Mens Grooming Market Report 2024 (Global Edition)

Global Mens Grooming Market Report 2024 Market Size Split by Product Type (Skin Care Product, Hair Care Product, Shaving Product), by Price Range (Premium, Mid, Low), by Distribution Channel (Specialt...

Mens Grooming Market Report Description

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Mens Grooming Market Insights Video

Competitive Landscape of the Men’s Grooming Market

In the men's grooming market, competition is fierce as brands vie for market dominance. This landscape is defined by dynamic rivalry among players, each striving to capture market share. Companies distinguish themselves through innovative products, strategic marketing initiatives, and pricing strategies tailored to meet evolving consumer needs and preferences in grooming and personal care.

In December 2022, Kao Corporation introduced UNLICS, a cosmetics brand targeting Gen Z men seeking beauty beyond conventional grooming. UNLICS aims to convey its brand ethos directly to the digitally savvy generation of beauty-conscious men. 

(Source: https://www.kao.com/global/en/newsroom/news/release/2022/20221206-002/#:~:text=Kao%20Corporation%20has%20launched%20UNLICS,%2C%20on%20December%201%2C%202022. )  

Top Companies Market Share in Mens Grooming Industry: (In no particular order of Rank)

• Beiersdorf AG
• Procter & Gamble Co.
• L'Oréal SA
• Shiseido Co. Ltd.
• Vi-john Group
• Colgate-Palmolive Company
• Kao Corporation
• Estee Lauder Companies Inc.
• Reckitt Benckiser
• Coty Inc.
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*List of Second Tier Companies, List of Third Tier/ Start-up Companies (Inquire with sales executive) Request Any Company Profile for Preview Purpose OR Data Validation!

If any Company(ies) of your interest has/have not been disclosed in the above list then please let us know the same so that we will check the data availability in our database and provide you the confirmation or include it in the final deliverables.

In terms of revenue, the North America Men’s grooming Market share was 40% of the total market

According to Cognitive Market Research, North America dominated the market in 2024 and accounted for around 40% of the global revenue. Changing societal norms and increased awareness of male grooming contribute to higher demand. Moreover, the presence of established brands and a sophisticated retail infrastructure facilitates easy access to a wide range of grooming products. Furthermore, celebrity endorsements and influencer marketing play a significant role in driving consumer preferences. Lastly, innovations in product formulations and packaging continually attract consumers seeking advanced grooming solutions, further boosting sales in the region.

Asia-Pacific is the fastest-growing region. Rapid urbanization and rising disposable incomes in countries like China and India fuel increased spending on personal care products, including grooming. Additionally, a growing young population increasingly adopts Western grooming trends, driving market expansion. Moreover, the proliferation of e-commerce platforms offers convenience and accessibility to a wide range of grooming products, particularly in rural areas. Furthermore, changing perceptions of masculinity and increased awareness of grooming contribute to growing demand. Lastly, the rise of social media and digital influencers amplifies product visibility and drives consumer engagement in the region, further propelling market growth.

The current report Scope analyzes Mens Grooming Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on info@cognitivemarketresearch.com

• North America (United States, Canada, Mexico)
• Europe (United Kingdom, France, Germany, Italy, Russia, Spain, Sweden, Denmark, Netherlands, Switzerland, Belgium)
• Asia-Pacific (China, Japan, Korea, India, Australia, Philippines, Singapore, Malaysia, Thailand, Indonesia, Rest of APAC)
• South America (Brazil, Argentina, Colombia, Peru, Chile, Rest of South America)
• Middle East and Africa (Saudi Arabia, Turkey, Nigeria, UAE, Egypt, South Africa, GCC Countries, Rest of MEA)

The above graph is for illustrative purposes only.

North America Mens Grooming Market

According to Cognitive Market Research, the global men’s grooming market size was estimated at USD 202512.2 Million out of which North America held the major market of around 40% of the global revenue with a market size of USD 81004.88 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031. The changing cultural perceptions regarding masculinity drive men to invest more in grooming routines. Moreover, the widespread availability of premium grooming brands in specialty stores and online platforms attracts discerning consumers seeking high-quality products. Furthermore, the rise of eco-friendly and organic grooming products appeals to environmentally conscious consumers. Lastly, the hair care product segment is expected to see significant growth in North America, driven by a growing trend towards men experimenting with diverse hairstyles and grooming styles.

