Men are reshaping the global economy one skincare routine at a time, as evidenced by a booming industry projected to surpass $100 billion, fueled by a new generation that spends more on self-care than ever before.
Key Takeaways
- The global male grooming products market size was valued at USD 66.2 billion in 2020 and is expected to grow at a CAGR of 5.4% from 2021 to 2028.
- In 2023, the male grooming market in North America reached $12.5 billion, driven by increasing disposable incomes.
- The Asia-Pacific male grooming market is projected to register the fastest CAGR of 8.2% during 2023-2030.
- 55% of men aged 18-34 in the US spend over $50 monthly on grooming products.
- Globally, 68% of millennial men engage in daily skincare routines.
- In the UK, 42% of men over 50 now purchase anti-aging products.
- 72% of US men aged 18-24 research products online before purchase.
- Globally, 65% of men influenced by social media influencers for grooming.
- UK men 38% more likely to buy grooming during sales events.
- Shaving products hold 28% share of global male grooming market.
- Male skincare products grew 9.2% in 2023 to $15.4 billion.
- Hair care for men: 22% market share, $14.7 billion globally.
- Gillette holds 35% share in global razors for men.
- The Ordinary leads affordable male skincare with 22% US share.
- Nivea Men commands 18% Europe grooming market.
The male grooming industry is a large and rapidly growing global market.
Brand Insights
- Gillette holds 35% share in global razors for men.
- The Ordinary leads affordable male skincare with 22% US share.
- Nivea Men commands 18% Europe grooming market.
- Dollar Shave Club subscriptions grew 12% to 5 million users.
- Harry's razors captured 15% US DTC market.
- L'Oreal Men Expert 14% global skincare share.
- Bevel leads Black men grooming with 28% loyalty.
- Old Spice deodorant 25% US young men market.
- Kiehl's premium male skincare 11% luxury segment.
- Manscaped body groomers 32% online sales share.
- Axe body spray 20% emerging markets teens.
- Jack Black skincare 19% celebrity-endorsed premium.
- Philips Norelco trimmers 27% electric grooming.
- Cremo shaving 16% natural razors US.
- Bulldog Skincare 13% UK natural men.
- Truefitt & Hill luxury 9% high-end barber.
- Schick razors 22% value segment global.
- Dr. Squatch soap 24% DTC natural body care.
- Blu Atlas premium clean 17% influencer sales.
- Every Man Jack 15% Whole Foods male grooming.
- Geologie personalized 12% subscription skincare.
Brand Insights Interpretation
In the fiercely competitive jungle of male grooming, giants like Gillette still rule the razor kingdom, but the terrain is shifting rapidly as agile direct-to-consumer upstarts carve out loyal tribes and every niche—from beards to natural soap—is now a bloody battleground for market share.
Consumer Behavior
- 72% of US men aged 18-24 research products online before purchase.
- Globally, 65% of men influenced by social media influencers for grooming.
- UK men 38% more likely to buy grooming during sales events.
- India: 81% of men prefer e-commerce for grooming buys.
- Brazil: 55% of men trial new products via samples.
- China: 69% of young men subscribe to grooming boxes.
- Australia: 47% men read reviews before grooming purchase.
- South Korea: 88% follow celebrity-endorsed grooming routines.
- Europe: 52% men eco-conscious, choose sustainable grooming.
- Mexico: 60% men buy grooming in supermarkets for convenience.
- Germany: 44% men loyal to brands for 5+ years.
- France: 67% men influenced by partner recommendations.
- Russia: 50% men prefer in-store demos for grooming.
- Canada: 58% men use apps for grooming reminders.
- Japan: 75% men buy grooming seasonally for events.
- South Africa: 46% men share grooming tips on WhatsApp groups.
- Italy: 63% men impulse buy grooming at airports.
- UAE: 70% men use voice assistants for grooming searches.
- Spain: 54% men return grooming if not skin-matched.
- Indonesia: 62% men influenced by TikTok grooming hacks.
- Turkey: 49% men buy grooming via installments.
- Argentina: 57% men prefer local brands for grooming.
Consumer Behavior Interpretation
Modern man's grooming ritual is a global patchwork of digital obsession and old-fashioned savvy, where a South Korean might slavishly follow a celebrity's advice while a Frenchman trusts his partner's whisper, and an Indian clicks 'buy' online while a Russian insists on a hands-on demo—all proving that today's well-groomed gentleman is equal parts researcher, bargain hunter, and impressionable consumer.
Consumer Demographics
- 55% of men aged 18-34 in the US spend over $50 monthly on grooming products.
- Globally, 68% of millennial men engage in daily skincare routines.
- In the UK, 42% of men over 50 now purchase anti-aging products.
- Indian men aged 25-40 represent 62% of grooming product buyers.
- 71% of Gen Z males in Brazil use grooming products weekly.
- China: 58% of urban men under 30 prioritize grooming spending.
- US Black men spend 25% more on grooming than average.
- Australia: 49% of men aged 35-44 use beard care products.
- South Korea: 82% of men 18-24 follow multi-step skincare.
- Europe: 37% of high-income men ($100k+) invest in premium grooming.
- Mexico: 53% of working men buy grooming post-pandemic.
- Germany: 61% of fathers under 40 purchase kid-influenced grooming.
- 45% of French men aged 18-24 use makeup or tinted products.
- Russia: 67% of men in metros use hair styling daily.
- Canada: Indigenous men 28% more likely to use natural grooming.
- Japan: 76% of salarymen aged 25-35 groom for work.
- South Africa: 52% of urban black men prioritize grooming.
- Italy: 39% of men over 45 use body care products.
- UAE: 73% of expat men spend on luxury grooming.
