Men's Grooming Market Size, Share, Trends & Competitive Analysis By Product Type: Hair Care Products, Skin Care Products, Shaving Products, Fragrances; By Distribution Channel: Offline Retail, Online Retail; By End User: By Regions, and Industry Forecast, Global Report 2023-2030

The global Men's Grooming market size was valued at USD 272.4 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 5.2% during the forecast period, reaching a value of USD 388.4 billion by 2030.

Men's Grooming market research report by Future Data Stats, offers a comprehensive view of the market's historical data from 2018 to 2021, capturing trends, growth patterns, and key drivers. It establishes 2022 as the base year, analyzing the market landscape, consumer behavior, competition, and regulations. Additionally, the report presents a well-researched forecast period from 2023 to 2030, leveraging data analysis techniques to project the market's growth trajectory, emerging opportunities, and anticipated challenges.

Men's grooming refers to the practice of maintaining personal hygiene and enhancing one's appearance through various grooming activities. It encompasses a range of self-care routines designed specifically for men, addressing their unique grooming needs. This includes but is not limited to grooming facial hair, maintaining skin health, and selecting appropriate grooming products. Men's grooming has evolved over time, breaking traditional stereotypes, and today, it is widely accepted as an integral part of personal care.

In essence, men's grooming goes beyond the basic necessities of cleanliness and has become a lifestyle choice. It involves the use of grooming products such as razors, skincare items, and hair care products tailored to men's distinct requirements. The concept underscores the importance of self-presentation and personal well-being, reflecting a shift in societal attitudes towards men's self-care practices.


Changing societal norms and an increasing emphasis on personal grooming contribute significantly to the market's expansion. As men become more conscious of their appearance and overall well-being, the demand for grooming products continues to rise. Additionally, the growing influence of social media and the fashion industry plays a pivotal role, shaping men's grooming habits and encouraging the adoption of diverse grooming products.

However, the market is not without its restraints. Economic fluctuations, especially in the wake of global events, can impact consumer spending patterns, affecting the sales of men's grooming products. Moreover, the presence of counterfeit or substandard products in the market poses a challenge to the industry, as it may undermine consumer trust.



As societal norms evolve, men are placing greater importance on self-care, leading to a rising demand for grooming products. This cultural shift is particularly evident in the market segmentation by product type, with a notable surge in the sales of Hair Care Products, Skin Care Products, Shaving Products, and Fragrances.

Hair Care Products for men have witnessed a significant uptick in demand, reflecting the emphasis on hairstyles and grooming trends. From styling gels to shampoos tailored for specific hair types, the market caters to diverse needs. Skin Care Products designed for men are gaining traction as well, addressing concerns such as anti-aging, moisturization, and overall skin health. Shaving Products, including razors and shaving creams, remain integral to the men's grooming routine, with innovations in technology enhancing the shaving experience.


Offline retail remains a dominant force, as brick-and-mortar stores continue to be key touchpoints for consumers. The physical shopping experience allows customers to explore products firsthand, seek personalized assistance, and make immediate purchases. Despite the growing influence of online retail, the offline channel retains a significant share, driven by the enduring preference for in-person shopping experiences.

Online retail has emerged as a transformative force in the Men's Grooming market, offering convenience and a vast array of products at the click of a button. The rise of e-commerce platforms has allowed consumers to explore and purchase grooming products from the comfort of their homes. The online channel not only caters to tech-savvy consumers but also taps into a global market, enabling brands to reach a broader audience. 


The adult consumer segment stands out as a major driving force in the industry. Adults, driven by an increased awareness of personal grooming and the desire for self-care, contribute substantially to the market's growth. This demographic seeks a diverse range of grooming products, from skincare solutions to hair care items, reflecting a comprehensive approach to personal well-being and presentation.

On the other hand, the teen segment is emerging as a dynamic force shaping the Men's Grooming market. Teens today are more attuned to grooming trends and self-expression, driving a surge in demand for products tailored to their specific needs. The teenage demographic is particularly drawn to innovative grooming solutions, including trendy hairstyles, skincare routines, and fragrances that align with their individual styles.


North America stands out as a key player in the market, driven by a cultural shift towards increased male grooming consciousness. The region experiences a high demand for diverse grooming products, ranging from premium skincare to specialized hair care items. Additionally, the influence of celebrity grooming trends and the widespread availability of grooming products contribute to the market's vibrancy in North America.

In Europe, the Men's Grooming market reflects a blend of traditional grooming practices and modern trends. European consumers exhibit a penchant for premium grooming products, emphasizing quality and sophistication. The region's diverse demographic preferences contribute to a dynamic market landscape, with a particular focus on skincare and fragrances.


