Male Grooming Products Market Size, Share and Trends 2026 to 2035

According to MarketnReports, the global Male Grooming Products Market size was estimated at USD 74.4 billion in 2025 and is expected to reach USD 129.5 billion by 2035, growing at a CAGR of 5.7% from 2026 to 2035. Male Grooming Products Market is driven by increasing awareness of personal hygiene and grooming among men influenced by social media and cultural shifts.

What are the Key Insights of the Male Grooming Products Market?

  • The global market size was valued at USD 74.4 billion in 2025 and is projected to reach USD 129.5 billion by 2035.
  • The market is expected to grow at a CAGR of 5.7% during the forecast period from 2026 to 2035.
  • The market is driven by rising disposable incomes, social media influence, and shifting perceptions of masculinity emphasizing self-care.
  • Among product types, skincare dominates with a 34% share due to growing concerns over anti-aging and skin health among men; haircare follows as the second dominant with 25% share, driven by demand for styling and maintenance products in urban lifestyles.
  • Among distribution channels, supermarkets & hypermarkets dominate with a 45% share owing to wide accessibility and one-stop shopping convenience; online channels are the second dominant with 30% share, facilitated by e-commerce growth and targeted digital marketing.
  • Among price ranges, mass products dominate with a 73% share because of affordability and broad availability appealing to a larger consumer base; premium products are the second dominant with 27% share, attracting consumers seeking high-quality, specialized formulations.
  • Europe holds the dominant regional share at 36%, attributed to high grooming standards, strong brand presence, and cultural emphasis on personal appearance.

What is the Male Grooming Products Market?

The Male Grooming Products Market refers to the industry encompassing a wide range of personal care items specifically designed for men, including skincare, haircare, shaving essentials, fragrances, and deodorants, aimed at enhancing appearance, hygiene, and self-confidence. This market has evolved from traditional basics like razors and aftershaves to include advanced formulations addressing anti-aging, hydration, and beard maintenance, driven by changing societal norms that encourage men to invest in their grooming routines. Market definition includes all products targeted at male consumers for daily personal care, excluding general unisex or women's products, with a focus on innovation in natural ingredients and multifunctional solutions to meet diverse needs across age groups and lifestyles.

What are the Market Dynamics of the Male Grooming Products Market?

Growth Drivers

The surge in social media influence and celebrity endorsements has significantly boosted men's awareness of grooming routines, encouraging adoption of products like moisturizers and serums that were once considered niche. Rising disposable incomes in emerging economies allow more men to invest in premium and specialized items, while urbanization promotes a polished appearance for professional and social settings. Innovations in product formulations, such as natural and organic options, cater to health-conscious consumers, further propelling market expansion by addressing specific concerns like beard care and anti-aging.

Restraints

High costs associated with premium grooming products limit accessibility for price-sensitive consumers in developing regions, where economic disparities hinder widespread adoption. Cultural stigmas in certain demographics still view extensive male grooming as unnecessary or unmasculine, slowing penetration in conservative markets. Additionally, the prevalence of counterfeit products undermines trust and quality perception, leading to hesitancy among buyers and potential health risks from substandard ingredients.

Opportunities

The growing demand for eco-friendly and sustainable products opens avenues for brands to innovate with clean-label, vegan, and recyclable packaging, appealing to environmentally aware millennials and Gen Z. Expansion of e-commerce platforms and subscription models provides convenient access and personalization, fostering customer loyalty and recurring revenue. Partnerships with influencers and targeted marketing campaigns can tap into untapped markets, such as older demographics or rural areas, by normalizing grooming as essential self-care.

Challenges

Intense competition from both established giants and emerging indie brands pressures pricing and innovation, making it difficult for smaller players to gain market share. Supply chain vulnerabilities, including raw material shortages and fluctuating costs, impact production and profitability. Regulatory variations across regions regarding ingredient safety and labeling add complexity, requiring brands to navigate compliance while maintaining product efficacy and consumer appeal.