• According to Cognitive Market Research, the US had a major share in the men’s grooming market with a market size of USD 63912.85 million in 2024 and is projected to grow at a CAGR of 6.1% during the forecast period. Sales of men's grooming products in the U.S. are set to increase due to high disposable incomes, changing perceptions of masculinity, and the popularity of premium grooming brands in the market.
• The Canada men’s grooming market had a market share of USD 9720.59 million in 2024 and is projected to grow at a CAGR of 7.1% during the forecast period. In Canada, the sales of men's grooming products will rise driven by the growing trend of self-care, increasing urbanization, and the availability of a wide range of grooming products in retail outlets.
• The Mexico men’s grooming market is projected to witness growth at a CAGR of 6.8% during the forecast period with a market size of USD 7371.44 million in 2024.

Europe Mens Grooming

According to Cognitive Market Research, with a market value of USD 202512.2 million in 2024 and projected to expand at a compound annual growth rate (CAGR) of 6.6% from 2024 to 2031. Europe accounted for a share of around 30% of the global market size of USD 60753.66 million. The region's sophisticated grooming culture and emphasis on personal appearance drive demand for premium grooming products. Additionally, increasing urbanization and hectic lifestyles prompt men to prioritize grooming routines for self-care and professional presentation. Moreover, the popularity of traditional barbering experiences fosters demand for specialized grooming tools and products. Furthermore, the rise of gender-neutral grooming products caters to diverse consumer preferences and inclusivity. Lastly, the skincare product segment is expected to dominate the market in Europe, fuelled by growing concerns about skin health and anti-aging solutions among men.

• The United Kingdom men’s grooming market had a market share of USD 10206.61 million in 2024 and is projected to grow at a CAGR of 7.4% during the forecast period. Sales of men's grooming products in the UK will increase owing to the country's strong grooming culture, rising demand for premium products, and the influence of social media influencers on consumer preferences.
• The France men’s grooming market is projected to witness growth at a CAGR of 5.8% during the forecast period with a market size of USD 5589.34 million in 2024.
• According to Cognitive Market Research, the Germany men’s grooming market size was valued at USD 12029.22 million in 2024 and is projected to grow at a CAGR of 6.8% during the forecast period. In Germany, the sales of men's grooming products are expected to surge due to growing awareness of skincare routines, emphasis on professional appearance, and the popularity of natural and organic grooming products.
• The Italy men’s grooming market is projected to witness growth at a CAGR of 6.0% during the forecast period with a market size of USD 5224.81 million in 2024.
• The Russia men’s grooming market is projected to witness growth at a CAGR of 5.6% during the forecast period with a market size of USD 9416.82 million in 2024.
• The Spain men’s grooming market is projected to witness growth at a CAGR of 5.7% during the forecast period with a market size of USD 4981.80 million in 2024.
• The Luxembourg men’s grooming market is projected to witness growth at a CAGR of 6.7% during the forecast period with a market size of USD 1883.36 million in 2024.
• The Portugal men’s grooming market is projected to witness growth at a CAGR of 6.4% during the forecast period with a market size of USD 1275.83 million in 2024.
• The Greece men’s grooming market is projected to witness growth at a CAGR of 6.9% during the forecast period with a market size of USD 729.04 million in 2024.
• Rest of Europe men’s grooming market is projected to witness growth at a CAGR of 5.3% during the forecast period with a market size of USD 9416.82 million in 2024.

Asia Pacific Mens Grooming

According to Cognitive Market Research, the global men’s grooming market size was estimated at USD 202512.2 Million out of which Asia Pacific held the market of around 23% of the global revenue with a market size of USD 46577.81 million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.1% from 2024 to 2031. Rapid urbanization and Westernization trends in countries like China and India lead to increased adoption of grooming habits among men. Additionally, rising disposable incomes in emerging economies fuel demand for premium grooming products and luxury experiences. Moreover, the influence of K-beauty and J-beauty trends drives interest in innovative skincare routines and products. Furthermore, the growing popularity of social media influencers amplifies product visibility and consumer engagement. Lastly, the shaving product segment is poised to dominate the market in Asia Pacific, driven by cultural preferences for clean-shaven looks and the rising popularity of grooming subscription services.

