Men's Grooming Products Market to Reach US$119.7 Bn by 2032 Driven by Rising Self-Care Trends

The global men's grooming products market is witnessing robust expansion, driven by rising awareness of personal care and increasing consumer spending on premium grooming products. According to the latest study by Persistence Market Research, the global men's grooming products market size is likely to be valued at US$63.4 Billion in 2025 and is estimated to reach US$119.7 Billion by 2032, registering a steady CAGR of 9.5% during the forecast period from 2025 to 2032. This remarkable growth reflects a significant shift in consumer preferences, where men are increasingly investing in appearance-enhancing and self-care products that were traditionally targeted toward women.

The market's expansion is being fueled by the rising influence of social media, the growing popularity of male beauty influencers, and increased exposure to global fashion and lifestyle trends. Additionally, the growing penetration of e-commerce platforms has made it easier for consumers to access a wide range of men's grooming products, further accelerating market growth. Urbanization, rising disposable incomes, and changing perceptions of masculinity are also propelling the market forward. Modern men are more conscious of skincare, haircare, and overall personal hygiene, leading to a surge in demand for innovative grooming solutions.

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Why is the Men's Grooming Market Growing So Rapidly?
The rapid growth of the global men's grooming products market can be attributed to the increasing emphasis on personal appearance, the rising number of working professionals, and growing awareness about skincare and hygiene among men. Moreover, social media trends and endorsements by male celebrities have normalized grooming practices, encouraging men across various age groups to invest in specialized products such as beard oils, anti-aging creams, and hair styling products. The introduction of sustainable and natural formulations has also attracted eco-conscious consumers, further expanding the customer base globally.

Segmentation Analysis

By Type
The men's grooming products market can be segmented into skincare, haircare, shaving products, fragrances, and others (including oral care and body care). Among these, the skincare segment dominates the market, accounting for a significant share in 2025. The increasing prevalence of pollution-induced skin issues and heightened awareness about skin health have boosted the adoption of men's skincare products such as moisturizers, sunscreens, and anti-aging creams. The demand for shaving products, particularly electric shavers and grooming kits, also continues to rise, supported by the convenience of modern designs and multi-functional features.

Haircare products represent another rapidly growing segment, fueled by rising concerns related to hair fall, dandruff, and styling preferences. Men are now experimenting with a variety of hair styling products, including waxes, gels, and serums. The fragrance segment is witnessing steady growth due to the increasing use of deodorants, perfumes, and body sprays that complement personal style and enhance confidence. Premium fragrance brands are expanding their portfolios with long-lasting and unique scent profiles tailored to men's preferences.

By Product Type
In terms of product category, shaving creams, trimmers, beard oils, skincare serums, and deodorants continue to dominate global sales. The growing popularity of beards and mustaches has given rise to niche categories like beard grooming kits, beard balms, and conditioners. Moreover, skincare products designed specifically for men's skin-typically thicker and more prone to oiliness-have gained widespread acceptance. Brands are increasingly focusing on ingredients such as charcoal, aloe vera, and natural oils, which provide deep cleansing and nourishment without harmful chemicals.

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By Distribution Channel

Based on distribution channels, the market is segmented into supermarkets and hypermarkets, convenience stores, specialty stores, and online retail platforms. Among these, online sales are witnessing exponential growth, driven by the rapid digitalization of retail and the increasing preference for home delivery. The availability of a wide variety of brands, competitive pricing, and personalized marketing through digital channels have transformed how men purchase grooming products. Meanwhile, specialty stores remain crucial for premium and luxury product sales, where consumers prefer personalized consultations and product trials before purchase.

Regional Insights

North America currently dominates the global men's grooming products market, holding the largest share in 2025. The region's strong market position is supported by well-established beauty and personal care industries, along with a growing number of male consumers investing in self-care routines. The United States leads the market in this region, driven by brand diversification and high consumer awareness. The availability of premium grooming brands, coupled with strong digital marketing strategies, further supports regional growth.

Europe follows closely, with countries such as the United Kingdom, Germany, and France exhibiting significant demand for high-end men's grooming products. The region's consumers demonstrate a strong preference for organic and sustainable grooming products, aligning with broader European environmental and health-conscious trends.

Asia Pacific, however, is projected to be the fastest-growing region during the forecast period. Emerging economies such as China, India, and South Korea are witnessing a surge in men's grooming product consumption, largely influenced by evolving lifestyles, rising middle-class populations, and the influence of K-beauty trends. Additionally, the younger demographic's increasing interest in fashion and social media appearance boosts regional market expansion. The growing penetration of international and domestic brands through online platforms further accelerates this growth.

