Men's Grooming Products Global Market Report 2025

The men’s grooming products market size has grown strongly in recent years. It will grow from $69.67 billion in 2024 to $74.39 billion in 2025 at a compound annual growth rate (CAGR) of 6.8%. The growth in the historic period can be attributed to rising consumer awareness of personal care, increasing disposable income, growing urbanization, expanding retail distribution channels, and heightened demand for premium grooming products.

The men’s grooming products market size is expected to see strong growth in the next few years. It will grow to $95.42 billion in 2029 at a compound annual growth rate (CAGR) of 6.4%. The growth in the forecast period can be attributed to increasing e-commerce penetration, rising demand for personalized grooming solutions, growing focus on health and wellness, expansion of male grooming routines, and increasing use of natural and organic ingredients. Major trends in the forecast period include advancements in grooming device technologies, innovations in sustainable formulations, growing investment in research and development for personalized products, advancements in smart packaging, and the development of artificial intelligence-driven product recommendation systems.

The increasing awareness of personal hygiene and grooming among men is expected to drive the growth of the men’s grooming products market in the coming years. As more men recognize the importance of cleanliness, appearance, and overall self-care for maintaining health, confidence, and professional image, the demand for specialized grooming products continues to rise. These products play an essential role in daily routines by improving skin and hair health, enhancing appearance, and supporting overall well-being. For instance, in September 2024, the U.S. Bureau of Labor Statistics reported that average personal care product and service expenditures reached $950 in 2023, up from $866 in 2022, reflecting growing consumer investment in grooming and self-care. Therefore, the increasing awareness of personal hygiene and grooming among men is fueling market growth.

Leading companies in the men’s grooming market are focusing on advanced technologies, such as artificial intelligence-powered personalization systems, to improve the shaving experience and deliver tailored results. These AI-driven systems use sensors and machine learning algorithms to analyze hair density, skin sensitivity, and shaving motion, automatically adjusting the device’s speed and pressure for a precise and comfortable shave. For example, in April 2025, Philips, a Netherlands-based health technology company, introduced the Philips i9000 Shaver Series with SkinIQ AI technology. The system adapts to individual skin and beard types, features a patented triple-action lift-and-cut system for a close shave, and includes active pressure and motion guidance for optimal technique and skin comfort.

In June 2025, Unilever PLC, a UK-based consumer goods company, acquired Dr. Squatch for $1.5 billion to expand its premium men’s grooming portfolio and strengthen its digital presence. The acquisition enhances Unilever’s position in the global men’s grooming market by integrating Dr. Squatch’s expertise in natural grooming products, innovative marketing, and direct-to-consumer strategies. It also enables Unilever to reach new audiences and accelerate global expansion, solidifying its leadership in high-quality, sustainable men’s personal care solutions.

Major players in the men’s grooming products market are LVMH Moët Hennessy Louis Vuitton SE, Johnson & Johnson, The Procter & Gamble Company, Unilever PLC, Panasonic Holdings Corporation, L’Oréal S.A., Henkel AG & Co. KGaA, Chanel Limited, Koninklijke Philips N.V., Colgate-Palmolive Company, Kao Corporation, Shiseido Company Limited, The Estée Lauder Companies Inc., Edgewell Personal Care Company, Beiersdorf AG, Reckitt Benckiser Group plc, Revlon Inc., Marico Limited, Coty Inc., Combe Incorporated, Scotch Porter LLC, and Beardbrand LLC.

North America was the largest region in the men’s grooming products market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in men’s grooming products report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The intensifying U.S. tariffs and escalating trade tensions in spring 2025 are expected to have a significant impact on the chemicals sector, which is bearing a disproportionate burden, particularly from tariffs on petrochemicals and intermediates, where affordable domestic substitutes are often unavailable. Producers of specialty chemicals, heavily dependent on Chinese raw materials, are experiencing production disruptions. At the same time, fertilizer manufacturers are seeing profit margins eroded due to tariffs on phosphate imports. In response, companies are ramping up R&D into bio-based alternatives, forming procurement alliances to consolidate buying power, and shifting production to tariff-neutral nations such as Saudi Arabia.

The men’s grooming products market research report is one of a series of new reports that provides men’s grooming products market statistics, including the men’s grooming products industry global market size, regional shares, competitors with the men’s grooming products market share, detailed men’s grooming products market segments, market trends, and opportunities, and any further data you may need to thrive in the men’s grooming products industry. This men’s grooming products market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

Men’s grooming products are personal care items developed specifically to support men’s hygiene, appearance, and overall grooming practices. They encompass a wide array of formulations and tools that form part of daily self-care routines, addressing the growing demand for tailored solutions that meet men’s distinct grooming preferences and needs.

The primary categories of men’s grooming products include shaving products, hair care products, skincare products, body care products, and fragrances. Shaving products are specialized items for facial and body hair removal, such as razors, shaving creams, gels, and aftershaves, designed to deliver a smooth, comfortable, and irritation-free grooming experience. These products are made using natural, synthetic, or active ingredients and are offered across various price segments, including economy, mid-range, and premium options. They are distributed through diverse channels such as supermarkets and hypermarkets, pharmacies, department stores, online platforms, and specialty stores, catering to a broad consumer base that includes teenagers, adults, and elderly men.

The countries covered in the men’s grooming products market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The men’s grooming products market consists of sales of beard oils and balms, moustache wax, deodorants, aftershave lotions, grooming kits, and accessories. 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.

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