The male grooming market has experienced significant growth and transformation over the past decade, driven by changing perceptions of masculinity, an increased focus on personal care, and greater awareness of skincare and wellness.
As more men seek products tailored to their specific needs, the market has expanded to include a wide variety of grooming products that cater to skincare, haircare, shaving, fragrance, and overall wellness.
Key Factors Driving the Male Grooming Market
Changing Attitudes Toward Grooming:
Historically, grooming and skincare were seen as predominantly female concerns. However, attitudes toward male grooming have evolved, with men becoming more conscious of their appearance and self-care routines. Media influences, celebrity endorsements, and the rise of social media platforms have all played a role in encouraging men to embrace personal care.
Skincare Awareness:
Skincare is now a major category within the male grooming market, with men seeking out products such as facial cleansers, Moisturisers, exfoliators, and anti-aging treatments. This shift is due to a growing awareness of skin health, especially among younger men and millennials, who are more inclined to invest in skincare products.
Social Media and Influencers:
Male grooming influencers, bloggers, and YouTube personalities have played a crucial role in normalizing skincare, beard care, and other grooming routines for men. This visibility has helped to break down traditional gender norms surrounding self-care.
Focus on Convenience:
Busy lifestyles have driven demand for convenient and multi-functional products. Many men seek products that are easy to use, effective, and offer a streamlined grooming routine—such as all-in-one Moisturisers, 2-in-1 shampoo-conditioners, or pre-shave oils.
Rise of the Beard and Hair Care Trends:
The rise in popularity of facial hair has created a demand for specialized beard grooming products, such as beard oils, balms, and trimmers. Additionally, haircare products designed for men—like pomades, hair serums, and styling gels—are growing in demand, as men focus more on maintaining their hairstyles.
Wellness and Holistic Grooming:
Men are increasingly concerned about overall wellness, which extends beyond physical appearance to mental and emotional health. This is reflected in the growth of men’s grooming products that promote relaxation, such as skincare masks, bath oils, and wellness-oriented scents.
Key Segments of the Male Grooming Market
Skin Care
Cleansers & Face Washes:
- Products designed to cleanse and refresh the skin without stripping moisture.
- Moisturisers: Hydrating creams, lotions, and gels that provide moisture and protect the skin.
- Anti-aging Products: Serums, creams, and treatments that target fine lines, wrinkles, and loss of skin elasticity.
Shaving Products:
- Shaving gels, foams, razors, and aftershaves tailored to men’s skin, with an emphasis on comfort and minimizing irritation.
- Beard Care: Beard oils, balms, and shampoos that soften and nourish facial hair, while keeping the skin underneath healthy.
Hair Care
- Shampoo & Conditioner: Products for different hair types, focusing on nourishment, volume, and scalp health.
- Hair Styling Products: Gels, pomades, waxes, and sprays designed to help men style and maintain their hair.
- Hair Loss Treatments: Products aimed at preventing or reversing hair thinning, such as serums or shampoos with active ingredients like minoxidil.
Cologne & Aftershave
A wide range of male fragrances, from fresh and woody to spicy and floral, with many brands now focusing on offering long-lasting scents.
Body Sprays & Deodorants
Products designed for all-over body fragrance, often combined with deodorising properties.
Shaving & Grooming Tools
- Razors & Trimmers: High-tech shaving razors, electric trimmers, and beard clippers to help men maintain facial hair and achieve a smooth shave.
- Pre-Shave & Aftershave Products: Pre-shave oils to soften the skin and hair, and aftershave balms to soothe and moisturize after shaving.
Men’s Wellness & Health Products
- Supplements: Supplements for skin, hair, and overall wellness, targeting areas like hair growth, skin elasticity, and stress management.
- Bath & Shower Products: Shower gels, body washes, and bath scrubs designed to cleanse and refresh the body.
Market Trends
Personal care brands are increasingly offering customized skincare routines for men, with products that are tailored to specific skin types, concerns, and goals. This trend includes personalized skincare regimens, as well as direct-to-consumer services that offer skin assessments to guide product selection.
Sustainability and Clean Beauty:
Just as in the broader beauty industry, male grooming is seeing a shift toward eco-friendly, natural, and cruelty-free products. Men are becoming more conscious of the ingredients used in their products and are opting for sustainable packaging and clean beauty formulas.
E-Commerce Growth:
Online shopping has become the go-to purchasing method for many men, especially for grooming products. Subscription services for razors, beard care, and skincare are gaining traction, allowing men to easily receive their favourite products delivered directly to their door.
Influence of Celebrity Endorsements:
Celebrities and influencers play a huge role in shaping grooming trends. Male stars, especially those in fashion, fitness, and entertainment, often influence product launches, with collaborations between grooming brands and famous personalities becoming increasingly popular.
Market Challenges
Price Sensitivity:
While there is a growing interest in male grooming, price sensitivity remains an issue. Men often prefer budget-friendly, no-nonsense products over premium offerings, especially when it comes to skincare and haircare.
Lack of Awareness in Certain Regions:
While male grooming is booming in regions like North America and Europe, there may still be a lack of awareness or cultural reluctance in other regions, limiting the market’s growth potential.
Market Outlook
The global male grooming market is expected to continue its upward trajectory, with growth rates of around 5-6% annually over the next few years. By 2027, the market is projected to surpass £90 billion. Increased awareness, evolving cultural norms, and rising disposable incomes are expected to fuel this expansion, particularly in emerging markets like Asia-Pacific and Latin America.
As men continue to prioritise their personal care and grooming routines, brands will likely innovate further to cater to the growing demand for specialised, high-quality products that offer convenience, effectiveness, and sustainability.
Welby offer a range of men’s skincare products – click here
Stephen Welby – 2025
