Personal Care Products for Men Market Analysis North America, APAC, Europe, South America, Middle East and Africa - US, China, Japan, Canada, France, India - Size and Forecast 2024-2028

Personal Care Products For Men Market Size 2024-2028

The personal care products for men market size is forecast to increase by USD 13.8 billion, at a CAGR of 7.1% between 2023 and 2028.

• The market is witnessing significant growth, driven by evolving fashion trends in men's grooming and styling. Social media platforms have emerged as a powerful marketing tool, enabling brands to reach a wider audience and engage consumers in real-time. However, this market also faces challenges, including the proliferation of counterfeit products. As men increasingly prioritize personal appearance, there is a growing demand for high-quality, authentic products.
• Brands must navigate the digital landscape effectively to build trust and credibility with consumers, while also implementing robust anti-counterfeit measures to protect their reputation and revenue streams. To capitalize on market opportunities and mitigate challenges, companies must stay abreast of emerging trends and consumer preferences, and invest in innovative product development and marketing strategies.

What will be the Size of the Personal Care Products For Men Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2018-2022 and forecasts 2024-2028 - in the full report.  
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The personal care products market for men continues to evolve, with a growing emphasis on herbal extracts, essential oils, and natural ingredients. These components are increasingly sought after for their ability to address skin irritation and enhance the overall grooming experience. Beard oil, for instance, has gained significant traction, offering men a solution to keep their facial hair healthy and well-groomed. Regulatory compliance plays a crucial role in this sector, with companies ensuring their products adhere to safety standards and consumer preferences. Styling creams, for example, are formulated to provide a natural hold without causing damage or irritation. Retail sales channels continue to expand, with e-commerce platforms driving growth and convenience.

Product innovation remains a key driver, with companies introducing new offerings such as eco-friendly packaging, recyclable materials, and organic ingredients. Lip balm, for instance, is now available in biodegradable tubes, appealing to consumers who prioritize sustainability. The supply chain and distribution channels are undergoing transformations, with an increasing focus on streamlining operations and reducing carbon footprint. Product innovation extends to packaging design, with pump dispensers and aerosol cans being replaced by more sustainable alternatives. Hair care products, such as hair gel and hair wax, are also evolving to cater to consumer demands. Pre-shave oil and face scrubs are gaining popularity, offering men a more comprehensive grooming routine.

The market for men's personal care products is dynamic, with new trends and patterns continually unfolding. Consumer preferences for natural and organic ingredients are shaping the market, leading to the development of face washes, body lotions, and hand creams that cater to sensitive skin. Pricing strategies and brand loyalty are also important considerations, with companies offering competitive pricing and targeted marketing campaigns to retain customers. The use of fragrance oils and synthetic ingredients continues to be a topic of debate, with consumers increasingly seeking out products with natural fragrances and minimal synthetic additives. Eye creams and body washes are among the categories that are seeing significant growth, as men look for products that cater to their specific grooming needs.

In the realm of bath and body care, bath salts and foot creams are gaining popularity, offering men a relaxing and rejuvenating experience. Quality control and safety standards remain a priority, with companies investing in rigorous testing and certification processes to ensure the safety and efficacy of their products. In conclusion, the personal care products market for men is a dynamic and evolving sector, with a focus on natural ingredients, eco-friendly packaging, and consumer preferences shaping the landscape. Companies are continually innovating to meet these demands, offering a wide range of products that cater to men's diverse grooming needs.

The future of this market is bright, with continued growth and transformation expected in the coming years.

How is this Personal Care Products For Men Industry segmented?

The personal care products for men industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

• Product
  • Skin care
  • Fragnances
  • Colour cosmetics
  • Hair colour
  • Others
• Geography
  • North America
    • US
    • Canada
  • Europe
    • France
  • APAC
    • China
    • India
    • Japan
  • Rest of World (ROW)

By Product Insights

The skin care segment is estimated to witness significant growth during the forecast period.

The market encompasses a wide range of offerings, including beard oil, styling cream, lip balm, pre-shave oil, face scrub, face wash, body lotion, hand cream, aftershave lotion, eye cream, body wash, shaving cream, and various other grooming essentials. Natural ingredients, such as herbal extracts and essential oils, are increasingly preferred due to their potential benefits and minimal skin irritation. Regulatory compliance and eco-friendly packaging are essential considerations for market players. Product innovation is a key driver, with multifunctional skincare products experiencing significant demand. Consumer preferences lean towards decent-quality, value-added products at affordable prices. The consciousness of skin health has led to a rise in the use of organic ingredients and recyclable materials.

