Mens Grooming Products Market

Global Market Study on Men's Grooming Products: Demand for Natural & Organic Products Rising Rapidly

Mens Grooming Products Market Segmented By Shaving Cream, Shaving Gel, Razors and Blades, Trimmers Shave Care Products Anti-Aging, Face-Wash, Moisturizers Skin Care Product and Shampoo, Conditioner, Styling Hair Care Product, Toiletries, Fragrances in Premium, Mid, Low Price Range

Global Men's Grooming Products Market: Market Snapshot

As per industry analysis on men’s grooming products, the global market is witnessing steady growth with worldwide revenue up by 6.4% year-on-year in 2021. Revenue from the sales of men’s grooming products across the world will nearly double by 2031 from the current value of US$ 55.5 Bn.

South Asia is set to be a lucrative market for manufacturers, rising at 12.6% CAGR and capturing 9.4% share of the global market.

Find Out More about the Report Coverage


  • Procter & Gamble Co
  • ITC Limited
  • Johnson & Johnson Private Limited
  • Unilever PLC
  • Coty, Inc.
  • L’Oreal S.A
  • Edgewell Personal Care Co
  • Beiersdorf AG
  • Colgate-Palmolive Company
  • Kao Corporation
  • Estee Lauder Companies, Inc.
  • Reckitt Benckiser

Key Points Addressed in Industry Survey on Men’s Grooming Products:

  • Market Estimates and Forecasts (2016-2031)
  • Key Drivers and Restraints Shaping Market Growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand Share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Sales of Men’s Grooming Products and How to Navigate
  • Recommendation on Key Winning Strategies

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Demand Analysis of Men’s Grooming Products from 2016 to 2020 Vs Future Market Outlook for 2021 to 2031

Historically, from 2016 to 2020, use of men’s grooming products increased at around 3.5% CAGR, wherein, developed countries such as the U.S., Canada, Germany, and the U.K. held significant share in the global market.

Personal grooming is the skill of preserving one's look, which involves all parts of one's body, and contributes to a positive self-image in society. It determines a person's professionalism, maturity, confidence, and intelligence. Various companies are focusing on providing unique personal care products that have a value proposition for people to fulfil these requirements and wants.

Men's grooming encompasses a wide range of goods, from hair care to skin care to shaving care. Rapid developments and innovations in various grooming solutions such as hair sprays, hair scents, and beard waxes are providing the industry with significant growth potential.

Furthermore, maintaining basic hygiene and cleanliness of body parts is the goal of personal grooming. Increasing beauty consciousness among men is a crucial factor driving market rise.

Overall, sales of men’s grooming products are projected to increase at a healthy CAGR of 8% over the next ten years.

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A key factor for our unrivaled market research accuracy is our expert- and data-driven research methodologies. We combine an eclectic mix of experience, analytics, machine learning, and data science to develop research methodologies that result in a multi-dimensional, yet realistic analysis of a market.

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Which Factors are Driving Sales of Men’s Grooming Products?

Due to increased consumer knowledge of the harmful effects of chemical compounds commonly used in grooming items, such as shaving creams, demand for natural, clean-label, and organic products has increased in the men's grooming products industry. Natural grooming products are increasingly preferred by males over chemical-based grooming products. Over the last few years, this has resulted in an increase in demand for grooming products that are safe, natural, organic, and cruelty-free.

Furthermore, increasing number of significant manufacturers of men's grooming products are appointing various celebrities from the fields of sports and films to endorse their products, with the goal of persuading consumers to use these endorsed products. P&G's Gillette, for example, used a variety of promotional techniques, including celebrity endorsement arrangements with Ashton Eaton, Neymar Jr., David Beckham, Roger Federer, and Ryan Lochte.

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Which Region Offers the Largest Opportunity for Sales of Men’s Grooming Products?

With an absolute dollar opportunity of around US$ 14,097.4 Mn, North America is expected to be the most lucrative market for men’s grooming product companies.

In recent years, men's grooming in the region has shifted from a conventional focus on shaving to a broader perspective of personal care. For example, consumers are adopting varied shaving habits as a result of a growing desire for a trimmed beard over a completely shaved appearance, which is driving sales of beard wax/beard fixers and beard trimmers across the region.


Country-wise Analysis

Will China’s Regional Brands of Men’s Grooming Products Maintain their Dominance in the Market?

The market in China grew 9.2% from 2016 to 2031. Grooming is closely tied to remaining clean and looking their best in the natural state for the average Chinese male. This shows that there is opportunity to get better in the Chinese market through knowledge and product endorsement.

As a result, China will continue to be a lucrative market for men’s grooming products in East Asia.

Are Men’s Grooming Products Attracting Consumer Attention in the Indian Market?

In 2020, India accounted for 32.1% share in the South Asian market for men’s grooming products, and is expected to grow at a rapid rate.

Major players are suppressing costs and introducing eco-friendly products with desirable claims such as cruelty free, organic, etc. Rise in discretionary income among the country's urban working males as well as expanding influence of social media are major drivers for market expansion.

Furthermore, due to growing popularity of the e-Commerce sector in India, online distribution channels/ websites are predicted to develop steadily.

Category-wise Insights

Which Men’s Grooming Category Dominates the Market?

In terms of product and value, shave care currently accounts for a significant market share of around 42.3%.

