This statistic depicts the estimated size of the global male personal care market in 2022 with forecasts up until 2028. By 2028, the global male grooming market is estimated to be worth about 115 billion U.S. dollars, up from nearly 80 billion U.S. dollars as of 2022.

Not only shaving products There has been a pivotal shift in male pampering culture during the last decade. Men’s toiletries used to consist of shampoo, deodorant, shaving cream, and not much else. But from London to New York to São Paulo, bathroom cabinets of middle-class homes now brim with moisturizers, facial cleansers, eye serums, bronzers, concealers, anti-agers and even mud masks—all designed specifically for men.

Men have begun to spend more cash on male-specific toiletries than on shaving products. Sales of skin care, in particular, boomed; and there is no going back now. More and more men are putting higher stock into looking good. It’s about self-confidence as much as anything else, and the desire to feel more attractive, more successful, and, increasingly, more youthful.

New trends

Tapping into the global demand for men’s grooming products is no easy matter; especially for brand owners that have spent decades nurturing female consumers. L’Oréal, for example, has channeled substantial investment into its Men Expert line, but the L’Oréal brand is still fundamentally associated with women. For some men, that remains a barrier to buying it. Smaller rivals specializing in men’s grooming products have latched on to this weakness.

The industry should expect to see a further segmentation of men’s grooming, particularly in the developed markets where there are opportunities for a stronger development. In skin care, there will be growth in products designed not only for different skin types but also for different degrees of stubble. The number of product launches for men will still be low in comparison with products for women, of course, but the gap will narrow over time.

According to Cognitive Market Research, the global men's cosmetics market size is USD 31812.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 9.60% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 12724.88 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.8% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 9543.66 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 7316.81 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.6% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD 1590.61 million in 2024 and will grow at a compound annual growth rate (CAGR) of 9.0% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 636.24 million in 2024 and will grow at a compound annual growth rate (CAGR) of 9.3% from 2024 to 2031.
The mass held the highest men's cosmetics market revenue share in 2024.

Market Dynamics of Men Cosmetics Market

Key Drivers of Men Cosmetics Market

The Exploding Market for Men's Cosmetics and the Rise of Male Grooming Influencers

The rise of male grooming gurus is contributing to the global boom in the men's cosmetics business. These social media influencers work to dispel stereotypes about masculinity and increase acceptance of men's skincare and cosmetics practices. Male grooming influencers give product reviews, tutorials, and advice on everything from foundation application to beard care. They frequently have sizable and active followings. They demonstrate the beneficial effects that good grooming may have on a man's confidence and appearance. This exposure dispels stigmas and normalizes men's use of makeup. There is no denying the impact of social media and influencers on male grooming. They are making a big difference in creating a more accepting environment for beauty, where men are at ease experimenting with and utilizing makeup in their daily routines.

Another important element is the demolition of conventional gender norms. Grooming habits that were once considered appropriate for men are no longer applicable to them. Men are beginning to embrace a more flexible approach to appearance, experimenting with cosmetics, non-shaven beard care products, and professional hairstyle solutions. Because of this transparency, there is a growing market for a wider range of men's cosmetics.

Expanding Products in Men's Cosmetics Market to Propel Market Growth

Due to a change in societal perceptions and men's increasing self-care awareness, the worldwide men's cosmetics business is seeing rapid growth. Businesses have a great chance to increase market share and diversify their product lines by taking advantage of this trend. Modifying Attitudes: Men are starting to embrace personal hygiene habits more comfortably, which is a shift from traditional ideas of masculinity. Enhanced Consciousness Increased knowledge of the advantages of men's specific skincare and grooming products is being fostered by increased information accessibility and the impact of social media. Increasing Net Worth Men have greater spare income to spend on personal grooming, especially in poorer nations. Put Health First Men are starting to prioritize self-care, including skincare routines, as a result of a broader shift towards total well-being.

The idea of the "metrosexual man," in which men feel free to express who they are through looks and grooming, has gained popularity. Celebrities and social media influencers are also having a significant impact on normalizing the use of skincare and makeup by males. The market is expanding as a result of growing disposable incomes and an increasing emphasis on personal well-being.

In an effort to take advantage of this growing market, producers are launching a greater range of goods designed with males in mind. This includes cutting-edge skincare products made specifically for men's thicker skin, such as serums, moisturizers, and anti-aging lotions. Men's makeup products are also becoming more and more available; the range includes everything from BB creams and contouring kits to concealer and fou...

The market is projected to expand from USD 17.6 billion in 2025 to USD 37.3 billion by 2035, reflecting a CAGR of 10.5% over the forecast period.

