Global men’s grooming products market was valued at USD 55.87 billion in 2023, expected to reach USD 86.13 billion in 2031, with a CAGR of 5.6% for the forecast period between 2024 and 2031. The market is driven by several major factors, including the availability of products for specific needs such as skin care and beard care, rising focus on physical appearance, and shifting perspectives from traditional masculinity. The influence of social media plays a vital role in fueling the growth of the market, along with product endorsements by celebrities. Premium category products in the men’s grooming products industry are experiencing surging demand due to urbanization and the growing disposable incomes of people worldwide.
Furthermore, with an ongoing focus on sustainability across all industries, natural and organic products for men’s grooming are gaining traction in the market. Eco-friendly consumers are quite conscious of the ingredients used in manufacturing the products and regularly seek products that align well with their environmental values. The market can be seen to have innovations in terms of exceptional product formulations and environmental waste reduction through eco-friendly packaging forms.
Europe has the most significant global market share of men’s grooming products. Additionally, Asia-Pacific experiences higher growth rates due to increased disposable income, better physical appearance, and awareness among consumers. Additionally, the presence of a number of online sales channels in the region leads to a surge in the market’s growth as these channels provide convenience to customers by offering a wide range of products at reasonable prices and delivering the same to their doorstep.
In February 2024, The SpringHill Company in the United States, in collaboration with Parlux, launched a new range of men’s grooming products, including skin care, beard care, hair care, and others. The products are available at 1,600 Walmart stores across the country.
Celebrity Endorsements to Drive the Market Demand
Media and celebrity culture is one of the main influences on the market for men’s grooming products globally. Social media platforms, such as Instagram, YouTube, and TikTok, greatly influence grooming trends and consumer actions. Followers are often given in-depth knowledge and advice on grooming routines along with product reviews and endorsements by influencers and content creators. Such exposure raises consumer interest in trying and experimenting with new products. Celebrity endorsements go further to establish trust in the brand. Famous personalities such as movie stars, sportsmen, and musicians make the branding appear more credible and appealing. People prefer buying their favorite celebrities’ support stuff, measuring up to their grooming standards. In fact, many celebrities are launching their lines, creating a buzz among consumers. For instance, in March 2024, Dwayne Johnson launched an affordable personal care brand for men, Papatui, with a range for hair care, skin care, body care, and tattoo care products. In collaboration with Firmenich, three luxury perfumes were part of the launch.
In general, social media combined with celebrity endorsements has a major impact on the men’s grooming market. By creating trends, building brand credibility, and directly influencing purchasing decisions, social media has made the market grow and innovate.
Innovation Propels the Global Men’s Grooming Products Market Growth
One of the things that is helping to make the men’s grooming product market grow is the innovation taking place in the industry. Different forms of innovation can be observed in terms of product formulation. Companies use highly advanced ingredients and technology to facilitate easier and more effective grooming solutions. For instance, when applied on the skin, hyaluronic acid enhances water retention in the tissues, leading to a more hydrated complexion, whereas charcoal in cleansers and face masks cleanses deeply and helps to remove impurities.
Manufacturers are introducing multifunctional goods, such as 3-in-1 shampoo, conditioner, and body wash products, to serve today’s men seeking time-saving and convenient solutions. In February 2024, Unilever PLC-owned brand Dove Men+Care launched a body deo range. It includes deo stick, deo spray, and deo cream suitable for men’s bodies. The products contain vitamin E and are aluminum-free and paraben-free, making them non-irritant formulas.
Moreover, personalized grooming solutions are gaining popularity fast, as advancements in technology enable brands to provide individuals with tailored products that suit their various skin types, hair types, and preferences. Customization enriches consumer engagement and fulfillment. A significant trend of sustainable and eco-friendly innovations has been observed. Brands are responding to increasing consumer interest in sustainable choices using natural or organic products and recyclable packaging materials.
Facial Care Products Hold the Dominant Market Share
Facial care products are expected to significantly influence the orientation of the global men’s grooming market. Men are increasingly becoming aware of the significance of skincare as they become more health-conscious and want to look younger. Moisturizers, anti-aging creams, serums, and cleansers are some of the much sought-after products. In May 2023, Scent Beauty, Inc., in collaboration with STETSON, introduced STETSON Men’s Grooming range, which includes face and beard moisturizers and facial washes, along with body spray, body washes, and hair washes. The products are available on the websites of both the partners along with other e-commerce portals such as Amazon and JC Penney.
Moreover, popularizing comprehensive skincare routines have been greatly influenced by social media profiles and celebrities who are endorsing them making men buy facial care products. In addition to it, continuous innovation in facial care products, such as the introduction of advanced formulations with beneficial ingredients such as hyaluronic acid, vitamin C, and retinol, attracts consumers seeking effective skincare solutions.
Furthermore, shaving essentials and hair care products are significant in the market. Shaving products remain essential for average grooming due to facial hair maintenance, whereas hair care products cater to the desire for healthy and fashionable hair. In April 2023, Eos, a skincare brand, launched a shaving cream, UltraProtect Men’s Shave Cream, to disrupt the men’s grooming market. Fresh Woods and Blue Surf, the company’s two initial product scents, were advertised as being fragrance-free and free of irritants for even the most sensitive skin.
Asia-Pacific to be the Fastest Growing Market
Many key factors drive Asia-Pacific to become the fastest-growing global market for men’s grooming products. Urbanization and increased spending power have led to high consumer expenditure on personal care products. An increasing awareness of personal grooming among men is witnessed in countries such as China, India, and South Korea, where cultural transitions and heightened media presence are vital. Social media and celebrity endorsements have further popularized grooming routines, encouraging men to invest in a broader range of products such as skincare, haircare, and beard care. The market benefits from a youthful population more inclined to adopt new grooming trends and products. Local and international brands are expanding their presence in the region, offering innovative and tailored products that cater to the specific needs and preferences of Asian men.
For instance, in October 2023, Bath & Body Works, an American personal care and fragrance company, launched a new category, The Men’s Shop, available online and offline in India. The face and beard grooming category featuring items such as face wash, face lotion, beard oil, and creams have been added to the brand’s expanded selection of products for men.
Furthermore, increased access to beauty products has facilitated market expansion due to the e-commerce boom in Asia-Pacific.
Future Market Scenario (2024 – 2031F)
1. Innovation will be at the forefront, with brands investing in advanced formulations and new product categories. More multifunctional products, personalized grooming solutions, and smart grooming devices that integrate technology for a customized experience are expected to enter the market.
2. The product range will continue to diversify beyond traditional grooming essentials. There will be an increased emphasis on anti-aging products, beard care, and wellness-oriented products.
3. Sustainability will become a critical focus, with consumers increasingly demanding eco-friendly products and ethical practices. To meet these expectations, brands will adopt sustainable packaging, cruelty-free testing, and responsibly sourced ingredients.
Report Scope
“Men’s Grooming Products Market Assessment, Opportunities and Forecast, 2017-2031F”, is a comprehensive report by Markets and Data, providing in-depth analysis and qualitative and quantitative assessment of the current state of global men’s grooming products market, industry dynamics and challenges. The report includes market size, segmental shares, growth trends, opportunities and forecast between 2024 and 2031. Additionally, the report profiles the leading players in the industry, mentioning their respective market share, business models, competitive intelligence, etc.
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