The global market for Men`s Toiletries was estimated at US$57.2 Billion in 2024 and is projected to reach US$74.0 Billion by 2030, growing at a CAGR of 4.4% from 2024 to 2030. This comprehensive report provides an in-depth analysis of market trends, drivers, and forecasts, helping you make informed business decisions. The report includes the most recent global tariff developments and how they impact the Men`s Toiletries market.
Global Men's Toiletries Market - Key Trends & Growth Drivers Summarized
How Is the Men's Toiletries Industry Evolving with Changing Grooming Habits?
The men's toiletries market has witnessed a significant transformation over the past decade, driven by shifting grooming trends, increased awareness of personal care, and the growing influence of social media and celebrity endorsements. Once limited to basic hygiene products such as deodorants, shaving creams, and aftershaves, the category has expanded into multi-functional skincare, haircare, and wellness-focused grooming essentials. Modern consumers are increasingly prioritizing self-care, skincare routines, and advanced grooming solutions, leading to a surge in demand for premium and specialized toiletries designed for men's unique skincare and haircare needs. Additionally, the growing influence of wellness trends and clean beauty movements has led to a rising preference for natural, organic, and cruelty-free formulations in men's toiletries. The shift in consumer mindset is also reflected in the demand for gender-neutral products, with many brands introducing unisex toiletries that cater to diverse grooming preferences. The rise of subscription-based grooming kits, personalized skincare regimens, and digital-first brands leveraging e-commerce and direct-to-consumer (DTC) models has further accelerated the growth of the men's toiletries segment, making high-quality, specialized grooming products more accessible than ever.What Innovations Are Shaping the Future of Men's Toiletries?
The men's toiletries industry is experiencing a wave of technological and formulation advancements, catering to evolving consumer demands for efficiency, sustainability, and premium-quality grooming solutions. One of the most notable innovations is the rise of multifunctional products, such as 2-in-1 cleansers, hybrid moisturizers with SPF protection, and all-in-one beard and facial care solutions that simplify grooming routines without compromising effectiveness. Brands are also embracing biotechnology and dermatological research, introducing advanced formulations enriched with probiotics, adaptogens, and skin-repairing peptides to address common men's skincare concerns such as acne, excess oil production, and post-shave irritation. The demand for sustainable and eco-friendly toiletries has led to the development of solid shampoos, refillable deodorants, biodegradable wipes, and plastic-free packaging alternatives, aligning with the broader shift toward green beauty. Additionally, AI-driven skincare diagnostics, virtual try-on tools, and personalized ingredient recommendations are revolutionizing the way men choose grooming products, enabling brands to deliver tailored skincare solutions based on individual skin types, concerns, and preferences. The integration of sensor-based electric razors, AI-powered grooming assistants, and self-cleaning grooming tools is also driving the adoption of smart grooming technologies, enhancing the overall user experience.Why Is the Demand for Men's Toiletries Rising Across Different Consumer Segments?
The growing demand for men's toiletries is fueled by changing social perceptions, generational grooming habits, and increased disposable income across key demographic groups. Younger consumers, particularly Gen Z and Millennials, are leading the charge in skincare awareness and experimental grooming trends, driving demand for facial serums, exfoliators, sheet masks, and anti-aging solutions tailored for men. The rise of athleisure grooming and post-workout personal care routines has further increased the adoption of cooling face mists, sweat-resistant deodorants, and body sprays formulated for active lifestyles. Meanwhile, the professional and corporate workforce is embracing premium grooming products, fragrance layering techniques, and long-lasting grooming essentials to maintain a polished and sophisticated appearance in business environments. The expansion of the male influencer and celebrity grooming culture, particularly through social media platforms such as Instagram, YouTube, and TikTok, has normalized men's skincare routines, self-care rituals, and advanced haircare regimens, encouraging more consumers to invest in high-end grooming essentials. The demand for barber-quality and salon-inspired toiletries is also growing, with brands launching luxury shaving kits, precision grooming tools, and beard care collections that mimic professional treatments. Moreover, the increasing presence of men's skincare sections in mainstream retail stores, pharmacies, and luxury department stores is making specialized grooming products more accessible, further contributing to the market's growth.What Is Driving the Growth of the Global Men's Toiletries Market?
The growth in the men's toiletries market is driven by several factors, including product innovation, shifting consumer behavior, the rise of digital retail channels, and the increasing influence of wellness and self-care movements. The proliferation of e-commerce and DTC brands has made high-performance, customized men's grooming solutions more widely available, encouraging consumers to explore niche skincare and personal care products. The expansion of wellness culture, particularly the emphasis on mental well-being and self-care routines, has led to higher spending on premium grooming experiences, including aromatherapy-infused toiletries, stress-relief grooming kits, and soothing post-shave balms. The growing demand for natural and organic grooming products is prompting brands to focus on clean-label formulations, dermatologically tested ingredients, and chemical-free alternatives that appeal to health-conscious consumers. Additionally, the rise of gender-fluid beauty and inclusive skincare movements is encouraging brands to create versatile, gender-neutral toiletries that cater to diverse grooming needs. The surge in travel-friendly grooming kits, on-the-go toiletries, and waterless personal care products is also reshaping product development, aligning with modern lifestyle preferences for convenience and sustainability. As consumers become more informed about skincare, haircare, and holistic grooming, the men's toiletries market is set to expand further, fueled by technological innovation, changing beauty standards, and the increasing integration of grooming into everyday wellness practices.Scope of Study:
The report analyzes the Men`s Toiletries market in terms of units by the following Segments, and Geographic Regions/Countries:- Segments: Product Type (Bath & shower products, Toothpaste / toothbrush / dental floss, Skincare products, Antiperspirant, Shaving kits, Haircare products, Others); Age Group (Below 24 Yrs, 25 Yrs - 35 Yrs, 36 Yrs - 45 Yrs, Above 45 Yrs)
- Geographic Regions/Countries: World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.
