Mens Grooming Products Market Size & Growth [2033]

Men's Grooming Products Market Overview

The Men's Grooming Products Market size was valued at USD 162474.97 million in 2024 and is expected to reach USD 217995.4 million by 2033, growing at a CAGR of 3.3% from 2025 to 2033.

The men's grooming products market is experiencing significant transformation due to evolving perceptions of masculinity and increased emphasis on personal care. As of 2024, over 62% of men globally report using at least one grooming product daily, reflecting a shift from basic hygiene to comprehensive self-care. The market encompasses a wide range of product categories, including skincare, haircare, shaving essentials, and fragrance, all tailored to male consumers. Global male consumers aged 18–34 represent more than 40% of grooming product users, highlighting a generational tilt towards style and appearance-consciousness.

In fact, a survey in 2023 revealed that 28% of male consumers now use more than four grooming products in their regular regimen, up from 18% five years prior. Demand is further reinforced by increased visibility through social media, where over 72% of men under 35 have reported being influenced by grooming tutorials and brand influencers. With urban male populations growing—projected to exceed 2.4 billion by 2030—the demand for personal care solutions tailored specifically for men is forecasted to surge steadily.

Key Findings

Driver: Rising awareness among men about skincare and appearance enhancement, with over 58% of male consumers prioritizing personal grooming routines by 2024.

Top Country/Region: The United States leads in market penetration, with over 73% of urban men using grooming products regularly.

Top Segment: Skincare is the fastest-expanding segment, with more than 39% of male consumers using facial cleansers and moisturizers as of 2023.

Men's Grooming Products Market Trends

The men’s grooming products market is evolving rapidly, influenced by shifting social norms, technological integration in skincare, and growing product diversity. In 2023, more than 64% of men aged 20 to 40 incorporated grooming products into their daily routines, compared to just 45% in 2018. The rising demand for male-oriented cosmetics has fueled innovation across facial cleansers, toners, and anti-aging creams, with serum usage among men increasing by 21% year-over-year. Digital engagement plays a significant role, as over 67% of men globally now discover grooming brands via online platforms and social media. Online tutorials and influencer endorsements have contributed to a 38% increase in first-time product trials by male consumers in 2023. Social media platforms like Instagram and TikTok see a combined weekly grooming content viewership exceeding 500 million views, primarily from Gen Z and millennials. A noticeable trend is the rise in male-specific skincare solutions targeting concerns like oil control, razor burn, and enlarged pores. In South Korea, for instance, nearly 80% of men aged 18–34 use BB creams or tinted moisturizers.

Additionally, beard grooming kits accounted for 25% of shaving product sales in 2023, signifying the shift towards customized grooming routines. Natural and clean-label products are also on the rise, with 31% of male consumers preferring paraben-free, vegan, or cruelty-free grooming products. Brands are responding with formulations rich in botanical extracts, hyaluronic acid, and vitamin C—ingredients that resonate with health-conscious demographics. In the UK, sales of eco-conscious male grooming products rose by 27% in 2023, led by sustainable packaging and refillable containers. The premiumization of men’s grooming is another critical trend, as 19% of male consumers now invest in high-end or luxury grooming brands. This has led to increased availability of products in retail segments such as department stores, boutique salons, and online subscription boxes. Additionally, the concept of skincare as part of mental wellness has contributed to product diversification, with sleep-enhancing facial oils and aromatherapeutic beard balms growing in popularity.

Men’s Grooming Products Market Dynamics

DRIVER

Rising demand for men’s skincare and personal grooming awareness.

The men’s grooming products market is being driven by increased awareness about skincare, hygiene, and appearance, particularly among younger and urban male populations. As of 2023, over 58% of male consumers aged 18–44 reported daily use of skincare products, a sharp increase from 36% in 2017. The introduction of male-specific grooming lines by major brands has contributed to this shift, with more than 75% of new grooming product launches in 2023 targeting men under 40. Additionally, growing participation in professional environments and social media visibility have further encouraged men to adopt grooming habits, with 62% of working professionals reporting that personal appearance impacts confidence and career advancement.

RESTRAINT

Societal stigma and limited grooming penetration in rural areas.

Despite growing acceptance in urban regions, men’s grooming continues to face cultural stigma and limited accessibility in rural markets. In 2023, surveys revealed that only 27% of men in rural or semi-urban regions used skincare or grooming products regularly. Furthermore, nearly 40% of men above the age of 45 indicated discomfort or unfamiliarity with grooming products beyond basic soap and shaving cream. This gap is further widened by the limited availability of male-specific grooming items in small-format retail stores, which dominate rural distribution. Additionally, traditional norms that associate grooming with femininity remain strong in several conservative markets, particularly in regions across South Asia, the Middle East, and parts of Africa.

