Male Toiletries Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product (Deodorants, Haircare Products, Skincare Products, Shower Products), By Price Range (Premium, Mass), By Sales Channel (Hypermarket/Supermarket, Departmental stores, Pharmacies, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 27.92 Billion
CAGR (2026-2031)	5.71%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 38.96 Billion

Market Overview

The Global Male Toiletries Market will grow from USD 27.92 Billion in 2025 to USD 38.96 Billion by 2031 at a 5.71% CAGR. The Global Male Toiletries Market comprises personal care formulations specifically developed for men including shaving preparations, skincare, hair care, and deodorants. The primary drivers fueling growth are shifting societal norms regarding masculinity and a heightened collective focus on wellness and personal hygiene. Consumers are increasingly adopting comprehensive grooming regimens that extend beyond basic functionality to include preventive and aesthetic care. This evolution is further supported by the destigmatization of male beauty practices and the strategic expansion of product lines by manufacturers to address specific male dermatological needs.

Market engagement metrics reflect this deepening integration of grooming into daily routines. According to the Spanish Cosmetics Toiletry and Perfumery Association in 2024 men utilized an average of 5.7 cosmetic products daily. Such data underscores the transition from minimal hygiene habits to multi-step care rituals. Despite this positive momentum market expansion faces a significant challenge in the form of economic volatility. Persistent inflationary pressures and rising raw material costs threaten to compress profit margins and reduce consumer purchasing power thereby potentially stalling growth in price-sensitive segments.

Key Market Drivers

Product innovation and the diversification of male-specific offerings are fundamentally reshaping the market structure. Manufacturers are aggressively moving beyond standard shaving tools to introduce complex formulations that target specific dermatological concerns, such as sensitivity, hydration, and oil control. This supply-side push aligns with the consumer's growing willingness to invest in specialized brands that offer tailored benefits rather than generic utility. According to Beiersdorf, August 2024, in the 'Half-Year Report 2024', the company's NIVEA Men business unit recorded an organic sales growth of 10.6%, driven significantly by volume and pricing strategies in emerging markets. This data indicates that when companies innovate with targeted value propositions, male consumers respond with increased purchase frequency and brand loyalty.

Simultaneously, a growing focus on anti-aging and advanced skincare solutions is expanding the category's revenue boundaries. Men are increasingly prioritizing long-term skin health, influenced by a destigmatized view of self-care that encourages the use of serums, eye creams, and anti-fatigue products. According to L'Oréal, March 2024, in the '2023 Annual Report', the Consumer Products Division, which houses the L'Oréal Men Expert brand, achieved a 12.6% like-for-like growth, highlighting the surging demand for accessible yet effective grooming formulations. This trend contributes to the broader financial stability of the sector. According to Procter & Gamble, in 2024, the grooming segment generated net sales of $6.6 billion, demonstrating the sheer scale of revenue available to conglomerates that successfully cater to these evolving male preferences.

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Key Market Challenges

Economic volatility, manifesting through persistent inflationary pressures and rising raw material costs, stands as a formidable barrier to the growth of the Global Male Toiletries Market. This financial instability forces manufacturers to contend with escalating production and logistical expenses, which are inevitably passed down to the consumer through higher shelf prices. As the cost of living rises, the "comprehensive grooming regimens" that drive market expansion become vulnerable. Consumers facing reduced purchasing power often rationalize their spending by reverting to basic hygiene essentials, thereby abandoning the multi-step, higher-margin skincare and styling rituals that are crucial for industry revenue growth.

This inflationary impact effectively masks the true state of market demand and hampers real volume expansion. According to the British Beauty Council, in 2025, the beauty and personal care sector recorded a nominal growth of 9% for the preceding year, but this figure was significantly reduced to 5% when adjusted for inflation. This discrepancy highlights that a substantial portion of apparent market gains is driven by price hikes rather than increased consumption. Consequently, the market struggles to achieve genuine organic growth as economic strain deters the adoption of sophisticated grooming habits among price-sensitive demographics.

Key Market Trends

The expansion of subscription-based direct-to-consumer models is fundamentally altering how male consumers access personalized grooming and wellness solutions. Unlike traditional retail, these platforms leverage telemedicine and data analytics to offer customized treatments for specific concerns such as hair loss and dermatological conditions, thereby increasing accessibility and discretion. This model’s success is driven by the convenience of recurring delivery and the personalization of formulations, which fosters high consumer retention. According to Hims & Hers Health, Inc., February 2025, in the 'Fourth Quarter and Full Year 2024 Financial Results', the company's subscriber base grew to 2.2 million, representing a 45% increase year-over-year, illustrating the rapid scalability and adoption of this digital-first approach.

