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Male Toiletries Market By Product (Skin Care, Hair Styling, Shave/Beard Care, Accessories, Color Cosmetics); By Distribution Channel (Supermarkets and Hypermarkets, Online, Others); By Type (Mass, Premium); By Region – Growth, Share, Opportunities & Competitive Analysis, 2024 – 2032

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Published: | Report ID: 38754 | Report Format : PDF
Historical Period  2019-2022
Base Year  2023
Forecast Period  2024-2032
Male Toiletries Market Size 2023  USD 28,676.4 Million
Male Toiletries Market, CAGR  3.90%
Male Toiletries Market Size 2032  USD 41,086.57 Million

Market Overview:

The male toiletries market is experiencing steady growth, with a projected rise from USD 28,676.4 million in 2023 to USD 41,086.57 million by 2032, reflecting a compound annual growth rate (CAGR) of 3.90%.

The male grooming products market is experiencing a notable shift driven by evolving gender norms and increasing disposable income worldwide. Traditional masculine ideals are giving way to a more inclusive definition of masculinity, leading men to embrace grooming products as part of their self-care routine. Rising disposable income, particularly in emerging economies, is enabling more men to invest in personal care products, reflecting a broader cultural shift towards health and wellness.

Geographical variations characterize market growth, with Asia-Pacific emerging as a key growth region due to its expanding middle class and rising urbanization. North America and Europe are also witnessing steady growth, fueled by established market players and a strong emphasis on product innovation. In this dynamic landscape, the market is characterized by a diverse competitive environment, featuring both multinational giants like Unilever and Procter & Gamble alongside smaller niche players and regional brands. Mergers and acquisitions are shaping market dynamics as companies seek to broaden their product offerings and geographical presence to capitalize on evolving consumer preferences.

Market Drivers:

Evolving social norms:

Traditional perceptions of masculinity are undergoing a transformation, with men embracing personal care routines and exploring a variety of grooming products. For instance, there has been a 14.7% increase in men’s skincare product launches and a 12.3% increase in hair treatments and colorants for men in the past three years. This cultural shift towards greater acceptance of male grooming practices is broadening the market for specialized toiletries tailored to men’s needs.

Rising disposable income and urbanization:

Increasing disposable incomes, particularly in developing countries, are empowering men to invest more in personal care products. Moreover, the trend towards urbanization is accompanied by a heightened focus on personal appearance, driving the demand for male toiletries as men seek to maintain grooming standards in urban environments.

Increased media and celebrity influence:

Increased Media and Celebrity Influence: The pervasive influence of social media and the visibility of male celebrities endorsing grooming products are shaping consumer behavior. For instance, in 2022, 16.7% of US male respondents believed that social media influencers were extremely influential information sources, a jump from the 13.7% recorded in 2021. Exposure to these platforms normalizes male grooming practices and encourages men to explore a variety of toiletries to enhance their grooming routines.

Product Diversification and Innovation:

Product Diversification and Innovation: To meet the evolving needs of male consumers, manufacturers are continuously innovating and diversifying their product offerings. This includes introducing new categories such as skincare, haircare, shaving, beard care, and fragrances. For instance, in 2022, Philips launched the Norelco Shaver Series 9000 with artificial intelligence for a smarter shaving experience. Moreover, in March 2022, Denver stepped into the advanced men’s grooming segment with the launch of a new product range backed by science. The new and improved catalog consists of body wash, beard oil, and a beard comb.

Market Trends:

Evolving Masculinity and Increased Grooming Awareness:

As societal perceptions of masculinity evolve, men are embracing self-care practices as part of their daily routines. This cultural shift towards a more inclusive definition of masculinity has led to heightened awareness of personal grooming among men, driving demand for a broader range of male toiletries tailored to diverse needs and preferences.

For instance, a survey conducted in 2023 found that approximately 86% of men regularly use grooming products. This indicates a significant shift in men’s grooming habits, with many men now prioritizing personal care as part of their daily routines.

Product Diversification and Innovation:

To meet the evolving demands of male consumers, manufacturers are expanding their product lines beyond basic grooming essentials. They are introducing innovative solutions targeting specific concerns, such as facial hair care, anti-aging, and sun protection. For instance, in November 2021, Philips launched the Norelco Shaver Series 9000 with artificial intelligence for a smarter shaving experience, targeting the urban population. In March 2022, Denver stepped into the advanced men’s grooming segment with the launch of a new product range backed by science, which includes body wash, beard oil, and a beard comb.Additionally, there’s a growing emphasis on natural and organic ingredients, reflecting consumer preferences for sustainable and botanical-based formulations. Males increasingly prefer natural grooming brands to chemical-based grooming brands. For example, in July 2021, IDAM House of Brands, the parent company of Bella Vita Organic, announced the launch of a new direct-to-consumer (D2C) skincare and grooming brand, BRAVE Essentials, with products formulated using natural ingredients and no harsh chemicals.

