Men Grooming Products Market Size, Share, Growth, and Industry Analysis, By Types ( Facial Razors and Trimmers,Others ) , Applications (Departmental Stores,Supermarket & Hypermarket,Drug Stores,Online Retail Stores,Others ) and Regional Insights and Forecast to 2033

Men Grooming Products Market Size

The Global Men Grooming Products Market size was USD 138.48 Billion in 2024 and is projected to reach USD 141.61 Billion in 2025, continuing its growth trajectory to touch USD 168.67 Billion by 2033, reflecting a consistent CAGR of 2.21% during the forecast period from 2025 to 2033. This growth is driven by an evolving perception of male beauty and hygiene, supported by an increasing emphasis on self-care among millennial and Gen Z men.

A notable rise in disposable incomes, particularly in emerging economies, has encouraged greater spending on grooming essentials such as skincare, hair styling products, and beard care kits. The market is also witnessing increased product innovations, with many brands introducing all-in-one solutions and products that incorporate natural, organic, and wound healing care ingredients to enhance recovery and daily maintenance. Additionally, the influence of male influencers, the growing popularity of personalized grooming subscriptions, and the expansion of e-commerce platforms have strengthened product accessibility and awareness, accelerating global adoption. As grooming becomes a part of daily routine rather than an occasional need, demand across various product categories is expected to maintain upward momentum throughout the forecast period.

Key Findings

• Market Size: Global Men Grooming Products Market valued at USD 138.48 Billion in 2024, projected to touch USD 141.61 Billion in 2025 and USD 168.67 Billion by 2033, at a CAGR of 2.21%.
• Growth Drivers: Skincare accounts for 33% of total male grooming product usage; online sales contribute to over 60% of purchases.
• Trends: Personalized subscription-based grooming products represent nearly 40% of new launches; gender-neutral branding rises by 15%.
• Key Players: The Procter & Gamble Company, Unilever, Philips, Edgewell Personal Care, BaByliss & more.
• Regional Insights: Asia-Pacific leads with 38%, Europe at 32%, North America holds 30% market share, MEA accounts for around 8% combined.
• Challenges: Premium product adoption remains limited to 30%; consumer skepticism over ingredient claims affects 15% of purchasing decisions.
• Industry Impact: Functional and healing-based grooming items now influence over 25% of skincare and shaving categories globally.
• Recent Developments: Around 20% of new skincare launches include wound healing care; subscription kits drive 40% of online product growth.

In the United States, the Men Grooming Products Market is seeing notable growth driven by evolving grooming routines, with online platforms accounting for over 60% of all sales. The skincare segment makes up around 33% of product usage, while subscription-based grooming kits and premium beard care tools are quickly gaining traction among urban consumers. US-based brands are also integrating wound healing care into their skincare lines, capturing significant interest from men seeking active recovery and post-shave treatment.

Men Grooming Products Market Trends

The Men Grooming Products Market is undergoing a significant transformation, marked by a clear shift in consumer behavior and preferences. Skin care has emerged as the leading category, accounting for approximately 33% of total product usage globally. Hair styling products follow closely with about 26% share. There's a marked preference for natural and organic ingredients, prompting around 20% of brands to reformulate their offerings to meet this demand.

A substantial 60% of grooming product purchases in North America are now made through online platforms, signaling a strong shift toward digital-first engagement. Subscription-based grooming solutions, including customized kits, make up nearly 40% of newly introduced products, reflecting a move toward personalization and convenience. In Asia-Pacific, men’s grooming adoption is accelerating, contributing to more than 38% of global consumption.

Consumer demand for gender-neutral packaging has grown by 15%, while multifunctional skincare products have increased by 25% in market presence. The use of wound healing care in post-shave products has become more common, now seen in around 20% of offerings. Trends indicate continued innovation across both product categories and retail formats, with a particular emphasis on efficiency, customization, and clean ingredient sourcing.

