Men’s Grooming Products Market Report

Increased consumer shifts and increased knowledge about personal care have opened new avenues for development in men's grooming products. As evolving values about masculinity, more men are beginning to see grooming in terms of skincare, haircare, and beard care, leading them to realize the need for specialized products. E-commerce and subscriptions are also additional channels for brands to extend their scope, especially among younger consumers who prioritize convenience and personalization. According to the International Trade Administration (ITA) the rapid growth of global B2C e-commerce, projected to reach US$ 5.5 trillion by 2027, is driving increased online demand for men’s grooming products. Convenience, digital shopping habits, and rising male grooming awareness are expanding the market. Moreover, consumers also tend to go natural or organic these days, and eco-friendly products give brands room for innovation and reach out to more conscious consumers. Premium and luxury grooming products raise new opportunities for businesses.

Skincare is the leading segment in the men’s grooming products market. This is mainly due to increasing awareness regarding skin care and attention to self-care. Now men are adopting skin care habits, applying moisturizers, cleansers, serums, and anti-aging creams. These habits are certainly growing fastest among millennials and Gen Z, with the importance of skincare on the way to healthy, young skin. Also, the growing popularity of beard care products like oils, balms, and shampoos is revolutionizing the grooming part. Another contributory factor in this segment's growth is the rising demand for premium natural and environmentally friendly products, such as skin care products. This segment is anticipated to grow further with modifications in grooming habits.

The usage of various chemical compounds in men's grooming products can cause customer allergies, which can hamper industry growth. People are turning to natural products because lead and mercury, which can disrupt the nervous system and induce migraines, are used in the production of skin-lightening creams. Skincare products are also seeing an increase in packaging and ingredient prices. As a result, these issues impede the expansion of the men's grooming product market. Industries are using words, including natural or organic, labels without appropriate verification or disclosure. Regulatory authorities, in the European Union and the United States, are setting strict guidelines on their misleading marketing in their respective countries. The Federal Trade Commission in the United States puts into operation investigations into brands that falsely stake their full product or services in sustainability and efficacy, thus putting other companies at risk when failing to comply with them. There are legal consequences and the growing demands for a third-party certification process in ever-increasing complexity and costs.

According to the National Library of Medicine, facial hair is considered inappropriate in formal places such as corporate offices and pharma industries which further decreases the adoption of beard care products for men which is a challenge for the men's grooming products market. Furthermore, most men in developing regions of Southeast Asia and Africa are not yet familiar with Western-style personal grooming such as shaving grooming products. As the interest in grooming has greatly increased it has been impeded due to the lack of knowledge on the proper ways of using skincare products coupled with the benefits of an appropriate grooming regimen. As a result, men's skincare products such as serums, moisturizers, and anti-aging creams facing slow adoption. Also, local cultural practices and low brand awareness further delay the penetration of the market.

Major industry leaders use strategies of new product launches, mergers with competitors, and buying companies to expand their customer base and improve their offerings. In April 2024, The Shop Men's Grooming Line, created from the collaboration of LeBron James and Maverick Carter's The SpringHill Company, launched at Walmart. The line has skincare, beard, and hair care products designed specifically for men of all ages. The formulation is vegan, and cruelty-free as gave healthy benefits, user-friendliness, and effectiveness. This launch marked a significant shift in the men’s grooming sector, focusing on universal, multi-functional solutions for modern consumers.

Moreover, in September 2024, Maneuver Men launched its luxury grooming product line at Holt Renfrew stores in Square One Mall, Yorkdale Mall, and Bloor Street. This marked a significant step for the brand, offering a tailored self-care regimen aimed at enhancing well-being and confidence for men. The collection is designed for those seeking comfort and confidence, whether they sport a beard or not. This expansion into high-end retail shifted the men’s grooming sector towards more personalized and luxurious options for modern men.

However, in August 2024, French Essence introduced MENZ, a new product line specifically designed for men’s grooming. As part of the French Essence family, MENZ aimed to raise daily routines with products like hair spray, shaving foam, shampoo, face wash, and deodorant body spray. The line combined functionality with sophistication, targeting men who seek both practicality and refinement in their grooming. This launch contributed to the growing trend of premium, elegant options in the men’s grooming sector, raising consumer expectations for quality and luxury.

North America is one of the largest markets for men's grooming products, The United States market is well-developed in the region due to several skincare and beard care products that have already gained immense popularity. Social media has added to the popularity and demand by creating grooming influencers. Therefore, premium and natural grooming products are highly preferred by millennials and Gen Z consumers who are into clean beauty and sustainability. It supports green and vegan grooming products, and new-age skincare products such as anti-aging and facial treatments and specializes in their offerings to shape the market. However, a threat to the market may be a rising cost of living coupled with price-sensitive clients, especially at the current time. 

The practice of men's grooming drives the growth of the men's grooming product market in Europe due to increased self-care, grooming, and appearance, both in the West and the East. Traditional grooming products such as razors, and shaving creams as well as modern new items, such as skincare, anti-aging products, and beard care dominate the demand in the United Kingdom, France, and Germany. Demand is further increasing for premium products and solutions and now turns towards organic, vegan, and cruelty-free brands, shifting consumer culture towards the preferred sustainable and ethical sources. 

Moreover, Asia's men's grooming products market is a blend of traditional and contemporary grooming styles. As, countries like China, Japan, and South Korea reveal a significant shift from basic grooming items such as razors and deodorants to skincare, hair care, and shaving solutions. Most particularly in South Korea and Japan, men are taking on skincare regimens that mainly feature anti-aging and moisturizing products inspired by K-beauty trends. The market growth is attributed to disposable incomes, urbanization, and the influence of social media. As per the data cited by the United Nations Human Settlements Programme (UN-Habitat), the rapid urbanization in Asia, with an expected 50% growth by 2050, is significantly driving the demand for men’s grooming products. As more people move to cities, an increasing focus on personal care and grooming among men is expanding market opportunities. 

Besides, from male grooming influencers to celebrities, self-care routines are being promoted. E-commerce platforms, such as Tmall and Lazada as well as offline channels in urban areas. Advanced grooming solutions are readily offered by Japan and South Korea, while India and Southeast Asia have optimistic prospects showing an increasing number of men adopting grooming kits, beard care, and skincare routines. The market is very price sensitive, and the demand from consumers for economical grooming products with good quality is increasing.