Metric	Value
Industry Size (2024)	USD 17.6 billion
Industry Value (2035F)	USD 37.3 billion
CAGR (2025 to 2035)	10.5%

Global Men's Skincare Products Market - Country-Wise Per Capita Spending

Country	United States
Population (millions)	345.4
Estimated Per Capita Spending (USD)	42.30

Country	China
Population (millions)	1,419.3
Estimated Per Capita Spending (USD)	37.80

Country	South Korea
Population (millions)	51.7
Estimated Per Capita Spending (USD)	58.60

Country	Germany
Population (millions)	84.1
Estimated Per Capita Spending (USD)	39.20

Country	United Kingdom
Population (millions)	68.3
Estimated Per Capita Spending (USD)	41.50

Men’s Skincare Products Market - Global Country-Wise Outlook

Country	CAGR (2025 to 2035)
United States	7.2%

Country	CAGR (2025 to 2035)
United Kingdom	6.9%

Country	CAGR (2025 to 2035)
Germany	7.1%

Country	CAGR (2025 to 2035)
India	7.5%

Country	CAGR (2025 to 2035)
China	7.8%

Competition Outlook : Men’s Skincare Products Market

Company Name	Estimated Market Share (%), 2024
L’Oréal (L’Oréal Men Expert, Kiehl’s, Biotherm, etc.)	18-22%
Procter & Gamble (Gillette, Old Spice, Olay Men, etc.)	12-16%
Unilever (Dove Men+Care, AXE, Bulldog, etc.)	10-14%
Shiseido (Shiseido Men, Anessa, etc.)	7-10%
Beiersdorf (Nivea Men, Lab Series, etc.)	6-9%
Other Companies (combined)	30-40%

The men's cosmetics market in Japan was valued at over 159 billion Japanese yen in 2022. The market, including men's skin and body care products, was forecast to continue growing, exceeding 162 billion yen in the following year.

The Report Covers Global Men's Grooming Products Market Analysis and is Segmented by Product Type (Hair Care Products, Skin Care Products, Shaving Products, and Other Products), Distribution Channel (Specialty Stores, Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The Report Offers Market Size and Values in (USD) for the Above Segments.

The male color cosmetics market is estimated to be valued at US$ 17.57 billion in 2023 and is expected to total US$ 43 billion by 2033. The adoption of male color cosmetics is likely to advance at a CAGR of 9.4% during the forecast period.

Attributes	Details
Estimated Market Size 2023	US$ 17.57 billion
Projected Market Size 2033	US$ 43 billion
CAGR through 2023 to 2033	9.4%

Report Scope

Report Attributes	Details
Market Value in 2023	US$ 17.57 billion
Market Value in 2033	US$ 43 billion
Growth Rate	CAGR of 9.4% from 2023 to 2033
Base Year for Estimation	2022
Historical Data	2018 to 2022
Forecast Period	2023 to 2033
Quantitative Units	Revenue in US$ billion and CAGR from 2023 to 2033
Report Coverage	Revenue Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends and Pricing Analysis
Segments Covered	Product End User Nature Price Range Sales Channel Region
Regions Covered	North America Latin America Western Europe Eastern Europe South Asia and Pacific East Asia Middle East & Africa
Key Countries Profiled	United States Canada Brazil Mexico Germany United Kingdom France Spain Italy Poland Russia Czech Republic Romania India Bangladesh Australia New Zealand China Japan South Korea GCC Countries South Africa Israel
Key Companies Profiled	L’Oreal Estee Lauder Companies Chanel Menaji Worldwide LLC Mens MakeUp 4VOO Glossier Inc. Guerlain War Paint Koh Gen Do Hourglass Formen Inc.
Customization& Pricing	Available upon Request

The value of the men's cosmetics market in Latin America is forecast to grow steadily in the following years. In 2019, the source estimated that this segment in Latin American was worth approximately 11.3 billion U.S. dollars. The men's personal care and beauty market was expected to reach 13.8 billion dollars by 2024.

Europe Men's Cosmetics Market size will be USD 9543.66 million in 2024 and will expand at a compound annual growth rate (CAGR) of 8.1% from 2024 to 2031.

This statistic shows a timeline with the annual revenue of the men's cosmetics retail market in Brazil between 2011 and 2016 as well as a forecast for 2021, measured in billion U.S. dollars. In 2016, the retail market of men's care products generated over 5.6 billion U.S. dollars in revenue in Brazil, up from approximately 2.9 billion U.S. dollars in 2011. The Brazilian market of men's cosmetics and personal care products is expected to generate 7.65 billion U.S. dollars in revenue by 2021.