Growing disposable income, a rising middle-class population, urbanization, and heavy advertisements and promotions contribute to the market's expansion. Quality control, brand loyalty, and safety standards are crucial aspects of this competitive landscape. Pricing strategies and fragrance oils also play a role in product differentiation. The supply chain and distribution channels are intricately linked to market dynamics. Online sales and aerosol cans are emerging trends, while pump dispensers remain popular for various grooming products. Sensitive skin and synthetic ingredients are significant market challenges.

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The Skin care segment was valued at USD 11.05 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 38% to the growth of the global market during the forecast period.Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The personal care market for men in North America is experiencing steady growth, driven by the increasing popularity of fashion trends among millennial consumers. Hairstyles and haircuts, such as side partings and pompadours, are influencing the demand for hair care and styling products, including gels, wax, hair oils, serums, hair foams, and dry shampoos. Natural ingredients, such as herbal extracts and essential oils, are increasingly preferred in these products, reflecting a broader trend towards healthier and more sustainable personal care choices. Regulatory compliance is a key consideration in the market, with companies focusing on safety standards and quality control to meet consumer expectations.

Product innovation is another significant trend, with brands introducing eco-friendly packaging, such as recyclable materials, and catering to specific consumer preferences, such as sensitive skin and organic ingredients. Facial care products, including face wash, scrub, beard oil, pre-shave oil, aftershave lotion, and eye cream, are also gaining popularity. Hand cream, lip balm, body lotion, and body wash are other essential categories in the market. Consumers are increasingly seeking out pump dispensers and online sales channels for convenience. The supply chain and distribution channels are evolving, with an increasing focus on sustainability and efficiency. Aerosol cans and synthetic ingredients are being replaced with alternatives, such as refillable containers and natural formulations.

Brands are investing in marketing campaigns to build brand loyalty and differentiate themselves in a competitive market. Innovations in packaging design, such as minimalist and sustainable options, are also gaining traction. For instance, some brands are using biodegradable materials and reducing the use of plastics in their packaging. Overall, the personal care products market for men in North America is expected to remain dynamic, with a focus on natural ingredients, regulatory compliance, and product innovation.

Market Dynamics

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

What are the key market drivers leading to the rise in the adoption of Personal Care Products For Men Industry?

• The evolving trends in hair styling, driven by fashion industry innovations, significantly influence the market growth. 

• The personal care products market for men is driven by various factors, with fashion trends being a significant influencer. The evolving trends in men's hairstyles, such as daily looks, party styles, and vintage hairstyles, necessitate the development of hair styling products like gels, wax, pomades, pastes, mousse, and hairsprays. The millennial demographic is a key consumer segment for personal care products, fueled by their increasing focus on personal grooming and fashion consciousness. Brands prioritize quality control and consumer satisfaction to build brand loyalty.
• Synthetic ingredients and fragrance oils are commonly used in the production of these products, catering to diverse consumer preferences, including those with sensitive skin. Pricing strategies also play a crucial role in market competition, with manufacturers balancing affordability and premium positioning to attract and retain customers.

What are the market trends shaping the Personal Care Products For Men Industry?

• The use of social media marketing is an essential trend in today's business landscape. Professionals and organizations increasingly rely on this strategy to engage with audiences, build brand awareness, and drive sales.

• The personal care products market for men in the US is witnessing significant growth, driven by consumer preferences for herbal extracts and essential oils in their grooming items. Natural ingredients have gained popularity due to their potential to reduce skin irritation and promote healthier skin and beards. Product innovation is a key trend, with the introduction of beard oils, styling creams, and eco-friendly packaging. companies are focusing on regulatory compliance to cater to the increasing demand for safe and effective products.
• Social media plays a pivotal role in increasing product awareness and consumer engagement. Platforms like Facebook, Twitter, Instagram, and YouTube are used extensively for promotional activities. Companies are collaborating with online influencers and sending personalized communications to boost sales. The market is expected to continue its growth trajectory, driven by consumer trends and product innovation.

What challenges does the Personal Care Products For Men Industry face during its growth?

• The proliferation of counterfeit products poses a significant challenge to the industry, impeding its growth and undermining consumer trust. 

