Men's Personal Care Global Market Report 2024

The men’s personal care market size has grown rapidly in recent years. It will grow from $63.47 billion in 2023 to $69.89 billion in 2024 at a compound annual growth rate (CAGR) of 10.1%. The growth during the historical period can be attributed to the utilization of cultural diversity in marketing, a societal shift towards self-care, the rise of natural and organic trends, the integration of wellness concepts, and the impact of celebrity endorsements and influencers.

The men’s personal care market size is expected to see strong growth in the next few years. It will grow to $101.62 billion in 2028 at a compound annual growth rate (CAGR) of 9.8%. The projected growth in the forecast period is driven by several factors such as the expansion of the market, evolving consumer preferences, a heightened focus on health and wellness, innovative developments in products tailored specifically for men, cultural and societal changes, and an increasing emphasis on environmental sustainability. Major trends expected during this period include a surge in customization and personalization of products, a growing awareness of men's grooming practices, an emphasis on inclusivity and diversity in the industry, a preference for natural and organic products, and ongoing innovation in products designed specifically for men's needs.

The growing global consumer preference for specific grooming products is playing a significant role in driving the expansion of the men's personal care market. Grooming encompasses the practices individuals undertake to maintain cleanliness and a well-groomed appearance. Personal care products designed for men facilitate grooming routines, and the heightened emphasis on grooming has consequently fueled growth in the men's personal care market. According to a 2021 survey conducted by consumer insights firm GWI across 47 countries, male consumers are displaying increased interest in beauty and cosmetics. Furthermore, in 2020, India held a 32.1% share of the men's grooming products market in South Asia and is projected to experience rapid growth. Therefore, the growing consumer preference for specific grooming products is bolstering the expansion of the market.

The expanding e-commerce industry is expected to drive the growth of the men's personal care market in the future. E-commerce, or electronic commerce, involves the buying and selling of goods and services over the internet. E-commerce platforms offer a much broader range of men's personal care products compared to traditional brick-and-mortar stores. Additionally, e-commerce provides a discreet and private way for consumers to purchase these items without facing judgment or awkward encounters. For example, in May 2021, the United States Department of Commerce reported a substantial 39.0 percent increase in US e-commerce sales in the first quarter of 2021 compared to the same period in 2020. Therefore, the expanding e-commerce industry is a key driver of the growth of the men's personal care market.

An evident trend within the men's personal care market revolves around the increased utilization of natural ingredients in products. Companies are actively concentrating on providing consumers with an array of natural ingredient-based options. Additionally, men are showing a preference for personal care items derived from natural sources to steer clear of the potential side effects associated with chemicals in conventional products. For instance, in November 2021, H.I.M.-istry Naturals collaborated with Nordstrom to introduce its complete line of natural grooming products for men. These products are available both in retail outlets across the US and online at Nordstrom.com. The company boasts a collection of over 30 spa-quality items tailored to men's specific needs in shave care, skincare, beard care, and body care, all crafted from certified natural organic ingredients.

Leading companies in the men's personal care market are innovating with new products such as skin moisturizers derived from recycled carbon dioxide to stay competitive. Skin moisturizers, also known as lotions or creams, are cosmetics intended to hydrate and nurture the skin. For example, in July 2022, Beiersdorf AG, a German personal care company, introduced the NIVEA MEN Climate Care Moisturizer Limited Edition in Germany. This groundbreaking moisturizer is the first to incorporate an ingredient sourced from recycled CO2, specifically ethanol obtained through Carbon Capture Utilization (CCU) technology. Beiersdorf partnered with LanzaTech, a frontrunner in gas fermentation technologies, to extract ethanol from CO2, showcasing a commitment to responsible resource utilization and sustainability in the skincare sector. The recycled ethanol retains high cosmetic-grade purity, providing a lightweight texture and invigorating skin sensation while addressing the increasing interest of NIVEA MEN consumers in climate conservation and sustainable options.

In June 2023, VLCC Health Care Limited, an Indian beauty and wellness company, completed the acquisition of Ustraa for an undisclosed sum. This acquisition marked VLCC's foray into the men’s grooming market, enabling them to harness Ustraa’s prominent position. VLCC aims to expedite its growth by amalgamating Ustraa’s expertise with its widespread offline distribution network across India. Additionally, VLCC intends to capitalize on Ustraa’s technological and digital capabilities to expand its modern commerce initiatives. Ustraa, based in India, specializes in men’s grooming products, offering a diverse range including beard oil, hair care, and skincare items.

Major companies operating in the men’s personal care market report are LVMH Moët Hennessy Louis Vuitton, Johnson & Johnson, Procter & Gamble, Unilever, Bayer AG, L'Oréal, Henkel AG & Co. KGaA, Colgate-Palmolive Company, Reckitt Benckiser, Estee Lauder Companies Inc., Baxter of California, Kao Corporation, Beiersdorf AG, Shiseido Company Limited, The Clorox Company, Natura & Co., Bulldog Skincare, Coty Inc., Avon Products Inc., Edgewell Personal Care Company, Revlon Inc., L'Occitane International SA, The Himalaya Drug Company, Harry's Inc., EOS Products LLC, Every Man Jack, The Proactiv Company LLC, The Art of Shaving, Jack Black LLC, American Crew, Kiehl's, Lab Series Skincare for Men, Malin+Goetz, Molton Brown, Nivea Men.

North America was the largest region in the men’s personal care market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the men’s personal care market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the men’s personal care market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

In the men’s care products market, products are categorized into skin care, hair care, shave care, fragrances, and others. Men’s skin care products aim to improve skin condition and appearance, including moisturizers, serums, exfoliators, eye creams, and body lotions. These products are available in organic and conventional categories and cater to age groups of 18-30 years, 31-58 years, and 59 and above. Distribution channels for men’s care products include online retail stores, convenience stores, specialist retailers, supermarkets/hypermarkets, and others.

The men’s personal care market research report is one of a series of new reports that provides men’s care products market statistics, including men’s personal care market industry global market size, regional shares, competitors with a men’s personal care market share, detailed men’s personal care market segments, market trends and opportunities, and any further data you may need to thrive in the men’s care products industry. This men’s care products 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 men’s personal care market consists of revenues earned by entities by providing men’s personal care products such as cleansers and sunscreens. 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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