The MEA Men's Grooming Products Market is segmented by Product Type (Hair Care Products, Skin Care Products, Shaving Products, and Other Products); by Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Convenience Stores, Online Retail Stores, and Other Distribution Channels); and by Geography (United Arab Emirates, Saudi Arabia, South Africa, Nigeria, and Rest of Middle East and Africa). The market size and values in (USD Million) during the forecasted years for the above segments.

Premium Cosmetics Market size was valued at USD 145.24 Billion in 2023 and is projected to reach USD 258.72 Billion by 2030, growing at a CAGR of 7.9% during the forecast period 2024-2030.

Global Premium Cosmetics Market Drivers

The market drivers for the Premium Cosmetics Market can be influenced by various factors. These may include:Boosting Your Relative Income: Growing disposable incomes encourage consumers to spend more on high-end and luxury products, such as high-end cosmetics, particularly in emerging economies. People are more likely to invest in high-end cosmetic items when their purchasing power increases.
Shifting Lifestyle and Preferences of Customers: Premium cosmetics are in high demand due to shifting consumer preferences and a move towards a more opulent lifestyle. Customers are becoming more and more prepared to spend money on premium goods with distinctive formulas, cutting-edge technologies, and premium branding.
Influencer and celebrity endorsements on social media: High-end cosmetics are promoted in large part by the influence of celebrities and the effects of social media on beauty trends. Influencer marketing, product reviews, and celebrity endorsements all help to raise consumer awareness and demand for high-end beauty goods.
The emergence of wellness and beauty consciousness: Demand for high-end cosmetics has surged as awareness of wellness, personal grooming, and beauty has grown. Customers are searching for products that offer extra benefits, such anti-aging capabilities, innovative skincare technologies, and natural or organic components.
Technological Innovation and Progress: The market for high-end cosmetics is influenced by ongoing innovation in formulations, ingredients, and packaging technologies. Products with cutting-edge innovations, scientific breakthroughs, and exceptional performance appeal to consumers.
Trends in Global Urbanisation: Growing urbanisation has changed people’s tastes for beauty and way of life, particularly in emerging nations. Urban consumers are more likely to favour high-end beauty goods, which fuels industry expansion.
E-commerce and Internet-Based Retail: The emergence of e-commerce platforms has made a wide variety of high-end cosmetics easily accessible to consumers. Online retailing gives companies access to a worldwide market while facilitating easy exploration and purchase of high-end beauty products by customers.
Trends in Personalisation and Customisation: Customised and personalised beauty products are becoming more and more in demand. High-end cosmetics companies frequently provide specialised services, like skincare routines or makeup products created to fit specific needs.
Growth of High-End Beauty Brands: The market is growing as a result of luxury and premium beauty brands entering new areas and markets. In order to bolster their global reach, brands are spending in marketing tactics, flagship locations, and joint ventures.
Growing Market for Men’s Grooming: The market for high-end cosmetics has grown due to the growing interest and acceptability of male grooming products. Men’s specific skincare, grooming, and cosmetic products are becoming more and more well-liked.

The size and share of the market is categorized based on Product (Face Care, Body Care, Hair Care, Fragrances, Others) and Application (Retail, E-commerce, Others) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

According to Cognitive Market Research, the global Mens grooming market size is USD 202512.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 8.10% from 2024 to 2031.

North America Mens grooming market held 40% of the global revenue with a market size of USD 81004.88 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031.
Europe Mens grooming market accounted for a share of over 30% of the global market size of USD 60753.66 million.
Asia Pacific Mens grooming market held 23% of the global revenue with a market size of USD 46577.81 million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.1% from 2024 to 2031.
Latin America Mens grooming market held 5% of the global revenue with a market size of USD 10125.61 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.5% from 2024 to 2031.
Middle East and Africa Mens grooming market held 2% of the global revenue with a market size of USD 4050.24 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.8% from 2024 to 2031.

Changing Societal Norms to Increase Global Sales

Changing societal norms play a pivotal role in driving global sales within the men's grooming market. As traditional gender roles evolve, there's a notable shift in attitudes towards masculinity, with greater emphasis placed on self-care and personal grooming among men. This cultural shift fosters a more accepting environment for men to invest in grooming products and services, leading to increased demand worldwide. Men are increasingly inclined to prioritize their appearance and well-being, driving the growth of various grooming segments such as skincare, hair care, and grooming tools. Moreover, as men become more conscious of the importance of grooming in their daily lives, they are willing to explore a wider array of products and invest in higher-quality options, further propelling market expansion. Adapting to these changing norms allows brands to capitalize on emerging opportunities and cater effectively to evolving consumer preferences.

