The global men’s personal care market size was valued at USD 47.75 billion in 2025 and is projected to grow from USD 51.00 billion in 2026 to USD 86.32 billion by 2034, registering a CAGR of 6.8% during the forecast period from 2026 to 2034. North America dominated the men’s personal care market with a market share of 36.5% in 2025.
Men's personal care refers to a broad range of products designed to support men's hygiene, grooming, skincare, haircare, shaving, fragrance, and overall appearance. The category includes products such as facial cleansers, moisturizers, shampoos, deodorants, shaving products, beard care, and fragrances. Growing awareness of grooming, skincare, and personal wellness is expanding demand for specialized men's personal care products.
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Rising Demand for Men's Skincare Products
Men are increasingly expanding their grooming routines beyond traditional shaving and deodorant products toward skincare, including cleansers, moisturizers, serums, and targeted treatments. Growing awareness of skin health, self-care, and appearance is encouraging men to adopt more comprehensive skincare routines. NIQ highlights the growing influence of Gen Z men, ingredient-led products, and skincare routines in reshaping men's grooming.
Growing Premiumization and Multifunctional Grooming
Men are increasingly seeking premium, performance-focused, and multifunctional personal care products that simplify daily grooming routines. Natural ingredients, specialized formulations, fragrances, hair treatments, and products addressing specific skin and hair concerns are gaining attention as consumers become more willing to experiment with broader grooming categories.
Growing Focus on Grooming and Skin Health
Men are increasingly expanding their personal care routines beyond traditional shaving and deodorant products toward skincare, haircare, fragrances, and targeted grooming solutions. Growing awareness of appearance, self-care, and skin health is encouraging men to adopt more comprehensive grooming routines. Mintel also reports increasing innovation in men's skincare and hair treatments, reflecting this shift in consumer behavior.
Price Sensitivity and Preference for Simple Grooming Routines
Price sensitivity remains a challenge as some consumers prioritize essential grooming products and avoid unnecessary premium purchases. Men also continue to prefer simple and convenient routines, which can limit the adoption of multiple specialized products. Mintel notes that multifunctional products are increasingly attractive to male consumers seeking convenience and value.
Expansion of Multifunctional and Personalized Products
The growing preference for multifunctional, ingredient-led, and personalized grooming products is creating opportunities for manufacturers. Products combining skincare, beard care, haircare, and other grooming functions can appeal to consumers seeking simpler routines while addressing specific personal care needs.
Intense Competition and Rapidly Changing Consumer Preferences
The men's personal care market faces intense competition as established brands and emerging companies introduce new formulations, ingredient-led products, fragrances, and multifunctional solutions. Rapid changes in consumer preferences and increasing expectations for product efficacy require companies to continuously innovate and differentiate their offerings.
Skin Care Products Segment Dominated the Market with 31.6% Share in 2025
The skin care products segment dominated the men's personal care market with a 31.6% share in 2025, reaching USD 15.09 billion, and is projected to grow at a CAGR of 9.12% during 2026–2034. Hair care products accounted for a 25.8% share, reaching USD 12.32 billion, while shaving products represented 18.9%, reaching USD 9.02 billion. Fragrances accounted for 15.7%, reaching USD 7.50 billion, and other products represented 8.0%, reaching USD 3.82 billion.
Growing awareness of skincare, grooming, appearance, and personal wellness is encouraging men to adopt broader personal care routines. Increasing demand for specialized skincare, haircare, fragrances, and convenient grooming products is supporting the expansion of the men's personal care market.
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E-commerce Segment is Projected to Grow at a CAGR of 10.34%
Supermarkets and hypermarkets accounted for a 39.2% share of the men's personal care market in 2025, reaching USD 18.72 billion, and are projected to grow at a CAGR of 7.21% during 2026–2034. Pharmacies and drug stores represented 22.6%, reaching USD 10.79 billion, while e-commerce accounted for 27.9%, reaching USD 13.32 billion, and is projected to grow at the fastest CAGR of 10.34%. Other channels accounted for 10.3%, reaching USD 4.92 billion.
E-commerce is gaining popularity due to convenience, broader product selection, competitive pricing, home delivery, and access to product reviews and digital recommendations. Meanwhile, supermarkets, hypermarkets, and pharmacies remain important because of their accessibility and established consumer presence.