• The men's personal care market exhibits significant growth, with an increasing demand for hair care and styling products. However, this trend comes with challenges, as the proliferation of counterfeit products poses a threat. These imitations, often made with substandard raw materials, can lead to hair damage. The e-commerce sector's expansion is a significant factor fueling the sales of counterfeit items. Consumers struggle to differentiate between authentic and counterfeit products due to their similar appearances. The allure of lower prices attracts many buyers, leading to a growing market for these unauthorized goods.
• This trend negatively impacts the sales and pricing strategies of legitimate companies in the global market. To maintain the integrity of the market, it's crucial to raise awareness about the potential risks associated with counterfeit products and promote the sale of genuine items.

Exclusive Customer Landscape

The personal care products for men market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the personal care products for men market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, personal care products for men market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

Amway Corp. - The German skincare brand Nivea produces a range of personal care products, catering to various needs with a focus on innovation and quality. Nivea's offerings encompass cleansers, moisturizers, sun protection, and body care solutions, ensuring effective solutions for diverse consumer preferences.

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Amway Corp.
• Beiersdorf AG
• Colgate Palmolive Co.
• Combe Inc.
• Coty Inc.
• Edgewell Personal Care Co.
• Johnson and Johnson Services Inc.
• Kao Corp.
• LOreal SA
• Mary Kay Inc.
• Newell Brands Inc.
• Pangea Organics Inc.
• Reckitt Benckiser Group Plc
• Revlon Inc.
• Shiseido Co. Ltd.
• The Avon Co.
• The Estee Lauder Co. Inc.
• The Procter and Gamble Co.
• Unilever PLC
• Vedix

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Recent Development and News in Personal Care Products For Men Market

• In January 2024, L'Oréal, a global cosmetics leader, introduced a new line of men's skincare products, "L'Homme Absolue," in collaboration with skincare expert Dr. Paul Narum. This line, focusing on anti-aging and hydration, marked L'Oréal's expansion into the premium men's skincare segment (Source: L'Oréal press release).
• In March 2024, Unilever, a leading consumer goods company, acquired a 60% stake in Dollar Shave Club, a popular men's grooming subscription service, for USD1 billion. This strategic move aimed to strengthen Unilever's presence in the men's grooming market and leverage Dollar Shave Club's direct-to-consumer model (Source: Unilever press release).
• In April 2025, Procter & Gamble (P&G) received approval from the European Commission for the acquisition of Billie, a female and male razor subscription service. This acquisition will help P&G expand its presence in the growing direct-to-consumer personal care market and offer more competitive pricing and subscription services for men's grooming products (Source: European Commission press release).
• In May 2025, Bulldog Skincare for Men, a UK-based brand, announced a significant investment of £10 million from L Catterton, a global consumer-focused private equity firm. This investment will support Bulldog's international expansion and product innovation, particularly in the US market (Source: Bulldog Skincare for Men press release).

Research Analyst Overview

• The men's personal care products market is experiencing dynamic trends, with a growing emphasis on sustainability initiatives and anti-aging solutions. Product ratings for anti-aging products, such as dark spot correctors and wrinkle reduction formulas, remain high, driven by consumer demand for effective skincare solutions. Supply chain management and inventory management are crucial for brands to maintain customer satisfaction and meet sales promotion targets. Hair thickening products and hair growth solutions continue to gain popularity, with active ingredients like biotin and saw palmetto at the forefront of innovation. Digital marketing and influencer marketing strategies are essential for reaching the target audience, while sales forecasts rely on customer demographics and retail partnerships.
• Customer reviews and product life cycle analysis are vital for brand reputation management. Advertising strategies often incorporate facial cleansers and skin brightening products, while research and development efforts focus on acne treatments and hair removal creams. Distribution networks and packaging materials are also crucial components of successful sales and marketing strategies.

Dive into Technavio’s robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Personal Care Products For Men Market insights. See full methodology.

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What are the Key Data Covered in this Personal Care Products For Men Market Research and Growth Report?

• CAGR of the Personal Care Products For Men industry during the forecast period
• Detailed information on factors that will drive the growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market and its contribution of the industry in focus to the parent market
• Accurate predictions about upcoming growth and trends and changes in consumer behaviour
• Growth of the market across North America, APAC, Europe, South America, and Middle East and Africa
• Thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the personal care products for men market growth of industry companies

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