Male Grooming Products

Global Male Grooming Products Market to Reach US$119.9 Billion by 2030

The global market for Male Grooming Products estimated at US$78.0 Billion in the year 2024, is expected to reach US$119.9 Billion by 2030, growing at a CAGR of 7.4% over the analysis period 2024-2030. Offline Distribution Channel, one of the segments analyzed in the report, is expected to record a 5.8% CAGR and reach US$69.4 Billion by the end of the analysis period. Growth in the Online Distribution Channel segment is estimated at 9.9% CAGR over the analysis period.

The U.S. Market is Estimated at US$21.3 Billion While China is Forecast to Grow at 11.3% CAGR

The Male Grooming Products market in the U.S. is estimated at US$21.3 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$25.0 Billion by the year 2030 trailing a CAGR of 11.3% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 3.8% and 7.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 4.9% CAGR.

Global Male Grooming Products Market – Key Trends & Drivers Summarized

Why Is Male Grooming Experiencing a Cultural and Commercial Shift Across the Globe?

The global market for male grooming products is undergoing a remarkable transformation, driven by shifting cultural norms, increased self-awareness, and a broader definition of masculinity. Where once grooming for men was largely limited to basic hygiene products like razors, shaving creams, and deodorants, today’s male consumers are increasingly engaging with a diverse range of personal care categories including skincare, haircare, beard grooming, fragrances, and cosmetic enhancements. This evolution is a reflection of broader societal acceptance of self-care as an essential aspect of modern masculinity, moving away from outdated stereotypes that once equated grooming with vanity. Younger generations, especially millennials and Gen Z, are particularly open to experimenting with grooming routines and are actively seeking products that reflect their individual identities and lifestyles. Social media platforms and male influencers in the beauty and fashion space are playing a crucial role in normalizing male grooming habits and introducing audiences to product innovations. Additionally, the growing importance of personal image in professional and social settings is encouraging men to invest in appearance-enhancing solutions that go beyond the basics. As the stigma surrounding male grooming continues to fade, more men are turning to specialized skincare regimens, anti-aging products, hair styling treatments, and even subtle cosmetics such as concealers or tinted moisturizers. This cultural and psychological shift is fueling demand and encouraging brands to develop tailored, masculine-centric products that meet the specific needs of male consumers across different age groups and regions.

How Are Product Innovation and Customization Shaping the Modern Male Grooming Market?

Product innovation and customization are at the core of the rapidly evolving male grooming industry, as brands respond to consumer demands for effective, appealing, and tailored solutions. With increasing awareness of skincare and personal hygiene, men are no longer satisfied with generic formulations and are seeking products that address specific concerns such as oily skin, acne, razor bumps, hair thinning, or beard maintenance. Companies are innovating with multi-functional products that combine cleansing, moisturizing, and sun protection, making grooming more efficient and less time-consuming. Beard oils, sculpting balms, anti-pollution face washes, and caffeine-infused eye creams are just a few examples of specialized offerings that have emerged in response to this trend. The rise of clean beauty and natural formulations is also influencing the male grooming segment, with a noticeable increase in products that are free from parabens, sulfates, synthetic fragrances, and other irritants. Packaging and branding strategies are being refined to reflect masculinity in a way that is modern and inclusive, often emphasizing minimalism, sustainability, and functionality. Subscription-based services and direct-to-consumer models are allowing for personalized product recommendations based on skin type, grooming habits, and lifestyle factors, enhancing customer engagement and satisfaction. Furthermore, artificial intelligence and data analytics are being used to deliver bespoke grooming regimens through online platforms. This drive for personalization and technological sophistication is positioning male grooming as a high-growth, innovation-driven market with the potential to reshape long-standing industry norms.

What Consumer Trends and Lifestyle Changes Are Expanding the Reach of Male Grooming Products?

A range of shifting consumer behaviors and lifestyle trends is expanding the demand for male grooming products across global markets. Urbanization, rising disposable income, and greater participation in the global workforce are contributing to increased spending on personal care, particularly in emerging economies where grooming is now associated with professionalism, confidence, and social mobility. The fitness and wellness movement is also encouraging men to adopt grooming routines that align with a holistic approach to health and appearance. Consumers are placing greater emphasis on self-presentation, not only for dating and social media presence but also for virtual work environments where facial visibility through video calls adds a new dimension to personal grooming. The growth of e-commerce and the accessibility of global brands have democratized grooming, allowing consumers in smaller cities and rural areas to explore and purchase a wide range of products previously unavailable to them. The COVID-19 pandemic played a surprising role in reinforcing self-care habits, with men turning to at-home grooming solutions while salons and barbershops were closed. As a result, there is now sustained interest in DIY grooming kits, home skincare treatments, and instructional content that guides users through proper grooming techniques. Cultural shifts that embrace gender fluidity and personal expression are also opening up new opportunities for cosmetic products targeted at men, challenging the binary approach to beauty. These trends are combining to create a broader and more diverse consumer base that is open to engaging with grooming products as an everyday essential rather than an occasional indulgence.

What Factors Are Driving Growth in the Global Male Grooming Products Market?

The growth in the global male grooming products market is driven by a combination of demographic changes, rising awareness of personal care, increased market segmentation, and aggressive brand engagement strategies. As men become more proactive about their appearance and health, demand is rising for targeted products that address specific grooming needs while also offering ease of use and visible results. The expanding middle class in Asia, Latin America, and Africa is introducing a vast new customer base eager to adopt global grooming trends and invest in quality products. Brands are responding by tailoring product lines to local skin types, hair textures, climate conditions, and cultural preferences, which is helping to accelerate market penetration. Celebrity endorsements, influencer marketing, and male-focused grooming campaigns are elevating brand visibility and shaping consumer preferences. Additionally, the entry of high-end and luxury brands into the male segment is appealing to a new generation of affluent consumers willing to spend on premium grooming experiences. Innovations in packaging and product delivery systems such as roll-ons, sticks, and portable kits are making grooming more convenient for modern lifestyles. Retail environments, both physical and digital, are increasingly featuring male-dedicated spaces and curated sections, which encourage exploration and repeat purchasing. Furthermore, rising concern about skin health, aging, and pollution is driving the development of more advanced and dermatologically tested formulations. These drivers are collectively supporting a sustained upward trajectory for the male grooming market, signaling robust opportunities for brands that are responsive, inclusive, and forward-thinking in their approach.

SCOPE OF STUDY:

The report analyzes the Male Grooming Products market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Distribution Channel (Offline Distribution Channel, Online Distribution Channel); Application (Shave Care Application, Hair Care Application, Skin Care Application, Fragrance Application, Other Applications)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 41 Featured) -

• American Crew (Revlon)
• Beiersdorf AG
• Bulldog Skincare for Men
• Colgate-Palmolive Company
• Coty Inc.
• Edgewell Personal Care
• Gillette (P&G)
• Godrej Consumer Products
• Harry’s Inc.
• Johnson & Johnson
• Kao Corporation
• King of Shaves
• L’Oréal Paris Men Expert
• Mandom Corporation (Gatsby)
• Natura & Co. (Aesop, The Body Shop)
• Philips Personal Care
• Procter & Gamble
• Revlon Inc.
• Shiseido Co., Ltd.
• The Estée Lauder Companies
• Unilever PLC

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