Men’s Grooming Products Market Witnesses Boom in Skincare and Beard Care Segments

The global men’s grooming products market is witnessing robust growth driven by rising awareness of personal care, evolving beauty standards, and increasing disposable incomes. As per the latest industry assessment, the market is likely to be valued at US$63.4 billion in 2025 and is projected to reach an impressive US$119.7 billion by 2032. This expansion represents a notable compound annual growth rate (CAGR) of 9.5% between 2025 and 2032. The growth trajectory is underpinned by several critical factors, including the rising emphasis on appearance among men, the influence of social media, the popularity of male-centric beauty products, and the increasing penetration of e-commerce platforms that make a wide variety of grooming products accessible worldwide.

Consumers are increasingly focusing on skincare, haircare, and fragrance products tailored to men’s unique needs. This shift is further reinforced by the growing trend of self-care and wellness, with men seeking specialized products formulated with natural and sustainable ingredients. Premiumization, brand endorsements by celebrities, and the surge in subscription-based grooming services are additional factors contributing to market expansion.

What is driving the growth of the men’s grooming products market globally?
The rapid growth of the men’s grooming products market is primarily fueled by the rising acceptance of male beauty culture, technological advancements in product formulation, and the influence of social media platforms that shape grooming trends. Moreover, the expansion of online retail channels and the increasing availability of customized grooming solutions are creating new growth avenues. As modern men become more conscious of their appearance, companies are innovating with advanced skincare technologies, eco-friendly packaging, and personalized grooming kits to cater to their evolving preferences.

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Segmentation Analysis

By Type
The men’s grooming products market can be segmented into skincare, haircare, shaving products, fragrances, and others. Among these, the skincare segment currently dominates the market, supported by growing consumer demand for anti-aging creams, moisturizers, face masks, and sunscreens formulated for male skin. Skincare products are witnessing increasing adoption due to men’s rising awareness of skin health and the availability of products suited for diverse skin types. Haircare products, including shampoos, conditioners, and styling gels, are also gaining traction, particularly among younger consumers seeking premium solutions for hair nourishment and styling. The fragrance segment remains a steady performer, with luxury brands introducing sophisticated scents tailored to modern masculinity.

By Product Type
Within the product landscape, shaving products continue to hold a substantial share, supported by the enduring necessity of daily grooming routines. However, the market is gradually shifting towards beard grooming and maintenance solutions, including oils, balms, and trimmers, as facial hair trends gain global popularity. The surge in beard culture has spurred innovation in beard-care formulations that cater to different hair textures and skin sensitivities. Additionally, multi-functional grooming products that combine cleansing, exfoliating, and moisturizing benefits are witnessing rapid adoption, driven by convenience and efficiency preferences among men.

By Distribution Channel
Distribution channels in the men’s grooming products market include supermarkets and hypermarkets, specialty stores, pharmacies, and online platforms. Online retail is emerging as the fastest-growing segment due to the proliferation of e-commerce platforms, digital marketing strategies, and the availability of subscription models offering personalized grooming kits. The convenience of home delivery, exclusive discounts, and a wider product assortment have made online channels the preferred choice for millennial and Gen Z consumers. Brick-and-mortar outlets, however, continue to hold a significant share, supported by in-store experiences and brand loyalty programs that encourage repeat purchases.

Regional Insights
Geographically, North America dominates the global men’s grooming products market, accounting for a substantial share in 2025. The region’s growth is driven by high consumer spending on premium grooming products, robust brand presence, and evolving perceptions of masculinity that encourage self-care practices. The United States remains a key market, supported by innovation in men’s skincare and haircare lines introduced by established brands and emerging startups alike.

Europe follows closely, with countries such as the United Kingdom, Germany, and France showing strong demand for natural and organic grooming products. European consumers are particularly inclined toward sustainability and cruelty-free formulations, prompting brands to innovate with eco-friendly packaging and ethical sourcing.

The Asia-Pacific region is expected to emerge as the fastest-growing market during the forecast period. Rapid urbanization, rising middle-class income, and growing exposure to global grooming trends through social media are key factors propelling demand in countries such as China, India, Japan, and South Korea. Men in these markets are increasingly embracing personal grooming routines influenced by Western lifestyles and K-beauty trends. Additionally, the surge in retail expansion and digital marketing initiatives in emerging economies is further catalyzing market growth across the region.

