Male Toiletries Market Report 2026

The male toiletries market size has grown strongly in recent years. It will grow from $28.73 billion in 2025 to $30.57 billion in 2026 at a compound annual growth rate (CAGR) of 6.4%. The growth in the historic period can be attributed to increasing disposable income levels, rising urban male population, growing awareness of personal grooming, expansion of retail distribution channels, influence of celebrity endorsements.

The male toiletries market size is expected to see strong growth in the next few years. It will grow to $38.57 billion in 2030 at a compound annual growth rate (CAGR) of 6%. The growth in the forecast period can be attributed to increasing focus on clean-label personal care, rising demand for anti-aging male products, expansion of e-commerce penetration, growing personalization through digital platforms, increasing influence of social media marketing. Major trends in the forecast period include rising demand for premium male grooming products, growing focus on natural and organic ingredients, increased adoption of skincare routines among men, expansion of online and direct-to-consumer sales, enhanced product personalization trends.

The rise in global population is expected to drive the growth of the male toiletries market. Population growth, driven by improvements in healthcare that reduce mortality rates and increase life expectancy, results in more individuals surviving to adulthood. Male toiletries support personal hygiene and overall well-being, complementing public health improvements that contribute to population growth. For instance, in December 2024, according to the United States Census Bureau, the U.S. population reached 340.1 million as of July 1, 2024, up 0.98% from 336.8 million in 2023 - the highest annual growth rate recorded. Therefore, population growth is expected to propel the male toiletries market.

Major companies in the male toiletries market are concentrating on launching men's grooming products to broaden their product ranges and meet the increasing demand for specialized skincare, haircare, and grooming solutions tailored to men's unique needs. Men's grooming products encompass a wide array of personal care items specifically crafted for men to maintain their appearance, hygiene, and grooming. This effort aims to redefine men's grooming by encouraging self-care routines that are both inclusive and innovative. For example, in April 2024, Piramal Pharma Limited, an Indian-based company, introduced BOHEM, a men's personal grooming product line. This line includes a hair removal spray, beard growth oil, and underarm roll-on. BOHEM intends to expand its offerings to include face washes, serums, and shower gels, addressing the varied needs of modern men. This expansion highlights the brand's dedication to providing comprehensive grooming solutions.

In June 2023, VLCC Health Care Ltd., an India-based wellness and beauty company, acquired Happily Unmarried Marketing Private Ltd for an undisclosed amount. This strategic acquisition allows VLCC to enter the men's grooming market, leveraging share swapping and secondary buy-out methods. Happily Unmarried Marketing Private Ltd specializes in consumer products and lifestyle brands, including grooming and personal care items.

Major companies operating in the male toiletries market are Beiersdorf AG, L'Oréal S.A., The Procter & Gamble Company, Shiseido Company Limited, The Estée Lauder Companies Inc., Coty Inc., Molton Brown Limited, Vi-John Group, Unilever plc, Edgewell Personal Care, Koninklijke Philips N.V., Natura & Co., Colgate-Palmolive Company, Johnson & Johnson, The Hut.com Ltd., Brickell Brands LLC, The Hut.com Limited, Baxter of California LLC, Bulldog Skincare Limited, Harry's Inc., Jack Black LLC, Aramis Inc., Malin+Goetz LLC, Menaji Worldwide LLC, Men's Society Limited, Murdock London Limited, Neville Limited, Proraso S.r.l., Recipe for Men AB, Taylor of Old Bond Street Limited, The Art of Shaving LLC, Truefitt & Hill Limited, Uppercut Deluxe Pty. Ltd.

North America was the largest region in the male toiletries market share in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the male toiletries market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the male toiletries market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The male toiletries market consists of sales of male skincare products such as facewash, sunscreens, and facial scrubs. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

This product will be delivered within 1-3 business days.