Men Personal Care Market Size & Growth [2033]

Men Personal Care Market Overview

The Men Personal Care Market size was valued at USD 131945.35 million in 2024 and is expected to reach USD 173665.16 million by 2033, growing at a CAGR of 3.1% from 2025 to 2033.

The men personal care market is undergoing a transformation driven by changing social norms, increased awareness of grooming, and rising disposable incomes. In 2023, over 72% of men globally reported using at least one personal care product daily, compared to 61% in 2018. The growth of male-centric product lines in skincare, hair care, and fragrances has led to the expansion of dedicated shelf space in retail outlets and online platforms. In South Korea, for example, more than 21% of male consumers regularly purchase skin creams and facial serums, indicating a strong shift in grooming preferences.

The market is experiencing notable shifts in buying behavior. In the United States, 48% of millennial men use moisturizers and facial cleansers, while 30% of men aged 18–34 purchase anti-aging products. Male-focused product innovation is accelerating, with over 1,100 new personal care items for men launched globally in 2023 alone. Moreover, e-commerce penetration in the men's grooming segment reached 41% in the UK and 36% in Germany, showing significant traction in digital channels. Influencer marketing and celebrity endorsements are also playing a key role in shaping brand preferences and product awareness across global markets.

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Key Findings

DRIVER: Increased grooming awareness and social acceptance of male personal care routines.

COUNTRY/REGION: South Korea leads in male grooming consumption per capita, with more than USD 44 spent per male annually on skincare alone.

SEGMENT: Fragrances dominate the category, with over 35% share in total male personal care product sales in 2023.

Men Personal Care Market Trends

The men personal care market is driven by a blend of demographic shifts, product innovation, and lifestyle changes. One major trend is the expansion of men’s skincare beyond basic moisturizers. In 2023, over 57% of male personal care product users in Europe purchased facial cleansers, up from 39% in 2019. Anti-aging serums, eye creams, and sunscreen formulations are increasingly marketed with male-specific packaging and ingredients like niacinamide and hyaluronic acid.

Beard care has also emerged as a high-growth subcategory. In India, beard oil sales grew by 32% in 2023 compared to the previous year. Similar trends are observed in the Middle East, where more than 28% of male grooming product revenue comes from beard and hair styling products. The demand is driven by cultural factors and the popularity of well-groomed appearances among younger men aged 20–35.

Another trend is sustainability. Nearly 64% of male consumers in the UK stated a preference for personal care brands with eco-friendly packaging or vegan formulations in a 2023 survey. As a result, refillable deodorants, biodegradable razors, and organic shampoos are seeing higher adoption. In Germany, sales of men’s grooming products with sustainable labels increased by 18% year-over-year.

Men Personal Care Market Dynamics

Men personal care market dynamics refer to the fundamental forces and factors that influence the behavior, structure, and evolution of the market for grooming and hygiene products targeted at male consumers. These dynamics encompass four core components: market drivers, which stimulate demand and expansion; market restraints, which limit or slow growth; market opportunities, which present new areas for investment, innovation, or competitive advantage; and market challenges, which pose risks, operational hurdles, or strategic barriers to success.

DRIVER

Increased grooming awareness among men

A key driver fueling the growth of the men personal care market is the rising awareness and acceptance of male grooming globally. In 2023, surveys indicated that over 61% of men in urban areas across North America and Europe reported using three or more personal care products as part of their daily routine. This marks a significant cultural shift from previous decades, where grooming was largely limited to shaving products and deodorants. Social media platforms, influencer culture, and celebrity endorsements have normalized skincare, haircare, and fragrance usage among men. Additionally, 43% of men aged 25–40 globally cited “appearance” as a key factor influencing their personal care purchases, contributing to the sustained expansion of product categories such as anti-aging creams, acne treatment gels, and facial masks.

