The global market for Men's Grooming and Cosmetics was valued at US$89.1 Billion in 2024 and is projected to reach US$113.8 Billion by 2030, growing at a CAGR of 4.2% 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 Grooming and Cosmetics market.
Unlike previous decades where male grooming was confined to aftershaves and deodorants, today’s male consumer is navigating product categories that include anti-aging serums, pore-minimizing toners, tinted moisturizers, under-eye creams, and matte foundations. Social media, influencer marketing, and K-beauty trends have helped destigmatize men’s use of beauty products - especially among Gen Z and millennial demographics. This shift is particularly evident in urban markets where men perceive skincare and grooming as extensions of wellness, self-confidence, and digital persona building.
Male-oriented grooming lines prioritize hybrid formats such as all-in-one cleansers, dual-function serums, and multi-purpose moisturizers that simplify routines while offering visible efficacy. Brands are moving away from overtly macho branding to embrace inclusive, clean-label, and scientifically credible positioning. Subscription models, grooming kits, and “skinvestment” bundles are gaining popularity among men seeking convenience and curation. Furthermore, rising demand for cruelty-free, vegan, sulfate-free, and eco-friendly formulations is shaping ethical grooming decisions among environmentally conscious male consumers.
In terms of demographics, millennial and Gen Z men are the most engaged users of grooming and cosmetic products, often influenced by K-pop culture, wellness narratives, and online tutorials. In contrast, older men are gradually adopting anti-aging and hydration-focused skincare, particularly in premium retail settings or via dermatologist recommendations. Regionally, Asia-Pacific leads the market - driven by South Korea, Japan, and China - followed by North America and Western Europe, where premium grooming brands and DTC disruptors are scaling through e-commerce and influencer ecosystems.
Digital-native brands are leveraging content-driven commerce, AR-based product trials, and lifestyle branding to resonate with modern male consumers. Subscription boxes, personalization algorithms, and mobile skincare diagnostics are further elevating engagement. Additionally, men’s grooming is becoming a strategic growth avenue for conglomerates seeking to diversify their portfolio and offset saturation in women’s beauty.
With masculinity being redefined and self-care positioned as essential rather than indulgent, men’s grooming is poised to transition from a peripheral category into a core pillar of the global beauty industry. As demand expands from functional grooming to aspirational aesthetics, this market will continue to evolve in both depth and breadth - mirroring broader societal shifts in identity, wellness, and personal presentation.
Segments: Product Type (Grooming Products, Make-up Products); Age Group (Below 20 Yrs, 20 - 40 Yrs, 40 - 60 Yrs, Above 60 Yrs); Application (Facial, Body, Hair, Beard); End-User (Individual, Commercial).
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.
The analysts continuously track trade developments worldwide, drawing insights from leading global economists and over 200 industry and policy institutions, including think tanks, trade organizations, and national economic advisory bodies. This intelligence is integrated into forecasting models to provide timely, data-driven analysis of emerging risks and opportunities.
Global Men’s Grooming and Cosmetics Market - Key Trends & Drivers Summarized
Why Is the Men’s Grooming and Cosmetics Industry Undergoing a Major Identity and Usage Shift?
The men’s grooming and cosmetics industry is transforming rapidly, evolving from a niche segment focused on shaving essentials and basic hygiene into a diversified, high-growth market encompassing skincare, haircare, fragrances, and even color cosmetics. Driven by shifting cultural norms, rising self-care awareness, and broader acceptance of male beauty routines, men are increasingly engaging with sophisticated grooming regimens that align with lifestyle, personal identity, and professional presentation.Unlike previous decades where male grooming was confined to aftershaves and deodorants, today’s male consumer is navigating product categories that include anti-aging serums, pore-minimizing toners, tinted moisturizers, under-eye creams, and matte foundations. Social media, influencer marketing, and K-beauty trends have helped destigmatize men’s use of beauty products - especially among Gen Z and millennial demographics. This shift is particularly evident in urban markets where men perceive skincare and grooming as extensions of wellness, self-confidence, and digital persona building.
