Market Analysis

The global men’s grooming products market was valued at a significant level in the base year and is expected to grow steadily over the forecast period. The market is projected to expand consistently in the near term and reach a substantially higher valuation by the end of the forecast timeline, registering a healthy compound annual growth rate throughout the period. Europe dominated the men’s grooming products market and held the largest regional share during the base year, driven by high consumer awareness, strong presence of established brands, and widespread adoption of advanced grooming products. Men use cosmetic and shave care products to blur skin imperfections and enrich gentleness. Rose and olive scented oils and aloe vera formulation-based gels are beneficial in sun-protecting an individual’s facial skin. Nowadays, manufacturers of men’s grooming products offer a diverse range of natural formulation-based functional skincare gels, natural and organic products, creams, and beard oil to enable consumers to treat facial skin problems such as aging, redness, and itching. For instance, in March 2022, Clensta International, an Indian biotechnology company, launched a range of patented transdermal STAR technology-based skincare products in the Indian market. This aloe vera-based range of men's and unisex products includes SPF lotions, hair & face serums, face brightening and de-tan scrubs, among others. This demand for men’s skincare products in turn increases the growth of the global market. According to the research report "Global Men's Grooming Market Research Report, 2031," published by Actual Market Research, the Global Men's Grooming market was valued at more than USD 92.56 Billion in 2025, and expected to reach a market size of more than USD 131.90 Billion by 2031 with the CAGR of 6.24% from 2026-2031. Dove Men+Care’s Care for Every Man campaign emphasizes emotional well-being alongside hygiene, while Papatui, launched by Dwayne Johnson, emphasizes clean, vegan formulas designed for everyday confidence.

This wellness-driven narrative has broadened the market’s appeal, encouraging men to adopt consistent and mindful routines that comply with their health and lifestyle goals. One of the major challenges in the global market is the increasing incidence of skin irritation and allergic reactions caused by synthetic ingredients, harsh chemicals, and artificial fragrances. As men experiment with multiple products, overlapping formulations can trigger breakouts, redness, or dryness, especially for those with sensitive skin. Brands such as Bulldog Skincare and The Man Company have responded with sulfate- and paraben-free products to reduce irritation risks. 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. .

Market Dynamic

Segmentation

Skin care products are the largest and fastest growing segment in the global men’s grooming market due to increasing awareness of personal appearance and the availability of diverse products tailored specifically for men’s unique skin needs.

Changing lifestyles, urbanization, social media influence, and exposure to global trends have encouraged men to adopt comprehensive skincare routines, which were traditionally dominated by women. Men are increasingly conscious about common skin concerns such as acne, dryness, oily skin, sensitivity, pigmentation, and signs of aging, which has fueled demand for specialized products designed to address these issues effectively. The availability of multifunctional products that combine cleansing, moisturizing, and protective benefits in one formulation has further boosted adoption, as men seek convenience and efficiency in their grooming routines. Technological advancements in skin care formulations, such as inclusion of natural and organic ingredients, antioxidants, hyaluronic acid, retinol, and sun protection factors, have enhanced product efficacy and appeal, making skincare a priority in daily routines. Additionally, rising disposable incomes and the growing influence of lifestyle and wellness trends in developed and emerging markets have expanded the consumer base for male skin care products. Brands are investing in targeted marketing campaigns that emphasize the importance of skincare for men, including anti-aging, anti-acne, and sun protection messaging, which educates consumers and encourages repeat purchases. The proliferation of e-commerce platforms and subscription services has also made male skin care products more accessible, offering convenience, variety, and personalized recommendations that cater to individual skin types and concerns.

Mass products dominate the global men’s grooming market due to their affordability, widespread availability, and ability to cater to a large consumer base across diverse regions and income groups.

The primary reason for this dominance is affordability, as mass products allow men from various socioeconomic backgrounds to adopt regular grooming routines without incurring high costs. In emerging markets especially, where disposable incomes are still developing, consumers tend to prefer mass products over premium offerings, which drives higher sales volume and widespread penetration. Mass products are often distributed through multiple retail channels including supermarkets, hypermarkets, convenience stores, pharmacies, and increasingly through e-commerce platforms, ensuring easy availability in both urban and rural areas. The packaging and formulation of these products are designed to meet the basic grooming needs efficiently while maintaining acceptable quality standards, which further appeals to price-sensitive consumers who seek value for money. Another factor contributing to the popularity of mass products is brand recognition and loyalty, as well-established global and regional brands offer consistent quality, marketing campaigns, and promotional activities that reinforce consumer trust and repeat purchases. Manufacturers in this segment frequently launch campaigns targeting young men and first-time buyers, highlighting the benefits of daily grooming and hygiene in a relatable and affordable manner. Additionally, mass products benefit from high production scalability, allowing brands to keep costs low while meeting large-scale demand across multiple regions. The growth of online retail platforms has also strengthened the mass product segment by offering discounts, bundle packs, and doorstep delivery, making it even more convenient for consumers to access grooming solutions without visiting physical stores.

