Men’s Grooming Products Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Skin Care, Hair Styling, Shave/Beard Care, Accessories, Color Cosmetics), By Product Type (Shaving Foams & Gels, Trimmers, Shavers, Shavers & Clippers, Razors & Cartridges, Oil, Gel & Wax, Others), By Distribution Channel (Hypermarkets/Supermarkets, Departmental Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 245.26 Billion
CAGR (2026-2031)	8.59%
Fastest Growing Segment	Hair Styling
Largest Market	Asia Pacific
Market Size (2031)	USD 402.13 Billion

Market Overview

The Global Men’s Grooming Products Market will grow from USD 245.26 Billion in 2025 to USD 402.13 Billion by 2031 at a 8.59% CAGR. Men’s grooming products encompass a specialized category of personal care formulations including shaving preparations, skincare, hair care, deodorants, and fragrances designed specifically to meet the physiological and aesthetic needs of the male demographic. The sustained expansion of this market is fundamentally driven by a paradigm shift in cultural perceptions of masculinity which has normalized male personal care routines. Additionally, rising disposable incomes and the proliferation of digital media have heightened awareness regarding personal appearance and prompted men to invest more consistently in daily hygiene and wellness products.

Despite this positive trajectory, the sector encounters significant challenges regarding increasing regulatory pressure for sustainable and transparent ingredient sourcing which elevates production costs. These compliance hurdles can impede rapid product development and complicate supply chain management for manufacturers. However, consumer engagement remains robust particularly among younger demographics who are driving category penetration. According to the Personal Care Products Council, in 2024, over 70% of men aged 18 to 34 reported using skincare products at least once a week.

Key Market Drivers

The increasing awareness of specialized skincare and anti-aging routines is a primary factor driving the expansion of the Global Men’s Grooming Products Market. Men are rapidly transitioning from basic hygiene practices to comprehensive regimens involving targeted treatments for specific concerns such as hyperpigmentation, wrinkles, and skin texture. This "skinification" of male grooming has fueled the adoption of solution-oriented formulations that were previously marketed primarily to women. For instance, according to Cosmetics Business, March 2025, in the article 'Beiersdorf sales hit record €9.9 billion high in 2024', the specialized Nivea Luminous630 range achieved 34% organic growth, highlighting the surging demand for efficacy-driven products. This shift significantly contributes to the broader health of the sector; according to L'Oréal, February 2025, in the '2024 Annual Results' report, the Consumer Products Division, which houses major men's grooming portfolios, delivered 5.4% like-for-like growth, reflecting sustained consumer engagement across the category.

Simultaneously, the market is being propelled by a distinct trend toward premiumization and luxury personal care segments. As disposable incomes stabilize and cultural narratives around self-care evolve, male consumers are increasingly prioritizing high-quality ingredients, superior sensory experiences, and prestige branding. Manufacturers are responding by elevating their core portfolios with value-added benefits to capture the expanding "masstige" and luxury demographics. According to Unilever, March 2025, in the 'Full Year 2024 Results' report, the Beauty & Wellbeing business group reported 6.5% underlying sales growth, a performance the company attributed to its strategic focus on premiumizing core skin and hair care brands. This data underscores a structural shift where market value is increasingly generated by consumers trading up to premium grooming solutions rather than volume expansion alone.

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Key Market Challenges

The increasing regulatory pressure for sustainable and transparent ingredient sourcing presents a substantial barrier to the growth of the Global Men’s Grooming Products Market. This compliance burden compels manufacturers to reallocate significant financial resources toward certifying raw materials and restructuring supply chains, which directly elevates production costs. Consequently, the necessity to meet rigorous environmental standards lengthens product development cycles, preventing companies from swiftly launching new formulations that align with emerging consumer trends. This operational drag reduces agility and suppresses the rapid category expansion that typically drives market value.

The economic impact of these regulatory demands is disproportionately felt by the smaller players who often spearhead niche innovation within the sector. According to Cosmetics Europe, in 2024, the industry was comprised of more than 9,600 small and medium-sized enterprises (SMEs). Unlike major conglomerates, these smaller entities often lack the capital reserves to absorb rising compliance costs without eroding their margins. As these businesses face difficulties in navigating complex transparency requirements, the market risks losing a vital source of product diversity and competitive pricing, thereby dampening overall sector growth.

Key Market Trends

The Integration of Smart Technology in Grooming Devices is fundamentally reshaping the market as consumers increasingly demand high-performance tools that offer precision and personalization. This trend moves beyond traditional utility, characterized by the proliferation of connected shavers, AI-powered trimmers, and heated razors that elevate the daily routine into a sophisticated, gadget-driven experience. Innovation in hardware is proving to be a critical revenue generator, validating the consumer appetite for advanced grooming engineering over manual alternatives. According to Procter & Gamble, August 2024, in the '2024 Annual Report', the Grooming segment delivered high single-digit organic sales growth for the fiscal year, a performance the company attributed significantly to volume growth driven by innovation in its product portfolio.