OPPORTUNITY

Expansion of e-commerce and direct-to-consumer grooming brands.

The explosion of e-commerce platforms and direct-to-consumer (D2C) models has opened significant opportunities for the men’s grooming sector. As of 2024, online sales account for 34% of men’s grooming product purchases globally, with that share expected to grow as mobile penetration increases. Notably, over 51% of men aged 20–35 prefer purchasing grooming products online due to access to reviews, tutorials, and personalized recommendations. Subscription services are also gaining popularity, with 23% of male grooming product buyers enrolled in at least one monthly grooming box or routine subscription. This digital transformation allows new entrants and niche brands to directly target specific male segments such as bearded men, athletes, or skincare enthusiasts, bypassing traditional retail limitations.

CHALLENGE

Rising costs of natural ingredients and regulatory constraints.

A major challenge for market players is the rising cost of raw materials, particularly those used in clean-label or natural grooming products. Between 2020 and 2024, the cost of ingredients like aloe vera, argan oil, and shea butter rose by 19–35% due to global supply chain disruptions. At the same time, increasing regulatory scrutiny around allergens, microplastics, and animal testing has created compliance pressures. In the European Union, for instance, more than 40 ingredients commonly used in men’s grooming were banned or restricted by 2023. Such compliance requirements increase product development time and cost, limiting small brands and startups from competing with larger players.

Men’s Grooming Products Market Segmentation

The men’s grooming products market is segmented by type and application, allowing companies to target specific needs and consumer groups. In 2023, more than 69% of male grooming sales globally came from targeted segmentation strategies that addressed both lifestyle and age-based preferences.

By Type

Skin Care: is the fastest-growing segment in men’s grooming, with over 42% of men globally using facial cleansers and moisturizers as part of their daily routine. In South Korea, nearly 75% of male consumers aged 18–35 use products like exfoliators, serums, and sheet masks. The rise in male-specific anti-aging and acne control formulations has contributed to a 31% growth in men’s facial skincare products between 2020 and 2023. Brands are also integrating active ingredients like niacinamide and salicylic acid to cater to common male skin concerns such as oiliness and ingrown hairs.
Deodorants: remain a staple, with more than 81% of male consumers using them daily. In the United States alone, over 140 million units of men’s deodorants were sold in 2023. Antiperspirants with long-lasting protection, natural deodorants without aluminum, and gender-neutral scents are increasingly popular. In Europe, natural deodorants experienced a 19% sales increase in 2023 among men under 30.
Toiletries: encompassing body washes, shampoos, and soaps—make up over 27% of grooming product consumption worldwide. Body wash sales rose by 22% in India between 2021 and 2023, driven by urban millennials. Multifunctional hair and body cleansers are especially favored by men seeking convenience. Anti-dandruff shampoos, activated charcoal soaps, and energizing body washes are among the top-selling products in this category.
Shaving Products: remain essential, with over 60% of men globally shaving at least three times a week. However, the segment has evolved from basic razors to include pre-shave oils, aftershave balms, and beard conditioning creams. In 2023, electric razors accounted for 41% of total shaving tool sales, driven by demand for grooming flexibility and portability. Beard grooming kits alone grew by 23% in the U.S. in 2023.
Others: This segment includes fragrances, hair gels, facial masks, and intimate grooming products. In 2023, over 35% of urban men purchased male-specific perfumes or colognes. Meanwhile, facial masks for men saw a 17% increase in the Asia-Pacific region, especially in Japan and China, due to rising interest in skin detoxification.

By Application

Young Men: aged 18–34 represent the largest consumer base, accounting for more than 47% of all grooming product sales in 2023. This group is highly influenced by social media trends, peer opinions, and product innovation. In China, over 63% of Gen Z men used a skincare product at least five times per week. Young men show a strong preference for multi-functional and travel-friendly packaging. They also lead in online purchasing behavior, with 59% preferring to shop for grooming items online.
Old Men: aged 45 and above are steadily adopting grooming routines, especially in premium segments. In 2023, nearly 29% of older men used anti-aging creams, hair colorants, or beard care products. Hair thickening shampoos and scalp tonics saw a 14% increase in sales in this demographic. This group values efficacy, simplicity, and comfort, often gravitating toward dermatologist-recommended or clinically tested products. Product labels emphasizing ""mature skin,"" ""sensitive skin,"" or ""anti-wrinkle"" have seen rising traction among older men.

Men’s Grooming Products Market Regional Outlook

The men’s grooming products market exhibits strong regional diversity driven by culture, economic development, and consumer behavior. Each region reflects distinct grooming trends, preferences, and adoption rates.