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Market Challenge Analysis:

Breaking Gender Stereotypes and Engaging a Less Engaged Consumer:

Overcoming traditional masculinity norms poses a challenge to expanding the male toiletry market. Men may be hesitant to explore a broader range of products beyond basic grooming essentials due to concerns about appearing overly concerned with their appearance. Moreover, compared to women, men typically exhibit lower engagement with skincare and grooming routines, making it challenging to convince them of the benefits of various products and encourage the adoption of new habits.

Effective Marketing and Addressing Diverse Needs:

Successful market penetration requires striking the right balance in marketing campaigns, promoting product benefits without employing overly feminine messaging. Tailoring messaging to resonate with male consumers while avoiding alienation is crucial. Additionally, addressing the diverse skincare and haircare needs of men based on factors like age, ethnicity, and lifestyle is vital. Offering a diverse range of products that cater to specific needs can help capture a wider customer base and foster brand loyalty. Moreover, with the emergence of niche brands targeting specific male grooming needs, established brands face competition but also opportunities for adaptation and innovation to meet evolving consumer demands.

Segmentation Analysis:

By Product:

The male toiletry market is segmented into various categories to cater to diverse grooming needs. Skincare stands out as the largest and fastest-growing segment, driven by rising awareness of skincare benefits among men. This category includes a wide range of products such as cleansers, moisturizers, anti-aging creams, and sun protection items. Similarly, the hair care segment is significant, offering solutions like shampoos, conditioners, and styling products to address hair health concerns. Traditional shaving products remain essential but face competition from electric shavers and beard care items, reflecting changing grooming trends. Additionally, deodorants and fragrances continue to be popular choices for men seeking odor control and personal scent preferences.

By Distribution Channel:

The distribution of male toiletries spans various channels, reflecting changing consumer shopping preferences. Online retail has emerged as a dominant channel, offering convenience and access to a broad range of products. Brick-and-mortar retail stores, including supermarkets and drugstores, provide a physical shopping experience, allowing consumers to touch and try products before purchase. Convenience stores cater to immediate needs, offering readily available options for basic toiletries. Department stores cater to the premium segment, offering luxury male toiletries and grooming kits, appealing to consumers seeking upscale products and experiences.


Based on product

  • Skin Care
  • Hair Styling
  • Shave/Beard Care
  • Accessories
  • Color Cosmetics

Based on the distribution channel

  • Supermarkets and hypermarkets
  • Online
  • Others

Based on type

  • Mass
  • Premium

Based on regional

  • North America
    • US.
    • Canada
  • Europe
    • Germany
    • UK.
    • France
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • Central and South America
    • Brazil
  • Middle East & Africa
    • South Africa

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Regional Analysis:

North America:

North America accounts for the largest share of the global male toiletries market, estimated to be around 40%. The United States represents the dominant market within this region, driven by factors such as high disposable incomes, a strong grooming culture, and the presence of major industry players.The North American market is characterized by a growing trend of men’s skincare and personal care products, fueled by increasing awareness of self-grooming and a desire for a well-groomed appearance. Additionally, the region’s diverse ethnic composition and the influence of celebrity endorsements have contributed to the market’s growth.


Europe holds a significant market share of approximately 30% in the global male toiletries market. Countries like the United Kingdom, Germany, France, and Italy are major contributors to this region’s market growth. The European market is driven by factors such as a strong grooming culture, particularly in Western European countries, and the increasing popularity of premium and luxury male grooming products. Moreover, the region’s aging population and the growing demand for anti-aging and skincare products have further boosted the male toiletries market.

Key player:

  • Beiersdorf AG
  • L’Oréal SA
  • Henkel
  • Shiseido Company
  • Unilever PLC
  • Procter & Gamble Company (P&G)
  • The Estée Lauder Companies, Inc.
  • Coty Inc.
  • Molton Brown Limited
  • Johnson & Johnson

Recent Developments:

In June 2023, VLCC Health Care Limited, an Indian beauty and wellness enterprise, finalized the purchase of Ustraa for an undisclosed amount. This strategic acquisition served as VLCC’s entry into the men’s grooming sector, leveraging Ustraa’s established market presence. VLCC intends to accelerate its expansion by integrating Ustraa’s specialized knowledge with its extensive offline distribution network throughout India.

