The male grooming industry is shaped by intense brand competition and shifting shopping behavior across regions. In the US, male grooming revenue reached $11.3 billion in 2022, while Asia-Pacific is projected to post the fastest CAGR at 8.2% from 2023 to 2030. This page connects category growth and consumer routines to explain what’s driving demand beyond shaving—toward skincare, hair care, and more.
Key Takeaways
- 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.
- 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.
- 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.
- 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.
- 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.
Men’s grooming is booming worldwide with online research, influencer impact, and rapid market growth across regions.
Related reading
01 · Category
Brand Insights21 stats
01
Gillette holds 35% share in global razors for men.
02
The Ordinary leads affordable male skincare with 22% US share.
03
Nivea Men commands 18% Europe grooming market.
04
Dollar Shave Club subscriptions grew 12% to 5 million users.
05
Harry's razors captured 15% US DTC market.
06
L'Oreal Men Expert 14% global skincare share.
07
Bevel leads Black men grooming with 28% loyalty.
08
Old Spice deodorant 25% US young men market.
09
Kiehl's premium male skincare 11% luxury segment.
10
Manscaped body groomers 32% online sales share.
11
Axe body spray 20% emerging markets teens.
12
Jack Black skincare 19% celebrity-endorsed premium.
13
Philips Norelco trimmers 27% electric grooming.
14
Cremo shaving 16% natural razors US.
15
Bulldog Skincare 13% UK natural men.
16
Truefitt & Hill luxury 9% high-end barber.
17
Schick razors 22% value segment global.
18
Dr. Squatch soap 24% DTC natural body care.
19
Blu Atlas premium clean 17% influencer sales.
20
Every Man Jack 15% Whole Foods male grooming.
21
Geologie personalized 12% subscription skincare.
Interpretation
Brand Insights Interpretation
The Brand Insights show just how concentrated male grooming is, with leading brands like Gillette at 35% global razors and Nivea Men at 18% in Europe, while DTC momentum is rising fast as Dollar Shave Club grows 12% to 5 million users and Harry’s takes 15% of the US DTC market.
02 · Category
Consumer Behavior22 stats
01
72% of US men aged 18-24 research products online before purchase.
02
Globally, 65% of men influenced by social media influencers for grooming.
03
UK men 38% more likely to buy grooming during sales events.
04
India: 81% of men prefer e-commerce for grooming buys.
05
Brazil: 55% of men trial new products via samples.
06
China: 69% of young men subscribe to grooming boxes.
07
Australia: 47% men read reviews before grooming purchase.
08
South Korea: 88% follow celebrity-endorsed grooming routines.
09
Europe: 52% men eco-conscious, choose sustainable grooming.
10
Mexico: 60% men buy grooming in supermarkets for convenience.
11
Germany: 44% men loyal to brands for 5+ years.
12
France: 67% men influenced by partner recommendations.
13
Russia: 50% men prefer in-store demos for grooming.
14
Canada: 58% men use apps for grooming reminders.
15
Japan: 75% men buy grooming seasonally for events.
16
South Africa: 46% men share grooming tips on WhatsApp groups.
17
Italy: 63% men impulse buy grooming at airports.
18
UAE: 70% men use voice assistants for grooming searches.
19
Spain: 54% men return grooming if not skin-matched.
20
Indonesia: 62% men influenced by TikTok grooming hacks.
21
Turkey: 49% men buy grooming via installments.
22
Argentina: 57% men prefer local brands for grooming.
Interpretation
Consumer Behavior Interpretation
For consumer behavior in the male grooming industry, men are increasingly researching and adopting products through digital channels with 72% of US men aged 18 to 24 checking online first and 65% globally being influenced by social media influencers.
03 · Category
Consumer Demographics23 stats
01
55% of men aged 18-34 in the US spend over $50 monthly on grooming products.
02
Globally, 68% of millennial men engage in daily skincare routines.
03
In the UK, 42% of men over 50 now purchase anti-aging products.
