Mens Intimate Care Products Market Size & Outlook, 2025-2033

Mens Intimate Care Products Market Overview

The global men's intimate care products market size was valued at USD 14.22 billion in 2024 and is expected to grow from USD 15.54 billion in 2025 to reach USD 31.53 billion by 2033, growing at a CAGR of 9.25% during the forecast period (2025–2033). The growth of the market is attributed to rising disposable income.

Key Market Indicators

• North America dominated the men's intimate care products market in 2024.
• Based on technique, the grooming products segment led the market in 2024.
• Based on application, the offline retail segment is the dominant application segment in the global market.
• Based on end-user, adults (20–40 years) segment is the dominant end-user segment in the global market.

Market Size & Forecast

• 2024 Market Size: USD 14.22 Billion
• 2033 Projected Market Size: USD 31.53 Billion
• CAGR (2025-2033): 9.25%
• North America: Largest market in 2024
• Asia-Pacific : Fastest growing market

One of the primary drivers of the global men's intimate care products market is the shift in societal norms and growing acceptance of male grooming. Modern men, especially in urban areas, are becoming more conscious of personal hygiene, including intimate care. This shift is supported by evolving perceptions of masculinity, where self-care is no longer viewed as taboo but rather as a sign of self-respect and wellness.

Additionally, the increasing emphasis on health and hygiene has prompted men to seek targeted solutions for issues such as sweat, odor, and irritation in intimate areas. Digital platforms and male grooming influencers have further helped break stigmas, encouraging product awareness and acceptance. The growing popularity of wellness and grooming routines among men globally is expected to sustain the demand for these products and drive innovation in this niche but fast-growing market segment.

Mens Intimate Care Products Market Trends

Expansion of Product Lines

The global market is experiencing a significant trend of product diversification beyond traditional hygiene items. Brands are expanding their offerings to include deodorizing sprays, intimate wipes, creams, serums, and fragrances tailored specifically for men's intimate areas. This trend is largely driven by rising consumer awareness around specialized grooming, wellness, and the importance of skin microbiome balance.

• For instance, in September 2023, Exvin launched an innovative line, Intimate Parfum, which is a male intimate-care fragrance featuring a prebiotic complex and natural extracts to soothe skin and support microbiome balance while offering a subtle, deodorizing scent. Alcohol-free and dermatologically gentle, it delivers up to 8 hours of freshness, marketed as a premium sensory and wellness enhancement.

Such innovations highlight a shift toward luxury and functional products that cater to men's evolving personal care routines.

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Mens Intimate Care Products Market Driver

Rising Disposable Income

The growth in disposable income globally is a key factor driving the global market. As men gain more financial autonomy, especially in urban and semi-urban areas, their willingness to spend on personal grooming and hygiene products increases significantly. A surging middle class in emerging economies and increased spending power among millennials and Gen Z have further contributed to the surge in demand for niche personal care items.

• For instance, global household disposable income per capita increased by 1.8% in 2024 across OECD countries, marking a slight rise from the 1.7% growth recorded in 2023. In the fourth quarter of 2024 alone, real household income grew by 0.5%, up from 0.2% in the previous quarter. Among G7 nations, the U.S. and Canada saw disposable income grow by 29.5% and 23.7%, respectively, between 2007 and mid-2024.

This enhanced purchasing power is creating new opportunities for the brands in this market to expand their product offerings and tap into premium market segments.

Market Restraint

Social Taboos and Lack of Awareness

One of the major restraints in the global market is the prevailing social taboos and lack of awareness, particularly in conservative societies. Discussions around men's personal hygiene and intimate health are often considered embarrassing or inappropriate, leading to limited consumer knowledge and engagement.

This cultural hesitation discourages men from openly purchasing or using such products, ultimately affecting market growth. In many regions, men remain unaware of the availability and benefits of intimate care products, associating them solely with women. Consequently, this stigma creates a significant barrier for manufacturers and retailers attempting to educate and promote these products among the male demographic.

Key Market Opportunity

Educational Campaigns

Educational campaigns represent a significant opportunity in the global market, especially in regions where awareness and openness around male hygiene are limited. These campaigns can normalize conversations about intimate care and help dismantle deep-rooted stigmas. By promoting personal hygiene as a core element of overall well-being, brands can position themselves as advocates for men's health.

