Men's Grooming Products Market Report 2026

The men’s grooming products market size has grown strongly in recent years. It will grow from $74.39 billion in 2025 to $79.31 billion in 2026 at a compound annual growth rate (CAGR) of 6.6%. The growth in the historic period can be attributed to changing male lifestyle habits, urbanization trends, celebrity influence, retail brand expansion, increased disposable income.

The men’s grooming products market size is expected to see strong growth in the next few years. It will grow to $101.35 billion in 2030 at a compound annual growth rate (CAGR) of 6.3%. The growth in the forecast period can be attributed to self care awareness growth, premiumization of men’s products, e commerce penetration, ingredient transparency demand, grooming innovation. Major trends in the forecast period include rising adoption of daily grooming routines, growth of natural and clean label products, expansion of premium men’s care lines, increasing online and subscription sales, demand for multi functional grooming products.

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 companies operating in the men’s grooming products market are LVMH Moët Hennessy Louis Vuitton SE, Johnson & Johnson, The Procter & Gamble Company, Unilever PLC, L’Oréal S.A., Henkel AG & Co. KGaA, Chanel Limited, 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, Beardbrand LLC.

North America was the largest region in the men’s grooming products market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the men’s grooming products market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the men’s grooming products market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, 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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