RESTRAINT

Limited product customization and inclusivity

A notable restraint in the men personal care market is the limited availability of products catering to diverse skin types, ethnicities, and grooming needs. In a 2023 global consumer feedback study, 36% of men with sensitive or acne-prone skin stated dissatisfaction with the variety of options available in the market. This problem is especially prevalent in Africa and Southeast Asia, where over 45% of men report hyperpigmentation and oil-related skin concerns. Brands that fail to localize products and formulations to specific climatic and ethnic needs face slow adoption rates. Additionally, fragrance-heavy or alcohol-based formulations often deter men with skin sensitivities, further limiting the reach of mainstream products.

OPPORTUNITY

Rising demand for personalized and premium products

An emerging opportunity in the market is the surge in demand for personalized grooming solutions. In 2023, 28% of men in the U.S. and 24% in South Korea opted for AI-powered skincare assessments before purchasing products. Personalized serums, curated grooming kits, and subscription-based product models are rapidly gaining traction. Premiumization is another growing opportunity. In the UAE, premium men’s grooming products accounted for 38% of total market share in 2023, driven by rising disposable incomes and aspirational buying behavior. The availability of dermatologist-recommended and niche brand offerings is expected to further expand this segment.

CHALLENGE

High competition and price sensitivity

A major challenge in the men personal care market is intense competition combined with price sensitivity among consumers. In India and Southeast Asia, more than 60% of male personal care purchases fall within the budget and mass-market categories, leaving less room for premium-priced products. The entry of direct-to-consumer (DTC) brands and e-commerce private labels has resulted in aggressive pricing wars, eroding profit margins. For example, in China, over 100 new male grooming brands entered the market in 2023 alone, with 37% offering discounts of 30% or more during the first year of launch. Such conditions make it difficult for established players to maintain brand loyalty while balancing profitability.

Men Personal Care Market Segmentation

The men personal care market is segmented based on product type and application. Each segment caters to different grooming needs and usage occasions, leading to diverse growth drivers.

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By Type

Fragrances: Fragrances account for the largest market share, with 35% of total male personal care product sales in 2023. Over 68 million fragrance units were sold globally, with Europe contributing 32% of volume sales. In France, 76% of men own more than one fragrance product, showing high repurchase frequency.
Skin creams/lotions: Skin creams and lotions are rapidly growing, with 42% of men in Japan and South Korea reporting daily use. The segment includes moisturizers, anti-aging creams, and sunblock lotions. In 2023, over 350 million units of male-specific lotions were sold globally.
Hair products: Hair styling gels, pomades, and shampoos for men have grown significantly. In the U.S., 48% of men use hair styling products, and 36% use specialized anti-dandruff or volumizing shampoos. In Brazil, the haircare segment for men grew by 21% in 2023.
Shaving products: Although mature, shaving creams and razors still remain essential. In the UK, over 75% of men shave at least three times a week, with 28 million razor units sold in 2023. Electric trimmers are also gaining popularity, accounting for 19% of the category.
Mouthwashes: Oral hygiene products for men are emerging, with 41% of male users in Germany preferring specialized mouthwashes. Whitening and fresh-breath mouthwashes recorded a 15% sales increase in Asia-Pacific during 2023.

By Application

Hair Care: In 2023, hair care constituted 27% of men’s grooming product sales. High usage is seen in India and Latin America, with 63% of Brazilian men reporting daily shampoo use.
Shaving: Shaving applications accounted for 18% of usage. In the U.S., more than 47 million men use shaving foams or gels regularly. Beard shaping products and post-shave balms have also grown in usage by 11% year-on-year.
Oral Care: The oral care segment is growing among urban male users. In South Korea, nearly 58% of male consumers prefer dual-action oral care kits that include mouthwash and teeth whitening products.
Personal Cleanliness: Deodorants and body washes dominate this segment. In 2023, over 2.1 billion deodorant units were sold worldwide, with the U.S. and Germany being key contributors.
Skin Care: Skin care applications, including facial cleansers and anti-acne products, are witnessing strong traction in China and the UAE. In China, 23 million men purchased skin care kits in 2023.
Others: This includes men’s intimate hygiene and wellness-based cosmetics. Usage of charcoal masks and pore strips increased by 19% in Southeast Asia in 2023 alone.

