The global landscape of male aesthetics has undergone a structural paradigm shift, moving from basic hygiene to a sophisticated, multi-category wellness routine. Modern men are increasingly investing in specialized skincare, beard management, and anti-aging solutions, fueled by the "selfie culture" and professional aesthetic standards.
Global Men's Grooming Market Prediction
Western Market Research predicts that the Global Men's Grooming Market was valued at USD 86.20 Billion in 2025 and is projected to reach USD 194.50 Billion by the year 2036, growing at a Compound Annual Growth Rate (CAGR) of 7.6% during the forecast period (2026–2036).
Global Men's Grooming Market Overview
The 2025 report identifies a transition from "shaving-centric" demand to a holistic "men’s beauty" approach. The research study involves an analysis of development components such as the rise of Direct-to-Consumer (DTC) brands and the "Skinification" of male hair care. Technological progress in high-precision trimmers and AI-driven skin diagnostic tools are major market Management patterns expected through 2036.
Impact of COVID-19: The "Self-Care" Transformation
The pandemic acted as a catalyst for the "Home-Spa" trend among men. While the shaving segment initially dipped due to the "lockdown beard" phenomenon, the Skincare and Hair Treatment segments saw a 22% spike in 2020. Men became more experimental with self-care during remote work, leading to a permanent increase in the consumption of face masks, serums, and premium beard oils.
Market Segmentation
By Product Type:
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Shaving Essentials: Razors, blades, shaving creams, and post-shave balms.
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Toiletries: Deodorants, shower gels, soaps, and dental care.
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Beard & Moustache Care: Oils, waxes, balms, and specialized trimmers.
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Fragrances: High-end perfumes, colognes, and body mists.
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Color Cosmetics: Concealers, tinted moisturizers, and brow gels for men.
By Application:
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Skin Care: Anti-aging, moisturizing, and sun protection.
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Hair Care: Shampoos, conditioners, styling waxes, and hair regrowth treatments.
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Body Care: Hand & foot care, exfoliating scrubs, and intimate hygiene.
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Oral Care: Whitening kits and specialized toothpastes.
By Distribution Channel:
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Online/E-Commerce: Subscription models and DTC websites (Fastest growing).
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Offline: Supermarkets, Pharmacies, Professional Barbershops, and Department stores.
Top Key Players
The market features a blend of traditional FMCG giants and agile digital disruptors:
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The Conglomerates: P&G (Gillette, Art of Shaving), Unilever (Dove Men+Care, Axe), L'Oréal Men Expert, Beiersdorf (Nivea Men), Johnson & Johnson, Estée Lauder (Lab Series), Shiseido, Kao Corporation, Coty Inc., Colgate-Palmolive.
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DTC & Niche Disruptors: Harry’s Inc., Dollar Shave Club, Manscaped, Aesop (Natura & Co), Jack Black, Baxter of California, Bulldog Skincare, Hanz de Fuko, Dr. Squatch, Brickell Men’s Products.
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Regional Specialists: Shanghai Jahwa United (China), Godrej Consumer Products (India), Marico.
Regional Analysis
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North America: The value leader. Driven by high spending power and the rapid adoption of "Manscaping" and premium anti-aging products.
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Europe: The hub for Sustainability. Germany and the UK lead in demand for organic and vegan grooming products with plastic-free packaging.
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Asia-Pacific: The fastest-growing region. Driven by the "K-Beauty" influence on men in South Korea and China, and rising urbanization in India.
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South America: A stronghold for fragrances and hair styling products, particularly in Brazil.
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Middle East & Africa: Increasing interest in luxury fragrances and premium beard grooming services in the GCC countries.
Porter’s Five Forces Analysis
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Bargaining Power of Suppliers (Low): Raw materials for toiletries are commodities; however, specialized chemical suppliers for anti-aging hold moderate power.
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Bargaining Power of Buyers (High): With the rise of e-commerce, consumers have zero switching costs and access to infinite reviews.
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Threat of New Entrants (High): Low barriers to entry for digital brands using contract manufacturing allows for frequent disruption.
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Threat of Substitutes (Moderate): Professional salon treatments and invasive cosmetic procedures act as substitutes for at-home products.
