Top 20 Companies in The Men’s Grooming Products Market 2025 : Preparing for the Unpredictable Future

shuham khandve

Aug 6, 2025 - 12:30

Top 20 Companies in The Men’s Grooming Products Market 2025 : Preparing for the Unpredictable Future

Introduction :

The men’s grooming products market has experienced a remarkable transformation in recent years, evolving from a niche category into a multi-billion-dollar global industry. Traditionally centered around basic hygiene essentials such as shaving creams, razors, and deodorants, the market has expanded to encompass a diverse range of products including skincare, haircare, beard care, fragrances, and even cosmetic items specifically formulated for men. This growth is driven by shifting cultural norms, increased self-awareness among men, and the influence of social media, which collectively encourage greater investment in personal appearance and wellness.

One of the primary drivers of the men’s grooming products market is the changing perception of masculinity. In modern society, grooming is no longer seen as a vanity-driven or gender-specific practice, but rather a form of self-care and personal hygiene. The rise of the "metrosexual" male in the early 2000s and the more recent trend of the "well-groomed man" have played pivotal roles in reshaping male grooming habits. Men across all age groups are now more open to experimenting with grooming routines and premium products to enhance their appearance and confidence.

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Market Size :

The Global Men’s Grooming Products Market Size is Expected to Grow from USD 219.45 Billion in 2023 to USD 545.62 Billion by 2033, at a CAGR of 9.54% during the forecast period 2023-2033.

? Market Overview

The Men’s Grooming Products Market is undergoing a profound transformation—from a niche, utility-driven segment to a dynamic industry shaped by identity, wellness, sustainability, and self-expression. The traditional notions of masculinity are being redefined, and with them, the products men use to care for their hair, skin, beard, and overall appearance.

In 2023, the global men’s grooming market is valued at approximately USD 219.45 Billion and is projected to exceed USD 545.62 Billion by 2033, growing at a CAGR of 5.7%. The surge is not just consumer-driven but culturally and technologically fueled—creating significant opportunities across product development, marketing, and distribution.

Market Growth and Key Drivers

Changing Male Perceptions: Increasing focus on self-care, mental wellness, and aesthetic appeal among men is a major driver.
Social Media & Influencer Economy: Male grooming influencers, lifestyle YouTubers, and TikTok creators are normalizing and popularizing skincare, haircare, and fragrance routines.
Premiumization Trend: Demand for clean-label, luxury, and purpose-driven grooming brands is accelerating.
E-commerce and D2C Models: Personalized subscriptions and digital-first brands are expanding reach and customer retention.
Innovation in Ingredients: Natural, vegan, anti-aging, and multifunctional ingredients are being prioritized.
Rising Urbanization: Busy lifestyles, rising disposable income, and fashion consciousness in metro regions globally fuel growth.

Market Challenges

Stigma in Developing Markets: Cultural norms still discourage male grooming in certain geographies, limiting penetration.
Product Saturation: Mature markets face stiff competition with minimal differentiation across segments like shaving creams or deodorants.
Price Sensitivity: High-quality grooming products often face resistance due to pricing gaps in middle-income countries.
Supply Chain Pressures: Rising costs of raw materials (like shea butter, essential oils, packaging) and logistics delays affect profitability.

Market Segmentation

By Product Type:

Skincare (face wash, creams, sunscreens)
Haircare (shampoo, styling gels, serums)
Fragrances (perfumes, deodorants)
Shaving Products (razors, creams, aftershaves)
Beard Grooming (beard oils, trimmers)
Personal Hygiene (body wash, intimate care)

By Distribution Channel:

Online (D2C, E-commerce platforms)
Offline (Supermarkets, Salons, Specialty Stores)
Subscription Boxes

By Price Tier:

Mass Market
Premium
Luxury

By End-User:

Teenagers
Millennials
Gen X & Baby Boomers
Professionals
Athletes & Influencers

Regional Analysis

North America: A mature market, driven by high brand loyalty and innovation in men-specific skincare and anti-aging products.
Europe: Focused on clean beauty, minimalist grooming, and sustainable packaging—especially in the Nordics, UK, Germany, and France.
Asia-Pacific: Fastest-growing region, led by K-beauty for men, rising disposable incomes, and the influence of pop culture in South Korea, Japan, and India.
Latin America: Brazil leads the charge with significant interest in male cosmetics and hairstyling.
Middle East & Africa: Slowly growing, with demand for fragrances, beard grooming, and halal-certified products increasing.

