The male grooming products market has evolved into a dynamic and fast-growing industry driven by changing perceptions of masculinity, increased urbanization, and the rising influence of social media and celebrity endorsements. What was once a niche industry has now become a billion-dollar global sector as men embrace personal care routines with products ranging from basic toiletries to luxury grooming kits. This shift reflects a broader cultural change and rising disposable incomes across emerging economies. The market now includes a wide variety of skincare, haircare, and shaving solutions tailored specifically to men, creating a competitive yet innovative environment for global brands.
Expert Market Research Reveals Insights of Market
Grooming is no longer a sideline for men—it’s become a statement of identity and confidence. Expert Market Research highlights that the global male grooming products market reached USD 73.72 billion in 2024, with projections soaring to USD 121.23 billion by 2034, growing at a 5.10% CAGR. This rapid ascent reflects not just shifting beauty norms but also smarter product innovation, rising disposable incomes, and the dominance of e-commerce. As men increasingly embrace skincare regimens and electric grooming tools, the market is buzzing with opportunities, led by both mass-market staples and luxurious premium formulations tailored for the modern man.
Market Size
The global male grooming products market attained a valuation of USD 73.72 Billion in 2024, reflecting a robust demand for men’s personal care across the globe. This market size encompasses a wide range of products, including male toiletries, electric grooming tools, shaving products, skincare solutions, and hair care. Growing awareness about hygiene and appearance, especially among younger demographics and working professionals, has significantly contributed to this sizeable market. As traditional notions of masculinity evolve, more men are openly adopting grooming regimens that go beyond basic hygiene. The rise of male-focused beauty products and celebrity endorsements has fueled the market further. Key regional contributors include North America and Europe, where grooming is already a well-established culture, while Asia Pacific is emerging rapidly due to urbanization and increasing disposable incomes. Online platforms, particularly e-commerce channels and grooming apps, have enabled easy access to products, even in semi-urban and rural markets, driving volume sales. Moreover, the market has seen significant investment from global FMCG leaders launching dedicated men’s product lines. This widespread appeal and broad consumer base across income groups and geographies underline the strength and scale of the male grooming products market.
Market Trends
The male grooming products market is evolving with several key trends redefining the industry. A major trend is the shift toward natural and organic formulations, as consumers become more ingredient-conscious and environmentally aware. Products with clean labels, vegan claims, and sustainable packaging are gaining popularity among millennial and Gen Z males. Another prominent trend is the rise of personalized grooming, with brands offering customized solutions based on skin type, beard texture, and even climate conditions. The demand for premium grooming kits and subscription boxes is also rising, driven by convenience and luxury appeal. In terms of product categories, electric grooming devices such as trimmers, shavers, and hair stylers are experiencing increased adoption due to technological advancements and ease of use. The market is also benefiting from the digital influence—with grooming tutorials, influencer recommendations, and online product reviews playing a key role in shaping purchase behavior. Moreover, gender-neutral and inclusive branding is beginning to take root, reflecting broader societal acceptance of grooming as a form of self-expression. Brands are also expanding their offerings in men’s skincare, anti-aging, and sun protection, indicating a wider focus on overall wellness rather than just grooming.
Market Opportunities and Challenges
There are multiple opportunities in the male grooming products market. Emerging markets in Asia Pacific and Latin America offer untapped growth potential due to rising incomes and increasing beauty consciousness. The digital transformation of retail, especially in the form of e-commerce and direct-to-consumer models, is offering startups and new entrants low-barrier access to niche audiences. However, the market also faces challenges such as high competition among global and regional players, pricing pressures, and the presence of counterfeit products. Additionally, societal stigmas around male grooming still exist in certain regions, slightly hindering market penetration.
Market Segmentation
Breakup by Product
- Male Toiletries
- Electric Products
- After Shave Lotions
- Others
Breakup by Price Range
- Mass Products
- Premium Products
Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Pharmacy Stores
- Online Stores
- Others
Breakup by Regions
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Market Growth
The male grooming products market is witnessing steady growth driven by changing consumer attitudes, expanding product availability, and technological innovations. As men become more image-conscious and self-aware, their interest in grooming routines has deepened beyond the essentials. This cultural transformation is particularly visible in urban and semi-urban populations, where lifestyle changes are fostering an increased focus on personal care. The market is supported by wider social acceptance, driven by media portrayal and celebrity influence, encouraging men to invest in grooming as part of their daily routine. Furthermore, dual-income households and increased disposable incomes have enabled higher spending on grooming products across mass and premium segments. Retail and e-commerce expansion have also contributed to this growth, making male grooming products more accessible to diverse consumer groups. The entry of new brands, especially digital-first and niche labels, has intensified competition and innovation. Additionally, technological growth in electric grooming appliances and smart devices has brought functionality and design into focus. These factors combined have made the male grooming industry one of the fastest-growing verticals within the broader personal care market. With increasing product awareness, the market is expected to attract more consumers from previously underpenetrated geographies and income brackets.
Market Forecast (2025–2034)
The global male grooming products market is projected to grow at a CAGR of 5.10% during the forecast period of 2025–2034, reaching a market value of USD 121.23 Billion by 2034. This anticipated growth is underpinned by rising lifestyle spending, changing grooming habits, and increased brand consciousness among male consumers. Emerging economies, particularly in the Asia Pacific and Latin American regions, are expected to drive future growth due to demographic dividends and rapid urbanization. The expanding middle class and growing internet penetration in these regions will further boost e-commerce-led grooming product adoption. Innovation in product formulations—especially in the areas of anti-aging, sensitive-skin, and natural products—will appeal to diverse customer segments. Moreover, the integration of AI and data analytics in grooming tools and platforms is expected to enhance personalization and customer loyalty. Growth will also be supported by the expanding presence of male-centric brands and barbershop chains catering to specific grooming needs. Despite potential challenges like market saturation in developed regions or counterfeit product concerns, strategic partnerships, influencer marketing, and omnichannel retail strategies are poised to help brands tap into new segments. Thus, the future outlook for the male grooming market remains highly optimistic and opportunity-rich.
Competitor Analysis
The competitive landscape of the male grooming products market is characterized by the presence of both global giants and regional players, with innovation, brand value, and distribution channels being key differentiators.
Unilever Plc: Offers diverse grooming products through its brands like Axe and Dove Men+Care.
Procter & Gamble: Leads with brands like Gillette and Old Spice targeting all age demographics.
Edgewell Personal Care: Known for Schick razors and Edge shaving gels for precise grooming.
Beiersdorf: Operates Nivea Men line with emphasis on skincare and moisturizers.
Koninklijke Philips N.V.: Specializes in electric shavers and personal care devices.
L’Oréal Paris: Offers premium men’s skincare and hairstyling products with a global reach.
Panasonic Corporation: Known for advanced electric grooming appliances for men.
Others: Include emerging D2C brands focusing on organic and vegan formulations.
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