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Competitive Rivalry (Extreme): Intense price wars in the razor segment and innovation battles in the skincare segment.
SWOT Analysis
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Strengths: High frequency of purchase; essential nature of products; expanding target demographic (Gen Z).
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Weaknesses: High marketing costs to overcome traditional "masculinity" taboos in certain cultures.
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Opportunities: Expansion of Subscription-based kits; development of gender-neutral product lines.
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Threats: Counterfeit products in developing markets; rising cost of sustainable raw materials.
Trend Analysis
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The "Clean Beauty" Move: Men are scrutinizing labels for sulfates and parabens just as much as women.
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Hyper-Personalization: AI apps that scan a man's face to recommend a specific routine.
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Hybrid Products: Moisturizers with built-in SPF and light tint (BB creams for men).
Drivers & Challenges
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Drivers: Influence of social media "Grooming Influencers"; rising disposable income in APAC; increased focus on workplace aesthetics.
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Challenges: Supply chain volatility for essential oils; fragmented regulatory standards for male-marketed cosmetics.
Value Chain Analysis
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R&D: Focus on male-specific physiology (thicker skin, more sebum).
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Sourcing: Procurement of botanical extracts and high-grade steel for blades.
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Manufacturing: Automated bottling and high-speed packaging.
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Distribution: Multi-channel approach from premium salons to digital marketplaces.
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Marketing: Strategic shift from "Traditional Masculinity" to "Wellness & Confidence."
Quick Recommendations for Stakeholders
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For Manufacturers: Invest in Refillable Packaging. The male consumer is highly conscious of the "plastic footprint" of their grooming habits.
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For Investors: Focus on the Beard Care segment in the Middle East and India, where cultural significance drives high-margin sales.
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For Retailers: Create integrated grooming sections that pair hardware (trimmers) with software (oils/creams) to increase the average basket size.
1. Market Overview of Men's Grooming
1.1 Men's Grooming Market Overview
1.1.1 Men's Grooming Product Scope
1.1.2 Market Status and Outlook
1.2 Men's Grooming Market Size by Regions:
1.3 Men's Grooming Historic Market Size by Regions
1.4 Men's Grooming Forecasted Market Size by Regions
1.5 Covid-19 Impact on Key Regions, Keyword Market Size YoY Growth
1.5.1 North America
1.5.2 East Asia
1.5.3 Europe
1.5.4 South Asia
1.5.5 Southeast Asia
1.5.6 Middle East
1.5.7 Africa
1.5.8 Oceania
1.5.9 South America
1.5.10 Rest of the World
1.6 Coronavirus Disease 2019 (Covid-19) Impact Will Have a Severe Impact on Global Growth
1.6.1 Covid-19 Impact: Global GDP Growth, 2019, 2020 and 2021 Projections
1.6.2 Covid-19 Impact: Commodity Prices Indices
1.6.3 Covid-19 Impact: Global Major Government Policy
2. Covid-19 Impact Men's Grooming Sales Market by Type
2.1 Global Men's Grooming Historic Market Size by Type
2.2 Global Men's Grooming Forecasted Market Size by Type
2.3 Shaving
2.4 Toiletries
2.5 Others
3. Covid-19 Impact Men's Grooming Sales Market by Application
3.1 Global Men's Grooming Historic Market Size by Application
3.2 Global Men's Grooming Forecasted Market Size by Application
3.3 Skin Care
3.4 Hair Care
3.5 Body Care
3.6 Oral Care
3.7 Others
4. Covid-19 Impact Market Competition by Manufacturers
4.1 Global Men's Grooming Production Capacity Market Share by Manufacturers
4.2 Global Men's Grooming Revenue Market Share by Manufacturers
4.3 Global Men's Grooming Average Price by Manufacturers