04
Indian men aged 25-40 represent 62% of grooming product buyers.
05
71% of Gen Z males in Brazil use grooming products weekly.
06
China: 58% of urban men under 30 prioritize grooming spending.
07
US Black men spend 25% more on grooming than average.
08
Australia: 49% of men aged 35-44 use beard care products.
09
South Korea: 82% of men 18-24 follow multi-step skincare.
10
Europe: 37% of high-income men ($100k+) invest in premium grooming.
11
Mexico: 53% of working men buy grooming post-pandemic.
12
Germany: 61% of fathers under 40 purchase kid-influenced grooming.
13
45% of French men aged 18-24 use makeup or tinted products.
14
Russia: 67% of men in metros use hair styling daily.
15
Canada: Indigenous men 28% more likely to use natural grooming.
16
Japan: 76% of salarymen aged 25-35 groom for work.
17
South Africa: 52% of urban black men prioritize grooming.
18
Italy: 39% of men over 45 use body care products.
19
UAE: 73% of expat men spend on luxury grooming.
20
Spain: 48% of students aged 18-22 buy fragrance monthly.
21
Indonesia: 59% of Muslim men use halal grooming products.
22
Turkey: 64% of men 30-50 focus on hair loss prevention.
23
Argentina: 41% of low-income men still buy grooming basics.
Interpretation
Consumer Demographics Interpretation
Across key markets, grooming is clearly becoming a younger consumers first habit with 68% of millennial men worldwide doing daily skincare and 55% of US men aged 18 to 34 spending more than $50 monthly, reinforcing that consumer demographics are shifting the category toward consistent, everyday use.
More related reading
04 · Category
Market Size & Growth29 stats
01
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.
02
In 2023, the male grooming market in North America reached $12.5 billion, driven by increasing disposable incomes.
03
The Asia-Pacific male grooming market is projected to register the fastest CAGR of 8.2% during 2023-2030.
04
U.S. male grooming market revenue hit $11.3 billion in 2022.
05
Global male grooming market expected to reach $102.5 billion by 2027 at a CAGR of 6.8%.
06
Europe male grooming sector valued at €15.4 billion in 2021.
07
Indian male grooming market grew 15% YoY to INR 250 billion in 2023.
08
Male skincare segment within grooming market to grow at 7.1% CAGR to $18.9 billion by 2025.
09
Brazil's male grooming market size was BRL 4.2 billion in 2022.
10
UK male grooming sales increased 12% to £2.1 billion in 2023.
11
China male grooming market valued at CNY 120 billion in 2023, with 10% growth.
12
Middle East male grooming market projected to hit $3.8 billion by 2028 at 9.5% CAGR.
13
Australian male grooming industry reached AUD 1.2 billion in 2022.
14
South Korea male grooming market size $2.1 billion in 2023, leading in K-beauty influence.
15
Global premium male grooming segment to grow 7.8% CAGR to $25 billion by 2030.
16
German male grooming market at €3.2 billion in 2023.
17
Mexico male grooming sales $1.8 billion in 2022.
18
Southeast Asia male grooming market to reach $5.6 billion by 2027.
19
Canada male grooming revenue $1.9 billion CAD in 2023.
20
Russia male grooming market $2.4 billion RUB equivalent in 2023.
21
France male grooming sector €2.8 billion in 2022.
22
Turkey male grooming market grew to TRY 15 billion in 2023.
23
South Africa male grooming $450 million USD in 2023.
24
Japan male grooming market ¥450 billion in 2023.
25
Italy mens grooming €1.9 billion in 2022.
26
Argentina male grooming ARS 120 billion in 2023.
27
UAE male grooming AED 4.5 billion in 2023.
28
Spain male grooming €1.7 billion in 2023.
29
Indonesia male grooming IDR 45 trillion in 2023.
