Aftershave Products Market By Product (Lotion/Balm, Splash, Spray), By Sales Channel (Multi Branded Stores, Supermarkets/Hypermarkets, Departmental Stores, Online, and Other (Direct Sales and Distributor/Dealers etc.)), By Region, By Competition Forecast & Opportunities, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 3.48 Billion
CAGR (2026-2031)	5.69%
Fastest Growing Segment	Lotion/Balm
Largest Market	Asia Pacific
Market Size (2031)	USD 4.85 Billion

Market Overview

The Global Aftershave Products Market will grow from USD 3.48 Billion in 2025 to USD 4.85 Billion by 2031 at a 5.69% CAGR. Aftershave products are topical formulations, comprising lotions, balms, gels, or liquids, designed for application to the skin immediately following shaving to disinfect micro-abrasions, soothe irritation, and provide essential hydration. The primary drivers supporting the growth of this market include a heightening global consciousness regarding male grooming standards and rising disposable incomes that facilitate the purchase of specialized personal care items. Furthermore, the rapid expansion of e-commerce platforms has significantly broadened consumer access to international brands, acting as a distinct catalyst for revenue generation independent of specific product trends.

One significant challenge that could impede market expansion is the growing consumer scrutiny regarding synthetic chemical ingredients, which can precipitate skin sensitivity issues and deter the adoption of traditional alcohol-based formulations. This necessitates costly reformulations and rigorous testing for manufacturers to maintain consumer trust. Illustrating the robust demand for fragrance-based grooming categories within key regions, according to the Spanish Cosmetics, Toiletry and Perfumery Association (STANPA), in 2024, the perfume and fragrance sector recorded an 11.3% increase in consumption. This data underscores the resilience of scented personal care products, which remains a vital component of the broader aftershave market.

Key Market Drivers

The growth in premiumization and luxury product adoption is fundamentally reshaping the global aftershave market as consumers increasingly prioritize quality and efficacy over price. Men are upgrading from basic alcohol-based splashes to sophisticated, high-performance formulations that offer enhanced sensory experiences and superior skin protection. This "trading up" behavior is empowering manufacturers to introduce higher-margin innovations, effectively offsetting volume pressures with price-driven revenue growth. Illustrating this trend, according to Procter & Gamble, October 2025, in the 'First Quarter Fiscal Year 2026 Results', the Grooming segment delivered a 3% increase in organic sales, primarily driven by innovation-based pricing strategies in North America and Europe. This indicates a sustained willingness among male consumers to invest in premium grooming solutions that promise elevated performance.

Concurrently, the market is being propelled by a significant shift towards multifunctional skincare benefits, where aftershave products are expected to perform beyond simple disinfection. Modern consumers demand hybrid formulations that soothe razor burn while simultaneously providing hydration, anti-aging benefits, and barrier repair, effectively merging the shaving and skincare categories. This demand for therapeutic efficacy is driving the success of dermatologically tested brands. For instance, according to Beiersdorf, February 2025, in the 'Annual Report 2024', the Derma business unit, which includes Eucerin and Aquaphor, achieved an organic sales growth of 10.6%, underscoring the robust appetite for clinically proven skin health products. Furthermore, the broader mass market remains resilient; according to L'Oréal, in 2025, the Consumer Products Division reported a like-for-like sales growth of 5.4% for the full year 2024, highlighting the continued expansion of accessible personal care and grooming categories globally.

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Key Market Challenges

The Global Aftershave Products Market faces a substantial hurdle due to intensifying consumer scrutiny regarding synthetic chemical ingredients. This skepticism specifically targets traditional alcohol-based formulations, which have long served as the industry standard for post-shave care. As consumers increasingly prioritize ingredient safety and reject synthetic components, manufacturers are forced to divert significant capital toward costly reformulations and rigorous testing protocols to retain market relevance. This operational shift drains financial resources that could otherwise support market expansion and limits the speed at which legacy brands can innovate or scale.

The financial and operational burden of transitioning to cleaner labels creates a direct drag on overall market growth. Companies must navigate a complex landscape of compliance and consumer trust, often at the expense of profit margins. The urgency of this shift is evidenced by the rapid uptake of natural alternatives, which places immense pressure on conventional grooming sectors. According to the Soil Association Certification, in 2024, sales of organic beauty and wellbeing products grew by 11%. This data underscores the robust momentum of the natural segment, indicating that the failure to adapt to clean beauty standards poses a quantifiable risk to the continued growth of traditional aftershave revenue.

Key Market Trends

The Global Aftershave Products Market is experiencing a definitive transition to sustainable and eco-conscious packaging, driven by the urgent need to mitigate the environmental impact of single-use grooming waste. Manufacturers are increasingly moving away from virgin plastics toward circular solutions such as refillable systems and post-consumer recycled materials to satisfy regulatory demands and consumer expectations for corporate responsibility. This shift is quantified by the industry's collective effort to reclaim waste; according to BeautyMatter, July 2025, in the 'Pact Collective 2024 Impact Report' analysis, the initiative successfully collected 227,632 pounds of beauty packaging in 2024 alone, marking a threefold year-over-year increase. Such data indicates a rapid scaling of infrastructure designed to close the loop on personal care packaging life cycles.

