Table of Contents
Introduction
New York, NY – April 03, 2025 – The Global Men’s Personal Care Market is projected to reach a value of approximately USD 77.9 billion by 2034, up from USD 33.2 billion in 2024. This represents a compound annual growth rate (CAGR) of 8.9% during the forecast period from 2025 to 2034.
The Men’s Personal Care market encompasses a wide range of grooming and wellness products specifically designed for men. This includes products such as skincare, haircare, shaving products, deodorants, fragrances, and other personal hygiene items. The market has evolved significantly in recent years, driven by shifting societal norms and increasing consumer awareness around personal grooming.
Men are increasingly adopting grooming habits that were once considered exclusive to women, creating an expanded market for tailored products that cater to their specific needs. Growth in the Men’s Personal Care market can be attributed to several key factors, including the rise of male-focused beauty and grooming trends, growing disposable income, and the increasing focus on personal appearance, especially in younger demographics.
Additionally, the influence of social media and celebrity endorsements has spurred interest in premium, branded products that promise enhanced performance. The demand for natural and organic ingredients is also gaining momentum, reflecting the broader trend towards sustainability and health-conscious consumer behavior. The market’s growth prospects remain strong, as the rising awareness of skincare and grooming, particularly in emerging markets, offers considerable opportunities for expansion.
Furthermore, the integration of technology in grooming products, such as smart razors and skincare solutions, presents new avenues for product innovation. This opens up opportunities for companies to invest in product diversification and enhance their market presence. As consumer expectations evolve, the demand for tailored, high-quality personal care products for men is expected to continue to grow, creating a competitive and dynamic market environment.
Key Takeaways
- The global men’s personal care market is projected to expand from USD 33.2 billion in 2024 to approximately USD 77.9 billion by 2034, reflecting a compound annual growth rate (CAGR) of 8.9% during the forecast period.
- Skin Care products led the market in 2023, accounting for 46.3% of the market share, driven by the growing emphasis on men’s skincare routines and health.
- Hypermarkets & Supermarkets were the dominant distribution channel in 2023, holding a 52.6% share of the market.
- North America was the leading regional market in 2023, contributing 35.6% of the global market with a value of USD 11.6 billion.
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Men’s Personal Care Statistics
- 75% of Americans believe self-care activities help alleviate stress.
- 64% of people reported a boost in self-confidence due to self-care.
- 67% of individuals experienced increased productivity through self-care.
- 71% felt happier as a result of engaging in self-care activities.
- U.S. adults only relax for an average of 40 minutes per day, with 47% relaxing less than that.
- 74% of people associate self-care with physical health and body care.
- 52% of people consider mental health and wellness as part of self-care.
- 72% use self-care as a reward after a long week.
- 73% of people are more aware of the need for self-care.
- 69% of people plan to add more self-care to their routines in the next year.
- 52% of people said their finances affect their ability to invest in self-care.
- 64% of individuals believe their self-care habits conflict with sustainability goals.
- 42% of single individuals make space for “me-time,” while only 30% of those in relationships do.
- 52% of people aged 21 and above would skip happy hour to spend more time on self-care.
Emerging Trends
- Integration of Wellness in Marketing: Brands are increasingly aligning their products with wellness concepts. For instance, Tom Ford Beauty shifted its marketing strategy from traditional themes to promoting wellness with its fragrance Bois Pacifique, emphasizing inner peace and well-being.
- Rise of Male Shapewear: The male shapewear market is expanding, with products like compression shirts and underwear gaining popularity. This growth is influenced by social media’s impact on body image among millennials and Gen Z.
- Focus on Innovative Hair Care Solutions: Advancements in hair care are evident, with products featuring peptides to promote scalp health and reduce hair loss. There’s also a growing interest in non-aerosol dry shampoos due to environmental concerns.
- Emphasis on Inclusive Beauty: The increasing number of multiracial consumers is prompting brands to develop products catering to diverse skin tones and hair textures, fostering inclusivity in beauty offerings.
- Reevaluation of Traditional Masculinity: Some brands are revisiting traditional notions of masculinity in their products, offering fragrances and grooming items that appeal to conservative ideals, reflecting a societal shift towards conservatism.
Top Use Cases
- Daily Grooming and Hygiene: Products such as deodorants, body washes, and shampoos are essential for daily cleanliness and personal hygiene.
- Skin Care Maintenance: Men utilize facial cleansers, moisturizers, and sunscreens to maintain skin health and protect against environmental factors.
- Hair Styling and Care: Hair gels, pomades, and conditioners are used to style and maintain hair, addressing concerns like hair loss and scalp health.
- Beard Grooming: Beard oils, balms, and grooming kits are employed to maintain facial hair, catering to the growing trend of beard culture.
- Fragrance Application: Colognes and body sprays are applied to enhance personal scent and boost confidence.
Major Challenges
- Price Sensitivity: Premium grooming products are often perceived as luxuries, leading to reluctance among consumers to spend on higher-priced items.
- Market Saturation: The abundance of products makes it challenging for brands to differentiate themselves and capture consumer attention.
