Men`s Toiletries

Global Men`s Toiletries Market to Reach US$74.0 Billion by 2030

The global market for Men`s Toiletries estimated at US$57.2 Billion in the year 2024, is expected to reach US$74.0 Billion by 2030, growing at a CAGR of 4.4% over the analysis period 2024-2030. Bath & shower products, one of the segments analyzed in the report, is expected to record a 4.9% CAGR and reach US$20.5 Billion by the end of the analysis period. Growth in the Toothpaste / toothbrush / dental floss segment is estimated at 4.6% CAGR over the analysis period.

The U.S. Market is Estimated at US$15.6 Billion While China is Forecast to Grow at 8.0% CAGR

The Men`s Toiletries market in the U.S. is estimated at US$15.6 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$15.3 Billion by the year 2030 trailing a CAGR of 8.0% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 1.8% and 3.4% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 2.6% CAGR.

Global Men’s Toiletries Market – Key Trends & Growth Drivers Summarized

How Is the Men’s Toiletries Industry Evolving with Changing Grooming Habits?

The men’s toiletries market has witnessed a significant transformation over the past decade, driven by shifting grooming trends, increased awareness of personal care, and the growing influence of social media and celebrity endorsements. Once limited to basic hygiene products such as deodorants, shaving creams, and aftershaves, the category has expanded into multi-functional skincare, haircare, and wellness-focused grooming essentials. Modern consumers are increasingly prioritizing self-care, skincare routines, and advanced grooming solutions, leading to a surge in demand for premium and specialized toiletries designed for men’s unique skincare and haircare needs. Additionally, the growing influence of wellness trends and clean beauty movements has led to a rising preference for natural, organic, and cruelty-free formulations in men’s toiletries. The shift in consumer mindset is also reflected in the demand for gender-neutral products, with many brands introducing unisex toiletries that cater to diverse grooming preferences. The rise of subscription-based grooming kits, personalized skincare regimens, and digital-first brands leveraging e-commerce and direct-to-consumer (DTC) models has further accelerated the growth of the men’s toiletries segment, making high-quality, specialized grooming products more accessible than ever.

What Innovations Are Shaping the Future of Men’s Toiletries?

The men’s toiletries industry is experiencing a wave of technological and formulation advancements, catering to evolving consumer demands for efficiency, sustainability, and premium-quality grooming solutions. One of the most notable innovations is the rise of multifunctional products, such as 2-in-1 cleansers, hybrid moisturizers with SPF protection, and all-in-one beard and facial care solutions that simplify grooming routines without compromising effectiveness. Brands are also embracing biotechnology and dermatological research, introducing advanced formulations enriched with probiotics, adaptogens, and skin-repairing peptides to address common men’s skincare concerns such as acne, excess oil production, and post-shave irritation. The demand for sustainable and eco-friendly toiletries has led to the development of solid shampoos, refillable deodorants, biodegradable wipes, and plastic-free packaging alternatives, aligning with the broader shift toward green beauty. Additionally, AI-driven skincare diagnostics, virtual try-on tools, and personalized ingredient recommendations are revolutionizing the way men choose grooming products, enabling brands to deliver tailored skincare solutions based on individual skin types, concerns, and preferences. The integration of sensor-based electric razors, AI-powered grooming assistants, and self-cleaning grooming tools is also driving the adoption of smart grooming technologies, enhancing the overall user experience.

Why Is the Demand for Men’s Toiletries Rising Across Different Consumer Segments?

The growing demand for men’s toiletries is fueled by changing social perceptions, generational grooming habits, and increased disposable income across key demographic groups. Younger consumers, particularly Gen Z and Millennials, are leading the charge in skincare awareness and experimental grooming trends, driving demand for facial serums, exfoliators, sheet masks, and anti-aging solutions tailored for men. The rise of athleisure grooming and post-workout personal care routines has further increased the adoption of cooling face mists, sweat-resistant deodorants, and body sprays formulated for active lifestyles. Meanwhile, the professional and corporate workforce is embracing premium grooming products, fragrance layering techniques, and long-lasting grooming essentials to maintain a polished and sophisticated appearance in business environments. The expansion of the male influencer and celebrity grooming culture, particularly through social media platforms such as Instagram, YouTube, and TikTok, has normalized men’s skincare routines, self-care rituals, and advanced haircare regimens, encouraging more consumers to invest in high-end grooming essentials. The demand for barber-quality and salon-inspired toiletries is also growing, with brands launching luxury shaving kits, precision grooming tools, and beard care collections that mimic professional treatments. Moreover, the increasing presence of men’s skincare sections in mainstream retail stores, pharmacies, and luxury department stores is making specialized grooming products more accessible, further contributing to the market’s growth.

What Is Driving the Growth of the Global Men’s Toiletries Market?

The growth in the men’s toiletries market is driven by several factors, including product innovation, shifting consumer behavior, the rise of digital retail channels, and the increasing influence of wellness and self-care movements. The proliferation of e-commerce and DTC brands has made high-performance, customized men’s grooming solutions more widely available, encouraging consumers to explore niche skincare and personal care products. The expansion of wellness culture, particularly the emphasis on mental well-being and self-care routines, has led to higher spending on premium grooming experiences, including aromatherapy-infused toiletries, stress-relief grooming kits, and soothing post-shave balms. The growing demand for natural and organic grooming products is prompting brands to focus on clean-label formulations, dermatologically tested ingredients, and chemical-free alternatives that appeal to health-conscious consumers. Additionally, the rise of gender-fluid beauty and inclusive skincare movements is encouraging brands to create versatile, gender-neutral toiletries that cater to diverse grooming needs. The surge in travel-friendly grooming kits, on-the-go toiletries, and waterless personal care products is also reshaping product development, aligning with modern lifestyle preferences for convenience and sustainability. As consumers become more informed about skincare, haircare, and holistic grooming, the men’s toiletries market is set to expand further, fueled by technological innovation, changing beauty standards, and the increasing integration of grooming into everyday wellness practices.

SCOPE OF STUDY:

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

Segments:
Product Type (Bath & shower products, Toothpaste / toothbrush / dental floss, Skincare products, Antiperspirant, Shaving kits, Haircare products, Others); Age Group (Below 24 Yrs, 25 Yrs - 35 Yrs, 36 Yrs - 45 Yrs, Above 45 Yrs)

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) -

• Anthony
• Baxter of California
• Beiersdorf AG
• Brickell Men`s Products
• Bulldog Skincare
• Colgate-Palmolive Company
• Coty Inc.
• Duke Cannon Supply Co.
• Edgewell Personal Care
• Estée Lauder Companies Inc.
• Henkel AG & Co. KGaA
• Jack Black
• Johnson & Johnson
• Kao Corporation
• L`Oréal S.A.
• LVMH Moët Hennessy Louis Vuitton
• Natura & Co.
• Procter & Gamble Co.
• Reckitt Benckiser Group plc
• Shiseido Company, Limited

TARIFF IMPACT FACTOR

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APRIL 2025: NEGOTIATION PHASE

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