How Are Brands, Product Design, and Ingredients Evolving to Cater to the Male Consumer?
Product innovation in men’s grooming is centered around minimalism, functionality, and masculinity-aware aesthetics. Formulations are now tailored to male-specific skin characteristics - such as higher sebum production, thicker epidermis, and larger pores - while addressing concerns like razor burn, dullness, sensitivity, and pigmentation. Key ingredients include niacinamide, salicylic acid, hyaluronic acid, caffeine, charcoal, and clay-based complexes. Products are often designed to be fast-absorbing, fragrance-light, and housed in neutral-toned, ergonomic packaging that appeals to minimalist male preferences.Male-oriented grooming lines prioritize hybrid formats such as all-in-one cleansers, dual-function serums, and multi-purpose moisturizers that simplify routines while offering visible efficacy. Brands are moving away from overtly macho branding to embrace inclusive, clean-label, and scientifically credible positioning. Subscription models, grooming kits, and “skinvestment” bundles are gaining popularity among men seeking convenience and curation. Furthermore, rising demand for cruelty-free, vegan, sulfate-free, and eco-friendly formulations is shaping ethical grooming decisions among environmentally conscious male consumers.
Which Product Categories, Demographics, and Regional Markets Are Driving Adoption?
The fastest-growing categories in men’s grooming include facial cleansers, moisturizers, exfoliants, sunscreens, beard care oils, and anti-aging solutions. Male color cosmetics - such as BB creams, concealers, and brow gels - are gaining traction among younger consumers, particularly in East Asia, where aesthetic grooming is deeply embedded in youth culture. Hair styling and scalp care products also see sustained demand due to concerns over hair thinning, dandruff, and styling flexibility.In terms of demographics, millennial and Gen Z men are the most engaged users of grooming and cosmetic products, often influenced by K-pop culture, wellness narratives, and online tutorials. In contrast, older men are gradually adopting anti-aging and hydration-focused skincare, particularly in premium retail settings or via dermatologist recommendations. Regionally, Asia-Pacific leads the market - driven by South Korea, Japan, and China - followed by North America and Western Europe, where premium grooming brands and DTC disruptors are scaling through e-commerce and influencer ecosystems.
What Is Fueling Long-Term Growth and Category Maturity in the Men’s Grooming Market?
The growth in the global men’s grooming and cosmetics market is driven by rising disposable incomes, digital beauty education, influencer-led normalization, and wellness integration. As gender fluidity and inclusive beauty become mainstream, men are increasingly exploring self-expression through skincare, fragrances, and subtle makeup. Retailers are responding by dedicating shelf space to men’s grooming zones, while legacy and indie brands alike are launching gender-neutral and men-specific SKUs to capture evolving preferences.Digital-native brands are leveraging content-driven commerce, AR-based product trials, and lifestyle branding to resonate with modern male consumers. Subscription boxes, personalization algorithms, and mobile skincare diagnostics are further elevating engagement. Additionally, men’s grooming is becoming a strategic growth avenue for conglomerates seeking to diversify their portfolio and offset saturation in women’s beauty.
With masculinity being redefined and self-care positioned as essential rather than indulgent, men’s grooming is poised to transition from a peripheral category into a core pillar of the global beauty industry. As demand expands from functional grooming to aspirational aesthetics, this market will continue to evolve in both depth and breadth - mirroring broader societal shifts in identity, wellness, and personal presentation.
Report Scope
The report analyzes the Men's Grooming and Cosmetics market, presented in terms of market value (US$ Thousand). The analysis covers the key segments and geographic regions outlined below.Segments: Product Type (Grooming Products, Make-up Products); Age Group (Below 20 Yrs, 20 - 40 Yrs, 40 - 60 Yrs, Above 60 Yrs); Application (Facial, Body, Hair, Beard); End-User (Individual, Commercial).
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 Grooming Products segment, which is expected to reach US$68.7 Billion by 2030 with a CAGR of a 3.4%. The Make-up Products segment is also set to grow at 5.5% CAGR over the analysis period.
