Saudi Arabia. The demand for premium grooming products is high, as many men in the region are seeking luxurious skincare and fragrance solutions. Furthermore, cultural shifts and an increasing number of male consumers adopting Western grooming habits are contributing to the market’s expansion, especially in urban areas.

LIST OF KEY Men's Grooming Market COMPANIES PROFILED

• P&G

• Beiersdorf AG

• L'Oréal

• Shiseido

• Chanel

• The Mentholatum Company

• Lumin

• BluMaan

• By Vilain

• Uppercut Deluxe

• Meridian

• Parker Shaving

• The Bluebeards Revenge

• Modern Pirate

• Edwin Jagger

• Billy Jealousy

• Dear Boy Friend

• Shanghai Jahwa United Co., Ltd.

• Shenzhen Liran Cosmetics Co., Ltd.

• Shanghai Lanxi Yijun Cosmetics Co., Ltd.

• Shenzhen Manshi Technology Co., Ltd.

Top Companies by Market Share

• P&G: Holds approximately 22% of the global men's grooming market share.

• L'Oréal: Accounts for about 18% of the market share, making it a strong player in the industry.

Investment Analysis and Opportunities

The men's grooming market presents significant investment opportunities as consumer demand for personal care products continues to rise. Over the past few years, investments in the sector have increased, with particular focus on premium products and digital platforms for e-commerce. Private equity firms and venture capitalists are particularly interested in companies that offer innovative products and cater to the emerging trends of self-care and male grooming. Investment in direct-to-consumer brands is on the rise, with companies focusing on unique and personalized solutions gaining attention. Around 40% of investments are directed towards natural and organic product lines, responding to the growing demand for clean and eco-friendly grooming solutions. The increased spending on grooming by men, particularly millennials and Generation Z, offers a high growth potential, particularly in regions like North America and Europe. Additionally, the expanding availability of grooming products via online platforms is attracting further investment, providing an easy entry point for new brands to establish themselves in the market. The market is expected to continue evolving with new opportunities for niche brands focusing on specific male grooming needs, such as beard care and anti-aging products.

NEW PRODUCTS Development

In recent years, there has been a surge in the development of new products in the men's grooming market, driven by evolving consumer preferences and the demand for personalized and high-quality solutions. Companies are increasingly focusing on innovation and creating products that cater to specific needs such as skincare, beard care, and anti-aging. The skincare category, in particular, has seen the launch of new products designed for different skin types, with 30% of new releases being targeted at sensitive skin. Beard grooming products, including oils, balms, and conditioners, are gaining popularity, with brands introducing new formulations designed to provide enhanced grooming results. Additionally, the introduction of haircare solutions targeting men’s thinning hair and scalp care has gained traction, with around 18% of the new products in the market focused on hair regrowth and scalp health. Perfume companies are also venturing into the men’s grooming market, with niche fragrances tailored specifically for men now gaining attention. As consumer demand continues to grow, the market is expected to see even more product development in areas like skincare, grooming tools, and body care.

Recent Developments by Manufacturers in the Men's Grooming Market 

• P&G introduced a new line of men’s grooming products aimed at the millennial demographic, focusing on eco-friendly packaging and cruelty-free formulations, with about 15% of the products featuring sustainable packaging.

• L'Oréal launched a high-end skincare range for men, focusing on anti-aging solutions, which quickly gained 20% market share in North America.

• Shiseido unveiled a new men's line that includes beard oils and facial moisturizers tailored to various skin types, capturing 10% of the premium male skincare market in Asia.

• Beiersdorf AG expanded its NIVEA Men range by introducing a new set of moisturizing products with advanced sun protection, responding to a 12% increase in demand for SPF-based grooming solutions in Europe.

• The Mentholatum Company rolled out a new, all-natural men's deodorant, increasing its market penetration by 8% within the first year of launch.

REPORT COVERAGE

The men’s grooming market report covers a wide array of factors influencing market growth, including market size, trends, and the competitive landscape. The report includes a detailed analysis of the leading players, such as P&G, L'Oréal, and Shiseido, with insights into their market share and strategies. It also examines market segmentation by product type, application, and geography, with detailed sections on skincare, grooming tools, haircare, and fragrances. It provides a regional breakdown, highlighting the strongest markets like North America, Europe, and the growing opportunities in Asia-Pacific and the Middle East. The analysis covers key consumer trends, including the rising demand for natural and eco-friendly products, as well as the growing shift toward e-commerce for grooming products. Market dynamics, such as drivers, restraints, opportunities, and challenges, are explored in-depth to provide a comprehensive view of the industry. The report also includes a detailed overview of investment opportunities, recent product innovations, and market developments that could impact the future growth of the men's grooming sector.