Online retail stores are the largest and fastest-growing distribution channel in the global men’s grooming market due to convenience and the growing adoption of e-commerce among male consumers.

Online stores offer access to an extensive range of products, including international brands, niche items, and exclusive formulations that may not be easily available in physical retail outlets, thereby appealing to men seeking variety and specific solutions for their grooming needs. The growth of smartphones, internet penetration, and digital payment systems has accelerated e-commerce adoption in both developed and emerging markets, enabling more male consumers to explore and purchase grooming products online. Online retail also offers competitive pricing, frequent discounts, subscription models, and bundle deals, which attract price-sensitive customers while encouraging bulk purchases and repeat buying behavior. Additionally, digital platforms often provide personalized recommendations, reviews, and tutorials, helping consumers make informed decisions about skincare, haircare, shaving, and fragrance products, which enhances user experience and builds brand loyalty. The ongoing rise of social media, influencer marketing, and targeted advertising has also strengthened the online retail channel by increasing awareness and driving traffic directly to e-commerce sites. Furthermore, the COVID-19 pandemic accelerated the adoption of online shopping, as lockdowns and social distancing measures made traditional retail less accessible, creating a long-term shift in consumer behavior toward digital channels. Logistics and supply chain improvements, including faster delivery options and easy return policies, have reinforced consumer confidence in online purchases, further boosting growth.

Conventional products dominate the global men’s grooming market due to their affordability, wide availability, consumer familiarity, and the established trust of traditional brands among a broad male audience.

The primary reason for their dominance is affordability, as conventional products are priced lower than premium, natural, or organic alternatives, making them accessible to a wider consumer base across different income levels and geographic regions. These products are widely available through multiple distribution channels, including supermarkets, convenience stores, pharmacies, and increasingly through e-commerce platforms, ensuring that men can purchase them conveniently without significant effort or cost. Familiarity is another key factor, as conventional products are produced by well-established brands that have built trust and recognition over decades, giving consumers confidence in their quality and efficacy. Many men continue to prefer these products for their proven performance in daily grooming routines, particularly for basic skincare, shaving, and haircare needs. The production and distribution of conventional products also benefit from high scalability, enabling brands to maintain low manufacturing costs and meet large-scale demand efficiently, which reinforces their availability and affordability. Conventional grooming products often serve as entry-level options for young men or first-time buyers who are beginning to adopt regular grooming routines, creating brand loyalty and repeat purchase behavior. Additionally, marketing and promotional campaigns by established brands emphasize reliability, effectiveness, and ease of use, appealing to male consumers who prioritize convenience and functional benefits over specialized or niche formulations.

Market Regional Insights

APAC is the fastest growing and largest market for global men’s grooming due to rising disposable incomes and expanding e-commerce penetration across the region.

One of the primary drivers is the increasing disposable income among the expanding middle-class population in countries such as China, India, Japan, South Korea, and Southeast Asian nations. As more men gain financial independence and urban lifestyles become prevalent, there is a stronger focus on personal appearance, hygiene, and self-care, leading to higher demand for grooming products including skincare, haircare, shaving solutions, fragrances, and other male-specific products. Urbanization and exposure to global trends through social media, television, and international brands have further amplified grooming awareness, particularly among younger generations, who are more willing to experiment with new products and routines. The region also benefits from a large population base, providing a vast consumer pool that encourages both global and local brands to expand operations and launch region-specific products tailored to skin types, climate conditions, and cultural preferences. Another significant factor contributing to APAC’s growth is the rapid development of e-commerce and digital retail channels, which allow brands to reach consumers in both metropolitan and semi-urban areas. Online platforms offer convenience, competitive pricing, product variety, and subscription-based grooming kits, which appeal to time-conscious urban men seeking personalized and efficient solutions. Technological advancements in product formulations, such as anti-aging skincare, natural and organic ingredients, multifunctional grooming solutions, and men-specific cosmetic innovations, have also strengthened market growth by addressing the evolving needs and preferences of male consumers in the region.