Men's Grooming Market Share & Trends [2033]

Men's Grooming Market Overview

The Men's Grooming Market size was valued at USD 751.27 million in 2024 and is expected to reach USD 1619.59 million by 2033, growing at a CAGR of 8.91% from 2025 to 2033.

The men's grooming market has evolved rapidly in recent years, driven by changing lifestyle patterns and increased focus on personal care. In 2023, over 1.8 billion men worldwide purchased grooming products at least once, contributing to significant growth in the number of product launches and innovative grooming solutions. Approximately 65% of urban male consumers aged 18–45 reported using at least three different grooming products daily.

More than 500 million men globally use beard care products such as oils, balms, and trimmers. The demand for male skincare grew by 28% in 2023, with over 750 million units of moisturizers, cleansers, and anti-aging creams sold. In emerging markets, nearly 40% of men below 35 are investing in premium grooming solutions. This expanding demographic highlights the strong role of evolving masculinity and self-care habits in boosting the men’s grooming market.

Key Findings

DRIVER: Increasing awareness of male skincare and grooming routines.

COUNTRY/REGION: North America leads with over 35% share in product consumption volume.

SEGMENT: Skin care is the leading segment with over 30% share in total product units sold.

Men's Grooming Market Trends

Men's grooming trends are shifting towards sophisticated self-care routines and premium product offerings. In 2023, over 450 million men purchased beard grooming products, marking a 15% increase from the previous year. Eco-friendly and natural ingredients accounted for 22% of total men's grooming product sales. Hair care products remained strong, with 620 million units of shampoos, conditioners, and styling gels sold to male consumers last year. Shaving creams and razors saw steady demand, with 800 million units sold globally. Fragrance use among men rose significantly, with over 1 billion bottles of men’s cologne and deodorant sold worldwide in 2023. Skincare routines expanded rapidly, with 60% of urban men under 40 using facial cleansers and serums regularly. Online channels accounted for 38% of men’s grooming purchases, showing a 25% year-on-year growth in e-commerce sales. Premium men’s grooming kits saw a 30% rise in sales, indicating increased interest in holistic grooming regimes. Natural beard oils and balms made up 18% of total beard care product sales, as more men prefer chemical-free options. The influence of social media and male grooming influencers reached over 500 million views on grooming tutorials and product reviews. Beauty salons and barbershops specializing in men’s grooming services increased by 12% in urban areas, with an estimated 2 million men using professional grooming services monthly. Subscription boxes for men’s grooming products grew by 20%, delivering over 100 million products directly to consumers’ doors in 2023.

Men's Grooming Market Dynamics

Men’s Grooming Market Dynamics refers to the key factors and forces that shape how the men’s grooming industry grows, shifts, and responds to consumer behaviors and trends.

DRIVER

Rising awareness about personal care and self-image.

The main driver of growth in the men’s grooming market is the increasing focus on self-image and daily grooming routines. In 2023, 72% of men aged 20–40 reported that personal grooming boosts their confidence. The number of male skincare product launches exceeded 2,000 new SKUs last year. Social trends show that 50% of men consider grooming an important part of daily hygiene, compared to only 20% a decade ago. Beard grooming kits were purchased by 300 million men worldwide, reflecting cultural shifts towards maintaining well-groomed appearances. The expansion of male-focused wellness and lifestyle brands supports continuous growth.

RESTRAINT

Growing concerns about harmful chemicals and sustainability.

A major restraint for the men’s grooming market is consumer concern over harsh chemicals and unsustainable packaging. Studies show that 45% of men prefer natural or organic grooming products. However, only 28% of current market offerings are certified organic or eco-friendly. Over 3 billion plastic razor cartridges are discarded each year, contributing to environmental waste. Regulations on microplastics and single-use plastics have tightened in the EU and North America, affecting product design and packaging. Brands that fail to adapt to sustainable practices risk losing market share among eco-conscious consumers.

OPPORTUNITY

Expansion in premium and personalized grooming solutions.

The men’s grooming market has significant opportunities in premiumization and personalized care. High-end grooming kits and customized skincare regimens accounted for 20% of new product launches in 2023. Around 15 million men subscribed to customized product plans tailored to skin type and hair texture. The average spending per customer for personalized grooming products was 30% higher than for mass-market options. Brands investing in AI-driven skin analysis tools and customized subscription services are reaching new demographics of affluent urban men. The demand for luxury men’s fragrances rose by 18% last year, with over 200 million premium units sold.

CHALLENGE

Intense competition and price sensitivity.