- Regional Analysis: Gain insights into the U.S. market, valued at $24.3 Billion in 2024, and China, forecasted to grow at an impressive 7.5% CAGR to reach $23.1 Billion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.
Why You Should Buy This Report:
- Detailed Market Analysis: Access a thorough analysis of the Global Men's Grooming and Cosmetics Market, covering all major geographic regions and market segments.
- Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
- Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Men's Grooming and Cosmetics Market.
- Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.
Key Questions Answered:
- How is the Global Men's Grooming and Cosmetics Market expected to evolve by 2030?
- What are the main drivers and restraints affecting the market?
- Which market segments will grow the most over the forecast period?
- How will market shares for different regions and segments change by 2030?
- Who are the leading players in the market, and what are their prospects?
Report Features:
- Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ 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 18.21 Man Made, Beiersdorf AG, Brickell Men's Products, Coty Inc., Cremo Company and more.
- Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.
Some of the 34 companies featured in this Men's Grooming and Cosmetics market report include:
- 18.21 Man Made
- Beiersdorf AG
- Brickell Men's Products
- Coty Inc.
- Cremo Company
- Dr. Squatch
- Edgewell Personal Care
- Estée Lauder Companies
- Harry's Inc.
- House of Atlas
- Kao Corporation
- L'Oréal S.A.
- LVMH Moët Hennessy Louis Vuitton
- MANSCAPED
- Natura & Co.
- Procter & Gamble Co.
- Shiseido Company, Limited
- The Man Company
- Unilever PLC
- Ustraa
Tariff Impact Analysis: Key Insights for 2025
Global tariff negotiations across 180+ countries are reshaping supply chains, costs, and competitiveness. This report reflects the latest developments as of April 2025 and incorporates forward-looking insights into the market outlook.The analysts continuously track trade developments worldwide, drawing insights from leading global economists and over 200 industry and policy institutions, including think tanks, trade organizations, and national economic advisory bodies. This intelligence is integrated into forecasting models to provide timely, data-driven analysis of emerging risks and opportunities.
What's Included in This Edition:
- Tariff-adjusted market forecasts by region and segment
- Analysis of cost and supply chain implications by sourcing and trade exposure
- Strategic insights into geographic shifts
Buyers receive a free July 2025 update with:
- Finalized tariff impacts and new trade agreement effects
- Updated projections reflecting global sourcing and cost shifts
- Expanded country-specific coverage across the industry
Table of Contents
I. METHODOLOGYII. EXECUTIVE SUMMARY2. FOCUS ON SELECT PLAYERSIII. MARKET ANALYSISCANADAITALYSPAINRUSSIAREST OF EUROPESOUTH KOREAREST OF ASIA-PACIFICARGENTINABRAZILMEXICOREST OF LATIN AMERICAIRANISRAELSAUDI ARABIAUNITED ARAB EMIRATESREST OF MIDDLE EASTIV. COMPETITION
1. MARKET OVERVIEW
3. MARKET TRENDS & DRIVERS
4. GLOBAL MARKET PERSPECTIVE
UNITED STATES
JAPAN
CHINA
EUROPE
FRANCE
GERMANY
UNITED KINGDOM
ASIA-PACIFIC
AUSTRALIA
INDIA
LATIN AMERICA
MIDDLE EAST
AFRICA
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- 18.21 Man Made
- Beiersdorf AG
- Brickell Men's Products
- Coty Inc.
- Cremo Company
- Dr. Squatch
- Edgewell Personal Care
- Estée Lauder Companies
- Harry's Inc.
- House of Atlas
- Kao Corporation
- L'Oréal S.A.
- LVMH Moët Hennessy Louis Vuitton
- MANSCAPED
- Natura & Co.
- Procter & Gamble Co.
- Shiseido Company, Limited
- The Man Company
- Unilever PLC
- Ustraa
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 463 |
| Published | May 2025 |
| Forecast Period | 2024 - 2030 |
| Estimated Market Value ( USD | $ 89.1 Billion |
| Forecasted Market Value ( USD | $ 113.8 Billion |
| Compound Annual Growth Rate | 4.2% |
| Regions Covered | Global |
