The North America Men s Grooming Products Market is segmented by Product Type (Shaving Products and Razors and blades); by Distribution Channel (Specialty Stores, Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels); and by Geography.

The U.S. men’s grooming products market size is expected to hit around USD 97.39 billion by 2032 with a CAGR of 7.9% by 2032.

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 *** billion U.S. dollars, up from nearly ** 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 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.

Key Dynamics of

Mens Grooming Market

Key Drivers of

Mens Grooming Market

Transforming views on male self-care and identity: The contemporary male consumer is progressively adopting personal grooming as an integral aspect of a healthy lifestyle and self-expression. Increased awareness regarding appearance, skincare, and hygiene has redefined masculinity, driving demand in this category.

Impact of social media and celebrity endorsements: Digital platforms and the culture of influencers have rendered grooming trends more accessible. Endorsements from male celebrities and social media personalities enhance visibility and foster consumer trust in high-end grooming products.

Swift product innovation and trends towards premiumization: Companies are introducing innovative products specifically designed for male skin and hair types. From beard oils to anti-aging serums, premium products with functional advantages are attracting significant interest from urban and millennial consumers.

Key Restraints for

Mens Grooming Market

High price sensitivity in developing markets: In emerging markets, a considerable number of consumers perceive men’s grooming as a non-essential expense. Premium products encounter resistance due to lower disposable incomes and limited awareness, hindering market growth beyond urban areas.

Limited retail presence in rural regions: Distribution obstacles in tier-2 and rural markets diminish product visibility. In the absence of physical retail outlets or dependable e-commerce delivery, rural consumers are frequently left out of the men’s grooming trend.

Cultural stigma surrounding male beauty practices: In certain conservative cultures, grooming that exceeds basic hygiene remains stigmatized for men. Social and cultural taboos hinder the open acceptance of skincare, cosmetic, or spa treatments among male consumers.

Key Trends in

Mens Grooming Market

The rise of clean-label and natural formulations: Men are increasingly opting for grooming products that are organic, cruelty-free, and devoid of harmful chemicals. Brands that prioritize sustainability and ingredient transparency are securing a competitive advantage.

The growth of subscription and DTC grooming models: Direct-to-consumer platforms and grooming subscription boxes are transforming the shopping experience for men. Customized kits and automatic refills provide convenience and foster brand loyalty among tech-savvy consumers.

The emergence of men’s skincare and cosmetics lines: In addition to shaving and hair care, brands are now launching skincare routines and even cosmetic products specifically designed for men. This range includes moisturizers, concealers, BB creams, and eye serums tailored to male skin types.

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 ...

The global men's grooming product market is predicted to expand at an accelerated CAGR of 8.2% from 2023 to 2033. By 2033, men's grooming product sales are projected to be valued at US$ 12,796.30 million. The market is estimated to be valued at US$ 5,805.20 million in 2023.

Attributes	Details
Market Value for 2023	US$ 5,805.20 million
Market Value for 2033	US$ 12,796.30 million
Market CAGR from 2023 to 2033	8.2%

Category-wise Insights

Top Product	Shave Care
Market Share in 2023	41.6%

Top Price Range	Mid
Market Share in 2023	51.5%

Region/Country-wise Analysis

Countries	CAGR (2023 to 2033)
Japan	12.3%
China	9.4%
India	8.8%

Countries	CAGR (2023 to 2033)
Canada	8.8%
United States	6.2%

Countries	CAGR (2023 to 2033)
Spain	7.7%
Italy	5.6%
France	4.6%
United Kingdom	3.9%
Germany	3.6%

The United States male grooming products market size reached USD 18,292.3 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 28,531.9 Million by 2033, exhibiting a growth rate (CAGR) of 4.81% during 2025-2033. The market is experiencing growth because of the growing awareness among men about the benefits of using skincare products to prevent issues like dryness, acne, and aging, rising reliance on e-commerce platforms, as men can buy products from the comfort of their own homes, and increasing health and wellness trends in the country.

The U.S. Men’s Grooming Products Market size was valued at USD 50.35 billion in 2023 and is projected to reach USD 87.98 billion by 2032, exhibiting a CAGR of 8.3 % during the forecasts period. The U. S. Men’s Grooming Products market encompasses offerings that focus on the personal care needs of men and include skincare, hair care, shaving products, and perfumes. These are products used to beautify the body, wash and shave, and inculcate good standards of cleanliness. Some of the mentioned uses include face and body cleansing, applying hair products, trimming beard, and other personal grooming use. Recent trends include an expansion in the use of natural and organic components, the dominance of multilateral solutions, also such as combined shampoo and conditioner, and the launch of products of the subscription type. Market growth has been experienced because of the social culture and the changes that have taken place in this regard, the focus on grooming in men, and the impact of social networks and famous personalities. Recent developments include: In June 2023, Procter & Gamble's Old Spice brand launched its captivating "Smelf-Confidence" campaign through two ad spots inspired by musical theater during the Super Bowl LVII celebrations. The ads featured the debut of Swaggy Spice, the brand's very first Old Spice mascot, who made his first appearance during the opening night of Super Bowl LVII..