North America

remains a major force in the men’s grooming sector, with the United States accounting for more than 32% of the global market share in 2023. Over 70% of U.S. men report using at least two grooming products daily. The market is fueled by rising awareness, premiumization, and the emergence of indie brands tailored to male consumers. Beard grooming products are in particularly high demand, with U.S. sales of beard oils and balms increasing by 26% between 2021 and 2023. Online shopping dominates the region, as over 60% of grooming purchases are made through e-commerce platforms.

Europe

grooming is deeply embedded in lifestyle, with Germany, the UK, and France leading the charge. In 2023, over 66% of men in Western Europe reported skincare as part of their routine. Sustainability is a key purchase factor, with 39% of European male consumers preferring eco-friendly or vegan grooming products. France saw a 19% increase in natural deodorant usage among men, while the UK reported a 24% rise in male facial mask sales. Brick-and-mortar stores, especially pharmacies and department stores, still play a dominant retail role in this region.

Asia-Pacific

is the fastest-expanding regional market, driven by massive populations, rising incomes, and shifting masculinity standards. South Korea and Japan are global leaders, where more than 74% of men use skincare daily. In South Korea alone, the men’s cosmetics market grew by 28% in 2023, led by BB creams, anti-aging serums, and sunblock. India and China are catching up fast, with India reporting a 31% growth in men’s grooming product sales in urban centers. E-commerce platforms are booming, with over 68% of grooming transactions in APAC happening online.

Middle East & Africa

market is gaining momentum, supported by rising disposable incomes and changing consumer norms. In the UAE and Saudi Arabia, over 54% of men now use personal grooming products beyond basic shaving essentials. Beard grooming holds strong cultural significance, with grooming oil sales in the GCC increasing by 22% from 2021 to 2023. In Africa, the uptake is slower but growing, with South Africa reporting a 17% increase in men’s skincare sales in 2023, led by local brands offering affordable products.

List of Top Men's Grooming Products Companies

Molton Brown
L'Oréal
Unilever
Estée Lauder
COTY
Chanel
P&G
J&J

L’Oréal: dominates the global men’s grooming space with extensive product lines under brands like L’Oréal Men Expert. The brand has a presence in over 150 countries and offers products in skincare, hair styling, and shaving. L’Oréal Men Expert alone was used by one in every five male consumers in Europe. The company also invests heavily in dermatological innovation, launching over 15 new SKUs in the men’s category in 2023.

Unilever: holds a significant share in the men's grooming market with global brands such as Axe, Dove Men+Care, and Rexona. In 2023, over 650 million units of Axe deodorants and body sprays were sold worldwide. Dove Men+Care has seen a 27% increase in demand for its skin hydration line across North America and Latin America. Unilever’s strategic focus on sustainability, combined with global distribution, positions it as a dominant force in both emerging and mature markets.

Investment Analysis and Opportunities

The men’s grooming products market is witnessing accelerated investments from both legacy giants and emerging startups. These investments are directed toward R&D, digital transformation, e-commerce expansion, and sustainable packaging innovations. Between 2021 and 2024, global investment in men’s grooming product development increased by 33%, with a noticeable shift toward product personalization and clean-label formulations. Investors are showing strong interest in direct-to-consumer (D2C) brands that cater specifically to male segments. In 2023, over 120 new male grooming startups secured venture capital funding exceeding multi-million-dollar thresholds. Many of these brands, such as those offering beard grooming kits, anti-aging serums, and scalp health treatments, are capturing niche consumer bases. Subscription-based services have attracted substantial investment due to their 26% year-on-year growth in user adoption. Startups offering customizable grooming kits, including cleansers, moisturizers, and fragrances, saw an investment inflow of over $450 million globally in 2023 alone.

Multinational corporations are also doubling down on acquisitions and partnerships. In 2023, Unilever acquired a prominent male grooming startup in Europe, expanding its digital-first product offerings to more than 15 new markets. Similarly, Procter & Gamble announced the expansion of its male grooming lab in Cincinnati to develop 15 new formulations annually, focusing on beard care and hydration science. L’Oréal continues to invest in AR and AI-based grooming consultation tools, which have led to a 34% increase in online engagement and conversion rates. Another major opportunity lies in the sustainability-driven segment. More than 41% of male consumers globally now prefer products with eco-friendly packaging and natural ingredients. In response, companies are investing in refillable product formats, recyclable materials, and waterless grooming solutions

New Product Development

The men’s grooming products market is witnessing a wave of new product development (NPD) focused on personalization, multifunctionality, and clean-label formulations. Between 2022 and 2024, more than 2,000 new male-specific grooming SKUs were launched globally, covering skincare, beard care, intimate hygiene, and hybrid personal care products. Brands are intensifying innovation to cater to increasingly diverse male preferences, with a strong emphasis on targeted solutions. In 2023, the launch of charcoal-infused face washes and clay-based exfoliants surged by over 38%, particularly in markets like the U.S., UK, and India. These products are designed to address specific male skin concerns such as excess oil, enlarged pores, and razor bumps. L’Oréal introduced a 5-in-1 face and beard wash that became one of its top-performing products, reporting a 21% rise in first-month sales post-launch. Similarly, Dove Men+Care launched its Hydrate+ Cleanser, which includes glycerin and niacinamide—ingredients tailored to men’s thicker skin.