Male Grooming Products Market: Report Scope

Report Attributes Report Details
Report Name Male Grooming Products Market
Market Size 2025 USD 74.4 Billion
Market Forecast 2035 USD 129.5 Billion
Growth Rate CAGR of 5.7%
Report Pages 220
Key Companies Covered

Procter & Gamble, Unilever, L'Oréal, Beiersdorf, Edgewell Personal Care, Coty, Kao Corporation, Colgate-Palmolive, Estée Lauder, Shiseido, and Others.
Segments Covered By Product Type, By Distribution Channel, By Price Range, and By Region.
Regions Covered North America, Europe, Asia Pacific (APAC), Latin America, and The Middle East and Africa (MEA)
Base Year 2025
Historical Year 2020 - 2024
Forecast Year 2026 - 2035
Customization Scope Avail customized purchase options to meet your exact research needs.

What is the Market Segmentation of the Male Grooming Products Market?

The Male Grooming Products Market is segmented by product type, distribution channel, price range, and region.

By Product Type Segment. Skincare products dominate this segment with a 34% share, as men increasingly prioritize facial care to combat aging and environmental damage, driving market growth through demand for moisturizers, serums, and sunscreens that enhance overall health and confidence. Haircare products are the second most dominant with 25% share, contributing to market expansion by offering styling gels, shampoos, and conditioners that support diverse hairstyles and scalp health in fast-paced lifestyles.

By Distribution Channel Segment. Supermarkets & hypermarkets dominate with a 45% share, favored for their extensive product variety and immediate availability, which drive market growth by enabling impulse purchases and broad consumer reach. Online channels are the second most dominant with 30% share, aiding market progression through convenience, reviews, and personalized recommendations that attract tech-savvy shoppers.

By Price Range Segment. Mass products dominate with a 73% share, propelled by affordability and accessibility in everyday retail, which accelerates market growth by catering to a wide demographic seeking reliable basics. Premium products are the second most dominant with 27% share, boosting the market by appealing to discerning consumers with superior quality and innovative features.

What are the Recent Developments in the Male Grooming Products Market?

  • In April 2025, Royal Philips launched the Philips Series 7000, i9000, and i9000 Prestige Ultra electric shaver range, featuring AI-driven SkinIQ technology for personalized shaving, targeting premium markets like India to advance men's grooming innovation.
  • In 2025, Unilever expanded its Dove Men+Care line with whole-body deodorants and advanced odor protection products in the U.S., focusing on comprehensive hygiene to strengthen its position in men's personal care.
  • In 2025, Beiersdorf USA introduced new anti-aging solutions in the Nivea Men skincare range for consumers aged 30+, addressing rising demand for specialized facial care among mature male demographics.
  • In March 2024, Dwayne Johnson launched Papatui, a cruelty-free men's skincare line with 12 products including tattoo balm and bar soap, responding to consumer inquiries about his grooming routine.
  • In June 2024, BCOS debuted in the UAE with men's grooming products like beard filler pens and ergonomic brushes, emphasizing innovation in cosmetics for male consumers.

What is the Regional Analysis of the Male Grooming Products Market?

Europe to dominate the global market.

Europe leads the market with a 36% share, driven by high disposable incomes, strong grooming culture, and presence of luxury brands; Germany dominates within the region due to its robust manufacturing base and consumer preference for premium, innovative products supporting anti-aging and skincare trends.

North America holds a significant share, fueled by social media influence and diverse product offerings, with the U.S. leading through e-commerce growth and celebrity endorsements promoting multifunctional grooming items.

Asia Pacific is the fastest-growing region, propelled by urbanization and rising middle-class incomes in China and India, where China dominates with massive consumer bases and increasing adoption of Western grooming habits via online platforms.

Latin America exhibits emerging growth, driven by male grooming normalization in Brazil and Mexico, with Brazil leading due to its large beauty industry and demand for natural, affordable products amid economic recovery.

The Middle East and Africa (MEA) region grows steadily, supported by premium product demand in the UAE and South Africa, where the UAE dominates through high-end retail and tourism influencing fragrance and skincare purchases.

What are the Key Market Players and Strategies in the Male Grooming Products Market?

Procter & Gamble emphasizes innovation in shaving and skincare, launching advanced Gillette razors and Old Spice lines, with strategies focused on digital marketing and partnerships to enhance accessibility and appeal to younger demographics.

Unilever expands Dove Men+Care and Axe portfolios with hydration-focused products, leveraging sustainability initiatives and e-commerce collaborations to build loyalty and address eco-conscious consumer preferences globally.