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North America dominated the men's personal care market with a 36.5% share in 2025, reaching USD 17.43 billion, and is projected to grow at a CAGR of 7.82% during 2026–2034. The region's leading position is supported by high consumer spending on grooming, skincare, haircare, fragrances, and shaving products. Growing awareness of men's skincare, premium grooming products, and personalized personal care routines is also supporting regional growth.
The US market is supported by strong consumer spending on grooming and personal care products, increasing adoption of men's skincare routines, and demand for premium and specialized formulations. The expansion of e-commerce and social media-driven product discovery is also contributing to market growth.
Canada's market is supported by growing awareness of men's grooming and skincare, increasing demand for premium personal care products, and expanding access through supermarkets, pharmacies, specialty stores, and e-commerce platforms.
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Europe accounted for 27.4% of the men's personal care market in 2025, reaching USD 13.08 billion, and is projected to grow at a CAGR of 7.35% during 2026–2034. Growth is supported by increasing consumer interest in skincare, grooming, fragrances, and premium personal care products. Growing demand for ingredient-focused and specialized formulations is also supporting regional expansion.
The UK market is supported by increasing adoption of skincare and grooming routines among men, growing demand for premium products, and strong availability through retail and online channels. E-commerce and digital marketing are also helping brands reach younger consumers.
Germany's market benefits from strong demand for quality personal care products, increasing awareness of men's skincare, and established retail and pharmacy networks. Growing interest in specialized, premium, and functional grooming products is supporting market development.
Asia Pacific accounted for 24.8% of the men's personal care market in 2025, reaching USD 11.84 billion, and is projected to grow at the fastest CAGR of 9.86% during 2026–2034. Growth is supported by rising disposable incomes, urbanization, increasing grooming awareness, and growing adoption of skincare and haircare products among men. Rapid expansion of e-commerce and digital beauty platforms is also supporting regional growth.
Japan's market is supported by high consumer awareness of skincare, grooming, and personal wellness. Demand for premium, functional, and specialized skincare products, together with established retail and e-commerce channels, is contributing to market expansion.
China's market benefits from a large consumer base, rising disposable incomes, growing grooming awareness, and increasing adoption of men's skincare and haircare products. Rapid e-commerce growth and social media-driven beauty trends are also supporting demand.
Middle East and Africa accounted for 4.6% of the men's personal care market in 2025, reaching USD 2.20 billion, and is projected to grow at a CAGR of 7.94% during 2026–2034. Growth is supported by increasing grooming awareness, rising disposable incomes, expanding modern retail, and growing demand for fragrances, skincare, and haircare products.
The UAE market is supported by strong demand for premium grooming, fragrances, skincare, and personal care products. High consumer spending, tourism, modern retail infrastructure, and expanding e-commerce are also contributing to market growth.
South Africa's market is supported by growing awareness of men's grooming, increasing demand for skincare and haircare products, and expanding modern retail and e-commerce channels. Rising interest in premium and specialized personal care products is also supporting market development.
The men's personal care market is highly competitive, with major companies focusing on skincare, haircare, shaving, fragrances, deodorants, and other grooming products. Key players include Procter & Gamble, Unilever, L'Oréal, Beiersdorf AG, Johnson & Johnson, Coty Inc., Estée Lauder Companies Inc., Edgewell Personal Care Company, Kao Corporation, and Reckitt Benckiser. Companies are strengthening their portfolios through product innovation, premium formulations, specialized men's grooming ranges, and expansion across online and offline distribution channels.
Procter & Gamble
Procter & Gamble maintains a strong position in men's personal care through its grooming, skincare, and personal care portfolio. Its brands include Gillette, which focuses on men's grooming and shaving, and Old Spice, which offers deodorants, body washes, and other men's grooming products. The company continues to focus on product innovation, performance, and broad retail availability.
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Author's Details
Research Analyst
Preeti Bhagat is a research professional with around 2.5 years of experience in the market research industry, specializing in market analysis, secondary research, market estimation, forecasting, and competitive intelligence. She has developed expertise across industries including Packaging and Consumer Goods, supporting businesses with data-driven insights into market dynamics, industry trends, competitive landscapes, and growth opportunities.
Her experience includes conducting comprehensive secondary research, market sizing, demand analysis, company profiling, competitive benchmarking, and trend assessment. She has hands-on experience with structured research methodologies, including top-down and bottom-up approaches, to assess market potential, growth opportunities, and future market performance.
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