United States Men’s Grooming Products Market was valued at USD 50.23 Billion in 2024 and is anticipated to grow USD 82.78 Billion by 2030 with a CAGR of 8.68%.

Pages	84
Market Size	2024: USD 50.23 Billion
Forecast Market Size	2030: USD 82.78 Billion
CAGR	2025-2030: 8.68%
Fastest Growing Segment	Online
Largest Market	South
Key Players	1. The Procter & Gamble Company 2. Colgate-Palmolive Company 3. Unilever PLC 4. Estee Lauder Companies, Inc. 5. Coty Inc. 6. Baxter of California 7. Shiseido Co., Ltd. 8. Beiersdorf AG. 9. L'Oréal Groupe 10. Reckitt Benckiser Group plc

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 ***** billion U.S. dollars and was forecast to reach approximately **** billion U.S. dollars by 2025.

Snapshot img

Male Grooming Products Market Size 2024-2028

The male grooming products market size is forecast to increase by USD 41.92 billion at a CAGR of 9.45% between 2023 and 2028.

The market is experiencing significant growth, driven by the increasing demand for these products among men. This trend is being fueled by the changing societal norms and the growing awareness of personal hygiene and appearance. The e-commerce sector has also played a crucial role in the growth of the market, offering convenience and accessibility to consumers. Additionally, there is a growing demand for natural and organic grooming products, as consumers become more health-conscious and eco-friendly. However, the market also faces challenges, including the availability of counterfeit products that can negatively impact the reputation of genuine brands. To stay competitive, companies must focus on product innovation, quality, and consumer education to build trust and loyalty among their customer base. 

What will be the Size of the Male Grooming Products Market During the Forecast Period?

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The market is experiencing significant growth, driven by various factors. Increasingly, celebrities and influencers are promoting self-care and personal appearance, inspiring men to invest In their appearance. Men's salons offer a range of services, from haircuts to facials, further fueling demand for grooming products. Electrical items, such as shavers and razors with cutting-edge technology, are popular choices, while e-commerce platforms make it easier than ever to purchase these products online. Haircare and skincare are major categories within the male grooming market. Men are seeking solutions for hair loss, dandruff, and other hair-related concerns, leading to increased demand for haircare products.



Skincare, including facial creams, anti-aging creams, and serums, is also gaining popularity as men become more conscious of their appearance and the effects of aging. Men's toiletries also include essentials such as deodorants, cologne, shampoos, lotions, and moisturizers. With concerns about ultraviolet (UV) radiation, there is a growing interest in sun protection products. The metrosexual male, who prioritizes personal care and appearance, is a key consumer demographic. Overall, the male grooming market is dynamic and diverse, offering a range of products to meet the evolving needs and preferences of men.

How is this Male Grooming Products Industry segmented and which is the largest segment?

The male grooming products industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Application

  Shave care
  Hair care
  Skin care
  Fragrance
  Others


Distribution Channel

  Offline
  Online


Geography

  Europe

    Germany


  North America

    Canada
    US


  APAC

    China
    India


  South America



  Middle East and Africa

By Application Insights

The shave care segment is estimated to witness significant growth during the forecast period.

Male grooming products encompass a range of goods designed for hair care, shave care, and skincare. These include shaving accessories such as razors, blades, shaving creams, lotions, and balms. Razor quality plays a crucial role in achieving a close, smooth shave. Shaving preparations like gels, foams, and oils facilitate the process of softening facial hair. Post-shave lotions and balms soothe the skin and provide necessary hydration. Hair care products consist of shampoos, conditioners, styling agents, and serums. Skincare offerings include face washes, oil-free creams, facial creams, anti-aging products, and sun protection lotions. Influencers and celebrities have significantly impacted the market, promoting men's grooming through social media platforms, fitness content, and paid advertisements.

Men's salons, organized retail channels, and e-commerce platforms offer a wide selection of male grooming products, catering to the increasing focus on personal wellness and appearance. Modern technological advancements have led to the development of cutting-edge tools like flexible blades, recycled steel razors, and smartphone compatible shaving kits. Consumers increasingly prefer natural and clean-label products, with organic variants and those containing natural ingredients like activated charcoal, pomegranate, turmeric, and papaya extract gaining popularity. Recyclable packaging and climate care moisturizers further appeal to environmentally-conscious consumers. The market continues to evolve, offering a diverse range of options to cater to various preferences and lifestyles.

