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Male Toiletries in the United States

Publisher MarketLine
Published Aug 21, 2025
Length 42 Pages
SKU # MTLN20572844

Description

Male Toiletries in the United States

Summary

Male Toiletries in the United States industry profile provides top-line qualitative and quantitative summary information including: market size (value 2019-24, and forecast to 2029). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights
  • Male toiletries market includes retail sales of aftershaves & colognes, men's disposable razors & blades, post-shave cosmetics - men’s, and pre-shave cosmetics - men’s. The aftershaves & colognes segment consists of male fragrances specifically marketed as eau de cologne or aftershave and specifically not Eau de Toilette or Eau de Parfum. Technically, these products typically contain 2-5% aromatic compounds, which is less than either Eau de Parfum or Eau de Toilette, causing the lighter scent of Eau de Colognes & Aftershaves. Whereas men’s disposable razors & blades segment consists of Gillette Fusion, Wilkinson Sword Quattro, Gillette Blue Plus Twin Blade fixed head disposable razors. It includes battery-operated razors but excludes electric razors, which can be recharged via mains electricity. Pre-shave cosmetics - men’s segment includes shaving gels, foams, and oils. Post-shave cosmetics - men's segment covers post-shaving balms and lotions/gels, and other cosmetics designed to smooth and cool the skin, or lessen irritation, post-shaving. Excludes traditional aftershaves .
  • The US male toiletries market recorded revenues of $4,737.2 million in 2024, representing a compound annual growth rate (CAGR) of 1.1% between 2019 and 2024.
  • Market consumption volumes declined with a negative CAGR of 2.6% between 2019 and 2024, reaching a total of 308.5 million units in 2024.
  • The growth of the US male toiletries market during 2019-24 is attributed to the increase in average unit prices rather than a marked rise in consumption. Elevated input costs, coupled with inflationary pressures, encouraged manufacturers to implement price adjustments across product categories. Also, premiumization within the grooming segment supported higher price points, particularly in razors and branded grooming essentials, where established players maintained strong pricing power.
Scope
  • Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the male toiletries market in the United States
  • Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the male toiletries market in the United States
  • Leading company profiles reveal details of key male toiletries market players’ global operations and financial performance
  • Add weight to presentations and pitches by understanding the future growth prospects of the United States male toiletries market with five year forecasts
Reasons to Buy
  • What was the size of the United States male toiletries market by value in 2024?
  • What will be the size of the United States male toiletries market in 2029?
  • What factors are affecting the strength of competition in the United States male toiletries market?
  • How has the market performed over the last five years?
  • What are the main segments that make up the United States's male toiletries market?

Table of Contents

42 Pages
1 Executive Summary
1.1. Market value
1.2. Market value forecast
1.3. Market volume
1.4. Market volume forecast
1.5. Category segmentation
1.6. Geography segmentation
1.7. Market share
1.8. Market rivalry
1.9. Competitive landscape
2 Market Overview
2.1. Market definition
2.2. Market analysis
3 Market Data
3.1. Market value
3.2. Market volume
4 Market Segmentation
4.1. Category segmentation
4.2. Geography segmentation
4.3. Market distribution
5 Market Outlook
5.1. Market value forecast
5.2. Market volume forecast
6 Five Forces Analysis
6.1. Summary
6.2. Buyer power
6.3. Supplier power
6.4. New entrants
6.5. Threat of substitutes
6.6. Degree of rivalry
7 Competitive Landscape
7.1. Market share
7.2. Who are the leading players in the US male toiletries market?
7.3. Which companies have been most successful in increasing their market shares during 2019-24?
7.4. Which companies market shares have suffered during 2019-24?
7.5. What are the most popular brands in the US male toiletries market?
8 Company Profiles
8.1. Unilever Plc
8.2. Edgewell Personal Care Co
8.3. Harry's Inc
8.4. The Procter & Gamble Co
9 Macroeconomic Indicators
9.1. Country data
10 Appendix
10.1. Methodology
10.2. Industry associations
10.3. Related MarketLine research
10.4. About MarketLine
List of Tables
Table 1: United States male toiletries market value: $ million, 2019-24
Table 2: United States male toiletries market volume: million Units, 2019-24
Table 3: United States male toiletries market category segmentation: % share, by value, 2019-24
Table 4: United States male toiletries market category segmentation: $ million, 2019-24
Table 5: United States male toiletries market geography segmentation: $ million, 2024
Table 6: United States male toiletries market distribution: % share, by value, 2024
Table 7: United States male toiletries market value forecast: $ million, 2024-29
Table 8: United States male toiletries market volume forecast: million Units, 2024-29
Table 9: United States male toiletries market share: % share, by value, 2024
Table 10: Unilever Plc: Key Facts
Table 11: Unilever Plc: Annual Financial Ratios
Table 12: Unilever Plc: Key Employees
Table 13: Edgewell Personal Care Co: Key Facts
Table 14: Edgewell Personal Care Co: Annual Financial Ratios
Table 15: Edgewell Personal Care Co: Key Employees
Table 16: Harry's Inc: Key Facts
Table 17: Harry's Inc: Key Employees
Table 18: The Procter & Gamble Co: Key Facts
Table 19: The Procter & Gamble Co: Annual Financial Ratios
Table 20: The Procter & Gamble Co: Key Employees
Table 21: The Procter & Gamble Co: Key Employees Continued
Table 22: United States Size of Population (Million), 2020-24
Table 23: United States Real GDP (Constant 2010 Prices, $ Billion), 2020-24
Table 24: United States GDP (Current Prices, $ Billion), 2020-24
Table 25: United States Inflation, 2020-24
Table 26: United States Consumer Price Index (Absolute), 2020-24
Table 27: United States Exchange Rate, 2019-24
List of Figures
Figure 1: United States male toiletries market value: $ million, 2019-24
Figure 2: United States male toiletries market volume: million Units, 2019-24
Figure 3: United States male toiletries market category segmentation: $ million, 2019-24
Figure 4: United States male toiletries market geography segmentation: % share, by value, 2024
Figure 5: United States male toiletries market distribution: % share, by value, 2024
Figure 6: United States male toiletries market value forecast: $ million, 2024-29
Figure 7: United States male toiletries market volume forecast: million Units, 2024-29
Figure 8: Forces driving competition in the male toiletries market in the United States, 2024
Figure 9: Drivers of buyer power in the male toiletries market in the United States, 2024
Figure 10: Drivers of supplier power in the male toiletries market in the United States, 2024
Figure 11: Factors influencing the likelihood of new entrants in the male toiletries market in the United States, 2024
Figure 12: Factors influencing the threat of substitutes in the male toiletries market in the United States, 2024
Figure 13: Drivers of degree of rivalry in the male toiletries market in the United States, 2024
Figure 14: United States male toiletries market share: % share, by value, 2024

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