Celebrity Endorsements and Influencer Marketing to Propel Market Growth

Celebrity endorsements and influencer marketing are powerful drivers propelling market growth in the men's grooming industry. Celebrities and influencers wield significant influence over consumer preferences, shaping perceptions of grooming products through their endorsements and online presence. By associating themselves with specific brands, celebrities lend credibility and visibility, effectively expanding brand reach and driving consumer engagement. Their influence extends across various platforms, including social media, television, and print, amplifying brand messaging to a broader audience. Moreover, influencer marketing leverages the trust and authenticity built by influencers with their followers, facilitating genuine connections and driving purchase intent. As consumers aspire to emulate the grooming habits of their favourite personalities, the impact of celebrity endorsements and influencer collaborations on product sales and market growth continues to grow, making it a crucial strategy for brands seeking to thrive in the competitive grooming market landscape.

Competition from Traditional Brands to Impact Market Share

Competition from traditional brands poses a significant challenge to market share within the men's grooming industry. Established brands benefit from long-standing consumer trust, brand recognition, and extensive distribution networks, giving them a competitive edge over emerging competitors. Additionally, traditional brands often have substantial resources to invest in marketing, research, and product development, allowing them to adapt to changing consumer preferences and maintain market dominance. As a result, newer entrants face barriers to entry and must differentiate themselves through innovative product offerings, unique marketing strategies, or niche positioning to gain traction in the market. However, with increasing consumer demand for authenticity, sustainability, and personalized experiences, traditional brands must also evolve their strategies to remain relevant and fend off competition from agile newcomers vying for a share of the grooming market.

Impact of Covid-19 on the Men’s Grooming Market

The Covid-19 pan...

Explore the Men’s Personal Care Market trends! Covers key players, growth rate 10.4% CAGR, market size $113.16 Billion, and forecasts to 2034. Get insights now!

The demand for men’s skincare product is expected to soar across Western Europe especially in the countries of Germany and Italy. By the end of 2023, the sales for men’s skincare product are poised to reach a valuation of US$ 2,602.9 million. The demand for men’s skincare product in Western Europe is likely to develop at an 8.3% CAGR from 2023 to 2033. The industry valuation is projected to attain US$ 5,799.8 million by 2033.

Attributes	Details
Anticipated Industry Sze in 2023	US$ 2,602.9 million
Expected Industry Size by 2033	US$ 5,799.8 million
Forecasted CAGR between 2023 to 2033	8.3%

Category-wise insights

Product	Cleansers & Face Wash
Industry Share in 2023	13.0%

Material Type	Multi Brand Stores
Industry Share in 2023	17.4%

Country-wise Insights

Regions Profiled	CAGR from 2023 to 2033
Germany	8.6%
Italy	6.2%

Scope of the Report

Attribute	Details
Estimated Industry Size in 2023	US$ 2,602.9 million
Projected Industry Size by 2033	US$ 5,799.8 million
Attributed CAGR between 2023 and 2033	8.3% CAGR
Historical Analysis of Demand for Men’s Skincare Product in Western Europe Countries	2018 to 2022
Forecast Period	2023 to 2033
Report Coverage	Industry size, industry trends, analysis of key factors influencing Men’s Skincare Product in Western Europe insights on industry players and their strategy in Western Europe ecosystem analysis of local and regional Western Europe providers.
Key Countries within Western Europe Analyzed while Studying Opportunities for Men’s Skincare Product in Western Europe	Germany Italy United Kingdom Spain France
Key Companies Profiled	L'Oréal Nivea (Beiersdorf) Procter & Gamble (Gillette) The Body Shop (L'OCCITANE Group) Bulldog Skincare Clarins Clinique

This statistic shows the size of the men's personal care market worldwide from 2015 to 2019, and provides a forecast for 2020 to 2025. In 2019, the estimated men's personal care market was valued at approximately 20.75 billion U.S. dollars and was forecast to reach approximately 27.5 billion U.S. dollars by 2025.

The Asia-Pacific Men's Grooming Products Market is segmented by Product Type (Skincare Products, Haircare Products, and Shaving Products), Distribution Channel (Supermarkets/Hypermarkets, Convenience/Grocery Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (China, India, Japan, Australia, and Rest of Asia-Pacific). The report offers market size and values in (USD) during the forecasted years for the above segments.

In 2023, the market size of men's skincare products in China amounted to around 16.53 billion yuan, up from 12.72 billion yuan in the previous year. The market has seen a robust growth since 2016.