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In 2023, revenues for the male beauty market in the United States amounted to around **** billion U.S. dollars, up from the previous year. Hair care and skin care were the most profitable segments and were forecast to increase constantly until 2026.

The men's grooming products market is a substantial and growing sector, exhibiting a Compound Annual Growth Rate (CAGR) of 3.2% and reaching a market size of $151,010 million in 2025. This growth is driven by several factors, including a rising awareness of personal care among men, the increasing influence of social media and celebrity endorsements promoting grooming routines, and the expanding availability of diverse and specialized products catering to various needs and preferences. The market is segmented by product type (skincare, deodorants, toiletries, shaving products, and others) and target demographic (young men and older men). Skincare, driven by trends towards healthy and radiant skin, is a significant segment, experiencing strong growth, while shaving products remain a substantial cornerstone of the market. The increasing demand for natural and organic products, along with sophisticated formulations addressing specific skin concerns, are further propelling market expansion. Regional variations exist, with North America and Europe currently holding significant market share due to high disposable incomes and established grooming cultures. However, emerging markets in Asia-Pacific, particularly India and China, show significant potential for future growth driven by rising middle classes and changing consumer preferences. The market faces challenges such as price sensitivity in certain regions and increasing competition among established players and new entrants. Despite these challenges, the forecast for the men's grooming products market remains positive, projecting continued growth throughout the forecast period (2025-2033). The market's success hinges on ongoing innovation, targeted marketing campaigns that resonate with specific demographics, and the continued expansion of distribution channels, both online and offline. Major players like L'Oréal, Unilever, P&G, and Estée Lauder are actively investing in research and development, product diversification, and strategic acquisitions to maintain their market positions and capitalize on emerging opportunities within the dynamic landscape of the men's grooming industry. This includes a focus on premium, niche products as well as affordable options catering to a broad spectrum of consumer needs and price sensitivities.

The global men's grooming market is experiencing robust growth, driven by increasing awareness of personal care and a rising trend toward male grooming routines. The market, segmented by product type (hair, skin, lip, and other) and user age group (below 18, 18-25, 26-30, 30-40, and above 40), shows significant potential across various regions. While precise market size figures aren't provided, a reasonable estimate based on industry reports and the presence of major players like L'Oréal, Unilever, and P&G suggests a 2025 market value in the tens of billions of dollars. The compound annual growth rate (CAGR) likely falls within the 5-7% range, reflecting consistent growth fueled by product innovation, expanding distribution channels (including e-commerce), and the influence of social media and male grooming influencers. Regional variations are anticipated, with North America and Asia-Pacific potentially exhibiting faster growth due to higher disposable incomes and evolving consumer preferences. The market faces challenges such as economic fluctuations affecting consumer spending and increasing competition, but overall, the outlook remains positive. Growth within specific segments varies. The hair care segment, encompassing shampoos, conditioners, styling products, and hair removal solutions, likely commands the largest market share. Skincare is another rapidly growing segment, driven by a rising demand for products addressing specific skin concerns and anti-aging solutions. The increasing acceptance of male grooming products across age groups, particularly among younger demographics, contributes to overall market expansion. The presence of established global players alongside smaller, niche brands fosters innovation and caters to diversified consumer needs. Future growth will hinge on factors like the introduction of natural and organic products, personalized grooming solutions, and technological advancements such as smart grooming devices. Successful brands will prioritize sustainable practices and resonate with evolving consumer values surrounding masculinity and self-care.

North America Mens grooming market size is USD 81004.88 million in 2024 and will expand at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031

In US Men's Grooming Market, Several factors are fueling the expansion of the men's grooming market, including changing grooming habits, increased disposable income, and innovations in product formulations.

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 report on North America Male Grooming Products covers a summarized study of several factors supporting market growth, such as market size, market type, major regions, and end-user applications. The report enables customers to recognize key drivers that influence and govern the market.

This statistic shows a breakdown of the men's grooming market in North America in 2015, by distribution channel. That year, grocery retailers held a ** percent share of the men's grooming market in North America.

The US Men's Grooming market is expected to add USD 3.05 Billion by 2023-28.

The Europe male grooming products market size reached US$ 29,203.5 Million in 2023. Looking forward, IMARC Group expects the market to reach US$ 43,567.7 Million by 2032, exhibiting a growth rate (CAGR) of 4.4% during 2024-2032. The growing focus on health and wellness among the masses, the widespread acceptance and adoption of international grooming trends and products, and continuous advancements across the region are some of the major factors propelling the market.