The global health crisis disrupted supply chains, leading to temporary shortages of grooming products. As lockdowns and social distancing measures were implemented, the demand for certain products, such as shaving items, declined, given the reduced need for a clean-shaven appearance with more people working from home. On the other hand, there was a surge in demand for skincare products as consumers prioritized self-care and wellness routines during extended periods of stay-at-home orders.

The closure of brick-and-mortar stores during lockdowns accelerated the shift towards online retail, as consumers turned to e-commerce platforms for their grooming needs. This transition prompted brands to enhance their online presence and rethink marketing strategies to adapt to the changing consumer behavior.


Mergers and Acquisitions:

  • L'Oréal acquires Youth to the People: In January 2022, L'Oréal acquired the US superfood skincare specialist Youth to the People for an undisclosed amount. This move strengthens L'Oréal's position in the clean beauty market and expands its offerings for men.
  • Image of L'Oréal acquires Youth to the PeopleOpens in a new window
  • Unilever acquires Paula's Choice: In February 2023, Unilever acquired the US skincare brand Paula's Choice for $2 billion. This acquisition gives Unilever access to Paula's Choice's loyal customer base and expertise in ingredient transparency, which are both appealing to male consumers.
  • Image of Unilever acquires Paula's ChoiceOpens in a new window
  • Edgewell Personal Care acquires Billie: In April 2023, Edgewell Personal Care acquired the women's razor brand Billie for $325 million. This acquisition signals Edgewell's interest in expanding into the women's grooming market, which could lead to more gender-neutral products for men in the future.

New Product Launches:

  • Harry's launches DTC deodorant: In September 2022, Harry's launched a direct-to-consumer deodorant line with aluminum-free and natural ingredients. This caters to the growing demand for clean and sustainable grooming products among men.
  • Dove Men+Care launches body lava wash: In October 2022, Dove Men+Care launched a body lava wash that promises to exfoliate and deeply cleanse the skin. This product taps into the trend of men using more skincare products.
  • The Ordinary launches haircare line: In December 2022, The Ordinary, known for its affordable skincare products, launched a haircare line for men and women. This line offers targeted treatments for various hair concerns at accessible prices.


  • Procter & Gamble Co.
  • Unilever
  • L'Oréal S.A.
  • Beiersdorf AG
  • Johnson & Johnson
  • Colgate-Palmolive Company
  • The Estée Lauder Companies Inc.
  • Coty Inc.
  • Edgewell Personal Care Company
  • The Body Shop International Limited
  • Mary Kay Inc.
  • Kao Corporation
  • Revlon, Inc.
  • Shiseido Company, Limited
  • Coty Inc.
  • Amway
  • Church & Dwight Co., Inc.
  • Avon Products, Inc.
  • Harry's Inc.
  • Baxter of California
  • Bulldog Skincare
  • Jack Black
  • American Crew
  • Tom's of Maine
  • Nivea Men

Table of Contents
Executive Summary
Market Overview
Key Trends and Drivers
Market Segmentation
By Product Type
By Distribution Channel
By Price Range
By End User
By Region
Competitive Landscape
Key Players
Market Share Analysis
Growth Opportunities and Challenges
Emerging Technologies in Men's Grooming
Regulatory Landscape
Future Outlook

Men's Grooming Market Segmentation

By Product Type:

  • Hair Care Products
  • Skin Care Products
  • Shaving Products
  • Fragrances

By Distribution Channel:

  • Offline Retail
  • Online Retail

By End User:

  • Adults
  • Teens

By Geography:

  • North America (USA, Canada, Mexico)
  • Europe (Germany, UK, France, Russia, Italy, Rest of Europe)
  • Asia-Pacific (China, Japan, South Korea, India, Southeast Asia, Rest of Asia-Pacific)
  • South America (Brazil, Argentina, Columbia, Rest of South America)
  • Middle East and Africa (Saudi Arabia, UAE, Egypt, Nigeria, South Africa, Rest of MEA)

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This approach helps build a greater market-specific view of size, shape, and industry trends within each industry segment. Various industry trends and real-time developments are factored into identifying key growth factors and the future course of the market. The research proceeds are the results of high-quality data, expert views & analysis, and valuable independent opinions. The research process is designed to deliver a balanced view of the global markets and allows stakeholders to make informed decisions, to attain their highest growth objectives.

Future Data Stats offers its clients exhaustive research and analysis, based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. These analytical tools and models distill the data & statistics and enhance the accuracy of our recommendations and advice.