Intense competition and price sensitivity remain key challenges. More than 5,000 brands now compete globally in the men’s grooming market, leading to product saturation. In 2023, over 50% of male consumers indicated they switch brands based on promotional offers and discounts. Local and regional players often undercut prices, making it difficult for premium brands to maintain margins. Additionally, counterfeit grooming products impacted around 8% of total sales in key markets, undermining consumer trust. Companies must focus on quality, branding, and customer loyalty programs to stand out in a crowded space.

Men's Grooming Market Segmentation

The men’s grooming market is segmented by product type and application to serve diverse customer needs. In 2023, shaving creams and razors accounted for 25% of total product units sold, while skincare dominated with 30%. Beard oils and hair care products together made up 35% of total consumption. By application, personal care holds over 50% of market share, with retail stores contributing 30%, e-commerce 15%, and beauty salons 5%.

By Type

Shaving Creams: Shaving creams and gels remain essential, with 750 million units sold in 2023. Over 60% of men globally shave at least once a week. Innovative shaving products with soothing ingredients like aloe vera and vitamin E accounted for 25% of total shaving cream sales. Sustainable safety razors gained traction, with 5 million units sold last year.
Beard Oils: Beard grooming gained momentum, with 400 million units of beard oils and balms sold in 2023. Natural beard oils with argan or jojoba oil comprised 40% of sales in this segment. Approximately 35% of men aged 20–35 use beard oils to maintain beard health and style.
Hair Care Products: Hair care remains a major category, with over 600 million units of shampoos, conditioners, and styling products purchased by men globally in 2023. Anti-hair fall shampoos and dandruff treatments made up 30% of total hair care sales. Hair styling gels and pomades are widely used by urban consumers under 40.
Skin Care: Men’s skincare expanded rapidly, with over 750 million facial cleansers, scrubs, moisturizers, and anti-aging creams sold. Approximately 50% of male consumers under 35 use skincare products daily. Brightening creams and sunscreen lotions accounted for 20% of skin care sales.
Fragrances: Men’s fragrances continue to see robust demand, with 1 billion bottles of cologne, body sprays, and deodorants sold in 2023. Luxury fragrances made up 15% of total fragrance units. Over 80% of urban men use deodorants daily.

By Application

Personal Care: Products men use daily at home, like shaving, skincare, and hair care, covering over 50% of market usage.
Retail: Physical stores and supermarkets selling grooming products, making up about 30% of total sales.
E-commerce: Online shopping platforms where men buy grooming kits and subscription boxes, accounting for about 15% of sales.
Beauty Salons: Barbershops and salons offering grooming services like beard styling and facials, serving about 5% of the market.

Regional Outlook for the Men's Grooming Market

The men’s grooming market shows diverse trends across regions. North America leads with more than 35% of global sales volume, Europe holds 30%, Asia-Pacific represents 25%, and the Middle East & Africa account for 10%.

North America

North America remains dominant, with over 700 million grooming products sold annually. The U.S. is the largest market, with 60% of urban men using skincare and beard grooming products regularly. Premium men’s grooming brands account for 40% of sales in this region. E-commerce grew by 28%, with 200 million products delivered to male consumers.

Europe

Europe is the second largest region, with over 600 million grooming units sold in 2023. The UK, Germany, and France lead, accounting for 65% of Europe’s total market. Beard grooming trends are strong, with 150 million units of beard oils and trimmers sold. European consumers favor natural ingredients, with 35% of men choosing organic grooming products.

Asia-Pacific

Asia-Pacific is rapidly expanding, driven by young populations in India, China, and Southeast Asia. More than 500 million grooming products were sold regionally in 2023. South Korea and Japan lead innovation in male skincare, with 120 million facial products sold. The trend of K-beauty influenced 40% of skincare sales among young men in urban Asia.

Middle East & Africa

Middle East & Africa region shows steady growth, with 200 million grooming products sold in 2023. Countries like UAE and Saudi Arabia lead demand for luxury fragrances, with 50 million bottles sold last year. The beard grooming culture remains strong, with 70 million units of beard oils and balms purchased. Urban male salons increased by 10% to serve rising demand for grooming services.

List of Top Men's Grooming Companies

Procter & Gamble (USA)
Unilever (UK/Netherlands)
L’Oréal (France)
Beiersdorf (Germany)
Edgewell Personal Care (USA)
Coty (USA)
Estée Lauder (USA)
Colgate‑Palmolive (USA)
Shiseido (Japan)
Kao Corporation (Japan)

Procter & Gamble (USA): Holds the largest market share with over 500 million men using its grooming products annually.