Multifunctional grooming kits are also becoming central to new product lines. In 2023, over 120 brands launched kits combining face washes, toners, beard oils, and moisturizers, simplifying daily routines for modern male consumers. This format gained strong traction in Asia-Pacific and Europe, where 41% of men aged 20–35 expressed preference for bundled grooming solutions. Brands are increasingly embracing gender-neutral and inclusive formulations, removing harsh fragrances and synthetic dyes. In the U.S., over 23 new gender-inclusive product lines were introduced in 2023 alone, many of which emphasize pH balance and natural skin compatibility. The focus on inclusivity is not only breaking traditional marketing barriers but also appealing to broader age groups and gender expressions. In addition, the beard care segment is undergoing rapid innovation. The launch of cold-pressed beard oils, caffeine-based beard growth serums, and beard exfoliating masks increased by 25% year-over-year in 2023.

Five Recent Developments

L’Oréal launched AI-powered grooming consultations (2024): introduced an AI-enabled virtual grooming advisor in early 2024 for its Men Expert line. This digital tool provides real-time skin assessments and recommends personalized grooming products. Within three months of launch, online engagement increased by 34%, with over 1.2 million users accessing the platform across Europe and North America.
Unilever introduced Dove Men+Care “Refill and Reuse” packs (2023): rolled out its refillable packaging for Dove Men+Care body washes in select U.S. and UK markets. The pilot program reported a 29% reduction in plastic use and was adopted by over 700,000 male consumers in its first six months.
Molton Brown expanded into male-exclusive retail spaces (2023): opened four male-focused grooming lounges in London, Manchester, Dubai, and Singapore. These spaces offer tailored experiences including skincare consultations, beard care treatments, and custom cologne blending. The initiative led to a 23% rise in in-store male product sales compared to general outlets.
P&G invested in hydration-focused grooming R&D (2024): expanded its grooming lab in Ohio, investing in next-gen moisturizers and prebiotic cleansers for men. In Q1 2024, the company filed six new patents for hydration-lock technologies and expects to commercialize three products by Q3 2024 targeting dry and sensitive male skin types.
Estée Lauder launched gender-neutral skincare line for men (2023): introduced a minimalist, scent-free grooming collection aimed at men seeking clean-label skincare without gendered branding. The line includes a cleanser, serum, and SPF moisturizer. Within five months, retail sales grew by 19%, with especially strong traction among men aged 25–40 in urban areas of North America and Asia-Pacific.

Report Coverage of Men’s Grooming Products Market

The comprehensive report on the men’s grooming products market offers an in-depth analysis of market behavior, product developments, key drivers, regional performance, segmentation insights, and competitive landscape. Covering a wide array of product categories such as skincare, deodorants, toiletries, shaving products, and niche innovations, the report explores the structural dynamics shaping the global male grooming industry. The scope of the report spans multiple consumer demographics, with a detailed breakdown between younger men (18–34 years) and older men (above 45 years), both of whom exhibit distinct buying patterns and grooming preferences. The study includes regional data across North America, Europe, Asia-Pacific, and Middle East & Africa, providing insights into product demand, retail formats, and digital engagement. For instance, in North America, over 73% of urban men use at least two grooming products regularly, while in Asia-Pacific, digital-first purchasing dominates, with over 68% of grooming transactions occurring online.

The report offers detailed segmentation by type, identifying trends such as a 31% global rise in skincare product usage among men and a 25% increase in beard kit adoption over the past year. It also identifies growth factors like personalization, social media influence, and lifestyle transformation. Major drivers such as rising self-care awareness and multifunctional product innovations are emphasized, supported by data points like 58% of men under 40 reporting improved grooming habits post-pandemic. An analysis of market restraints is also provided, with attention to cultural stigma in rural areas—where only 27% of men use grooming products regularly—as well as the rising cost of clean-label ingredients. In terms of opportunity, the study highlights the explosive growth of e-commerce and subscription grooming boxes, now used by 23% of global male grooming consumers.