Men Grooming Products Market Dynamics

OPPORTUNITY

Growth in online and personalized grooming

Online sales now account for over 60% of grooming purchases in developed regions. Platforms are offering tailored product kits and personalized subscriptions, which constitute about 40% of newly launched grooming solutions. This has allowed brands to tap into data-driven personalization, driving better customer engagement and repeat purchases. Personalized offerings that incorporate wound healing care products, such as post-shave balms or recovery gels, are gaining popularity among men who prefer customized and functional skincare solutions. This growing shift presents a significant opportunity for digital-first grooming brands

DRIVERS

Rising demand for skincare and hygiene among men

Across global markets, skincare now represents around 33% of male grooming product purchases. The increasing awareness of personal appearance and hygiene, especially among Gen Z and millennial consumers, has resulted in a rise in multi-step grooming routines. Products like facial cleansers, moisturizers, and anti-aging creams are being incorporated more frequently, with approximately 40% of men in urban areas adopting skincare as part of daily grooming. The inclusion of wound healing care ingredients in these products is enhancing skin recovery post-shaving or exposure to pollution and UV rays

RESTRAINTS

"Limited uptake in premium and niche categories"

Despite growing interest in men’s grooming, around 70% of purchases remain in the mass-market segment. The adoption of high-end grooming products remains limited due to price sensitivity in emerging markets. Premium lines that offer advanced skin recovery or natural ingredients—including wound healing care components—are perceived as luxury goods and face slower uptake. This restricts growth potential in certain regions and segments where disposable income and awareness levels are still evolving.

CHALLENGE

"Consumer skepticism toward gendered marketing and ingredients"

About 15% of male consumers express mistrust towards brands that use heavily gendered messaging or complex ingredient labels. This has led to hesitation in trying new products, particularly in skincare and fragrance. Transparency, simplicity, and functionality are now core to product development. Brands are challenged to gain consumer trust while educating users about benefits such as wound healing care, which is increasingly used in post-shave treatments but often misunderstood without clear labeling and evidence-based marketing.

Segmentation Analysis

The Men Grooming Products Market is segmented by type and application. Skincare and hair styling remain the most dominant types, while supermarkets and hypermarkets lead in offline sales. Online retail is growing rapidly, offering space for personalized and subscription-based models. Facial grooming devices and trimmers are widely used by younger consumers for beard maintenance. Departmental and drug stores continue to serve as access points for mid-range and over-the-counter grooming solutions. There is also increasing integration of wound healing care products into both skincare and shaving segments, expanding their utility across applications.

By Type

• Facial Razors and Trimmers: Facial razors and trimmers represent around 15% of product sales. Men in both urban and semi-urban settings prefer electric trimmers for convenience and long-term use. These tools have become staples in beard styling and are often bundled with skincare products. Approximately 12% of product kits now include wound healing care formulations to assist with post-trim recovery and skin comfort.
• Others: This category includes body washes, shaving creams, deodorants, and accessories. It accounts for about 12% of total product share. Fragrance and bath & body solutions continue to grow, especially in gift-pack and premium variants. Nearly 10% of shaving creams now contain active wound healing agents that improve post-shave recovery and reduce irritation, enhancing consumer satisfaction and repeat usage.

By Application

• Departmental Stores: Departmental stores account for around 12% of sales, with a focus on curated grooming sets and premium offerings. Consumers visiting these stores are typically looking for higher-quality products or complete grooming kits. Grooming sets including wound healing care serums are gaining visibility on these shelves.
• Supermarket & Hypermarket: These outlets lead with 41% of global distribution, catering to mass-market and price-sensitive consumers. High-volume sales of skincare, shaving foams, and deodorants are driven by accessibility and affordability. Wound healing care products in this channel are growing at a slower pace but gaining traction in bundled promotions.
• Drug Stores: Drug stores contribute around 15% of market share and offer dermatologist-recommended grooming lines. These stores often introduce medical-grade or ingredient-specific items including wound healing care formulations that appeal to consumers with skin sensitivity or recovery needs.
• Online Retail Stores: Online channels account for over 60% of market share in the U.S. and are expanding rapidly in Asia-Pacific. Personalization, convenience, and bundled grooming subscriptions are strong drivers here. Wound healing care products are prominently marketed in this channel due to targeted algorithms and direct brand messaging.
• Others: Specialty salons and exclusive brand outlets make up about 12% of the distribution mix. These platforms emphasize luxury experiences and carry professional-grade grooming tools and treatments, including healing creams and recovery balms used post-facial or post-trimming.

