Men’s Personal Care Market Size, Share & Trends Analysis Report By Product Type (Skin Care Products, Hair Care Products, Shaving Products, Fragrances, Others - (Bath and Shower, Oral Care)), By Distribution Channel, Supermarkets & Hypermarkets, Pharmacies & Drug Stores, E-commerce, Others - (Specialty Stores, Department Stores)) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2025-2033

Men's Personal Care Market Size

The global men’s personal care market was valued at USD 70.84 billion in 2024 and is projected to reach USD 74.68 billion in 2025 to reach USD 108.92 billion by 2033, growing at a CAGR of 4.75% during the forecast period (2025–2033).

The global market encompasses a wide range of grooming and hygiene products, including skincare, haircare, deodorants, shaving products, and fragrances designed specifically for men. The industry is driven by increasing awareness of personal grooming, the influence of social media, and evolving lifestyle trends that emphasize self-care among men of all age groups.

Several factors contribute to the rapid growth of this market. The rising disposable income and willingness to spend on premium grooming products are key drivers. Additionally, growing consumer awareness about skincare and anti-aging solutions, fueled by celebrity endorsements and social media influence, is propelling demand. The expansion of e-commerce has also played a crucial role in making men's personal care products more accessible and personalized. Companies are launching innovative products tailored to men's unique skincare and grooming needs, such as natural, ingredient-based formulas and multifunctional products. Moreover, increasing sustainability concerns have encouraged brands to develop eco-friendly and cruelty-free products, presenting lucrative opportunities for market expansion.

Current Market Trends 

Rise of personalized and clean beauty products

Men’s personal care is shifting toward personalized skincare and clean beauty formulations. With an increasing focus on ingredient transparency, brands are introducing sulfate-free, paraben-free, and organic grooming products. Companies such as L’Oréal and Procter & Gamble have responded by offering AI-driven skin care diagnostics and personalized grooming subscriptions.

• For example, in January 2025, L’Oréal launched its AI-powered personalized skincare line for men under Kiehl’s brand, allowing consumers to create tailor-made formulations based on their skin type and concerns.

Moreover, sustainable packaging initiatives are gaining traction, with brands like Bulldog Skincare switching to biodegradable materials. As men become more conscious of product formulations and environmental impact, the demand for clean beauty products continues to rise, making it a crucial market trend.

Men's Personal Care Market Growth Factors

Targeting male consumers

The global market is witnessing significant growth as brands increasingly tailor their marketing strategies to male consumers. Historically, personal care and grooming products have been marketed primarily to women, but changing consumer attitudes and evolving definitions of masculinity have created new opportunities.

• For example, in February 2025, Jo Malone London strategically moved to capture the men's fragrance market by partnering with NFL players JuJu Smith-Schuster, Jayden Daniels, and Kyle Juszczyk during the 2025 Super Bowl. This initiative aimed to engage the predominantly male audience of the event, showcasing high-end fragrances in a traditionally male-dominated sports setting.

Such targeted efforts are reshaping the industry, emphasizing product lines specifically designed for men, from skincare to grooming essentials. With increasing disposable income and awareness of self-care, male consumers are driving demand for premium, personalized products, pushing brands to develop innovative marketing and product strategies.

Market Restraints

High product costs and limited accessibility in emerging markets

While the global men’s personal care market is growing, high product costs and limited accessibility in emerging economies present significant challenges. Premium grooming products, especially those with organic or dermatologically tested ingredients, often have a higher price tag, making them less affordable for price-sensitive consumers.

According to market reports, the average cost of a high-quality men’s skincare product has increased by 15% over the last three years due to inflation and rising raw material prices. Additionally, distribution challenges in developing regions such as Africa and parts of Asia limit consumer access to premium brands, restricting market expansion.

Brands are addressing this challenge by launching affordable product lines and increasing local manufacturing. However, cost and accessibility remain barriers, particularly in price-sensitive markets.

Key Opportunity 

Expansion of men’s grooming subscription services and digital retailing

The rise of e-commerce and subscription-based grooming services presents substantial opportunities for the global market. Companies are leveraging AI-driven analytics and direct-to-consumer (DTC) models to offer personalized subscription boxes catering to individual grooming needs. Additionally, premium brands like Kiehl’s and Clinique for Men are enhancing digital experiences by providing virtual skincare consultations.

• For instance, in January 2025, Beiersdorf announced integrating augmented reality (AR) skincare analysis for Nivea Men, allowing users to scan their faces via a mobile app for personalized product recommendations.

With more consumers seeking convenience and personalization, subscription-based services and digital retailing are set to drive future market growth, making it a crucial opportunity for industry players.

Regional Insights

North America: Dominant region

North America holds a significant share of the global market, driven by high consumer awareness, disposable income, and an evolving perception of male grooming. The presence of established market players like Procter & Gamble, Unilever, and Estée Lauder further contributes to the region's dominance. The self-care trend is deeply ingrained in North American culture, with increasing demand for skincare, haircare, and grooming products tailored to men's needs.

Additionally, digital transformation is reshaping the market, with e-commerce platforms like Amazon and Walmart introducing AI-powered product recommendations and personalized subscription models. Increased interest in sustainable products has led companies like Bulldog Skincare and Lumin to expand their biodegradable and cruelty-free product lines, reinforcing North America's leadership in premium and eco-friendly grooming solutions.

Asia-Pacific: Fastest-growing region

Asia-Pacific is projected to be the fastest-growing region in the market, fueled by rising disposable incomes, rapid urbanization, and evolving societal attitudes toward male grooming. Countries like China, India, and South Korea are at the forefront of this transformation, with younger generations driving demand for skincare, haircare, and premium grooming products.