Interpretation
Market Size & Growth Interpretation
The market size and growth data show sustained momentum in male grooming, with global value rising from USD 66.2 billion in 2020 and projected to reach USD 102.5 billion by 2027, while Asia-Pacific is expected to post the fastest CAGR at 8.2% from 2023 to 2030.
05 · Category
Product Segments20 stats
01
Shaving products hold 28% share of global male grooming market.
02
Male skincare products grew 9.2% in 2023 to $15.4 billion.
03
Hair care for men: 22% market share, $14.7 billion globally.
04
Fragrances account for 18% of male grooming sales.
05
Beard grooming products surged 15% YoY to $2.3 billion.
06
Body wash for men: 12% segment, $8.1 billion in 2023.
07
Male nail care emerging at $1.2 billion by 2025 projection.
08
Deodorants dominate with 25% share in emerging markets.
09
Premium shavers market $4.5 billion in 2022.
10
Male makeup segment to hit $1.5 billion by 2030.
11
Hair styling products for men: $6.8 billion, 11% share.
12
Natural/organic male grooming: 14% growth to $9.2 billion.
13
Electric trimmers: $3.7 billion market in 2023.
14
Anti-aging creams for men: $2.9 billion segment.
15
Bath & shower gels: 9% share, $6.1 billion.
16
Eye care for men growing at 11% CAGR to $1.8 billion.
17
Cologne/aftershave: $10.2 billion, 16% market.
18
Sunscreen for men: $1.4 billion in 2023.
19
Face masks for men: 8% growth to $800 million.
20
Oral care grooming extensions: $2.5 billion add-on.
Interpretation
Product Segments Interpretation
Across product segments in male grooming, shaving leads with 28% of the global market while beard grooming is the fastest riser, surging 15% YoY to reach $2.3 billion, signaling strong momentum beyond core categories.
06 · Category
Regional Insights20 stats
01
North America holds 35% of global male grooming revenue.
02
Asia-Pacific fastest growing at 7.5% CAGR to 2030.
03
Europe 28% market share with premium focus.
04
Latin America grooming market $8.7 billion in 2023.
05
Middle East & Africa 6% global share, growing 10%.
06
US dominates North America with 85% regional share.
07
China leads APAC with 40% sub-region revenue.
08
Germany top EU market at 22% Europe share.
09
Brazil largest LatAm at 35% regional sales.
10
India 25% South Asia grooming market.
11
UK grooming per capita highest in Europe at £45.
12
South Korea highest APAC penetration at 92% men using.
13
Mexico grooming growth 11% YoY in LatAm.
14
Saudi Arabia leads MENA at 28% sub-share.
15
Australia 60% Oceania male grooming market.
16
France 18% Western Europe grooming revenue.
17
Indonesia 32% SEA grooming sales.
18
Canada 12% North America after US.
19
Russia 45% CIS region grooming market.
20
South Africa 55% Sub-Saharan Africa share.
Interpretation
Regional Insights Interpretation
Regional Insights show that North America leads with 35% of global male grooming revenue while Asia-Pacific is set to be the fastest grower at 7.5% CAGR to 2030, with the US accounting for 85% of the North American market.
report visual · Comparison
Who leads male grooming adoption and loyalty?
Across key segments, brand loyalty and influence are concentrated—e.g., Bevel leads Black men’s grooming loyalty (28%) while social influence is high globally (65%) and in South Korea (88%).
South Korea: 88% follow celebrity-endorsed grooming routines.88%
Globally, 65% of men influenced by social media influencers for grooming.
65%
Bevel leads Black men grooming with 28% loyalty.
28%
Reference
Cite This Report
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APA
David Sutherland. (2026, February 13). Male Grooming Industry Statistics. Gitnux. https://gitnux.org/male-grooming-industry-statistics
MLA
David Sutherland. "Male Grooming Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/male-grooming-industry-statistics.
Chicago
David Sutherland. 2026. "Male Grooming Industry Statistics." Gitnux. https://gitnux.org/male-grooming-industry-statistics.
Sources & references
79 datasets cited across this report · attribution is report-level