L'Oréal invests in men's skincare like Garnier Men and L'Oréal Men Expert, using celebrity campaigns and AI personalization to drive premium sales and market penetration in emerging regions.

Beiersdorf advances Nivea Men with anti-aging solutions, prioritizing R&D in natural ingredients and retail expansions to capture mature markets and promote daily grooming routines.

Edgewell Personal Care focuses on subscription models for Schick and Bulldog products, emphasizing convenience and affordability to retain customers and compete in the online space.

Coty enhances fragrance and color cosmetics lines like Gucci and Rimmel for men, through influencer partnerships and limited-edition releases to tap into fashion-forward trends.

Kao Corporation develops Success and Unlics brands targeting Gen Z with clean, tech-infused products, strategies centered on Asian market dominance via digital engagement.

Colgate-Palmolive integrates men's grooming into Softsoap and Irish Spring, focusing on multifunctional body care and value-driven pricing to appeal to mass consumers.

Estée Lauder positions Clinique for Men with high-end skincare, using omnichannel strategies and clinical testing to attract premium buyers seeking efficacy.

Shiseido innovates in hair and skin solutions for men, with global expansions and sustainability commitments to strengthen brand trust and growth in competitive markets.

What are the Market Trends in the Male Grooming Products Market?

  • Rising demand for natural and organic ingredients is pushing brands to formulate clean-label products free from harsh chemicals.
  • Personalization through AI and apps is enabling customized skincare routines based on individual needs and preferences.
  • Growth in multifunctional products like 2-in-1 shampoos and moisturizers with SPF is appealing to time-conscious consumers.
  • Expansion of e-commerce and subscription services is enhancing accessibility and recurring purchases.
  • Influence of social media and influencers is normalizing advanced grooming among younger men.
  • Focus on sustainability with eco-friendly packaging and vegan formulations is attracting environmentally aware buyers.
  • Increasing adoption of anti-aging and wellness-oriented products is targeting older demographics.
  • Rise in gender-neutral and inclusive branding is broadening market appeal beyond traditional segments.
  • Integration of technology like smart razors and app-connected devices is innovating daily routines.
  • Emphasis on mental health benefits of grooming is positioning products as self-care essentials.

What are the Market Segments and their Subsegments Covered in the Male Grooming Products Market Report?

By Product Type
  • Skincare Products
  • Haircare Products
  • Shaving Products
  • Razors & Blades
  • Fragrances
  • Deodorants
  • Beard Care
  • Accessories
  • Color Cosmetics
  • Toiletries
  • Others
By Distribution Channel
  • Supermarkets & Hypermarkets
  • Specialty Stores
  • Online Channels
  • Drug Stores
  • Convenience Stores
  • Others
By Price Range
  • Mass Products
  • Premium Products

By Region

  • North America
    • U.S.
    • Canada
  • Europe
    • UK
    • Germany
    • France
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Middle East & Africa
    • UAE
    • South Africa
    • Rest of Middle East & Africa

Frequently Asked Questions

The Male Grooming Products Market involves personal care items designed for men, including skincare, haircare, shaving, and fragrances, focusing on hygiene, appearance, and self-care.

Key factors include social media influence, rising disposable incomes, cultural shifts toward self-care, and innovations in natural and multifunctional products.

The market is projected to grow from USD 78.6 billion in 2026 to USD 129.5 billion by 2035.

The market is expected to grow at a CAGR of 5.7% from 2026 to 2035.

Europe will contribute notably, holding a 36% share due to established grooming cultures and premium brand presence.

Major players include Procter & Gamble, Unilever, L'Oréal, Beiersdorf, Edgewell Personal Care, Coty, Kao Corporation, Colgate-Palmolive, Estée Lauder, and Shiseido.

The report offers detailed analysis of market size, trends, segments, regional insights, key players, and forecasts from 2026 to 2035.

The value chain includes raw material sourcing, product formulation and manufacturing, packaging, distribution through retail and online channels, marketing, and end-user consumption with after-sales support.

Trends are shifting toward sustainable, natural products and personalization, with consumers preferring multifunctional items and eco-friendly options influenced by wellness and digital platforms.

Regulations on ingredient safety and labeling, along with environmental concerns over packaging waste, are pushing brands toward compliant, sustainable practices to meet consumer and governmental demands.