The Expansion of Refillable and Circular Packaging Models represents a decisive pivot toward sustainability, addressing environmental concerns through durable product design rather than single-use consumption. Brands are increasingly replacing disposable formats with modular systems, such as reusable razor handles and refillable skincare cartridges, which foster long-term brand loyalty while mitigating plastic waste. This shift is not merely a compliance measure but a core operational strategy that is gaining substantial commercial traction among major industry players. According to Philips, February 2025, in the 'Annual Report 2024', the company reported that 24% of its total sales were generated from circular products and solutions, underscoring the growing market viability of extending product lifecycles within the personal health and grooming sector.

Segmental Insights

The Hair Styling segment represents the fastest-growing category within the Global Men’s Grooming Products Market due to shifting standards of male personal care. This rapid expansion is driven by the increasing influence of social media and celebrity culture, which encourages men to adopt diverse hairstyles. Consequently, consumers are moving beyond basic hygiene to purchase specialized formulations like clays, pomades, and texturizing sprays. The rising popularity of professional barbershops further educates consumers on product usage, sustaining a robust demand for styling agents that offer hold and texture without compromising hair health.

Regional Insights

Asia Pacific maintains the leading position in the global men’s grooming products market, driven primarily by rapid urbanization and the expanding middle class in China and India. The region benefits from rising disposable incomes that allow consumers to invest in personal care, alongside a cultural shift normalizing male grooming influenced by established beauty standards in South Korea and Japan. Furthermore, the robust infrastructure of e-commerce platforms has significantly improved product accessibility for a broader demographic. This market dominance is sustained by increased consumer awareness regarding hygiene and the availability of products tailored to regional needs.

Recent Developments

• In August 2025, Edgewell Personal Care highlighted the strategic launch of "Progista," a premium total grooming brand developed by its Schick Japan subsidiary. The new line was endorsed by professionals and designed to offer a comprehensive solution covering pre-shave protection, shaving, and after-shave care. The company emphasized that the brand was developed in collaboration with dermatologists and beauty experts to redefine the grooming experience by treating shaving as an integral part of skincare. This move underscored the company's focus on innovation and premiumization in the Asian market.
• In February 2025, Dove Men+Care introduced a new range of Body and Face Scrubs designed to streamline daily grooming routines for men. The launch featured three variants infused with natural essential oils, such as Eucalyptus and Cedar Oil, which were formulated to scrub, cleanse, and moisturize in a single step. The brand developed these all-in-one products to address specific male skin concerns, including lower pH levels and the need for effective exfoliation without stripping moisture. This innovation was positioned to fill a gap in the market for multi-functional, high-performance skincare products for men.
• In April 2024, The SpringHill Company, a media conglomerate co-founded by a prominent athlete, collaborated with beauty company Parlux Ltd. to launch The Shop Men's Grooming Line. The collection, which debuted exclusively at Walmart stores nationwide, includes seven high-performance products such as exfoliating face wash, soothing shave cream, and deep-conditioning beard cream. This partnership aimed to provide accessible, vegan, and cruelty-free grooming solutions inspired by the spirited conversations and community atmosphere of barbershops. The collaboration marked a significant entry into the personal care market for the media brand.
• In January 2024, Royal Philips expanded its portfolio in the grooming sector with the launch of the Philips Norelco OneBlade Intimate. This new tool was introduced as the brand's first product designed specifically for the intimate area, addressing a growing consumer demand for safe and effective grooming solutions for sensitive skin. The device features a unique blade with a skin-protecting layer and rounded tips to prevent irritation. The launch highlighted the company's commitment to inclusivity and innovation, offering a versatile tool that caters to evolving grooming habits beyond facial hair.

Key Market Players

• Beiersdorf AG
• Procter & Gamble Co.
• L'Oréal SA
• Shiseido Co., Ltd.
• Vi-John Group
• Colgate-Palmolive Company
• Kao Corporation
• Estée Lauder Companies, Inc.
• Reckitt Benckiser
• Coty, Inc.

By Type	By Product Type	By Distribution Channel	By Region
Skin Care Hair Styling Shave/Beard Care Accessories Color Cosmetics	Shaving Foams & Gels Trimmers Shavers Shavers & Clippers Razors & Cartridges Oil Gel & Wax Others	Hypermarkets/Supermarkets Departmental Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Men’s Grooming Products Market, By Type:

• Skin Care
• Hair Styling
• Shave/Beard Care
• Accessories
• Color Cosmetics

• Men’s Grooming Products Market, By Product Type:

• Shaving Foams & Gels
• Trimmers
• Shavers
• Shavers & Clippers
• Razors & Cartridges
• Oil
• Gel & Wax
• Others

• Men’s Grooming Products Market, By Distribution Channel:

• Hypermarkets/Supermarkets
• Departmental Stores
• Online
• Others

• Men’s Grooming 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