The global men’s grooming and cosmetics market is undergoing a significant transformation, driven by changing consumer perceptions, expanding product innovation, and the powerful influence of digital media. According to recent market intelligence, the industry was valued at US$ 86.6 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 6.0%, reaching US$ 164.2 billion by the end of 2034. The market is being reshaped by a new generation of male consumers who are embracing personal care beyond traditional shaving and hygiene, fostering new opportunities across product categories and geographies.

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Market Size and Growth

The global men’s grooming and cosmetics market stood at US$ 86.6 billion in 2023 and is forecast to nearly double over the next decade, reaching US$ 164.2 billion by 2034. This steady CAGR of 6.0% reflects the growing adoption of grooming products among men worldwide, spurred by urbanization, increased disposable income, and the growing influence of fashion and beauty standards. The market’s growth trajectory also points toward an increasing willingness among men to invest in premium grooming solutions, especially in emerging economies where awareness and aspirational lifestyles are rising rapidly. Subscription services, direct-to-consumer (DTC) platforms, and personalization trends further contribute to revenue expansion, especially among Gen Z and Millennial consumers.

Market Segmentation

The market can be segmented based on product type, distribution channel, price range, and end-user demographics.
By product type, the major categories include skincare (moisturizers, face wash, anti-aging), haircare (shampoo, conditioners, hair gel), shaving products (razors, shaving creams, aftershaves), fragrances, and cosmetics (concealers, BB creams, foundation). Skincare and fragrance segments dominate, fueled by the increasing popularity of natural and organic ingredients.

By distribution channel, the market is divided into offline retail (supermarkets, specialty stores, salons) and online platforms. Online sales are growing rapidly due to the convenience of home delivery and the rising influence of social media marketing.
By price range, the segmentation includes mass-market, mid-tier, and premium/luxury. Brands are increasingly targeting all price tiers, offering accessibility for the broader audience while maintaining aspirational lines for high-income consumers.
By end-user, the market includes teenage males, young adults, and mature men, each with distinct grooming needs and brand preferences.

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Regional Analysis

Asia Pacific leads the global market, particularly due to booming demand in countries such as China, South Korea, and India. The increasing visibility of male beauty influencers and K-beauty trends is a major driver in this region.
North America follows closely, with the U.S. being a mature but growing market, where men are increasingly engaging in skincare and haircare routines.
Europe is experiencing consistent growth, particularly in urban centers where personal grooming is closely associated with professional and social confidence.
Latin America and the Middle East & Africa show growing potential, particularly in Brazil and the UAE, where rising incomes and evolving gender perceptions are fostering new grooming cultures. Global brands are investing in localized marketing and product development to capture these growing demographics.

Competitive Landscape

The men’s grooming and cosmetics market is highly competitive, with both multinational giants and indie startups vying for consumer attention. Leading players such as Procter & Gamble, Edgewell Personal Care, Beiersdorf, The Estée Lauder Companies Inc., L'Oréal Paris, Calvin Klein, HUGO BOSS, Dolce & Gabbana S.r.l., and Chanel Beauty are leveraging advanced R&D, extensive product portfolios, and aggressive marketing to retain market share. Many of these brands are collaborating with male influencers and celebrities to reach digitally engaged consumers, particularly via platforms like Instagram, TikTok, and YouTube.

Strategic initiatives include product innovation (e.g., vegan and cruelty-free lines), acquisitions of smaller men-focused brands, and expansion into underpenetrated markets. These companies are also investing in AI-driven personalization and virtual try-on tools to enhance the consumer experience, especially in the online retail space.

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