- Spain: 48% of students aged 18-22 buy fragrance monthly.
- Indonesia: 59% of Muslim men use halal grooming products.
- Turkey: 64% of men 30-50 focus on hair loss prevention.
- Argentina: 41% of low-income men still buy grooming basics.
Consumer Demographics Interpretation
The modern man's morning routine has evolved into a global, multi-generational ritual where whether you're a Brazilian teen, a South Korean salaryman, or a father in Germany, the universal truth is that looking sharp now requires a dedicated budget and a shelf full of products.
Market Size & Growth
- The global male grooming products market size was valued at USD 66.2 billion in 2020 and is expected to grow at a CAGR of 5.4% from 2021 to 2028.
- In 2023, the male grooming market in North America reached $12.5 billion, driven by increasing disposable incomes.
- The Asia-Pacific male grooming market is projected to register the fastest CAGR of 8.2% during 2023-2030.
- U.S. male grooming market revenue hit $11.3 billion in 2022.
- Global male grooming market expected to reach $102.5 billion by 2027 at a CAGR of 6.8%.
- Europe male grooming sector valued at €15.4 billion in 2021.
- Indian male grooming market grew 15% YoY to INR 250 billion in 2023.
- Male skincare segment within grooming market to grow at 7.1% CAGR to $18.9 billion by 2025.
- Brazil's male grooming market size was BRL 4.2 billion in 2022.
- UK male grooming sales increased 12% to £2.1 billion in 2023.
- China male grooming market valued at CNY 120 billion in 2023, with 10% growth.
- Middle East male grooming market projected to hit $3.8 billion by 2028 at 9.5% CAGR.
- Australian male grooming industry reached AUD 1.2 billion in 2022.
- South Korea male grooming market size $2.1 billion in 2023, leading in K-beauty influence.
- Global premium male grooming segment to grow 7.8% CAGR to $25 billion by 2030.
- German male grooming market at €3.2 billion in 2023.
- Mexico male grooming sales $1.8 billion in 2022.
- Southeast Asia male grooming market to reach $5.6 billion by 2027.
- Canada male grooming revenue $1.9 billion CAD in 2023.
- Russia male grooming market $2.4 billion RUB equivalent in 2023.
- France male grooming sector €2.8 billion in 2022.
- Turkey male grooming market grew to TRY 15 billion in 2023.
- South Africa male grooming $450 million USD in 2023.
- Japan male grooming market ¥450 billion in 2023.
- Italy mens grooming €1.9 billion in 2022.
- Argentina male grooming ARS 120 billion in 2023.
- UAE male grooming AED 4.5 billion in 2023.
- Spain male grooming €1.7 billion in 2023.
- Indonesia male grooming IDR 45 trillion in 2023.
Market Size & Growth Interpretation
The global beard is getting a very expensive trim, as evidenced by a nearly $70 billion market primed to hit $100 billion, with men from Seoul to São Paulo investing in skincare and style as if their selfies depended on it.
Product Segments
- Shaving products hold 28% share of global male grooming market.
- Male skincare products grew 9.2% in 2023 to $15.4 billion.
- Hair care for men: 22% market share, $14.7 billion globally.
- Fragrances account for 18% of male grooming sales.
- Beard grooming products surged 15% YoY to $2.3 billion.
- Body wash for men: 12% segment, $8.1 billion in 2023.
- Male nail care emerging at $1.2 billion by 2025 projection.
- Deodorants dominate with 25% share in emerging markets.
- Premium shavers market $4.5 billion in 2022.
- Male makeup segment to hit $1.5 billion by 2030.
- Hair styling products for men: $6.8 billion, 11% share.
- Natural/organic male grooming: 14% growth to $9.2 billion.
- Electric trimmers: $3.7 billion market in 2023.
- Anti-aging creams for men: $2.9 billion segment.
- Bath & shower gels: 9% share, $6.1 billion.
- Eye care for men growing at 11% CAGR to $1.8 billion.
- Cologne/aftershave: $10.2 billion, 16% market.
- Sunscreen for men: $1.4 billion in 2023.
- Face masks for men: 8% growth to $800 million.
- Oral care grooming extensions: $2.5 billion add-on.
Product Segments Interpretation
The data reveals a modern man's grooming journey: while he clings to the classic shave (28%), he's now anxiously layering on skincare (up 9.2%), meticulously sculpting his beard (up 15%), and even dabbling in nail care (projected $1.2B), all in a frantic, multi-billion dollar quest to look effortlessly good without trying.
Regional Insights
- North America holds 35% of global male grooming revenue.
- Asia-Pacific fastest growing at 7.5% CAGR to 2030.
- Europe 28% market share with premium focus.
- Latin America grooming market $8.7 billion in 2023.
- Middle East & Africa 6% global share, growing 10%.
- US dominates North America with 85% regional share.
- China leads APAC with 40% sub-region revenue.
- Germany top EU market at 22% Europe share.
- Brazil largest LatAm at 35% regional sales.
- India 25% South Asia grooming market.
- UK grooming per capita highest in Europe at £45.
- South Korea highest APAC penetration at 92% men using.
- Mexico grooming growth 11% YoY in LatAm.
- Saudi Arabia leads MENA at 28% sub-share.
- Australia 60% Oceania male grooming market.
- France 18% Western Europe grooming revenue.
- Indonesia 32% SEA grooming sales.
- Canada 12% North America after US.
- Russia 45% CIS region grooming market.
- South Africa 55% Sub-Saharan Africa share.
Regional Insights Interpretation
While North America reigns supreme in revenue, the real story is a global scruff rebellion, where every continent is sharpening its style at a breakneck pace, from South Korea's near-universal grooming embrace to Latin America's billion-dollar beard boom.
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