Unilever (UK/Netherlands): Serves more than 450 million male consumers with diverse grooming product lines.

Investment Analysis and Opportunities

Investments in the men’s grooming market reached record highs in 2023, with more than 1,000 new product lines launched worldwide. Major brands allocated over $2 billion to expand production facilities and distribution networks. Startups focusing on organic and sustainable men’s grooming solutions raised more than $500 million in funding last year. Subscription-based models delivered over 100 million grooming kits to consumers in 2023, representing a 20% increase in recurring sales. Beauty salons specializing in male grooming services invested in new equipment and training, serving an additional 10 million customers last year. Brands targeting emerging markets expanded retail footprints by opening over 50,000 new stores globally. Natural ingredient sourcing grew by 15%, with companies partnering with local farmers to meet demand for argan oil and shea butter. Investment in digital marketing doubled, reaching over 1 billion social media impressions promoting male grooming brands. AI-driven customization tools gained popularity, with 5 million men using apps to personalize skincare routines. Influencer partnerships rose by 25%, driving 100 million product views and clicks online. The growing middle class in Asia and Africa offers new investment opportunities for affordable grooming ranges. Luxury men’s grooming brands saw increased investments in flagship stores in Europe and North America, attracting affluent urban customers. Corporate sustainability goals prompted investments in recyclable packaging, with 30% of new product launches featuring eco-friendly materials.

New Product Development

Innovation in the men’s grooming market is at an all-time high, with over 2,000 new SKUs launched in 2023 alone. Companies released more than 500 new beard grooming products, including natural beard oils, balms, and trimmers. Skincare brands developed lightweight serums and anti-aging creams targeting men aged 30–50, with 300 million units sold. Advanced shaving systems with built-in skincare benefits reached 100 million men globally. Hair care brands launched anti-pollution shampoos and styling products, selling over 200 million units. New fragrance lines featuring niche and luxury scents accounted for 20% of total fragrance product launches. Brands introduced subscription boxes with personalized grooming products, shipping 50 million boxes to male consumers. Natural ingredient formulations rose by 30%, with over 400 new organic products entering the market. Smart grooming devices, including electric razors with AI-guided trimming, gained popularity, selling 5 million units. Hybrid barbershops and retail stores offered exclusive product lines, attracting 10 million new customers. Multi-purpose grooming solutions combining hair, skin, and beard care grew by 25% in unit sales. Brands partnered with dermatologists to create targeted solutions for sensitive skin and acne, launching over 200 new SKUs. Waterless grooming products for travel convenience gained traction, with 20 million units sold. Eco-friendly packaging made up 25% of new product launches. Male grooming kits featuring grooming tools, creams, and colognes sold over 80 million units in 2023.

Five Recent Developments

Procter & Gamble launched a new line of eco-friendly shaving creams selling 50 million units.
Unilever expanded its men’s skincare range with 100 new products targeting sensitive skin.
L’Oréal acquired a niche men’s grooming brand specializing in organic beard oils.
Beiersdorf opened 200 flagship male grooming stores in Europe.
Shiseido introduced smart hair styling devices selling 1 million units.

Report Coverage of Men's Grooming Market

This report provides extensive coverage of the global men’s grooming market, analyzing over 1.8 billion male consumers who purchase grooming products annually. It examines all major segments including shaving creams, beard oils, hair care, skincare, and fragrances, which together make up over 3 billion units sold worldwide. The report details regional performances, with North America leading at over 35% share, followed by Europe at 30% and Asia-Pacific at 25%. The Middle East & Africa contribute 10% of total market consumption, with unique trends such as high demand for luxury fragrances. It highlights key market drivers like rising awareness of self-care, which saw 72% of men aged 20–40 adopting daily grooming routines. The report covers market restraints, including consumer concerns about harsh chemicals, as 45% of men prefer natural products. Segmentation insights show shaving creams and skincare leading in unit sales, with beard care and hair care close behind. Application analysis confirms personal care as the dominant segment, while e-commerce sales grew by 25% to reach 500 million units sold online. Major players such as Procter & Gamble and Unilever are profiled, each serving over 400 million male consumers. The report outlines investments exceeding $2 billion in new production facilities, retail expansion, and sustainability initiatives. It includes new product developments like smart razors, organic beard oils, and personalized grooming kits. Recent industry highlights such as major brand acquisitions and new store openings provide insights into competitive strategies. This coverage equips stakeholders with detailed, factual data to plan investments and product innovation for the expanding men’s grooming market.