Regional Outlook for the Men Personal Care Market

The performance of the men personal care market varies significantly across regions, driven by local grooming culture, disposable income levels, product availability, and consumer awareness.

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North America

In North America, male grooming is deeply entrenched in consumer routines. Over 81% of men in the U.S. use at least one skincare product regularly. The region witnessed the sale of over 240 million male grooming units in 2023. Premium grooming brands perform well, especially in urban centers such as New York, Los Angeles, and Toronto. The beard care segment saw a 27% increase in revenue due to the rise of beard oils, balms, and styling kits. Additionally, online sales accounted for 49% of total men’s grooming product transactions, showing strong digital adoption.

Europe

Europe remains a mature yet evolving market, with countries like Germany, the UK, and France leading in male grooming product consumption. In Germany, 74% of men report using facial care products, while in the UK, fragrance products remain the highest-selling category, making up over 38% of the men’s personal care segment. France recorded sales of over 90 million fragrance bottles in 2023. Sustainable packaging and cruelty-free claims influence purchase decisions in over 62% of male buyers in Western Europe, showing a shift toward ethical consumption.

Asia-Pacific

Asia-Pacific is the fastest-growing region for men personal care, bolstered by large young male populations and cultural acceptance of grooming. In South Korea, 82% of men aged 18–35 use skincare products daily. Japan witnessed a 16% increase in sales of male facial cleansers in 2023. China, with over 400 million urban male consumers, saw e-commerce account for 56% of grooming sales. India’s male grooming product consumption rose by 24%, with increased demand for hair styling and beard care items. Affordable pricing and celebrity endorsements continue to drive adoption in this region.

Middle East & Africa

Middle East & Africa region shows strong potential due to rising urbanization and disposable incomes. In the UAE, 69% of men regularly purchase grooming products, especially high-end fragrances and beard care kits. In Saudi Arabia, the sale of male-specific shampoo and conditioners increased by 18% in 2023. South Africa is leading the African continent, with over 9 million male consumers actively buying deodorants and oral care products. Cultural preferences for grooming, particularly in the Gulf Cooperation Council countries, are increasing the regional demand for premium and niche grooming items.

List of Top Men Personal Care Companies

Johnson & Johnson
Procter and Gamble
Loreal
Estee Lauder
Unilever
Avon Products
Kao Corporation
Colgate-Palmolive
Beiersdorf Akteingesellschaft
Shiseido
Kiehl's
Clinique
Lancome
Loccitane
Sephora
Clarins
SK-II
Lush
Laneige
Biotherm
Aesop
Layrite

Unilever: Unilever remains the dominant player in the global men personal care market, with its male grooming brands such as Axe, Dove Men+Care, and Rexona. In 2023, Unilever accounted for over 18% of the global men's deodorant and body wash sales, distributing products in over 190 countries.

Procter and Gamble: Procter and Gamble holds a significant position, primarily due to its Gillette brand. With over 600 million razors and grooming kits sold annually, P&G controls the largest share of the shaving product segment. In the U.S. alone, P&G commands over 43% of the shaving tools and accessories market.

Investment Analysis and Opportunities

Investment activity in the men personal care market has surged due to increased global demand and the rise of niche product segments. In 2023, private equity firms and venture capitalists invested over USD 2.1 billion in male grooming startups worldwide. North America and Asia-Pacific accounted for more than 70% of total investments. In India, more than 15 DTC brands secured early-stage funding between USD 5–15 million each to expand their product lines and e-commerce presence. These brands are leveraging influencer marketing and localized product development to capture younger male demographics.

One of the biggest investment areas is personalization technology. Companies like L’Oréal and Beiersdorf have invested heavily in AI-driven skin diagnostics and customized serum dispensing kiosks. In 2023, more than 500 stores across Europe introduced virtual skin analysis tools tailored for male skin profiles, improving in-store engagement and product match accuracy. Subscription grooming boxes, offering curated monthly product assortments, have attracted over 3 million subscribers globally, primarily in North America and Europe.

