Global Men's Grooming Market Outlook, 2028

Men's grooming products are becoming more and more well-liked on a global scale. Personal grooming is the practise of maintaining one's look, which includes all body parts and contributes to having a positive self-image in society. It establishes a person's intelligence, professionalism, maturity, and intellect. Many companies are focusing on providing unique personal care products with a value proposition for customers in order to satisfy these requirements and aspirations. A variety of products are available for men's grooming, including those for shaving, skin care, and hair care. A few examples of grooming items that have experienced quick development and creation are beard wax, hair spray, and hair scents, all of which offer the market tremendous growth potential. Furthermore, Personal grooming is to maintain basic hygiene and cleanliness of body components. The development of this business is mostly due to men's growing beauty consciousness.

According to the research report, “Global Men’s Grooming Market Outlook, 2028”, published by Bonafide research the market is anticipated to reach USD 86.65 Billion by 2028 with a CAGR of 6.09% from USD 61.17 Billion in 2022. Men are increasingly making significant investments in grooming goods as the perception of traditional masculinity has altered as a result of the metrosexual man trend, which is on the rise, and the growing influence of celebrities and influencers. Also, an increase in the number of men's salons is fuelling a global demand for male toiletries. In addition, a number of market participants are developing new electrical items, such as shavers and razors, by incorporating new performance features developed using the most recent technology. Their product offerings have grown, ranging from basic blades to body groomers and electric shavers, which have helped the market, grow positively. The leading companies are also investing in marketing campaigns and promoting their products on social media platforms such as Facebook, Instagram and Snapchat.

Region wise, North America is leading the market with the market share of 29.42% in 2022. Rising demand on account of the rising metrosexual culture in the region is expected to drive the growth of the market. North America is home to prominent players, such as Louis Vuitton, Beiersdorf, and Estée Lauder, who manufacture luxury and high-quality products, which is further expected to increase product visibility among consumers. For instance, in April 2022, intimate men’s brand Balls launched the Hero trimmer for men in the U.S. with a three-month automatic blade renewal. Asia Pacific is expected to grow at a significant CAGR of 8.72% in 2022. One of the main drivers of the region's growth is customers' growing awareness of the importance of personal care. The complexity of men's skincare regimens has increased over the years, and as a result, numerous start-up businesses have appeared to meet the growing demand and unmet needs in this industry. For instance, Macscaped grew its company by entering the Asia Pacific men's grooming industry in September 2021.

Based on Product Type, The market is segmented into Skin Care, Hair Care, Shave Care, Toiletries, Fragrances and Others. The fragrance segment dominates the market with the market share of almost 38% in 2022. The market growth is attributed to the growing trend of personal grooming, coupled with increasing demand for luxury and exotic fragrances. Moreover, increasing consumer spending on premium and luxury fragrances due to the high-income level, along with improving living standards, is driving the global industry. Further, Skin Care is expected to grow at a significant CAGR of 7.90% during the forecast period. This is owing to growing skincare awareness among men and the rising skincare promotions on various channels and media. This, in turn, is expected to boost the growth in the market. Increasing awareness among males regarding personal hygiene and grooming globally is driving the demand for men’s skincare products over the years. The shave Care segment also have significant share in the market after fragrance. The category of shaving care includes products like shaving cream, shaving gel, trimmers, razors, and blades. Intensifying research and development efforts are being made by several significant market participants in order to provide premium men's grooming products. Sales of men's grooming products are increasing as a result of increased product developments that foster a fiercely competitive industry. The market for men's grooming products has increased as a result of innovative product models, product diversity, and rising consumer desire for premium brands.



The market is divided into two categories: Mass and Prestige, based on price range. With a 61.65% market share in 2022, mass items are in charge of the industry. The demand for mass personal care products has expanded as a result of targeted marketing and product portfolio growth by mass personal care and cosmetics firms like Procter & Gamble and Beiersdorf. For instance, the Beiersdorf brand Nivea started its ""Strength in Numbers"" campaign in the United Kingdom in May 2022 to encourage men to talk openly about their mental health. These activities increase brand awareness and draw in new clients. Also, the growing grooming trend among middle-class men in developing countries is driving demand for the mass category. Over the projection period, the premium segment is expected to grow at the significant CAGR of 7.14%. The market is expected to grow throughout the projected period as a result of increased social media marketing by high-end products like LVMH, which is generating interest and raising awareness among the target audience. A major force behind high-end items in the men's market is undoubtedly the rise in the use of professional brands in salons. For instance, the premium brands Ends-Filler Concentrate (In-Salon) and Single Dose Therapy are part of the portfolio of L'Oreal Professional, a division of L'Oreal Groupe (15 ML - PRO LONGER).

The market is divided into Hypermarkets/Supermarkets, Convenience Shops, Specialty Retailers, E-commerce, and Other based on the distribution channel. The largest share of nearly 30.66% was held by the segment of supermarkets and hypermarkets in 2022. The increasing customer preference for using supermarkets and hypermarkets as their major source for purchasing cosmetics and personal care items is the main factor driving the segment's rise. Men are more inclined to purchase goods after having the chance to touch and feel them at supermarkets and hypermarkets, according to a FashionNetwork.com study from 2020. This is because only 22% of men regularly shop on their mobile devices. Also, these businesses offer a respectable product range and aid customers in making quick skincare product purchases. It is expected that the internet market will grow at the highest CAGR of 9.68% over the forecast period. The personal care and beauty market has experienced a significant growth in e-commerce, with businesses building online websites and shopping applications to improve customer awareness of their brands. For instance, Nykaa created NykaaMan.com, a website devoted to men's grooming, in December 2022. The website will feature companies in a variety of categories, including shaving, sports nutrition, bath & body, beard care, and grooming kits. It will also provide the top male brands and products, as well as suggestions for the ideal regime from industry experts.

Based on Nature Type, the market is divided into two parts i.e. Natural and Conventional. Conventional products are leading the market with the market share of 72.5% in 2022. This is due to most of the products available in the market are made from some artificial preservatives or ingredients and today most of the men use this type of products. Further, Natural ingredients based products are expected to register significant CAGR of 7.26% during the forecast period. The rising awareness regarding use of natural products & its health related benefits is the driving the growth of natural products.

Recent Development:
• In January 2022, L’Oreal acquired the United States super food skincare specialist Youth to the People in a move set to deepen ethical offerings in very competitive men’s grooming products market offerings.
• In May 2020, Gillette launched King C. Gillette, a complete range of grooming and beard care products for men. The range was categorized into three sections such as shave and edge, trim, and care.
• In June 2019, Giorgio Armani launched a 3-piece skincare line for men. The three-part range includes face wash, toner, and moisturizer.

Covid-19 Impact:
The men's grooming products market has been moderately affected by the COVID-19 pandemic since many social arrangement facilities and offices were closed. Consequently, these factors have reduced the demand for men's grooming products, particularly shaving products. Another consequential trend in the men's grooming products market is the rise of do-it-yourself (DIY) grooming. Many beauty salons have closed, and even in places where they have not, consumers are forgoing services because of concerns about close physical contact.

Companies Mentioned in this report:
Beiersdorf AG, Procter & Gamble Co., L'Oréal Groupe , Shiseido Co., Ltd. , Vi-john Group , Colgate-Palmolive Company , Kao Corporation , The Estée Lauder Companies Inc., Reckitt Benckiser , Coty, Inc., Edgewell, Personal Care Co, Koninklijke Philips N.V., L’occitane International SA, Revlon, Inc., Unilever PLC, LVMH Moët Hennessy – Louis Vuitton SE, Natura Cosmeticos SA (NATURA), ITC Limited ,Emami, Himalaya.

Considered in this report
• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Global Men’s Grooming market with its value and forecast along with its segments
• Region-wise Men’s Grooming market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report:
• North America (United States, Canada, Mexico)
• Europe (Germany, United Kingdom, France, Spain, Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, Saudi Arabia, Qatar, South Africa)

By Product Type:
• Skin Care (Anti-aging, Face Wash, Moisturizers, Others)
• Hair Care (Shampoo, Conditioner, Styling Products, and Others)
• Shave Care (Shaving Gel, Razors & Blades, After Shave Care, Lotion, Splash/Gel, Balm and Others)
• Toiletries (Soap, Shower & Wash)
• Fragrances (Perfume, Deodorants & Colognes)
• Others

By Price Range:
• Mass Products
• Conventional Products

By Distribution Chanel:
• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Retail
• E-Commerce
• Others (Pharmacies, B2B)

By Nature Type:
• Natural
• Conventional

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Men’s Grooming industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.