Key Insights:
- Market Growth: Understand the significant growth trajectory of the Bath & shower products segment, which is expected to reach US$20.5 Billion by 2030 with a CAGR of a 4.9%. The Toothpaste / toothbrush / dental floss segment is also set to grow at 4.6% CAGR over the analysis period.
- Regional Analysis: Gain insights into the U.S. market, estimated at $15.6 Billion in 2024, and China, forecasted to grow at an impressive 8.0% CAGR to reach $15.3 Billion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.
Why You Should Buy This Report:
- Detailed Market Analysis: Access a thorough analysis of the Global Men`s Toiletries Market, covering all major geographic regions and market segments.
- Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
- Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Men`s Toiletries Market.
- Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.
Key Questions Answered:
- How is the Global Men`s Toiletries Market expected to evolve by 2030?
- What are the main drivers and restraints affecting the market?
- Which market segments will grow the most over the forecast period?
- How will market shares for different regions and segments change by 2030?
- Who are the leading players in the market, and what are their prospects?
Report Features:
- Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ Million from 2024 to 2030.
- In-Depth Regional Analysis: Detailed insights into key markets, including the U.S., China, Japan, Canada, Europe, Asia-Pacific, Latin America, Middle East, and Africa.
- Company Profiles: Coverage of players such as Anthony, Baxter of California, Beiersdorf AG, Brickell Men`s Products, Bulldog Skincare and more.
- Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.
Some of the 41 companies featured in this Men`s Toiletries market report include:
- Anthony
- Baxter of California
- Beiersdorf AG
- Brickell Men`s Products
- Bulldog Skincare
- Colgate-Palmolive Company
- Coty Inc.
- Duke Cannon Supply Co.
- Edgewell Personal Care
- Estée Lauder Companies Inc.
- Henkel AG & Co. KGaA
- Jack Black
- Johnson & Johnson
- Kao Corporation
- L`Oréal S.A.
- LVMH Moët Hennessy Louis Vuitton
- Natura & Co.
- Procter & Gamble Co.
- Reckitt Benckiser Group plc
- Shiseido Company, Limited
This edition integrates the latest global trade and economic shifts as of June 2025 into comprehensive market analysis. Key updates include:
- Tariff and Trade Impact: Insights into global tariff negotiations across 180+ countries, with analysis of supply chain turbulence, sourcing disruptions, and geographic realignment. Special focus on 2025 as a pivotal year for trade tensions, including updated perspectives on the Trump-era tariffs.
- Adjusted Forecasts and Analytics: Revised global and regional market forecasts through 2030, incorporating tariff effects, economic uncertainty, and structural changes in globalization. Includes segmentation by product, technology, type, material, distribution channel, application, and end-use, with historical analysis since 2015.
- Strategic Market Dynamics: Evaluation of revised market prospects, regional outlooks, and key economic indicators such as population and urbanization trends.
- Innovation & Technology Trends: Latest developments in product and process innovation, emerging technologies, and key industry drivers shaping the competitive landscape.
- Competitive Intelligence: Updated global market share estimates for 2025, competitive positioning of major players (Strong/Active/Niche/Trivial), and refined focus on leading global brands and core players.
- Expert Insight & Commentary: Strategic analysis from economists, trade experts, and domain specialists to contextualize market shifts and identify emerging opportunities.
- Complimentary Update: Buyers receive a free July 2025 update with finalized tariff impacts, new trade agreement effects, revised projections, and expanded country-level coverage.
Table of Contents
I. METHODOLOGYII. EXECUTIVE SUMMARY2. FOCUS ON SELECT PLAYERS
1. MARKET OVERVIEW
3. MARKET TRENDS & DRIVERS
4. GLOBAL MARKET PERSPECTIVE
III. MARKET ANALYSIS
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Anthony
- Baxter of California
- Beiersdorf AG
- Brickell Men`s Products
- Bulldog Skincare
- Colgate-Palmolive Company
- Coty Inc.
- Duke Cannon Supply Co.
- Edgewell Personal Care
- Estée Lauder Companies Inc.
- Henkel AG & Co. KGaA
- Jack Black
- Johnson & Johnson
- Kao Corporation
- L`Oréal S.A.
- LVMH Moët Hennessy Louis Vuitton
- Natura & Co.
- Procter & Gamble Co.
- Reckitt Benckiser Group plc
- Shiseido Company, Limited
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 293 |
| Published | June 2025 |
| Forecast Period | 2024 - 2030 |
| Estimated Market Value ( USD | $ 57.2 Billion |
| Forecasted Market Value ( USD | $ 74 Billion |
| Compound Annual Growth Rate | 4.4% |
| Regions Covered | Global |