Simultaneously, the mainstreaming of men's cosmetics and nail care is challenging traditional gender boundaries within the sector. Male consumers are increasingly venturing beyond functional hygiene into aesthetic enhancement, adopting products such as concealers, brow gels, and nail polish as standard parts of their routine. This cultural shift is propelled by social media influence and a broader definition of masculinity that embraces self-expression through beauty products. Market data corroborates this behavioral change; according to Boots UK, February 2025, in the 'Boots Beauty Trends Report 2025', the retailer registered a 14% increase in men shopping for beauty products over the preceding year. This surge highlights a significant untapped revenue stream as retailers optimize store layouts and assortments to cater to this emerging demographic.

Segmental Insights

The online distribution channel constitutes the fastest-growing segment in the global male toiletries market, driven by the increasing adoption of e-commerce platforms. This growth is primarily attributed to the convenience of direct-to-consumer sales models, which offer a broader inventory of grooming products compared to physical retail stores. Furthermore, online marketplaces provide male consumers with the ability to compare prices efficiently and purchase personal care items with greater privacy. These advantages create a compelling value proposition that encourages a sustained shift in consumer buying behavior toward digital channels for daily grooming requirements.

Regional Insights

North America maintains a dominant position in the global male toiletries market due to high consumer awareness regarding personal grooming. The region benefits from substantial disposable income levels, enabling consumers to invest in diverse products ranging from shaving essentials to specialized skin care. Market leadership is further supported by an established retail infrastructure, including extensive pharmacy networks and supermarkets that ensure consistent product availability across the United States and Canada. Additionally, major manufacturers frequently prioritize this region for new product introductions, sustaining strong demand and reinforcing the established regional market share.

Recent Developments

• In September 2024, the global men's grooming company Manscaped announced the strategic launch of a new electric foil shaver known as The Chairman Pro. This device featured two interchangeable blade heads and a specialized dual-head system designed to deliver a close and comfortable shave for the face. Alongside the hardware, the company introduced a corresponding three-step face shaving routine that included a preparing gel and a soothing serum. The product was engineered with waterproof capabilities and specific technology to minimize skin irritation, significantly diversifying the company's product portfolio beyond its signature body grooming tools.
• In April 2024, The Shop, a brand established by a professional basketball player and a business executive, expanded into the male toiletries market with the launch of a new grooming line. Developed in collaboration with the beauty company Parlux Ltd, the collection was released exclusively at a major retail corporation's stores nationwide. The range featured seven products, including exfoliating face wash, shave cream, aftershave toner, and beard care items, all designed to be vegan and cruelty-free. The launch aimed to provide accessible, high-quality personal care options that empower men to embrace and celebrate their daily grooming routines.
• In March 2024, a new men’s personal care brand named Papatui was launched by a prominent actor and professional wrestler. The brand debuted with a comprehensive collection of skin, hair, body, and tattoo care products that were developed over three years with a team of scientists and experts. The product line, which prioritized high-quality performance and accessible pricing, was made available at a major retail chain and through the brand's direct-to-consumer website. The formulations were created without parabens or sulfates and featured key ingredients such as hyaluronic acid and ceramides to specifically cater to men's evolving skincare requirements.
• In February 2024, the personal care brand Dove Men+Care introduced a new product line designed to address body odor beyond the underarms. The company launched the Whole Body Deodorant range, comprising sprays, sticks, and creams specifically formulated for use on the underarms, feet, and private areas. This innovation was developed in response to consumer insights which indicated that a significant majority of men desired comprehensive odor protection solutions. The aluminum-free products were infused with Vitamin E and dermatologically tested to ensure suitability for sensitive skin, aiming to fill a gap in the male toiletries market for effective, all-over hygiene.

Key Market Players

• L'Oréal S.A.
• Unilever plc
• Beiersdorf AG
• The Procter & Gamble Company
• Kao Corporation
• Shiseido Co., Ltd.
• The Estée Lauder Companies Inc.
• Coty Inc.
• Molton Brown Limited
• Edgewell Personal Care Company

By Product	By Price Range	By Sales Channel	By Region
Deodorants Haircare Products Skincare Products Shower Products	Premium Mass	Hypermarket/Supermarket Departmental stores Pharmacies Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Male Toiletries Market, By Product:

• Deodorants
• Haircare Products
• Skincare Products
• Shower Products

• Male Toiletries Market, By Price Range:

• Premium
• Mass

• Male Toiletries Market, By Sales Channel:

• Hypermarket/Supermarket
• Departmental stores
• Pharmacies
• Online
• Others

• Male Toiletries 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