5. Company Profiles and Key Figures in Men's Grooming Business
5.1 Gillette
5.1.1 Gillette Company Profile
5.1.2 Gillette Men's Grooming Product Specification
5.1.3 Gillette Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.2 Beiersdorf
5.2.1 Beiersdorf Company Profile
5.2.2 Beiersdorf Men's Grooming Product Specification
5.2.3 Beiersdorf Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.3 Unilever
5.3.1 Unilever Company Profile
5.3.2 Unilever Men's Grooming Product Specification
5.3.3 Unilever Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.4 L'Oreal
5.4.1 L'Oreal Company Profile
5.4.2 L'Oreal Men's Grooming Product Specification
5.4.3 L'Oreal Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.5 Colgate-Palmolive
5.5.1 Colgate-Palmolive Company Profile
5.5.2 Colgate-Palmolive Men's Grooming Product Specification
5.5.3 Colgate-Palmolive Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.6 Energizer Holdings
5.6.1 Energizer Holdings Company Profile
5.6.2 Energizer Holdings Men's Grooming Product Specification
5.6.3 Energizer Holdings Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.7 Amway
5.7.1 Amway Company Profile
5.7.2 Amway Men's Grooming Product Specification
5.7.3 Amway Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.8 Johnson & Johnson
5.8.1 Johnson & Johnson Company Profile
5.8.2 Johnson & Johnson Men's Grooming Product Specification
5.8.3 Johnson & Johnson Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.9 Perio
5.9.1 Perio Company Profile
5.9.2 Perio Men's Grooming Product Specification
5.9.3 Perio Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.10 Kao
5.10.1 Kao Company Profile
5.10.2 Kao Men's Grooming Product Specification
5.10.3 Kao Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.11 Coty
5.11.1 Coty Company Profile
5.11.2 Coty Men's Grooming Product Specification
5.11.3 Coty Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.12 Shiseido
5.12.1 Shiseido Company Profile
5.12.2 Shiseido Men's Grooming Product Specification
5.12.3 Shiseido Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.13 Shanghai Jahwa United
5.13.1 Shanghai Jahwa United Company Profile
5.13.2 Shanghai Jahwa United Men's Grooming Product Specification
5.13.3 Shanghai Jahwa United Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.14 Bold for Men
5.14.1 Bold for Men Company Profile
5.14.2 Bold for Men Men's Grooming Product Specification
5.14.3 Bold for Men Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.15 Castle Forbes
5.15.1 Castle Forbes Company Profile
5.15.2 Castle Forbes Men's Grooming Product Specification
5.15.3 Castle Forbes Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.16 Nature's Organics
5.16.1 Nature's Organics Company Profile
5.16.2 Nature's Organics Men's Grooming Product Specification
5.16.3 Nature's Organics Men's Grooming Production Capacity, Revenue, Price and Gross Margin
5.17 Est
Market Segmentation
By Product Type:
-
Shaving Essentials: Razors, blades, shaving creams, and post-shave balms.
-
Toiletries: Deodorants, shower gels, soaps, and dental care.
-
Beard & Moustache Care: Oils, waxes, balms, and specialized trimmers.
-
Fragrances: High-end perfumes, colognes, and body mists.
-
Color Cosmetics: Concealers, tinted moisturizers, and brow gels for men.
By Application:
-
Skin Care: Anti-aging, moisturizing, and sun protection.
-
Hair Care: Shampoos, conditioners, styling waxes, and hair regrowth treatments.
-
Body Care: Hand & foot care, exfoliating scrubs, and intimate hygiene.
-
Oral Care: Whitening kits and specialized toothpastes.
By Distribution Channel:
-
Online/E-Commerce: Subscription models and DTC websites (Fastest growing).
-
Offline: Supermarkets, Pharmacies, Professional Barbershops, and Department stores.
Top Key Players
The market features a blend of traditional FMCG giants and agile digital disruptors:
-
The Conglomerates: P&G (Gillette, Art of Shaving), Unilever (Dove Men+Care, Axe), L'Oréal Men Expert, Beiersdorf (Nivea Men), Johnson & Johnson, Estée Lauder (Lab Series), Shiseido, Kao Corporation, Coty Inc., Colgate-Palmolive.
-
DTC & Niche Disruptors: Harry’s Inc., Dollar Shave Club, Manscaped, Aesop (Natura & Co), Jack Black, Baxter of California, Bulldog Skincare, Hanz de Fuko, Dr. Squatch, Brickell Men’s Products.
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Regional Specialists: Shanghai Jahwa United (China), Godrej Consumer Products (India), Marico.