Unique Features and Innovations in the Market

The men's grooming products market is undergoing a phase of technological transformation and innovation. Modern products now incorporate advanced formulations designed for specific skin types and grooming needs. Key trends include the use of natural and organic ingredients, paraben-free products, and eco-friendly packaging solutions.

Technology is playing an increasingly vital role in the market's evolution. Artificial intelligence (AI) and the Internet of Things (IoT) are enabling brands to offer personalized grooming recommendations and smart grooming devices. For instance, AI-driven skin analysis tools can suggest suitable skincare regimens for men based on individual skin conditions. IoT-enabled grooming tools, such as smart razors and trimmers, enhance precision and safety during use. Furthermore, the integration of 5G technology allows consumers to experience virtual grooming consultations and AR-based product trials through mobile applications, thereby improving engagement and satisfaction levels.

Market Highlights

The men's grooming industry's growth is also being shaped by several macro-level factors, including changing cultural attitudes, increasing disposable incomes, and urban lifestyle adoption. With more men joining the workforce and becoming financially independent, the willingness to invest in premium grooming products is rising. Brands are responding to this shift by launching gender-specific campaigns and developing inclusive product lines that address the unique needs of male consumers.

Sustainability has emerged as a core theme in product development. Many leading brands are prioritizing recyclable packaging, cruelty-free testing, and plant-based ingredients to align with global sustainability goals. The shift toward minimalistic yet effective grooming routines is also evident, as men seek convenient and time-saving products without compromising on quality.

Regulatory standards play a key role in shaping the men's grooming products market, ensuring product safety and quality. Governments and industry bodies across major markets such as the U.S., EU, and Japan are emphasizing labeling transparency and ingredient safety, compelling companies to adopt clean and compliant formulations.

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Key Players and Competitive Landscape

The competitive landscape of the global men's grooming products market is highly dynamic, featuring both established multinational corporations and emerging niche brands. Key players include Procter & Gamble Co., Unilever plc, L'Oréal S.A., Beiersdorf AG, Estée Lauder Companies Inc., Edgewell Personal Care, Shiseido Company Ltd., Reckitt Benckiser Group plc, Coty Inc., and Philips N.V.

Procter & Gamble continues to lead the market with its iconic grooming brands such as Gillette, Old Spice, and Braun, focusing on innovation in shaving technology and premium product lines. Unilever, through its brands like Dove Men+Care and Axe, targets the mass and premium segments with diversified offerings. L'Oréal's Men Expert range caters to skincare and haircare needs, leveraging its expertise in cosmetic science to deliver effective solutions. Beiersdorf's Nivea Men line remains a top choice for skincare and shaving products, emphasizing simplicity and quality.

Edgewell Personal Care, with its Schick and Wilkinson Sword brands, maintains a strong presence in the shaving segment, while Philips has gained prominence for its advanced grooming devices, including electric trimmers and shavers. Shiseido and Estée Lauder continue to expand their men's product portfolios across Asia and North America, appealing to image-conscious consumers with luxury formulations. Meanwhile, niche brands are carving out market share through organic, vegan, and eco-friendly grooming lines that resonate with younger, sustainability-oriented consumers.

Outlook

The future of the men's grooming products market looks exceptionally promising, with opportunities emerging from evolving lifestyle trends, increasing urbanization, and continuous product innovation. The adoption of digital marketing and AI-based personalization tools will redefine customer engagement, helping brands establish long-term loyalty. As men's perception of self-care continues to evolve, demand for holistic grooming solutions encompassing skincare, haircare, and wellness products will rise substantially.

Regulatory advancements and sustainability initiatives will further influence market direction, pushing brands toward cleaner and greener formulations. The growing influence of Gen Z consumers-who value authenticity, transparency, and sustainability-will shape new marketing strategies and product innovations. Additionally, expansion into emerging markets such as India, Indonesia, and Brazil presents immense potential for growth due to rising disposable incomes and changing grooming habits.

Overall, the men's grooming products market is expected to experience a transformative decade, characterized by innovation, personalization, and sustainability. As the industry continues to evolve, companies that effectively combine technology with natural ingredients and eco-conscious practices are likely to emerge as leaders in this highly competitive and fast-expanding market.

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