• For instance, Redcliffe Labs' #MendYourHealth campaign, launched on International Men's Day (December 12, 2024), encourages Indian men to break stereotypes around masculinity and prioritize holistic wellness. By promoting shared conversations on mental health, preventive screenings, and emotional wellbeing, the initiative challenges stigma and invites men to seek regular health checks and open up about emotional struggles.

Similar educational initiatives can improve product adoption, brand loyalty, and long-term consumer trust in this market.

Regional Analysis

The North American market is witnessing steady expansion due to rising health consciousness and the normalization of male grooming. Consumers are becoming more open to discussing intimate hygiene, driven by educational content and social media influence. The region shows strong demand for premium, natural, and dermatologist-approved products. Retailers and direct-to-consumer brands are expanding their portfolios while increasing e-commerce penetration to enhance accessibility. The shift toward wellness and self-care has encouraged product innovation, with a growing focus on pH-balanced formulations and multifunctional hygiene solutions.

• The United States men's intimate care products market is expanding rapidly, fueled by evolving grooming norms and rising self-care awareness. Brands like Ballsy and MANSCAPED have capitalized on direct-to-consumer strategies and social media campaigns targeting Gen Z and millennials. Retail giants such as Target and Walmart have increased shelf space for men's hygiene products, reflecting growing demand for intimate washes, powders, and grooming kits.

• Canada's market for men's intimate care products is gaining traction due to heightened awareness around hygiene and skin health. Brands like No Pong and Every Man Jack are leveraging natural formulations and sustainable packaging to appeal to eco-conscious consumers. Online platforms such as Well.ca and Amazon Canada have expanded product accessibility, while wellness influencers help break stigmas around male intimate hygiene, especially among younger, urban demographics.

Asia-Pacific Mens Intimate Care Products Market Trends

Asia Pacific presents high growth potential driven by increasing urbanization, changing cultural perceptions, and rising disposable incomes. Younger demographics are embracing self-care and grooming routines influenced by global trends and media exposure. The region's flourishing e-commerce ecosystem supports the rise of niche brands offering herbal, ayurvedic, and sensitive-skin-friendly products for intimate care of men. Aggressive marketing strategies and influencer collaborations are also improving product visibility. With evolving gender roles and health consciousness, the demand for safe, specialized hygiene products is expanding, creating opportunities for both global and regional market entrants.

• China's men's intimate care products market is witnessing robust growth, driven by rising urbanization and evolving perceptions of male hygiene. Increasing social media influence and e-commerce platforms like JD.com and Tmall are fueling product awareness. Brands such as Vcare and Relove are gaining popularity for offering skin-sensitive and herbal products. Additionally, government health campaigns promoting personal hygiene are further catalyzing consumer acceptance and market expansion in urban centers.

• India's men's intimate care products market is expanding rapidly due to increasing awareness, rising disposable incomes, and lifestyle changes among urban males. Startups like Pee Safe and Man Matters are leading the segment by offering pH-balanced intimate washes and antifungal creams. Online platforms like Nykaa and Flipkart are boosting product accessibility. Cultural shifts, along with educational content via influencers, are helping overcome taboos and drive consumer interest across Tier 1 and Tier 2 cities.

Europe Mens Intimate Care Products Market Trends

In Europe, growing awareness around men's personal hygiene and the environmental impact of self-care products is driving demand for sustainable and vegan-friendly intimate care solutions. The market is influenced by consumers seeking transparency in labeling and ethical manufacturing practices. Regulatory support for cosmetic safety and consumer education has encouraged the uptake of specialty intimate products. Additionally, wellness trends are merging with masculinity norms, fostering acceptance of such products in daily routines. The expanding presence of private-label brands and upscale formulations is boosting market competitiveness across both offline and online platforms.

• Germany's men's intimate care products market is witnessing growth due to increasing health awareness and premium grooming habits. Brands like Balea MEN and Sebamed offer intimate washes tailored for sensitive skin, gaining traction among younger consumers. German pharmacies and drugstores such as dm and Rossmann are key retail channels. Growing discussions around men's wellness and hygiene in media are also breaking taboos and encouraging product adoption.

• The UK's men's intimate care products market is driven by rising openness about male hygiene and the demand for inclusive grooming. Brands such as Below The Belt Grooming and Menhood have gained popularity through online platforms and influencer marketing. Retailers like Boots and Superdrug now dedicate shelf space to male hygiene products. Increased interest in vegan, fragrance-free options reflects the UK's strong ethical consumer base and grooming trends.