Unique Features and Innovations in the Market
Modern men’s grooming products are characterized by technological sophistication, ingredient transparency, and sustainability. Companies are leveraging advancements in artificial intelligence (AI) and data analytics to personalize product recommendations based on skin type, lifestyle, and preferences. AI-driven diagnostic tools are helping consumers select the right skincare and haircare solutions, while augmented reality (AR) technologies are enhancing virtual try-on experiences for products such as hair color, beard styles, and fragrances.

Furthermore, the integration of natural and plant-based ingredients is a defining trend shaping the market’s evolution. Brands are developing formulations free from parabens, sulfates, and synthetic fragrances to cater to the growing eco-conscious male demographic. Smart grooming devices—such as electric trimmers with AI sensors, temperature-controlled razors, and automated skincare applicators—are revolutionizing the consumer experience. The emergence of 5G connectivity is also facilitating real-time product consultations and seamless online shopping experiences, making digital transformation a key growth driver for the industry.

Market Highlights
The adoption of men’s grooming products is being accelerated by several factors, including rising disposable incomes, increasing participation of men in the workforce, and a greater focus on professional appearance. The influence of celebrity endorsements, fashion trends, and social media influencers has reshaped perceptions around male grooming, making it a mainstream phenomenon. Moreover, sustainability and ethical production have become integral to consumer purchasing decisions, encouraging brands to invest in recyclable packaging, vegan formulations, and cruelty-free testing methods.

Regulatory frameworks promoting the use of safe and sustainable cosmetic ingredients are further shaping industry standards. Additionally, cost optimization strategies, supply chain improvements, and the introduction of affordable yet high-quality grooming solutions are making products accessible to a broader audience. As grooming becomes an essential aspect of men’s daily lives, manufacturers are focusing on holistic product portfolios that blend functionality, innovation, and sustainability.

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Key Players and Competitive Landscape
The men’s grooming products market is characterized by intense competition and continuous innovation. Key players in the market include Procter & Gamble Co., Unilever PLC, L’Oréal S.A., Beiersdorf AG, Estée Lauder Companies Inc., Coty Inc., Shiseido Company Limited, Edgewell Personal Care, Philips N.V., and Revlon Inc.

Procter & Gamble Co. continues to strengthen its presence through iconic brands such as Gillette and Old Spice, focusing on innovation in razors, skincare, and deodorants tailored to male preferences. Unilever PLC emphasizes sustainability through brands like Dove Men+Care, which champion natural ingredients and ethical production practices. L’Oréal S.A. is expanding its men’s grooming portfolio with advanced skincare formulations and premium haircare lines targeting younger demographics. Beiersdorf AG, known for its NIVEA MEN range, leverages dermatological expertise to create scientifically formulated skincare solutions.

Meanwhile, Estée Lauder Companies Inc. and Shiseido Company Limited are penetrating the male grooming segment through luxury skincare products emphasizing anti-aging and hydration. Edgewell Personal Care and Philips N.V. focus on shaving and grooming devices, integrating smart technologies to enhance precision and comfort. Regional players are also entering the market with innovative products, offering organic and affordable alternatives that cater to diverse consumer segments.

Strategic mergers, acquisitions, and collaborations continue to shape the competitive landscape. Companies are investing heavily in digital marketing campaigns, influencer collaborations, and e-commerce partnerships to enhance customer engagement and brand visibility.

Outlook
The global men’s grooming products market is expected to witness sustained growth through 2032, driven by technological innovation, premiumization, and shifting cultural norms surrounding masculinity and self-care. As awareness of skin and hair health increases, the demand for multifunctional and customized products will rise sharply. Brands that focus on personalization, sustainability, and digital consumer engagement are likely to gain a competitive edge in the evolving market.

Future opportunities lie in the integration of biotechnology for advanced ingredient development, expansion of AI-driven personalization tools, and the proliferation of eco-friendly product ranges. Furthermore, evolving regulatory frameworks emphasizing ingredient safety and transparency will encourage innovation and consumer trust.

As digitalization transforms consumer purchasing behavior, brands that adapt quickly to omni-channel strategies, enhance product accessibility, and focus on sustainability will remain at the forefront of market leadership. The men’s grooming products market is not merely expanding—it is redefining the global beauty and wellness landscape through innovation, inclusivity, and responsible consumerism.