• According to Cognitive Market Research, the China men’s grooming market size was valued at USD 20960.01 million in 2024 and is projected to grow at a CAGR of 9.6% during the forecast period. Sales of men's grooming products in China will increase due to rising disposable incomes, urbanization trends, and the influence of K-beauty and J-beauty trends on skincare routines among men.
• The Japan men’s grooming market is projected to witness growth at a CAGR of 8.6% during the forecast period with a market size of USD 6427.74 million in 2024.
• The India men’s grooming market had a market share of USD 5589.34 million in 2024 and is projected to grow at a CAGR of 11.9% during the forecast period. In India, the sales of men's grooming products are set to rise driven by increasing urbanization, the popularity of grooming influencers on social media, and the demand for affordable grooming solutions.
• The South Korea men’s grooming market is projected to witness growth at a CAGR of 9.2% during the forecast period with a market size of USD 4657.78 million in 2024.
• The Australia men’s grooming market is projected to witness growth at a CAGR of 9.8% during the forecast period with a market size of USD 2422.05 million in 2024.
• The South East Asia men’s grooming market is projected to witness growth at a CAGR of 11.1% during the forecast period with a market size of USD 3213.87 million in 2024.
• The Rest of Asia Pacific men’s grooming market is projected to witness growth at a CAGR of 9.9% during the forecast period with a market size of USD 3307.02 million in 2024.

South America Mens Grooming

According to Cognitive Market Research, the global men’s grooming market size was estimated at USD 202512.2 Million out of which Latin America market of around 5% of the global revenue with a market size of USD 10125.61 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.5% from 2024 to 2031. Changing perceptions of masculinity and increased awareness of personal grooming contribute to higher demand for grooming products among men. Additionally, the region's youthful population and growing urbanization fuel interest in grooming trends and self-care routines. Moreover, the availability of natural and organic grooming products appeals to environmentally conscious consumers seeking sustainable options. Furthermore, the rise of digital marketing and e-commerce platforms expands access to grooming products in remote areas. Lastly, the hair care product segment is expected to lead market growth in Latin America, driven by a cultural emphasis on hair grooming and styling.

• According to Cognitive Market Research, the Brazil men’s grooming market size was valued at USD 4333.76 million in 2024 and is projected to grow at a CAGR of 8.1% during the forecast period. Sales of men's grooming products in Brazil will increase due to changing perceptions of masculinity, the influence of celebrities endorsing grooming brands, and the popularity of grooming salons offering professional services.
• The Argentina men’s grooming market had a market share of USD 1701.10 million in 2024 and is projected to grow at a CAGR of 8.4% during the forecast period. In Argentina, the sales of men's grooming products are expected to surge owing to the country's growing beauty and wellness industry, rising demand for grooming among men, and the availability of innovative grooming products.
• The Colombia men’s grooming market is projected to witness growth at a CAGR of 7.3% during the forecast period with a market size of USD 901.18 million in 2024.
• The Peru men’s grooming market is projected to witness growth at a CAGR of 7.7% during the forecast period with a market size of USD 830.30 million in 2024.
• The Chile men’s grooming market is projected to witness growth at a CAGR of 7.8% during the forecast period with a market size of USD 729.04 million in 2024.
• The Rest of Latin America men’s grooming market is projected to witness growth at a CAGR of 6.6% during the forecast period with a market size of USD 1630.22 million in 2024.

Middle East and Africa Mens Grooming

According to Cognitive Market Research, the global Men’s grooming market size was estimated at USD 202512.2 Million out of which Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 4050.24 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.8% from 2024 to 2031. The region's thriving beauty and grooming culture foster demand for premium grooming products and luxury experiences. Additionally, increasing urbanization and Western influences drive interest in grooming routines and trends among men. Moreover, the rise of halal-certified grooming products caters to religious and cultural preferences in the region. Furthermore, the availability of grooming salons and barber shops provides access to professional grooming services and products. Lastly, the skincare product segment is expected to dominate the market in MEA, fuelled by a growing demand for specialized skincare solutions and anti-aging treatments among men.