Regional Outlook

Global Men Grooming Products Market with approximately 38% of the total market share, driven by rising grooming awareness, growing urban male populations, and increasing disposable incomes in countries like China, India, and South Korea. Europe follows closely with around 32%, where demand is led by a strong preference for premium and natural grooming products, especially in Germany, France, and the UK. North America holds about 30% of the market, fueled by digital-first brands, high online penetration (over 60% of total sales), and a strong focus on skincare, which accounts for roughly 33% of regional product usage. The Middle East & Africa collectively contribute around 8%, showing steady growth due to increased urbanization and a gradual shift in cultural perceptions toward male grooming, with higher uptake seen in countries like the UAE and South Africa. These regional differences highlight diverse consumer behavior and preferences across global markets, shaping tailored strategies for product development and distribution.

North America

North America holds approximately 30% of the global Men Grooming Products Market. Online channels account for more than 60% of grooming product purchases. Skincare makes up about 33% of the product mix, with beard grooming and electric trimmers also highly adopted. Brands are increasingly integrating wound healing care in formulations targeting post-shave recovery, attracting health-conscious consumers.

Europe

Europe captures around 32% of the market and leads in natural and organic grooming formulations. Around 33% of male grooming sales stem from skincare products. Consumers prefer clean-label, ingredient-transparent offerings. Brands that offer wound healing care components in facial creams and aftershaves see higher adoption in markets like Germany and France.

Asia-Pacific

Asia-Pacific holds the largest share at over 38% of the market. Rapid urbanization, growing disposable incomes, and increased grooming awareness are key drivers. Countries like India and China are witnessing a rise in grooming product usage, particularly in skincare and hair styling. Wound healing care is being explored in this region, especially in premium facial kits and natural product ranges.

Middle East & Africa

Middle East & Africa hold around 5% to 8% of global share. Although relatively smaller, the market is showing growth with increased male grooming awareness. Premium and imported grooming items are gaining traction, and skin recovery products with wound healing care are slowly penetrating upper-income urban segments through specialty retail outlets.

List of Key Men Grooming Products Market Companies Profiled

Investment Analysis and Opportunities

The Men Grooming Products Market presents expanding investment opportunities, especially in digital-first and personalized solutions. Over 60% of consumers in developed markets prefer online channels, while nearly 40% of new product launches are tied to subscription-based grooming kits. Investment is increasing in skincare (33% of category share) and electric trimmers (15% of tools share), with emerging interest in multifunctional products combining grooming with recovery benefits.

Wound healing care is becoming a valuable differentiator, found in 20% of skincare and shaving items. Investors focusing on functional, natural, and sustainable formulations can gain traction in premium and mid-tier segments. Emerging markets in Asia-Pacific and Middle East & Africa are offering scalable growth for mass products with tailored local marketing. Investments in digital infrastructure, influencer-led campaigns, and product innovation centered on male wellness are key to unlocking future value.

New Products Development

Product development is strongly centered on multifunctional, organic, and healing-centric formulations. Approximately 25% of new skincare items are hybrid solutions offering moisturization with SPF or anti-aging and healing properties. Brands are increasingly releasing electric grooming kits bundled with post-trim or post-shave wound healing care serums.

About 20% of product lines have moved toward organic certification, with another 15% adapting gender-neutral packaging. Subscription models account for 40% of new product formats, targeting convenience and customization. Innovation is also seen in cooling balms, healing creams, and shaving foams with anti-inflammatory agents. These developments reflect growing male concern for skin health, daily grooming efficiency, and functional recovery, making wound healing care a prominent trend in product differentiation.

Recent Developments

• The Procter & Gamble Company launched a new grooming line with built-in wound healing care, accounting for 20% of trial sales in pilot markets.
• Unilever introduced subscription-based men’s skincare kits integrating personalized shaving and recovery products, driving 40% of its D2C segment growth.
• Philips redesigned its trimmer series to include bundled post-trim healing gels, raising category sales by 15%.
• BaByliss released a hybrid grooming tool with a built-in cooling and healing cartridge, seeing 10% market share in its first quarter.
• Edgewell Personal Care launched a natural beard care range with wound-healing balms, receiving 12% higher adoption among repeat buyers.

Report Coverage

The report provides a complete overview of the global Men Grooming Products Market, including segmentation by product type, application, and region. Skincare accounts for 33% of total product use, while electric razors and beard trimmers make up 15%. Online retail channels dominate with over 60% in regions like North America. The report outlines growth factors such as rising personal care awareness, digital adoption, and interest in wound healing care formulations, which are now included in nearly 20% of new products. Additionally, it analyzes brand strategies, investment patterns, and regional demand variations.