Men`s Grooming and Cosmetics

Global Men`s Grooming and Cosmetics Market to Reach US$113.8 Billion by 2030

The global market for Men`s Grooming and Cosmetics estimated at US$89.1 Billion in the year 2024, is expected to reach US$113.8 Billion by 2030, growing at a CAGR of 4.2% over the analysis period 2024-2030. Grooming Products, one of the segments analyzed in the report, is expected to record a 3.4% CAGR and reach US$68.7 Billion by the end of the analysis period. Growth in the Make-up Products segment is estimated at 5.5% CAGR over the analysis period.

The U.S. Market is Estimated at US$24.3 Billion While China is Forecast to Grow at 7.5% CAGR

The Men`s Grooming and Cosmetics market in the U.S. is estimated at US$24.3 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$23.1 Billion by the year 2030 trailing a CAGR of 7.5% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 1.7% and 3.2% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 2.4% CAGR.

Global Men’s Grooming and Cosmetics Market – Key Trends & Drivers Summarized

Why Is the Men’s Grooming and Cosmetics Industry Undergoing a Major Identity and Usage Shift?

The men’s grooming and cosmetics industry is transforming rapidly, evolving from a niche segment focused on shaving essentials and basic hygiene into a diversified, high-growth market encompassing skincare, haircare, fragrances, and even color cosmetics. Driven by shifting cultural norms, rising self-care awareness, and broader acceptance of male beauty routines, men are increasingly engaging with sophisticated grooming regimens that align with lifestyle, personal identity, and professional presentation.

Unlike previous decades where male grooming was confined to aftershaves and deodorants, today’s male consumer is navigating product categories that include anti-aging serums, pore-minimizing toners, tinted moisturizers, under-eye creams, and matte foundations. Social media, influencer marketing, and K-beauty trends have helped destigmatize men’s use of beauty products—especially among Gen Z and millennial demographics. This shift is particularly evident in urban markets where men perceive skincare and grooming as extensions of wellness, self-confidence, and digital persona building.

How Are Brands, Product Design, and Ingredients Evolving to Cater to the Male Consumer?

Product innovation in men’s grooming is centered around minimalism, functionality, and masculinity-aware aesthetics. Formulations are now tailored to male-specific skin characteristics—such as higher sebum production, thicker epidermis, and larger pores—while addressing concerns like razor burn, dullness, sensitivity, and pigmentation. Key ingredients include niacinamide, salicylic acid, hyaluronic acid, caffeine, charcoal, and clay-based complexes. Products are often designed to be fast-absorbing, fragrance-light, and housed in neutral-toned, ergonomic packaging that appeals to minimalist male preferences.

Male-oriented grooming lines prioritize hybrid formats such as all-in-one cleansers, dual-function serums, and multi-purpose moisturizers that simplify routines while offering visible efficacy. Brands are moving away from overtly macho branding to embrace inclusive, clean-label, and scientifically credible positioning. Subscription models, grooming kits, and “skinvestment” bundles are gaining popularity among men seeking convenience and curation. Furthermore, rising demand for cruelty-free, vegan, sulfate-free, and eco-friendly formulations is shaping ethical grooming decisions among environmentally conscious male consumers.

Which Product Categories, Demographics, and Regional Markets Are Driving Adoption?

The fastest-growing categories in men’s grooming include facial cleansers, moisturizers, exfoliants, sunscreens, beard care oils, and anti-aging solutions. Male color cosmetics—such as BB creams, concealers, and brow gels—are gaining traction among younger consumers, particularly in East Asia, where aesthetic grooming is deeply embedded in youth culture. Hair styling and scalp care products also see sustained demand due to concerns over hair thinning, dandruff, and styling flexibility.

In terms of demographics, millennial and Gen Z men are the most engaged users of grooming and cosmetic products, often influenced by K-pop culture, wellness narratives, and online tutorials. In contrast, older men are gradually adopting anti-aging and hydration-focused skincare, particularly in premium retail settings or via dermatologist recommendations. Regionally, Asia-Pacific leads the market—driven by South Korea, Japan, and China—followed by North America and Western Europe, where premium grooming brands and DTC disruptors are scaling through e-commerce and influencer ecosystems.

What Is Fueling Long-Term Growth and Category Maturity in the Men’s Grooming Market?

The growth in the global men’s grooming and cosmetics market is driven by rising disposable incomes, digital beauty education, influencer-led normalization, and wellness integration. As gender fluidity and inclusive beauty become mainstream, men are increasingly exploring self-expression through skincare, fragrances, and subtle makeup. Retailers are responding by dedicating shelf space to men’s grooming zones, while legacy and indie brands alike are launching gender-neutral and men-specific SKUs to capture evolving preferences.

Digital-native brands are leveraging content-driven commerce, AR-based product trials, and lifestyle branding to resonate with modern male consumers. Subscription boxes, personalization algorithms, and mobile skincare diagnostics are further elevating engagement. Additionally, men’s grooming is becoming a strategic growth avenue for conglomerates seeking to diversify their portfolio and offset saturation in women’s beauty.

With masculinity being redefined and self-care positioned as essential rather than indulgent, men’s grooming is poised to transition from a peripheral category into a core pillar of the global beauty industry. As demand expands from functional grooming to aspirational aesthetics, this market will continue to evolve in both depth and breadth—mirroring broader societal shifts in identity, wellness, and personal presentation.

SCOPE OF STUDY:

The report analyzes the Men`s Grooming and Cosmetics market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Product Type (Grooming Products, Make-up Products); Age Group (Below 20 Yrs, 20 - 40 Yrs, 40 - 60 Yrs, Above 60 Yrs); Application (Facial, Body, Hair, Beard); End-User (Individual, Commercial)

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 34 Featured) -

• 18.21 Man Made
• Beiersdorf AG
• Brickell Men`s Products
• Coty Inc.
• Cremo Company
• Dr. Squatch
• Edgewell Personal Care
• Estée Lauder Companies
• Harry`s Inc.
• House of Atlas
• Kao Corporation
• L`Oréal S.A.
• LVMH Moët Hennessy Louis Vuitton
• MANSCAPED
• Natura & Co.
• Procter & Gamble Co.
• Shiseido Company, Limited
• The Man Company
• Unilever PLC
• Ustraa

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