• According to Cognitive Market Research, the GCC Countries men’s grooming market size was valued at USD 1733.50 million in 2024 and is projected to grow at a CAGR of 8.6% during the forecast period. Sales of men's grooming products in GCC Countries will rise due to high purchasing power, cultural emphasis on personal grooming, and the popularity of luxury grooming brands catering to affluent consumers.
• The Egypt men’s grooming market is projected to witness growth at a CAGR of 8.1% during the forecast period with a market size of USD 425.28 million in 2024.
• The South Africa men’s grooming market is projected to witness growth at a CAGR of 8.8% during the forecast period with a market size of USD 639.94 million in 2024. In South Africa, the sales of men's grooming products are set to increase driven by a growing middle-class population, increasing urbanization, and the availability of grooming products tailored to diverse consumer preferences.
• The Turkey men’s grooming market is projected to witness growth at a CAGR of 7.3% during the forecast period with a market size of USD 348.32 million in 2024.
• The Nigeria men’s grooming market is projected to witness growth at a CAGR of 6.9% during the forecast period with a market size of USD 425.28 million in 2024.
• The Rest of MEA men’s grooming market is projected to witness growth at a CAGR of 6.8% during the forecast period with a market size of USD 477.93 million in 2024.

Mens Grooming Market Analysis

Men’s grooming Market Product Type Segment Analysis

According to Cognitive Market Research, skin care product held the major market share over the forecast period. Increasing awareness of skincare routines among men boosts demand. Additionally, aging populations seek anti-aging solutions, contributing to sales growth. Moreover, the availability of a wide range of products catering to various skin concerns attracts diverse consumer segments. Furthermore, endorsements by celebrities and influencers increase product visibility and drive consumer trust. Lastly, innovations in formulations and packaging continuously attract consumers seeking effective skincare solutions.

Hair care product grooming is the fastest-growing category over the forecast period. Changing grooming trends lead to increased experimentation with hairstyles and hair care routines. Additionally, growing urbanization and exposure to Western influences drive demand for hair styling products. Moreover, a younger demographic seeks innovative hair care solutions for diverse styling needs. Furthermore, the rise of social media platforms amplifies trends and influences purchasing decisions. Lastly, product innovations in terms of ingredients and formulations cater to specific hair concerns, further boosting sales growth.

• Skin Care Product
• Hair Care Product
• Shaving Product

The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Mens Grooming Industry. Request a Free Sample PDF!

Price Range Segment Analysis

According to Cognitive Market Research, low hold a prominent market share. Affordability attracts budget-conscious consumers seeking basic grooming solutions. Additionally, wide availability in supermarkets and convenience stores enhances accessibility. Moreover, value packs and bulk discounts offer cost-effective options for regular purchases. Furthermore, brand loyalty and trust in established low-priced products drive repeat purchases. Lastly, the economic downturn may prompt consumers to opt for more affordable options, further bolstering sales in this segment.

Premium is the fastest-growing category over the forecast period. Increasing disposable incomes allow consumers to splurge on higher-quality grooming experiences. Additionally, a growing emphasis on self-care and wellness prompts consumers to invest in premium products for superior results. Moreover, the aspirational value associated with premium brands attracts consumers seeking luxury and exclusivity. Furthermore, innovations in premium formulations and packaging offer unique selling propositions. Lastly, celebrity endorsements and influencer marketing enhance brand perception and drive consumer demand for premium grooming products.

• Premium
• Mid
• Low

The above Graph is for representation purposes only. This chart does not depict actual Market share.

Mens Grooming Distribution Channel Segment Analysis

According to Cognitive Market Research, supermarkets/hypermarkets hold a prominent market share. Their wide presence and convenient locations attract consumers seeking one-stop shopping solutions for grooming products. Additionally, competitive pricing and frequent promotions drive sales volume. Moreover, the diverse product offerings cater to different consumer preferences and budgets. Furthermore, the trust and reliability associated with established supermarket chains encourage repeat purchases. Lastly, efficient supply chain management ensures consistent product availability, further solidifying their market dominance.

Online retail stores are the fastest-growing category over the forecast period. Increasing internet penetration and smartphone usage enhance accessibility to online shopping platforms. Additionally, the convenience of shopping from home appeals to busy consumers seeking time-saving solutions. Moreover, the vast product selection and personalized recommendations provide a tailored shopping experience. Furthermore, flexible payment options and hassle-free returns increase consumer confidence in online purchases. Lastly, the COVID-19 pandemic has expedited the transition to e-commerce, propelling unparalleled expansion in online retail transactions.

• Specialty Stores
• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Stores
• Other Distribution Channels

Author's Detail

Sneha Mali

Research Analyst at Cognitive Market Research

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I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.

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