A recent report published by Infinium Global Research on men's personal care market provides in-depth analysis of segments and sub-segments in the global as well as regional men's personal care market. The study also highlights the impact of drivers, restraints, and macro indicators on the global and regional men's personal care market over the short term as well as long term. The report is a comprehensive presentation of trends, forecast and dollar values of global men's personal care market.
The men's personal care market experiences fast changes because men now focus more on their appearance and health and their regular personal care activities. Brands create personalized products through digital marketing and changing social norms and rising disposable income which leads to the development of sulfate-free shampoos and beard oils and clean-label skin creams and special grooming kits. The combination of e-commerce growth and influencer promotion and AI-based product suggestions creates new possibilities for personalizing men's grooming products which now match the innovation level of all other wellness categories.
The men's personal care market is mainly driven by awareness of male grooming, which is supported by a gradual increase in personal care spending that is noticeable according reports of the U.S. Bureau of Labor Statistics. Opening of e-commerce channels with the help of digital marketing has become a major contributor to a 40% increase in the number of online product purchases, according to information from the U.S. Federal Trade Commission. Along with that, the enforcement of the sustainability regulations by the European Commission is one of the reasons for the increased interest in natural and eco-friendly products. Nevertheless, premium category growth continues to be affected by the high price of products particularly in markets that are sensitive to price, while market fragmentation is a source of intense rivalry among the players. Moreover, lack of awareness and cultural barriers in the case of emerging economies are other challenges. The opportunities presented are on the increasing use of AI in personalized grooming solutions, which is backed by government technology initiatives, the rapid growth of direct-to-consumer sales, which is confirmed by census data, and the general trend of male wellness recognized by the World Health Organization, all of which together create an expanding and evolving market landscape.
Hair care products together with shaving and deodorant products make up the majority of market revenue at 40% for 2025 while skincare products including anti-aging and sun protection items achieve the highest growth rate CAGR. The market for beard care products has experienced rapid expansion since 2020 because of specialized oils and balms. Urban young consumers choose multi-purpose products and clean-label innovations through their purchasing decisions. The market shows a 16% increase in premium device-based categories which include electric trimmers and face cleansers from the 12% recorded in 2022.
Supermarkets together with pharmacies control 58% of global sales because they offer both convenience and established customer confidence. The digital market sees e-commerce and subscription services generate $30 billion in revenue while digital-first brands and D2C models experience 9.8% annual growth rates and double-digit expansion across all regions. Specialty grooming stores along with quick-commerce platforms maintain their strongest market presence in urban areas of India and China and North America.
North America leads the men's personal care industry because customers spend heavily on customized grooming products and daily skin and beard care routines and leading brands Procter & Gamble and Unilever drive digital innovation. The European market demonstrates strong growth because organic and luxury products perform well and Germany and France serve as main centers for sustainable men's brands which produce a 9% annual growth rate throughout the region. Asia-Pacific leads as the fastest-growing region because China and India and South Korea drive double-digit expansion through their rapid urban growth and increasing disposable income and trend-conscious young population. South Korea’s K-beauty influence, as well as the expansion of curated digital platforms in India (Nykaa Men, Amazon India), are shaping regional product portfolios and fueling premiumization. The markets in Latin America together with the Middle East and Africa show stable growth patterns which create good opportunities for expansion because young urban men in the UAE and Saudi Arabia and Brazil are starting to care more about skincare and grooming.
The Natural Selection Tour selected MANSCAPED as their official male grooming partner for their international snowboard and surf competitions in April 2025. This helped the brand establish its sports-oriented identity while reaching fresh customer groups through event-based marketing.
British designer Paul Smith joined forces with SLG Brands during August 2025 to create a special men's personal care collection which combines high-end design with modern skincare technology for worldwide distribution.
Bulldog Skincare pursued its sustainability objectives through two major initiatives which involved creating biodegradable, and cruelty-free men's products and implementing environmentally friendly packaging solutions throughout European markets to meet growing consumer interest in sustainable grooming products.
The industry experienced a major shift because Manscaped and other prominent brands developed strong digital partnerships and social media campaigns which resulted in more than 40 YouTube sponsorships targeting Gen Z, and millennial consumers.
L’Oréal Men Expert and Nykaa Men introduced AI-powered diagnostic tools for personalized skin and beard care in the Asia-Pacific and North America regions because customers now prefer customized solutions and digital interactions.
The Indian market experienced a rising trend of ayurvedic, and herbal men's care product launches from regional and local brands which achieved double-digit expansion through increased consumer interest in plant-based, complete wellness solutions.
| Report Coverage | Details |
|---|---|
| Market Size in 2023 | USD 32.89 Billion |
| Market Size by 2032 | USD 73.81 Billion |
| Growth Rate from 2024 to 2032 | CAGR of 9.70% |
| Largest Market | North America |
| No. of Pages | 180 |
| Market Drivers |
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| Market Segmentation | By Product Type, and By Distribution Channel |
| Regional Scope | North America, Europe, Asia Pacific, and RoW |
The report on global men's personal care market provides a detailed analysis of segments in the market based on Product Type, and Distribution Channel.
· Hair Care
· Skin Care
· Personal Cleanliness
· Others (Fragrance, Sun Care)
· Hypermarkets & Supermarkets
· Drug Stores & Pharmacies
· Departmental Stores
· Specialty Stores
· Mono-brand Stores
· Online Sales Channel
· L'Oréal S.A.
· Procter & Gamble
· Unilever
· Beiersdorf AG
· Bulldog Skincare
· Brickell Mens Products
· Johnson & Johnson
· The Estée Lauder Companies Inc.
· Koninklijke Philips NV (Philips)
· Marico Limited
· Bombay Shaving Company
· Beardo
The report provides deep insights into demand forecasts, market trends, and micro and macro indicators. In addition, this report provides insights into the factors that are driving and restraining the growth in this market. Moreover, The IGR-Growth Matrix analysis given in the report brings an insight into the investment areas that existing or new market players can consider. The report provides insights into the market using analytical tools such as Porter's five forces analysis and DRO analysis of the men's personal care market. Moreover, the study highlights current market trends and provides forecasts from 2024-2032. We also have highlighted future trends in the market that will affect the demand during the forecast period. Moreover, the competitive analysis given in each regional market brings an insight into the market share of the leading players.