South Korea, a global hub for skincare innovation, continues to set trends in men’s beauty, with brands such as Innisfree and Laneige launching male-specific skincare lines. India is emerging as another significant market, driven by the rising middle class and growing male interest in self-care. E-commerce giants such as Nykaa Men and Amazon India have expanded their male grooming categories, offering curated subscription boxes and customized skin care solutions.

With increasing consumer engagement, regional innovations, and digital transformation driving sales, Asia-Pacific is poised to lead the global market’s expansion in the coming years.

Country Analysis

• United States: The U.S. men's personal care market is experiencing robust growth, driven by increasing awareness of grooming and self-care among men. This surge is attributed to the rising demand for skincare, haircare, and beard grooming products. Major players like Procter & Gamble and Unilever have expanded their men's product lines to cater to this growing segment. The market continues to innovate, with brands focusing on natural ingredients and personalized grooming solutions to meet evolving consumer preferences.​
• Germany: Germany's beauty and personal care market is projected to grow. The men's grooming sector is a significant contributor, driven by a cultural emphasis on personal appearance and hygiene. However, recent economic and political shifts have dampened consumer spending, particularly in Germany and France. Douglas, a leading German beauty retailer, reported a rapid market deterioration in early 2025, leading to a downward revision of its guidance. The decline in demand for personal care and beauty products has affected the sector. However, major players like Procter & Gamble and L'Oréal are better positioned to withstand these challenges due to their diverse product ranges and marketing strength.
• China: China's men's skincare products market has grown robustly. This expansion is fueled by increasing disposable incomes and a growing acceptance of skincare routines among Chinese men. Domestic brands capitalize on this trend by offering products tailored to local preferences. However, economic challenges, including a prolonged property crisis and rising youth unemployment, have tempered consumer spending in the personal care sector. Despite these hurdles, the market's upward trajectory reflects a cultural shift towards enhanced male grooming and self-care practices.
• India: India's men's grooming market is significantly increasing. This growth is driven by growing disposable incomes, urbanization, and a cultural shift toward personal grooming among Indian men. The government's initiatives promoting local manufacturing and entrepreneurship have further bolstered the market. International and domestic brands are expanding their presence, offering a diverse range of products from skincare to beard care, catering to the evolving preferences of Indian consumers.​
• Japan: Japan's men's grooming products market is projected to grow during the forecast period. The country's intense cultural emphasis on personal hygiene and appearance drives this growth. Japanese men increasingly invest in skincare and grooming products, leading to a sophisticated and diverse market. Brands focus on high-quality, multifunctional products catering to the discerning Japanese consumer, emphasizing innovation and efficacy.
• Brazil: Brazil has emerged as the second-largest market globally for men's care. A cultural shift towards more significant attention to personal care and appearance among Brazilian men drives this impressive growth. Younger demographics, particularly in urban areas, are increasingly investing in skincare, haircare, and grooming products. The market is characterized by a blend of international brands and local companies offering products tailored to Brazilian preferences and climatic conditions.​

Men's Personal Care Market Segmentation Analysis

By Product Type

Skincare products hold the largest share in the men's personal care market, driven by increasing awareness regarding skin health and appearance. Products such as moisturizers, face washes, and anti-aging creams are gaining popularity. For instance, L'Oréal's Men Expert line offers a range of skincare solutions tailored for men, addressing concerns like dryness and aging. The growing trend of men adopting daily skin care routines contributes significantly to this segment's growth.

By Distribution Channel

Supermarkets and Hypermarkets dominate the market share. These retail outlets are primary channels for men's personal care products due to their broad reach and variety. Consumers prefer supermarkets and hypermarkets for the convenience of one-stop shopping and the ability to compare products. These stores' availability of diverse brands and frequent promotional offers enhance their appeal.

Company Market Share

The global market has experienced significant growth, with leading companies capturing substantial market shares through diverse product offerings and strategic initiatives.

Procter & Gamble: Procter & Gamble (P&G) stands out in its portfolio, solidifying its men's grooming sector leadership. ​

• In March 2021, P&G's brand Gillette launched the Gillette SkinGuard Sensitive razor, specifically designed for men with sensitive skin, enhancing its product lineup to cater to diverse consumer needs.

Recent Developments

• August 2024- Emami acquired the remaining 49.6% stake in Helios Lifestyle, securing full ownership of "The Man Company," a premium male grooming brand. This strategic move aims to strengthen Emami's presence in the expanding male grooming market.
• March 2024- Unilever introduced a new unisex personal care line featuring minimalistic and sustainable products with gender-neutral scents and packaging. This initiative caters to the growing demand for inclusive beauty products, particularly among Gen Z consumers.

Analyst Opinion

As per our analyst, the global men's personal care market is experiencing a transformative phase, marked by a heightened emphasis on grooming and self-care among men across various regions. This shift is propelled by evolving societal norms that increasingly accept and encourage male grooming and rising disposable incomes, enabling more significant expenditure on personal care products. The market's robust growth is further supported by the proliferation of tailored product offerings, ranging from skincare and haircare to specialized grooming tools.​

The United States stands out in North America, which has a substantial market size. This growth indicates a cultural shift where male grooming is becoming mainstream, supported by extensive product lines from major players like Procter & Gamble and Unilever.​ China and India are notable for their rapid market expansion in the Asia-Pacific region. China's market is driven by increasing disposable incomes and a growing acceptance of skincare routines among men.

Despite these positive trends, the market faces certain restraints. Economic uncertainties have led some consumers to opt for more affordable brands, impacting the sales of premium products. Additionally, cultural stigmas around male grooming persist in certain regions, potentially hindering.