United States Men’s Grooming Products Market to Grow with a CAGR of 8.68% through 2030

The United States Men’s Grooming Products Market is rising self-care awareness, premium product demand, social media influence, and e-commerce growth. 

According to TechSci Research report, “United States Men’s Grooming Products Market – By Region, Competition, Forecast & Opportunities, 2030F”, the United States Men’s Grooming Products Market stood at USD 50.23 Billion in 2024 and is anticipated to grow USD 82.78 Billion by 2030 with a CAGR 8.68% during forecast period. The United States men’s grooming products market has witnessed significant growth in recent years, driven by shifting consumer attitudes toward personal care, increasing awareness of skincare, and the growing influence of digital marketing. Traditionally, men’s grooming was limited to basic hygiene products like shaving creams and deodorants, but today’s consumers are adopting comprehensive grooming routines that include skincare, hair care, and beard care. The rising trend of self-care, fueled by social media and celebrity endorsements, has encouraged men to explore high-quality grooming products tailored to their needs. Additionally, the demand for premium and organic grooming solutions is increasing as consumers become more conscious of product ingredients, sustainability, and long-term benefits.

A key trend shaping the industry is the increasing influence of the wellness and self-care movement. Men are no longer just seeking grooming products for appearance but also for skin health, relaxation, and self-confidence. The demand for grooming products infused with natural ingredients, anti-pollution protection, and stress-relief properties is growing, reflecting a shift toward holistic well-being. Additionally, the rise of personalized grooming solutions, powered by AI-driven skincare assessments and subscription-based services, is transforming the way consumers choose products tailored to their individual needs. Digital engagement, particularly through influencer marketing, social media tutorials, and AR product trials, has further accelerated this trend, making grooming more approachable and accessible to a broader audience.

The future of the U.S. men’s grooming market is poised for continuous growth, driven by evolving consumer preferences, technological advancements, and the integration of sustainability and ethical sourcing into product development. Brands that focus on transparency, personalization, and innovative formulations will gain a competitive edge in this expanding industry. With the South region leading the market, fueled by high population growth and disposable income levels, the demand for men’s grooming products will remain strong across various segments, including skincare, hair styling, and beard care. As digital and e-commerce channels continue to dominate, brands must leverage data analytics, AI, and influencer partnerships to enhance customer engagement and ensure sustained market expansion.

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The United States Men’s Grooming Products Market is segmented into product, distribution channel, and company.

Based on the product, Shave/Beard Care segment was the dominating category in the U.S. men's grooming products market, driven by the widespread use of razors, shaving creams, aftershaves, and beard care essentials. While traditional shaving remains a daily routine for many men, the rise of well-groomed beards has fueled demand for beard oils, balms, and conditioners. The market is supported by major brands offering diverse products, from manual razors to high-end electric shavers. Additionally, evolving grooming trends, such as maintaining stubble or shaping beards, have led to consistent product demand. Social media influencers and barbershops promoting beard care routines further boost sales. As grooming habits continue to evolve, the Shave/Beard Care segment remains the leading force in the industry.

Based on the region, West is the fastest-growing region in the U.S. men's grooming products market, driven by rising demand for premium, natural, and sustainable grooming solutions. Consumers in states like California, Washington, and Oregon prioritize organic, clean-label products, aligning with the region’s strong health and wellness culture. Additionally, the West is home to tech-driven e-commerce growth, with Silicon Valley and major urban centers fostering the rapid expansion of online shopping, subscription-based grooming services, and AI-powered skincare recommendations. The region’s cultural diversity also fuels demand for specialized grooming solutions catering to various skin and hair types. As men in the West increasingly embrace self-care and innovative grooming trends, the market is poised for continued rapid expansion.

Major companies operating in United States Men’s Grooming Products Market are:

• The Procter & Gamble Company
• Colgate-Palmolive Company
• Unilever PLC
• Estee Lauder Companies, Inc.
• Coty Inc.
• Baxter of California
• Shiseido Co., Ltd.
• Beiersdorf AG.
• L'Oréal Groupe
• Reckitt Benckiser Group plc

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“The U.S. men’s grooming market is driven by rising self-care awareness, demand for premium products, social media influence, and e-commerce growth. Consumers seek high-quality skincare, beard care, and multi-functional grooming solutions. The key trends include personalized grooming, natural and sustainable ingredients, wellness-focused formulations, and digital-first marketing. Social media and influencer-driven campaigns boost product visibility, while AI-powered skincare recommendations enhance customer experiences. As men embrace holistic self-care routines, the market continues to evolve with innovative product offerings”, said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.

“United States Men’s Grooming Products Market, By Product (Skin Care, Hair Styling, Shave/Beard Care), By Distribution Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2020-2030F”, has evaluated the future growth potential of United States Men’s Grooming Products Market and provides statistics & information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities in the United States Men’s Grooming Products Market.

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