Men's Grooming Products Market to Reach $135.5 Bn by 2031, Driven by Rising Self-Care Trends

✅ Market Overview

The global men's grooming products market is witnessing strong expansion, estimated to increase from US$68 billion in 2024 to US$135.5 billion by 2031, recording a healthy CAGR of 7.8% during the forecast period. This growth is driven by the rising emphasis on self-care, changing perceptions of masculinity, and the growing adoption of premium grooming solutions across different age groups. Grooming is no longer limited to shaving; it now encompasses skincare, haircare, fragrances, and personal hygiene products.

Among product categories, skincare and haircare segments dominate, reflecting growing concerns about appearance and wellness. Regionally, Asia-Pacific leads the market, supported by a young consumer base, rapid urbanization, and increasing disposable incomes. Meanwhile, North America and Europe remain lucrative due to premium brand adoption and innovation in men-specific product formulations.

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✅ Key Highlights from the Report

➤ The men's grooming products market is projected to grow at a CAGR of 7.8% from 2024 to 2031.
➤ Skincare and haircare remain the largest product segments in the industry.
➤ Asia-Pacific holds the leading regional market share due to urbanization and lifestyle shifts.
➤ Premiumization and natural ingredients are key consumer preferences shaping product demand.
➤ E-commerce and digital platforms are transforming sales and consumer engagement.
➤ Celebrity endorsements and influencer marketing fuel strong brand visibility worldwide.

✅ Market Segmentation

The men's grooming products market is segmented by product type, including skincare, haircare, shaving essentials, fragrances, and personal hygiene. Skincare and haircare are leading categories, as men increasingly invest in products that target anti-aging, hydration, and hair styling. Shaving essentials remain important, but their share has declined slightly due to changing beard trends. Fragrances continue to be a consistent revenue generator for premium brands.

From the perspective of end-users and distribution channels, younger consumers are driving online sales, while older demographics still prefer in-store purchases. E-commerce channels such as Amazon, Flipkart, and brand-owned platforms are seeing remarkable growth, fueled by convenience, variety, and subscription-based grooming kits. Brick-and-mortar stores, however, retain importance for luxury and experiential purchases.

✅ Regional Insights

Asia-Pacific dominates the men's grooming products market, with strong adoption in India, China, and Southeast Asian countries. A youthful population, rising disposable incomes, and rapid exposure to global trends are driving consumption. Grooming has also become more socially accepted, encouraging higher spending.

North America and Europe remain key markets, particularly in premium and luxury grooming categories. These regions benefit from high awareness of skincare, innovative product launches, and strong retail infrastructure. Natural and organic formulations are gaining significant traction among consumers prioritizing sustainability.

✅ Market Dynamics

Market Drivers

The primary growth drivers include the changing perception of male grooming, where self-care is no longer stigmatized but celebrated. The influence of social media and celebrity culture has encouraged men to invest in appearance-enhancing products. Additionally, premiumization and natural ingredient demand are fueling innovation, while the e-commerce boom has widened accessibility to grooming solutions globally.

Market Restraints

Despite positive momentum, the market faces restraints such as price sensitivity in emerging markets, where affordability still influences consumer choices. Moreover, some regions face lingering cultural stigmas that limit adoption. Intense competition and the presence of counterfeit products also present hurdles for established players in maintaining brand loyalty.

Market Opportunities

Opportunities lie in the expansion of men-specific skincare solutions such as serums, sunscreens, and anti-aging creams. Growth in personalized grooming products, subscription-based grooming kits, and eco-friendly packaging also present lucrative avenues. Brands tapping into sustainable sourcing and promoting vegan grooming products are expected to gain significant consumer traction.

✅ Reasons to Buy the Report

☑ Gain insights into a rapidly growing global market valued at US$135.5 billion by 2031.
☑ Understand detailed segmentation by product type, end-user, and distribution channels.
☑ Identify leading regions and emerging growth markets for targeted business strategies.
☑ Explore competitive analysis and profiles of top global players.
☑ Assess market drivers, restraints, and opportunities to inform decision-making.

✅ Frequently Asked Question

What are the latest trends shaping the men's grooming products market?

The men's grooming products market is evolving rapidly as modern consumers embrace broader definitions of masculinity and self-care. One of the biggest trends is the premiumization of grooming essentials, with men showing growing interest in luxury skincare, high-performance haircare, and signature fragrances. The demand for natural and organic products is also shaping the industry, as men seek chemical-free solutions that align with health and sustainability goals. Subscription-based grooming kits and digital-first brands are expanding access, while e-commerce platforms continue to dominate sales with convenience and wide product variety. Social media influencers, celebrity endorsements, and grooming tutorials are playing an outsized role in educating consumers and driving purchases. Overall, the market reflects a shift from basic hygiene to comprehensive self-care, with innovation at its core.

✅ Company Insights

✦ Procter & Gamble Co. (Gillette, Old Spice)
✦ Unilever PLC (Axe, Dove Men+Care)
✦ L'Oréal Group (L'Oréal Men Expert, Kiehl's)
✦ Beiersdorf AG (Nivea Men)
✦ Estee Lauder Companies (Clinique for Men)
✦ Shiseido Co. Ltd.
✦ Coty Inc.
✦ Edgewell Personal Care Company
✦ Philips N.V.
✦ Reckitt Benckiser Group

■ In 2024, Unilever expanded its Dove Men+Care line with eco-friendly packaging and plant-based formulations to appeal to sustainability-driven consumers.

■ L'Oréal Group launched an AI-powered virtual consultation tool to recommend personalized men's skincare routines, strengthening digital engagement.

✅ Conclusion

The men's grooming products market is on a strong upward trajectory, driven by changing lifestyles, rising disposable incomes, and growing acceptance of male self-care. From skincare to fragrances, brands are innovating to meet the needs of a diverse and global consumer base. With the market expected to reach US$135.5 billion by 2031, opportunities abound for businesses that embrace personalization, sustainability, and digital strategies. Companies that align with evolving consumer expectations will be well-positioned to capture long-term growth in this dynamic and competitive market.

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