Market Segmentation

Product Type Insights

The grooming products segment holds a significant share in the global market owing to growing awareness of personal hygiene and aesthetic appeal. Products such as trimmers, shaving gels, and intimate hair removal creams are witnessing increased demand. Men are becoming more conscious of maintaining cleanliness and appearance in intimate areas, driven by changing social norms and wellness trends. Brands offering multi-functional grooming solutions are gaining traction, particularly among urban and health-conscious male consumers.

Ingredient Type Insights

The natural/organic segment is rapidly gaining popularity as consumers seek safer, skin-friendly alternatives free from harsh chemicals. Products formed with plant-based ingredients, essential oils, and herbal extracts are preferred due to their perceived health benefits and minimal side effects. Rising concerns about synthetic additives and growing environmental awareness further boost this segment. Brands emphasizing sustainability, cruelty-free formulations, and eco-friendly packaging are capturing the attention of informed and environmentally conscious male consumers in the intimate care space.

End-User Insights

The adults (20–40 years) segment represents a major consumer base in the global market. This age group is more inclined toward self-care routines and is highly responsive to trends in grooming and hygiene. Increased disposable income, active lifestyles, and frequent engagement with digital platforms drive awareness and experimentation with intimate care products. Moreover, this demographic values both performance and aesthetics, leading to greater adoption of specialized solutions that cater to personal comfort and wellness.

Distribution Channel Insights

The offline retail segment continues to dominate distribution in the global market, supported by wide product visibility and consumer trust in physical purchases. Pharmacies, supermarkets, and specialty stores allow customers to physically examine products and seek recommendations. In emerging markets, offline retail remains essential due to limited internet penetration and cultural sensitivity around intimate care. Promotional displays, in-store discounts, and the availability of trained personnel enhance consumer engagement and influence purchasing decisions.

Company Market Share

Companies in the global market are focusing on expanding their product portfolios with natural and dermatologically tested formulations. They are investing in innovative packaging, targeted marketing, and e-commerce platforms to enhance consumer reach. Many are also emphasizing awareness campaigns and educational content to break taboos and promote usage. Strategic collaborations, influencer marketing, and regional expansions are key approaches being adopted to capture a larger share of the growing market.

Unilever is a leading global consumer goods company with a strong presence in the personal care segment, including men’s intimate care products. Through its brands like Dove Men+Care, Unilever has introduced hygiene-focused solutions tailored to male consumers. The company emphasizes innovation, sustainability, and inclusive marketing to cater to evolving grooming trends. With a robust distribution network and strategic investments in emerging markets, Unilever continues to expand its portfolio, addressing the growing demand for specialized men’s hygiene and wellness products worldwide.

• In June 2025, Unilever announced the acquisition of Dr Squatch, a leading natural soap and personal care brand, for US$1.5 billion. This move aims to enhance Unilever's footprint in the premium male grooming segment, leveraging Dr Squatch's popularity among health-conscious male consumers seeking organic and chemical-free hygiene products.

List of key players in Mens Intimate Care Products Market

1. Unilever
2. Procter & Gamble
3. Beiersdorf AG
4. L'Oréal S.A.
5. Reckitt Benckiser Group plc
6. Colgate-Palmolive Company
7. The Himalaya Drug Company
8. Man Matters
9. Ballsy
10. Chassis for Men

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Recent Developments

• September 2024- Indian brand IKEMEN unveiled its men’s intimate care line, featuring an Intimate Spray and Intimate Wash in New Delhi. The products are formulated with Japanese botanicals, are dermatologically tested, vegan, cruelty-free, FDA‑approved, and free from parabens. The New Delhi launch was accompanied by a global rollout event in London, signaling the brand's global ambitions.
• July 2025- Harry Styles’ lifestyle brand, Pleasing, has expanded into the intimate wellness space with its new line “Pleasing Yourself”. Launching with two products, a double‑sided vibrator priced at $68 and a silicone-based lubricant at $25, the collection promotes inclusive and pleasure-positive self-care. The teaser slogan “Please yourself like you mean it” reflects the brand’s bold and expressive positioning.
• April 2025- Niches & Nooks launched a debut line featuring pH-balanced, microbiome‑friendly intimate care essentials. The playful, refresh‑and‑cleanse range targets previously overlooked areas with a witty tone to destigmatize intimate health among men and gender‑neutral audiences.