Shaving creams, shaving gels, trimmers, razors, and blades are all part of the shaving care category. Shaving the beard and the ongoing fashion trend of clean shaven as men look more hygienic and well-groomed is boosting demand for shave care products.

Which Price Range Hold Lucrative Avenues for Men’s Grooming Product Suppliers?

Currently, the mid-price range is the most common men’s grooming products and is set to hold around 53.3% market share in 2031. In order to attract customers, market players are offering medium range grooming products that are affordable to male consumers.

Will Online Retailing become the Most Prominent Sales channel for Men’s Grooming Products?

As per market analysis, online retailing is expected to dominate over the forecast period at a high CAGR of 8.4%.

Consumer preferences have shifted as a result of the COVID-19 pandemic, and instead of buying offline, they are migrating to online retailing, which is driving players to expand their online presence in the market.

One of the major elements driving the growth of online sales is the availability of a wide range of men’s grooming products with heavy discounts, such as anti-ageing creams, face wash, moisturizers, etc.

What is the COVID-19 Impact on Men’s Grooming Product Sales?

The ongoing COVID-19 pandemic has affected the global economy in various ways. The crisis has had an impact on the growth of the men's personal care business. Surge in the number of cases around the world has resulted in global lockdowns and supply chain restrictions. Consumer discretionary spending has decreased, and businesses have noticed a behavioural change toward safer and more trustworthy products.

Also, limited availability of raw materials, shortage of labour, and limited availability of components have drastically impacted market growth. Besides this, the outbreak of COVID-19 has further resulted in a drastic change in consumer buying behaviour. Shift in consumer spending from non-essential to essential products impacted sales in the initial period of the outbreak, posing numerous challenges on the sales front.

Personal grooming firms are emphasising their e-Commerce channels as well as supplying at-home personal care goods and consumer engagement on their websites through engagement programmes.

Competition Landscape

Players operating in the market are finding new ways to introduce their products across regions. These measures and efforts are being undertaken due to rising competition. Well-established firms are taking a hard look at their marketing strategy and executing them in collaboration with sports clubs, celebrities, and other influencers.

Forging new strategic relations with essential players or suppliers to achieve major market presence will be an ongoing trend in this space.

Men’s Grooming Products Market Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • MEA

Key Countries Covered

  • United States
  • Canada
  • Brazil
  • Mexico
  • Argentina Germany
  • U.K.
  • France
  • Spain
  • Italy
  • Russia
  • South Africa
  • GCC Countries
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Australia & New Zealand

Key Market Segments Covered

  • Product
  • Price Range
  • Distribution Channel
  • Region

Key Companies Profiled

  • Procter & Gamble Co
  • ITC Limited
  • Johnson & Johnson Private Limited
  • Unilever PLC
  • Coty, Inc
  • L'Oréal S.A
  • Edgewell Personal Care Co
  • Beiersdorf AG
  • Colgate-Palmolive Company
  • Kao Corporation
  • Estee Lauder Companies, Inc.
  • Reckitt Benckiser


Available upon Request

Main Segments Covered in Men’s Grooming Products Industry Research

By Product

  • Shave Care
    • Shaving Creams
    • Shaving Gels
    • Razors & Blades
    • After Shave Care
      • Lotions
      • Splashes/Gels
      • Balms
  • Skincare
    • Anti-aging
    • Face Washes
    • Moisturizers
      • Oil-free
      • Emulsions
      • Multi-purpose
  • Hair Care
    • Shampoos
    • Conditioners
    • Styling Products
      • Pomades
      • Putties & Clay
      • Creams
      • Waxes
      • Gels
  • Toiletries
    • Soaps
    • Shower & Washes
  • Fragrances
    • Antiperspirants & Deodorants
    • Perfumes
    • Colognes
  • Others

By Price Range

  • Premium Men’s Grooming Products
  • Mid-range Men’s Grooming Products
  • Low-range Men’s Grooming Products

By Distribution Channel

  • Men’s Grooming Products Sold at Hypermarkets/Supermarkets
  • Men’s Grooming Products Sold at Salons/Grooming Clubs
  • Men’s Grooming Products Sold at Drug Stores
  • Men’s Grooming Products Sold through e-Commerce/Online
  • Men’s Grooming Products Sold at Retail Stores

- FAQs -

The global market for men’s grooming products is valued at US$ 55.5 Bn, with demand surging for products that are more natural & organic.

Holding more than 41% market share, Procter & Gamble Co, ITC Limited, Johnson & Johnson Private Limited, and Unilever PLC, L'Oréal S.A are the top 5 manufacturers of men’s grooming products.

The global market for men’s grooming products increased at 3.5% CAGR from 2016 to 2020.

Rising popularity of beard maintenance products and awareness about natural and non-toxic products are key trends in this space.

Top 5 countries driving most of the demand for men’s grooming products are the U.S., Germany, India, China, and GCC Countries.

North America held a significant share of 25.4% in 2020, and is expected to rise at a CAGR of 6.5% through 2031.

The European market for men’s grooming products is expected to expand steadily at a CAGR of 4.4% over the next ten years.

Key exporters of men’s grooming products are China, Italy, Germany, France and the U.S.

Market analysis reveals that year-on-year demand growth in South Korea was 7% in 2021, whereas, Japan is set to progress at a CAGR of over 12% through 2031.


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