- Evolving Consumer Preferences: Keeping pace with rapidly changing trends and preferences necessitates continuous innovation and adaptability from brands.
- Cultural Perceptions: In some regions, traditional views on masculinity may limit the acceptance of certain grooming products, posing challenges to market expansion.
- Counterfeit Products: The availability of counterfeit grooming products poses risks to consumer safety and brand reputation, challenging the growth of the market.
Top Opportunities
- Product Innovation: Developing products with multifunctional benefits, such as combining skincare with sun protection or anti-aging properties, can meet the evolving needs of male consumers.
- Sustainability Initiatives: Offering eco-friendly packaging and formulating products with natural ingredients can attract environmentally conscious consumers.
- Digital Engagement: Leveraging social media platforms and e-commerce can enhance brand visibility and directly connect with the target audience.
- Personalized Solutions: Providing personalized skincare regimens based on individual skin types and concerns can enhance customer satisfaction and loyalty.
- Educational Marketing: Implementing campaigns that educate consumers on the benefits and proper use of grooming products can drive adoption and brand trust.
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Key Player Analysis
The global Men’s Personal Care market is characterized by the presence of several prominent players who are integral to shaping its growth trajectory. Procter & Gamble and Unilever stand as leading entities, with their extensive product portfolios and global reach. These companies leverage well-established brands, such as Gillette and Dove Men+Care, which have become household names. Reckitt Benckiser, through its diverse range of personal care products, also contributes significantly to the competitive landscape.
L’Oréal and Beiersdorf AG, with their innovative product offerings, continue to dominate premium segments, catering to evolving consumer demands for high-quality skincare and grooming products. Johnson & Johnson and Coty Inc. further intensify competition by focusing on both mass-market and luxury segments. Estee Lauder Companies, Inc. and Edgewell Personal Care Company continue to innovate and invest in targeted strategies, responding to the growing demand for personalized and sustainable personal care solutions. Lastly, Kao Corporation is expanding its footprint globally with a strong focus on Asian markets, complementing its diverse product offerings.
Top Key Players in the Market
- Procter & Gamble
- Reckitt Benckiser
- Unilever
- L’Oréal
- Beiersdorf AG
- Johnson & Johnson
- Coty Inc.
- Estee Lauder Companies, Inc.
- Edgewell Personal Care Company
- Kao Corporation
Regional Analysis
North America Dominating Region with the Largest Share in the Men’s Personal Care Market 35.6%
North America is poised to maintain a dominant position in the global men’s personal care market, with an estimated market value of USD 11.6 billion in 2024, accounting for 35.6% of the total market share. The region’s growth can be attributed to an increasing awareness of personal grooming, a growing demand for premium grooming products, and evolving consumer preferences for high-quality, natural, and organic ingredients.
Furthermore, North America is home to numerous established brands, with major players focusing on innovations in skincare, hair care, and fragrance products, which cater to the expanding middle-class demographic. The region also benefits from an increasing number of male consumers focusing on self-care and wellness, which has led to higher demand for a wide range of men’s grooming and personal care products.
Recent Developments
- In 2023, VLCC, a leading beauty and skincare brand, made a strategic move by acquiring Ustraa, a direct-to-consumer men’s grooming brand. The acquisition was facilitated through a secondary buy-out and a share swap agreement. As part of this deal, VLCC plans to further invest in Ustraa to boost its growth, enhancing the brand’s presence in the men’s grooming market. Ustraa is owned by Happily Unmarried Marketing, a company known for its innovative approach to men’s personal care.
- In 2023, Shiseido Company, Limited, a global leader in skincare, signed an agreement to acquire DDG Skincare Holdings LLC. DDG, based in New York, USA, is recognized for its dermatologist-led, science-backed prestige skincare products. This acquisition is part of Shiseido’s broader strategy to strengthen its portfolio in the premium skincare segment, with the deal finalized by Shiseido Americas Corporation on December 22, 2023.
- In 2023, Unilever took a significant step in the beauty and personal care sector by acquiring the biotech haircare brand K18. This acquisition reflects Unilever’s focus on expanding its portfolio in high-growth areas, particularly premium haircare. K18’s innovative, science-driven products are expected to complement Unilever’s existing offerings, enhancing its position in the global beauty market.
- In April 10, 2024, Piramal Pharma Limited’s Consumer Products Division (CPD) launched BOHEM, a new line of men’s grooming products. This includes a Hair Removal Spray, Beard Growth Oil, and Underarm Roll-On. With BOHEM, Piramal Pharma aims to revolutionize men’s grooming routines by promoting more inclusive self-care practices, backed by scientifically proven ingredients for effective results.
Conclusion
The men’s personal care market is experiencing significant growth, propelled by evolving consumer preferences, increased awareness of self-grooming, and a broader acceptance of diverse grooming practices. This expansion is further supported by innovations in product offerings and strategic marketing initiatives targeting male consumers. As societal perceptions continue to shift, the market is expected to maintain its upward trajectory, presenting substantial opportunities for brands to engage with this expanding demographic.
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