Introduction: Modern Masculinity Redefines the Global Grooming Industry
The global men grooming products market is estimated at USD 62.50 billion in 2025 and is projected to reach USD 85.20 billion by 2030, registering a CAGR of 6.39% during the forecast period (2025–2030). This growth trajectory is propelled by changing perceptions of masculinity, with men increasingly embracing skincare, self-care, and personal style as integral aspects of their identity.
Rapid urbanization, digital media influence, and the rise of male-focused beauty and wellness brands are transforming grooming from a daily habit into a symbol of confidence and well-being. According to the men grooming products market analysis, brands are investing in clean-label, sustainable, and personalized product ranges that align with modern consumers’ expectations for safety, transparency, and performance.
E-commerce expansion and omnichannel strategies further enhance market accessibility, enabling both global giants and emerging startups to capture a diverse audience across regions.
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Key Market Trends Shaping the Men Grooming Products Industry
1. Accelerated Growth in Men’s Skincare Routines
The most dynamic growth segment in the men grooming industry is skincare. Consumers are adopting specialized regimens that address aging, acne, dryness, and pollution exposure. Lightweight, multi-functional products that combine hydration, UV protection, and anti-aging benefits dominate new launches.
Global players like Dove Men+Care, Estée Lauder’s Lab Series, and KIZEN are leading innovation through dermatologically tested formulas, clinical validation, and ingredient transparency. The market reflects a broader cultural shift—where skincare is no longer viewed as cosmetic but as a core aspect of men’s wellness and self-presentation.
2. Beard Care and Styling Become Mainstream
Beard care has evolved from a niche market into a core grooming segment. Rising acceptance of facial hair as a fashion statement has boosted demand for beard oils, balms, serums, and grooming kits. The use of botanical extracts, essential oils, and organic ingredients supports healthier skin and hair, aligning with the clean beauty movement.
Manufacturers are also integrating smart devices, such as precision trimmers and grooming tools, offering convenient, salon-like results at home. This trend is especially strong among millennials and Gen Z consumers, who associate beard styling with individuality and confidence.
3. Shift Toward Natural and Organic Grooming Solutions
The global preference for natural, organic, and eco-friendly grooming products is driving reformulation across product categories. Men are increasingly aware of ingredient toxicity and environmental impact, prompting brands to adopt biodegradable ingredients, recyclable packaging, and cruelty-free certifications.
Leading natural grooming brands—such as Every Man Jack, Dr. Squatch, and Scotch Porter—have built strong loyalty by emphasizing plant-based, non-toxic solutions. These companies are reshaping the competitive landscape by blending authenticity with high-performance formulations.
Certifications like USDA Organic, Bioagricert, and NSF/ANSI 305 add credibility and enable premium positioning in a crowded market.
4. Premiumization and Personalized Experiences
Premium grooming is witnessing double-digit growth as men are willing to pay more for high-quality, tech-enabled, and sensorial products. Smart grooming devices—AI-powered shavers, adaptive trimmers, and temperature-controlled razors—are redefining luxury self-care.
Brands are leveraging subscription models, D2C (direct-to-consumer) channels, and AI-based personalization tools to deliver tailored grooming experiences. This approach increases customer retention while enhancing engagement through loyalty programs and curated kits.
The men grooming products market report highlights premiumization as a key trend bridging functionality and aspiration—representing a blend of technology, sustainability, and lifestyle positioning.
5. Sustainability and Circular Packaging Solutions
Environmental consciousness is now a defining purchase driver. Major companies are investing in sustainable packaging, including refillable containers, post-consumer recycled plastics, and biodegradable materials.
Brands such as Unilever’s Dove Men+Care and Edgewell Personal Care have rolled out large-scale recycling and carbon reduction programs to align with global sustainability goals. These initiatives not only strengthen brand reputation but also comply with stringent environmental regulations, especially in the EU and North America.
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Market Segmentation Overview
The men grooming products market segmentation is broadly categorized by product type, price range, category, and distribution channel, reflecting evolving preferences and retail strategies.
By Product Type
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Skincare Products: Face cleansers, moisturizers, and serums dominate new launches.
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Hair Care Products: Includes shampoos, conditioners, and styling gels targeting dandruff and hair loss concerns.
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Shaving Products: Razors, blades, foams, and post-shave balms maintain steady demand.
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Others: Deodorants, fragrances, and body washes contribute to holistic hygiene routines.
By Price Range
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Mass Segment: Affordable and widely distributed through retail and online channels.
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Premium Segment: Fastest-growing, supported by innovation, design, and experiential marketing.
By Category
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Conventional Products: Maintain high volume due to legacy brands and affordability.
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Natural/Organic Products: Exhibit stronger CAGR driven by ethical sourcing and consumer awareness.
By Distribution Channel
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Supermarkets/Hypermarkets: Lead global sales with strong visibility and promotions.
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Specialty Stores: Offer curated, consultant-based shopping experiences.
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Online Retail: Growing rapidly through influencer partnerships, D2C websites, and mobile commerce.
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Other Channels: Include convenience stores and department outlets for impulse purchases.
Competitive Landscape: Innovation and Brand Storytelling
The global men grooming products market is competitive, featuring multinational corporations alongside agile indie brands.
Key players include Procter & Gamble Co., L’Oréal SA, Unilever PLC, Beiersdorf AG, and LVMH Moët Hennessy Louis Vuitton SA. These companies leverage advanced R&D, global supply chains, and strategic acquisitions to maintain leadership.
Emerging brands such as Dr. Squatch, Every Man Jack, Ustraa, and Bulldog Skincare are challenging incumbents by focusing on clean ingredients, gender inclusivity, and community-based branding. Collaborations, influencer campaigns, and product innovation remain core growth strategies across the sector.
Conclusion: Redefining Male Identity Through Self-Care and Sustainability
The men grooming products market is entering a transformative phase where self-care, sustainability, and personalization drive long-term growth. From skincare innovations to eco-friendly packaging, the industry reflects a broader societal shift toward responsible consumption and inclusive beauty.
As highlighted in the men grooming products market analysis, future success will depend on how effectively brands integrate data-driven personalization, ethical sourcing, and digital engagement into their business models.
With evolving lifestyles and rising global awareness around men’s wellness, the sector is poised to remain one of the most dynamic segments of the beauty and personal care industry through 2030.
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