Emerging markets such as the Middle East and Southeast Asia offer lucrative investment opportunities. In the UAE, the luxury men’s grooming segment grew by 23% in 2023, encouraging multinationals to open flagship male grooming salons and premium concept stores. In Vietnam and Indonesia, over 55% of male consumers aged 20–35 have expressed willingness to pay a premium for natural and dermatologist-approved grooming items.

Investors are also exploring product sustainability. In 2023, over 80 new male personal care SKUs launched with biodegradable, vegan, or plastic-free packaging. European Union regulations are further prompting companies to adapt packaging designs, creating opportunities for green product innovation. Furthermore, partnerships between multinational brands and local e-commerce platforms in regions like Africa and Latin America are improving last-mile delivery and boosting online market penetration.

New Product Development

Product innovation continues to redefine the landscape of men’s grooming. In 2023, more than 1,100 new products were launched globally in the men personal care category. Among the most significant trends is the development of gender-neutral and dermatologically-tested skincare that includes male-focused formulations. For example, Laneige launched its first men-specific hyaluronic acid serum in South Korea, tailored to combat oiliness and enlarged pores in humid climates.

Another major development is in beard and scalp care. In Brazil, Nativa Spa launched a caffeine-infused beard growth oil that sold over 100,000 units within its first three months of launch. In the U.S., startups like Every Man Jack released scalp-focused exfoliating scrubs that generated over USD 5 million in retail sales in 2023 alone. Shiseido introduced a vitamin B complex scalp lotion for men experiencing early-stage hair loss, selling over 30,000 units in Japan in the first quarter of its launch.

Tech-integrated grooming tools are also gaining momentum. Procter and Gamble debuted a smart razor under the GilletteLabs brand that tracks stroke frequency and skin temperature, priced at a premium for tech-savvy users. In the UAE, Beiersdorf introduced an app-based grooming system that pairs users with AI skin health coaches, resulting in over 1 million downloads in 2023.

Five Recent Developments

Unilever expanded Dove Men+Care into India (2023): Over 50 new SKUs launched, including face washes, roll-ons, and shower gels tailored to Indian skin tones and climate conditions.
Procter & Gamble introduced Gillette Intimate (2023): A male body grooming kit including electric trimmers and soothing creams, rolled out in North America and Western Europe.
Kao Corporation launched men’s scalp care serum in Japan (2024): Marketed for men aged 30–50 experiencing early-stage hair thinning, with over 40,000 units sold in Q1.
Beiersdorf opened its first men’s grooming concept store in UAE (2024): Aimed at premium skincare and AI-assisted grooming consultations, targeting 25,000 walk-ins annually.
L’Oréal launched Skin Genius for Men (2023): An AI-based virtual skin assessment tool that drove a 31% increase in digital male skincare product sales.

Report Coverage of Men Personal Care Market

This report provides an in-depth analysis of the global men personal care market, covering product types, application categories, regional trends, and the competitive landscape. The research spans over 40 countries and incorporates over 300 data points related to consumer preferences, distribution channel dynamics, and product innovation.

The scope includes segmentation of key product types such as fragrances, skincare, hair care, shaving products, and oral hygiene. Each segment is analyzed based on unit sales, consumer behavior, packaging trends, and brand performance. Applications such as hair care, oral care, and personal cleanliness are evaluated with data from consumer surveys and retail audits conducted in 2023–2024.Geographically, the report analyzes market performance across North America, Europe, Asia-Pacific, and Middle East & Africa, using both primary and secondary data sources to assess market maturity, channel penetration, and regulatory influence. For example, over 56% of men in Asia-Pacific now purchase grooming products online, compared to 34% in 2018. In Europe, sustainable grooming product purchases rose by 18% year-on-year.

The report also profiles 22 leading global brands and manufacturers with detailed insights on their market share, product lines, innovations, and retail presence. Particular attention is given to the top two players—Unilever and Procter & Gamble—whose combined product portfolio reaches over 1 billion men worldwide.