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Top 20 Companies in the Men’s Grooming Products Market 2025

Below are the most influential global players in the men’s grooming category, based on market share, brand portfolio, innovation leadership, and geographic reach:

Procter & Gamble Co. – With Gillette, Old Spice, Head & Shoulders, and more, P&G leads with ~15–20% global market share, heavily investing in razor innovation and multi-brand targeting
Unilever PLC – Home to Dove Men+Care, Axe, and Rexona, Unilever holds ~12.5%, with emphasis on sustainability and accessible, global distribution
L’Oréal S.A. – With brands like L’Oréal Men Expert, Kiehl’s, and Garnier, L’Oréal accounts for ~10–18%, focusing on skincare and premium grooming solutions
Beiersdorf AG – The force behind Nivea Men and Eucerin, holding ~8.5%; known for dermatologist-recommended skincare and consistent innovation
Edgewell Personal Care Company – Owner of Schick, Wilkinson Sword, and Jack Black; positioned strongly in shaving and everyday grooming essentials (~5.5%)
Colgate‑Palmolive Company – Offers grooming products (e.g. Body washes, after-shave) and holds ~6.5%, with distribution across emerging markets .
Johnson & Johnson – Brands like Neutrogena Men, Aveeno Men, and Clean & Clear, representing ~5% market share
The Estée Lauder Companies Inc. – Premium brands like Aveda, Tom Ford Beauty, and men’s skincare lines contribute ~4–4.5% share
Shiseido Company, Limited – Japanese beauty leader expanding men’s skincare and shaving categories (~4%)
Coty Inc. – Strong presence in men’s fragrances and grooming including licensed brands like Hugo Boss, reinforcing global reach
LVMH (Moët Hennessy Louis Vuitton) – Luxury grooming & fragrance under Chanel, which is pushing heavily into the men’s sector via celebrity partnerships and high-end launches
Natura & Co. – Holdings like Aesop and The Body Shop bring natural, eco-conscious grooming to men globally
Harry’s Inc. – Known for direct‑to‑consumer shaving tools and grooming kits via subscription; acquired by Edgewell but still maintains strong brand identity
Old Spice (P&G) – Iconic mass‑market male brand covering deodorants, body wash, shampoos, styling and colognes
Kiehl’s (L’Oréal) – A trusted name in men’s skincare and moisturizers via Kiehl’s Facial Fuel and other lines
American Crew – Professional haircare and styling brand exclusively for men, often distributed via salons globally
Jack Black – Premium men’s skincare, shaving, and beard care originated in the U.S., now under Edgewell’s care
Proraso – Italian heritage shaving brand popular worldwide for soaps, creams, and barber-grade grooming supplies
Bulldog Skincare for Men – London‑based natural grooming brand fast growing in men’s skincare and shaving, especially in UK and Europe
Other influential regional & niche brands: including Lumin, BluMaan, By Vilain, Uppercut Deluxe, Modern Pirate, The Bluebeards Revenge, Parker Shaving, Billy Jealousy, among others defined by innovation or emerging regional prominence

Opportunities for Stakeholders

Investors: High growth ROI in D2C male wellness and grooming-tech startups.
Consulting Firms: Advisory services in market entry, gender-inclusive branding, and retail expansion.
Startups: Untapped segments in hair thinning, scalp health, and anti-pollution grooming.
Academic Institutions: Research on male skin biology, consumer psychology, and behavioral trends.
Government & Policymakers: Opportunity to regulate cosmetic safety, promote local manufacturing, and endorse sustainable practices.

Future Outlook (2025–2032)

Men’s grooming will evolve into a wellness vertical, blending skincare, nutrition, and mental health support.
Global convergence of fashion, fitness, and grooming will inspire new product lines that are multifunctional and lifestyle-based.
Digital-First Dominance: D2C brands will continue to outpace legacy players in agility and engagement.
M&A Activity: Expect to see increased acquisition of indie grooming brands by FMCG giants aiming to future-proof portfolios.
AR/VR Tech: Virtual grooming experiences will become standard in online retail.

Conclusion

The Men’s Grooming Products Market is more than shaving kits and deodorants—it is a cultural, technological, and commercial movement. For stakeholders across the board, this market represents a unique opportunity to shape how masculinity, health, and personal care are defined for the next generation.

Those who understand the nuances of consumer identity, digital behavior, and brand authenticity will lead the future of male grooming.

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