In April 2023, Villain Lifestyle, a men’s fragrances, accessories, and grooming brand, announced the launch of its personal care range with a campaign starring actor Yash. The product launch included the launch of its new product, the Xtreme Foam Choco Mint Face Wash.

In March 2023, CODE, the brand under the Nourish Pvt. Ltd. company, announced the expansion of its haircare portfolio with the launch of its new hair serum. The company claims that the CODE Hair Serum is specifically designed for Indian men. Furthermore, the company claims that the product offers nourishing and strengthening properties that provide a good and healthy look for the hair and also aid in revitalization, as the product consists of a unique blend of natural oils and an advanced formula.

In February 2023, Nykaa announced the launch of its new brand, namely, Gentlemen’s Crew. The company claims that the brand includes a holistic range of grooming and personal care products. Further, Gentlemen’s Crew announced the launch of its robust portfolio of everyday essentials such as deodorants, beard care, and hair styling ranges.

In September 2022, Michael Strahan launched a skincare collection for men. The product range includes a hydrating face and beard wash, clear shave lotion, calming post-shave balm, face and neck moisturizer, and conditioning beard oil.

Market Concentration and Characteristics:

The minimally invasive biopsy techniques market demonstrates moderate concentration, with several multinational corporations like Unilever, Procter & Gamble (P&G), L’Oréal, and Beiersdorf holding significant market shares alongside emerging niche players and regional brands. This competitive landscape is further intensified by the entry of new players specializing in natural and organic products, compelling established companies to innovate and broaden their portfolios through strategic acquisitions. Shifting consumer preferences towards premium, multifunctional, and natural/organic products, coupled with a diversification beyond traditional grooming needs, underscores the market’s dynamic nature. Continuous innovation, particularly in ingredient formulation and packaging, is key for manufacturers aiming to capture broader consumer segments. Moreover, the growth of e-commerce channels provides consumers with greater accessibility and product variety, while manufacturers must adapt offerings and strategies to cater to regional variations in grooming habits and preferences.

Report Coverage:

The research report offers an in-depth analysis based on distribution channel, product, type, and region. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.

Future Outlook:

  1. Growing consumer spending power in emerging economies will fuel demand for premium male toiletries.
  2. A focus on personal wellness and self-care will drive sales of grooming products and functional skincare for men.
  3. Online platforms and subscription services will offer personalized product recommendations and convenient purchasing options for male toiletries.
  4. Consumers will increasingly seek out natural and organic formulations, catering to concerns about sustainability and ingredient safety.
  5. Manufacturers will prioritize innovation in product categories like beard care, anti-aging solutions, and targeted skincare for men.
  6. Specialty stores and online retailers focused on male grooming products will gain market share alongside traditional department stores and supermarkets.
  7. Social media influencers and online communities will play a significant role in shaping male grooming trends and product awareness.
  8. Asia Pacific is expected to be the fastest-growing market due to rising disposable income and increasing digitalization.
  9. Eco-friendly packaging, ethical sourcing, and carbon-neutral production practices will become more prominent in the male toiletries market.
  10. Products promoting relaxation and stress relief, such as bath and body care items, will gain traction as men prioritize holistic well-being.

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Frequently Asked Questions:

What is the current size of the male toiletry market?

The male toiletries market was valued at USD 28,676.4 million in 2023.

What factors are driving the growth of the male toiletries market?

Several factors are driving the growth of the male toiletries market, including increasing awareness of personal grooming, evolving masculinity norms, rising disposable income, and the introduction of innovative products catering to diverse needs.

What are the key segments within the male toiletry market?

The key segments within the male toiletries market include skincare, haircare, shaving products, deodorants and antiperspirants, and fragrances.

What are some challenges faced by the male toiletry market?

Some challenges faced by the male toiletries market include changing consumer preferences, intense competition among manufacturers, rising production costs, and regulatory constraints related to product safety and ingredient labeling.

Who are the major players in the male toiletry market?

Major players in the male toiletries market include multinational corporations such as Unilever, Procter & Gamble, L’Oréal, Beiersdorf, and Johnson & Johnson, as well as niche players and regional brands.

Which segment is leading the market share?

The skincare segment is currently leading the market share in the male toiletries market, driven by increasing demand for products like moisturizers, anti-aging creams, and sun protection products.

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