The Mens Grooming Product Market size was valued at USD 54.38 USD Billion in 2023 and is projected to reach USD 74.50 USD Billion by 2032, exhibiting a CAGR of 4.6 % during the forecast period. Personal care products for men include a great many items that are aimed at improving and supporting men’s health and looks. These products include facial and body cleansers, face and body lotions and creams, facial and body anti-ageing products, hair care products like shampoos and conditioners, hair styling products, shaving products such as razors and shaving creams and after-shave lotions, deodorants, and body sprays. For example, skincare products are made from natural ingredients and vitamins that support the skin, and hair care products often contain substances that harden and lengthen hair. Shaving products are usually formulated to deliver a smooth cutting action with minimal post-razor skin reaction. The fields in which male grooming can be used are very broad and include common hygiene activities, special care needs, and general body beautification. The benefits are manifold: they enhance skin health, build confidence, and also complete the groomed and professional appearance. Recent developments include: October 2023 - Hammer & Nails, a premium men’s grooming franchise, expanded its barber shop business by initiating a construction project of around 70 franchise shops across Texas, U.S. This expansion would support the consumption of skincare and beard care products in Texas, U.S., May 2023 - Scent Beauty Inc., a global e-commerce company, expanded its partnership with Stetson, an American Men’s cologne brand, to launch Stetson’s men’s grooming products on its platform in West America. Stetson offers various products such as body sprays, hair & body washes, beard moisturizers, and others., November 2022 - MANSCAPED, a global maker of men’s grooming products, launched its premium grooming tools and formulation products at Tesco’s European brick-and-mortar shops. This effort would help the company increase its presence in Europe., July 2022 - Fellow Barber, a New York, U.S.-based elevated barbershop chain in collaboration with Sortis Holdings, Inc., merged with Rudy’s Barbershop, a Seattle, U.S.-based company to expand its presence in the barbering industry. This merger partnership would uplift the consumption of beard care and skincare products in the U.S., June 2022 - Brand Architekts Group PLC., a British beauty product manufacturer, established a merger agreement with InnovaDerma PLC., a London, U.K.-based life sciences, personal care, and beauty products maker to enhance its presence in the men’s and unisex grooming products industries. InnovaDerma PLC. offers various men’s shave care products such as Super Facialist for Men, MR, Charles + Lee, Fish, and the Real Shaving Co.. Key drivers for this market are: Growing Demand for Bath Towels from End-use Industries to Propel the Market Growth. Potential restraints include: Incidences of Skin Problems Due to Chemical-based Cosmetics to Impact Market Growth. Notable trends are: Blend of Style, Sustainability, and Functionality are Trending Aspect .

The global men's personal care market, valued at $33.84 billion in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 7.08% from 2025 to 2033. This expansion is fueled by several key drivers. Rising disposable incomes, particularly in developing economies across Asia-Pacific and the Middle East & Africa, are empowering men to invest more in their personal grooming. A parallel trend is the increasing acceptance of male grooming and self-care, driven by social media influencers and a broader shift in societal norms towards masculinity. Furthermore, the market benefits from continuous innovation in product formulations, with a focus on natural ingredients, specialized skincare solutions addressing specific male skin concerns, and sustainable packaging reflecting growing consumer environmental awareness. The skin care segment is expected to lead this growth, owing to a surge in demand for anti-aging products and specialized solutions for sensitive skin. Competition is fierce, with established players like Unilever, L'Oréal, and Procter & Gamble competing against niche brands focusing on natural and organic ingredients. These companies leverage various competitive strategies, including product diversification, strategic partnerships, and robust marketing campaigns to capture significant market share. While the market faces challenges like economic downturns potentially affecting consumer spending, the overall outlook remains positive, driven by the enduring appeal of personal grooming and the continuous evolution of product offerings catering to the increasingly sophisticated needs of male consumers. The regional breakdown reveals a significant contribution from North America and Europe, fueled by high disposable incomes and established grooming cultures. However, rapid growth is anticipated from the Asia-Pacific region, primarily driven by increasing awareness of men's grooming and the rising middle class in countries like China and India. While the South American and Middle East & Africa markets currently have a smaller share, significant growth potential exists given the expanding male population and improving economic conditions. The market segmentation also highlights the significant contribution of skincare products, alongside fragrances and color cosmetics, indicating an evolution beyond basic grooming products to a broader range of self-care options for men. The "others" segment encompasses a diverse range of products, including hair care, shaving products, and body wash, which continues to contribute to the overall market size and presents an opportunity for niche players focusing on specialized solutions. Understanding these diverse segments and regional dynamics is crucial for companies looking to capitalize on the considerable growth opportunities within this rapidly evolving market.