Simultaneously, the market is being reshaped by the adoption of AI-driven personalization, where data analytics are utilized to create hyper-customized grooming regimens and formulations. Companies are heavily investing in digital capabilities to offer tailored aftershave solutions that address specific skin concerns, moving beyond the one-size-fits-all approach of legacy brands. This technological pivot is evident in the resource allocation of major players; according to Beiersdorf, February 2025, in the 'Annual Report 2024', the company increased its research and development investment by 10.4% to €354 million, explicitly targeting advancements in digitalization and artificial intelligence. This surge in funding underscores the strategic priority placed on integrating tech-led innovation to drive future growth in the grooming sector.

Segmental Insights

The Lotion/Balm segment is currently positioning itself as the fastest-growing category within the Global Aftershave Products Market, driven by a definitive shift in consumer preference towards skin health. Modern male consumers are increasingly prioritizing multifunctional formulations that offer deep hydration and soothing properties over traditional alcohol-based splashes, which are often associated with skin dryness and irritation. This expansion is further fueled by the rising demand for alcohol-free products enriched with natural ingredients, catering specifically to sensitive skin types. Consequently, manufacturers are aggressively developing moisturizing balms to align with this evolving requirement for post-shave solutions that function as effective skincare.

Regional Insights

Asia Pacific holds the leading position in the Global Aftershave Products Market, driven by rapid urbanization and rising disposable income in emerging economies such as China and India. The dominance of this region is attributed to shifting cultural norms regarding male grooming and an increasing focus on personal appearance within the corporate sector. Additionally, the proliferation of digital retail channels has significantly expanded consumer access to diverse international and local brands. This sustained demand for daily grooming solutions supports regional market expansion and establishes Asia Pacific as a primary hub for industry development.

Recent Developments

• In August 2025, Schick Japan, a subsidiary of Edgewell Personal Care, highlighted the launch of "Progista", a new premium total grooming care brand for men endorsed by professionals. This new line was introduced to the Japanese market as a comprehensive solution covering the entire shaving routine, including pre-shave skin protection, the razor itself, and after-shave skin care. The brand concept emphasized that skincare begins with shaving, aiming to provide a one-stop grooming experience that addresses skin health before, during, and after the shave, thereby contributing to innovation in the aftershave products sector.
• In June 2025, Unilever announced it had signed an agreement to acquire Dr. Squatch, a prominent high-growth men’s grooming brand, in a deal reportedly valued at approximately $1.5 billion. The acquisition was part of the multinational consumer goods company's strategy to expand its portfolio in the premium men's personal care category. Dr. Squatch, known for its natural soaps and deodorants, had also expanded its product range to include hair care and lotions, strengthening Unilever's presence in the broader grooming market which encompasses post-shave and skin care solutions for men.
• In April 2024, Parlux Ltd collaborated with The SpringHill Company to launch a new men’s grooming brand titled "The Shop Men's Grooming Line". This collection, developed to address universal needs for skin, hair, and beard care, debuted exclusively at Walmart stores nationwide. The product lineup featured seven high-performance items, including a soothing shave cream and an anti-bump aftershave toner, which were formulated to be vegan and cruelty-free. This launch represented a significant expansion into the accessible men's grooming and aftershave segment by combining high-performance formulas with broad retail availability.
• In March 2024, Sensatia Botanicals, a company known for its natural beauty products, introduced a new men's grooming collection designed to cater to modern self-care needs. The "Red Ginger & Blood Orange Men's Care Collection" was launched with a variety of products including a body wash, shampoo, shaving foam, and specifically an aftershave balm. This range highlighted the use of natural ingredients such as red ginger and blood orange, which were selected for their ability to remove dead skin cells and reduce redness, offering a soothing post-shave experience within the Global Aftershave Products Market.

Key Market Players

• The Procter & Gamble Company
• Beiersdorf
• Godrej Consumer Products Limited
• Unilever Inc.
• L’Oréal SA
• Tommy Hilfiger
• Edgewell Personal Care
• Natura and Co Holding SA
• D.R. Harris & Co Ltd
• Raymond Ltd.

By Product	By Sales Channel	By Region
Lotion/Balm Splash Spray	Multi Branded Stores Supermarkets/Hypermarkets Departmental Stores Online Other (Direct Sales and Distributor/Dealers etc.)	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Aftershave Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Aftershave Products Market, By Product:

• Lotion/Balm
• Splash
• Spray

• Aftershave Products Market, By Sales Channel:

• Multi Branded Stores
• Supermarkets/Hypermarkets
• Departmental Stores
• Online
• Other (Direct Sales and Distributor/Dealers etc.)

• Aftershave Products Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE