MARKET OVERVIEW

Men Personal Care Market size was valued at USD 58.6 billion in 2025 and is projected to reach USD 101.2 billion by 2033, growing at a CAGR of 7.2% during the forecast period. The market has witnessed a major transformation, driven by a cultural shift toward self-care and grooming among men. Increasing awareness about skin health, hygiene, and the availability of personalized grooming products has significantly fueled product adoption. Categories such as skincare, haircare, shaving products, and fragrances have evolved to cater specifically to male consumer preferences. Younger urban males are more inclined towards high-end grooming kits, organic skincare, and multifunctional personal care products. Additionally, e-commerce has expanded the market reach for premium and international brands. Men's interest in anti-aging solutions, beard grooming essentials, and sun care products is also on the rise. Brands are responding by offering gender-specific solutions with masculine branding, natural ingredients, and cruelty-free certifications. As societal norms evolve and personal appearance becomes more central to lifestyle identity, the men personal care segment continues to expand across all geographies.

DRIVER:-

The primary driver of the men personal care market is the growing consciousness among men regarding appearance and hygiene. Changing social norms and digital influence have redefined masculinity, making grooming and skincare more socially acceptable and even aspirational. In 2025, around 68% of men globally admitted to using personal care products regularly, a figure that is growing rapidly. The rise of male influencers and grooming blogs has normalized skincare routines and product experimentation. Furthermore, the urban millennial and Gen Z demographics are particularly responsive to premium grooming offerings, especially those that align with sustainability, clean-label ingredients, and gender inclusivity. Technological advances in product formulation and customization also support consumer demand for effective and tailored grooming solutions. As men's wellness and grooming shift from basic hygiene to self-care routines, the market continues to experience exponential growth.

COUNTRY/REGION:-

The United States leads the men personal care market, accounting for over 25% of the global revenue in 2025. This dominance is supported by a high disposable income, a robust grooming culture, and strong brand presence. Countries like the UK, Germany, and France also show strong demand driven by awareness of skincare, beard grooming, and premium fragrance products. In the Asia-Pacific region, particularly in China, India, South Korea, and Japan, the market is booming due to growing urban populations, influence from K-pop and Western fashion, and increased availability of grooming products. In South Korea, for example, nearly 75% of men aged 20–40 use skincare products, making it one of the world’s most lucrative men's grooming markets. Emerging markets in Latin America and the Middle East are catching up, driven by improved access to international brands and social media trends.

SEGMENT:-

In 2025, skincare products lead the segment, contributing over 30% of the men personal care market share. Demand for moisturizers, face washes, sunscreens, and anti-aging solutions has skyrocketed. Haircare products, including shampoos, conditioners, and styling gels, form the second-largest segment. Beard grooming kits, serums, and oils are growing at a fast pace as facial hair becomes more mainstream. Fragrance products such as deodorants, body sprays, and perfumes are a staple part of men’s daily grooming rituals and maintain steady growth. Moreover, bath and shower products, including body washes and soaps, have also become specialized with scents and features tailored for men. Premium and organic product lines are gaining traction across all these segments.

MARKET TRENDS

Several key trends are shaping the men personal care market in 2025. Customization and personalization have gained significant popularity, allowing consumers to select products suited to their skin types and grooming habits. The rise of clean beauty is also influencing male grooming routines, with increasing demand for organic, cruelty-free, and vegan products. Digital-first brands are emerging, using DTC (direct-to-consumer) models to disrupt legacy players. Subscription-based services for grooming kits are also gaining popularity, offering convenience and personalization. Social media and influencer marketing are pivotal in driving product awareness, especially among Gen Z consumers. The increased use of AI and AR in grooming apps, allowing virtual try-ons and personalized skincare analysis, has further enhanced consumer engagement. Finally, the expansion of gender-neutral products and brands targeting all identities is blurring traditional categories and welcoming broader demographics.

MARKET DYNAMICS

DRIVER-

Increased awareness of male grooming and wellness as part of self-care routines is fueling product innovation and consumption globally. This shift is especially visible in urban demographics.

RESTRAINT-

Cultural taboos in certain regions regarding male grooming may restrict market penetration. Moreover, premium products remain unaffordable for a large segment of consumers.

OPPORTUNITY-

The rise of e-commerce, especially in emerging economies, provides vast untapped potential for both global and local brands to expand their consumer base and introduce customized offerings.

CHALLENGE-

Maintaining brand loyalty in a highly fragmented and competitive market is difficult. New entrants and private labels constantly challenge established players on price and innovation.

MARKET SEGMENTATION

By Type-

Skincare, haircare, fragrance, shaving products, and bath essentials constitute major product types. Skincare dominates with growing demand for anti-aging, acne-control, and sun-protection solutions tailored for men’s skin.

By Application-

The market is segmented into personal hygiene, hair grooming, skincare routines, and fragrance use. Skincare and hair grooming lead the application areas, especially among the 18–35 age group.

REGIONAL OUTLOOK

North America-

The U.S. and Canada are mature markets with consistent growth fueled by high awareness, demand for premium products, and a focus on wellness. E-commerce channels dominate sales here.

Europe-

Driven by strong demand in Germany, UK, France, and Italy, Europe sees a rising preference for natural ingredients and minimalist grooming routines. Beard grooming and skincare lead the trends.

Asia-Pacific-

Asia-Pacific is the fastest-growing market with cultural acceptance of male grooming, especially in countries like South Korea, Japan, and China. Influencer marketing and K-beauty have elevated standards.

Middle East & Africa-

Growth is steady due to increased spending power and lifestyle changes. Beard oils, luxury fragrances, and personal hygiene products are particularly popular in the GCC nations.

List of Top Men Personal Care Companies-

1. Unilever – With brands like Dove Men+Care and AXE, Unilever dominates grooming and deodorant segments.

2. Procter & Gamble (P&G) – Old Spice and Gillette are globally recognized brands leading in shaving and body sprays.

3. L'Oréal – Men Expert line offers premium skincare and grooming products globally.

4. Beiersdorf AG – Known for NIVEA Men, a global leader in skincare for men.

5. Johnson & Johnson – Provides dermatologist-backed solutions under Neutrogena Men.

6. Edgewell Personal Care – Owns Schick and Bulldog Skincare, targeting shaving and beard care.

7. The Estée Lauder Companies Inc. – Premium brands like Lab Series focus on luxury skincare for men.

8. Reckitt Benckiser – Owns leading deodorant brand LYNX (AXE).

9. LVMH – Offers high-end fragrance and skincare products through its luxury brand portfolio.

10. Hindustan Unilever (India) – Axe and Pond’s Men cater to a large domestic market with localized products.

Investment Analysis and Opportunities-

The men personal care segment has seen a surge in venture capital investments, especially in niche and eco-conscious brands. Opportunities lie in expanding into rural markets, AI-driven skincare tech, and subscription-based services.

New Product Development-

Key players are launching multifunctional products like 2-in-1 cleansers, anti-pollution creams, and beard growth serums. Packaging innovation and sustainability remain top priorities in product design.

Five Recent Developments-

1. Unilever launched a climate-conscious version of Dove Men+Care with recycled packaging.

2. L'Oréal partnered with Verily to develop personalized skincare using biosensors.

3. Beiersdorf introduced a men-specific anti-aging cream with Q10 boost.

4. Bulldog Skincare expanded into Asia with a new vegan product line.

5. Gillette rolled out a heated razor in the premium grooming segment.

Report Coverage-

This report provides an in-depth analysis of the men personal care market covering 2025–2033, including market size, growth forecasts, key drivers, challenges, segmentation by type and application, and regional outlook. It also includes profiles of top companies, recent developments, investment insights, and innovation strategies.