Men’s Grooming Products Market Growth Driven by Modern Care

In an era where self-care and personal grooming are no longer niche pursuits, the global men’s grooming products industry is poised for remarkable expansion. The market size is projected at US$ 63.4 billion in 2025 and is expected to reach US$ 119.7 billion by 2032, representing a robust compound annual growth rate (CAGR) of 9.5% over the forecast period.

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Drivers of Growth

Several key forces are propelling the market upward:

• Shifting grooming norms: Men today are stepping beyond the traditional realm of shaving and deodorant, embracing skincare, haircare, beard care, and even color cosmetics as part of their daily routine. Social media and influencer culture have accelerated this change by normalizing male self-care and expanding product awareness.

• E-commerce and digital influence: Online retail channels are capturing a growing share of men’s grooming purchases, offering convenience, privacy, and easy access to premium or niche brands worldwide.

• Rise of wellness-oriented grooming: Grooming is increasingly viewed as part of holistic wellness-enhancing confidence, mental well-being, and self-expression.

• Emerging regional dynamics: Asia Pacific markets are witnessing rapid adoption due to rising disposable income, urbanization, and evolving cultural perceptions of male grooming.

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Market Segmentation Market Segmentation

By Product Type

Skin Care

Hair Styling

Shave/Beard Care

Accessories

Color Cosmetics

By Price Range

Mass

Premium

By Distribution Channel

Offline

Online

By Region

North America

Europe

East Asia

South Asia & Oceania

Latin America

Middle East & Africa

Regional Highlights

• Asia Pacific is projected to dominate the market, supported by rising consumer awareness and strong retail expansion across emerging economies.

• North America and Europe are evolving markets, with male consumers adopting comprehensive grooming routines and premium skincare regimens influenced by celebrity endorsements and wellness trends.

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Challenges & Opportunities

Challenges:

• Managing skin sensitivities and product safety as men try new, advanced formulations.

• Moving away from outdated gendered branding to embrace inclusive, authentic marketing.

Opportunities:

• Beard care remains a high-growth niche, with oils, balms, and specialized grooming kits in demand.

• Sustainable and refillable packaging is becoming a key differentiator, aligning with eco-conscious male consumers.

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Companies Covered in Men’s Grooming Products Market

• Beiersdorf AG

• L’Oréal Groupe

• Procter & Gamble Co.

• Shiseido Co., Ltd.

• Colgate-Palmolive Company

• Vi-john Group

• Reckitt Benckiser

• Estee Lauder Companies, Inc.

• Kao Corporation

• Coty, Inc.

Strategic Implications for Industry Players

Established brands should focus on product innovation, such as multifunctional and clean-label formulations, while leveraging digital marketing and influencer partnerships. Niche and emerging brands can capitalize on authenticity, eco-friendly positioning, and direct consumer engagement through online platforms.

Retailers and e-commerce firms that provide personalized experiences, virtual try-ons, and grooming tutorials will gain a competitive edge. Marketing strategies should align with modern male attitudes-where grooming is seen as self-care, not vanity.

Outlook

With the market expected to reach US$ 119.7 billion by 2032, the men’s grooming industry is on the brink of a new era. As consumers increasingly associate grooming with health, confidence, and lifestyle, brands that innovate with inclusivity, sustainability, and authenticity at their core will lead the next growth wave.

About Persistence Market Research:

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