Male Toiletries Global Market Report 2024

Male toiletries refer to consumer products utilized by men for overall personal hygiene and aesthetic enhancement. Men are increasingly focusing on fashion, grooming, and cultivating a conscious image, leading to investments in various toiletry items. These include shaving products, facial cleansers, deodorants, skin care products, exfoliators, anti-aging creams, sunscreens, and more.

The primary categories of male toiletries encompass deodorants, hair care products, skincare products, and shower products. Deodorants come in various forms, including aerosol antiperspirants, body sprays, roll-on deodorants, sticks and solids, deodorant gels, and deodorant creams designed specifically for men. These products are classified into mass-market and premium segments, with distribution channels ranging from supermarkets and hypermarkets to pharmacies, specialty stores, departmental stores, and others.

The male toiletries market research report is one of a series of new reports that provides male toiletries market statistics, including male toiletries industry global market size, regional shares, competitors with a male toiletries market share, detailed male toiletries market segments, market trends and opportunities, and any further data you may need to thrive in the male toiletries industry. This male toiletries market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The male toiletries market size has grown strongly in recent years. It will grow from $26.29 billion in 2023 to $27.78 billion in 2024 at a compound annual growth rate (CAGR) of 5.7%. The expansion witnessed in the historical period can be credited to several factors, including the surge of e-commerce, evolving gender norms, the influence of media and advertising, shifts in lifestyles, and an increase in disposable income.

The male toiletries market size is expected to see strong growth in the next few years. It will grow to $34.91 billion in 2028 at a compound annual growth rate (CAGR) of 5.9%. The anticipated growth in the forecast period can be ascribed to factors such as personalized grooming, increased awareness of men's skincare, the popularity of online subscription services, a preference for natural and organic ingredients, and a growing aging male population. Key trends expected in this period encompass the demand for travel-ready toiletries, a shift towards eco-friendly and sustainable products, the emergence of gender-neutral products, a rise in CBD-infused products, and the integration of smart grooming tools.

The global rise in population is expected to drive the growth of the male toiletries market in the future. Male toiletries encompass a range of products used by men for personal hygiene, including oils, shampoos, deodorants, conditioners, soaps, face washes, hair gels, lotions, balms, perfumes, shaving creams, and razors. According to the World Population Prospects 2022 report by the United Nations Department of Economic and Social Affairs, the global human population is projected to reach 8.0 billion in mid-November 2022, indicating significant growth from an estimated 2.5 billion in 1950. With 1 billion added since 2010 and 2 billion added since 1998, the rise in population is expected to contribute to the expansion of the male toiletries market.

The increasing prevalence of e-commerce is anticipated to be a driving force behind the growth of the male toiletries market. E-commerce involves the online buying and selling of goods and services, providing a convenient and accessible platform for consumers to engage in online transactions. This transformation in shopping behavior has impacted how men purchase toiletries, offering them convenience, accessibility, and a diverse product selection to meet their grooming needs. According to the United States Census Bureau's data from August 2023, e-commerce in the second quarter of 2023 saw a 7.5% increase compared to the second quarter of 2022, accounting for 15.4% of all sales. This surge in e-commerce prevalence is a significant factor driving the growth of the male toiletries market.

A key trend in the male toiletries market is the development of high-performance and multifunctional products. Major players in this sector are concentrating on creating products that address consumer demands for high-performance and multifunctionality, aiming to strengthen their market positions. For example, in September 2021, CavinKare, an India-based consumer goods company, introduced the Biker brand, offering products such as beard oil, beard cream, 2-in-1 shampoo conditioners, and shower gel to meet the grooming needs of urban males.

Major companies in the male toiletries market are emphasizing innovative products, such as the peptovitae series. The Peptovitae series consists of four patented peptides, representing a novel class of biomimetic peptides developed through scientific means. In January 2022, BASF SE, a Germany-based personal care products manufacturing company, launched the peptovitae series, providing consumers with the ability to create unique treatments for various skin issues.

In June 2023, VLCC Health Care Ltd., an India-based wellness and beauty company, acquired Happily Unmarried Marketing Private Ltd for an undisclosed amount. This strategic acquisition allows VLCC to enter the men's grooming market, leveraging share swapping and secondary buy-out methods. Happily Unmarried Marketing Private Ltd specializes in consumer products and lifestyle brands, including grooming and personal care items.

Major companies operating in the male toiletries market include Beiersdorf AG, L'Oréal S.A., The Procter & Gamble Company, Shiseido Company Limited, The Estée Lauder Companies Inc., Coty Inc., Molton Brown Limited, Vi-John Group, Unilever PLC, Edgewell Personal Care, Koninklijke Philips N.V., Natura & Co., Colgate-Palmolive Company, Johnson & Johnson, The Hut.com Ltd., Brickell Brands LLC, The Hut.com Limited, Baxter of California LLC, Bulldog Skincare Limited, Harry's Inc., Jack Black LLC, Aramis Inc., Malin+Goetz LLC, Menaji Worldwide LLC, Men's Society Limited, Murdock London Limited, Neville Limited, Proraso S.r.l., Recipe for Men AB, Taylor of Old Bond Street Limited, The Art of Shaving LLC, Truefitt & Hill Limited, Uppercut Deluxe Pty. Ltd.

North America was the largest region in the male toiletries market share in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the global male toiletries market analysis report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, the Middle East, and Africa.

The countries covered in the male toiletries market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, the UK, and the USA.

The male toiletries market consists of sales of male skincare products such as facewash, sunscreens, and facial scrubs. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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