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With this strong methodology, Future Data Stats ensures that its research and analysis is most reliable and guarantees sound business planning.

The research methodology of the global market involves extensive primary and secondary research. Primary research includes about 24 hours of interviews and discussions with a wide range of stakeholders that include upstream and downstream participants. Primary research typically is a bulk of our research efforts, coherently supported by extensive secondary research. Over 3000 product literature, industry releases, annual reports, and other such documents of key industry participants have been reviewed to obtain a better market understanding and gain enhanced competitive intelligence. In addition, authentic industry journals, trade associations’ releases, and government websites have also been reviewed to generate high-value industry insights.

Primary Research:

Primary Research


Desk Research


Company Analysis


•       Identify key opinion leaders

•       Questionnaire design

•       In-depth Interviews

•       Coverage across the value chain


•       Company Website

•       Company Annual Reports

•       Paid Databases

•       Financial Reports


•       Market Participants

•       Key Strengths

•       Product Portfolio

•       Mapping as per Value Chain

•       Key focus segment


Primary research efforts include reaching out to participants through emails, telephonic conversations, referrals, and professional corporate relations with various companies that make way for greater flexibility in reaching out to industry participants and commentators for interviews and discussions.

The aforementioned helps to:

  • Validate and improve data quality and strengthen the research proceeds
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  • Supply authentic information about the market size, share, growth, and forecasts

The primary research interview and discussion panels comprise experienced industry personnel.

These participants include, but are not limited to:

  • Chief executives and VPs of leading corporations specific to an industry
  • Product and sales managers or country heads; channel partners & top-level distributors; banking, investments, and valuation experts
  • Key opinion leaders (KOLs)

Secondary Research:

A broad array of industry sources for the secondary research typically includes, but is not limited to:

  • Company SEC filings, annual reports, company websites, broker & financial reports, and investor  presentations for a competitive scenario and shape of the industry
  • Patent and regulatory databases to understand technical & legal developments
  • Scientific and technical writings for product information and related preemptions
  • Regional government and statistical databases for macro analysis
  • Authentic news articles, web-casts, and other related releases to evaluate the market
  • Internal and external proprietary databases, key market indicators, and relevant press releases for  market estimates and forecasts



•       Top executives of end-use industries

•       C-level executives of the leading Parenteral Nutrition companies

•       Sales manager and regional sales manager of the Parenteral Nutrition companies

•       Industry Consultants

•       Distributors/Suppliers


•       Annual Reports

•       Presentations

•       Company Websites

•       Press Releases

•       News Articles

•       Government Agencies’ Publications

•       Industry Publications

•       Paid Databases


Analyst Tools and Models:



·         Arriving at
Global Market Size

·         Arriving at
Market Size

·         Market Share
of Key Players

·         Key Market Players

·         Key Market Players

·         Market Share
of Key Players

·         Arriving at
Market Size

·         Arriving at
Global Market Size


Men's Grooming Market Dynamic Factors


  • Increasing acceptance and emphasis on personal grooming contribute to market growth.
  • Trends promoted by social media and the fashion industry drive consumer grooming habits.
  • Continuous development of grooming products tailored to diverse needs fuels market expansion.


  • Market growth may be impacted by economic uncertainties affecting consumer spending patterns.
  • Presence of substandard products in the market poses a challenge, potentially undermining consumer trust.


  • Opportunities for brands to differentiate by introducing innovative formulations in grooming products.
  • Untapped regions present opportunities for market expansion and reaching new consumer demographics.


  • Global events and economic downturns may affect the purchasing power of consumers, impacting sales.
  • Adherence to evolving regulations in the grooming industry poses challenges for market players.

Frequently Asked Questions

The global Men's Grooming market size was valued at USD 272.4 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 5.2% during the forecast period, reaching a value of USD 388.4 billion by 2030.

The Men's Grooming market is primarily driven by evolving societal norms, heightened awareness of personal grooming, and the influence of fashion and media trends. Product innovation, catering to diverse needs, also plays a crucial role in propelling market growth.

Trends in the Men's Grooming market include a growing demand for specialized skincare products, innovative hair care solutions, and a shift towards online retail. Advancements include the introduction of high-tech grooming tools and sustainable product formulations.

North America and Europe are currently dominating the Men's Grooming market, driven by cultural shifts and high consumer awareness. However, the Asia-Pacific region is emerging as a significant player due to changing lifestyles and a growing urban population.

Challenges in the Men's Grooming market include economic fluctuations affecting consumer spending and the presence of counterfeit products. Opportunities lie in product innovation, entering emerging markets, and adapting to the evolving regulatory landscape.
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