Male Toiletries Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product (Deodorants, Haircare Products, Skincare Products, Shower Products), By Price Range (Premium, Mass), By Sales Channel (Hypermarket/Supermarket, Departmental stores, Pharmacies, Online, Others), By Region & Competition, 2020-2030F

Market Overview

Global Male Toiletries Market was valued at USD 26.92 billion in 2024 and is expected to grow to USD 37.40 billion by 2030 with a CAGR of 5.69% during the forecast period. The global male toiletries market is experiencing steady growth, driven by increasing awareness of personal grooming, rising disposable incomes, and the influence of social media and celebrity endorsements. Key segments include skincare, haircare, deodorants, and shaving products, with premium and multifunctional offerings gaining traction. E-commerce expansion and direct-to-consumer brands are reshaping purchasing behavior, while sustainability and natural ingredients are becoming key trends. A study indicates that eCommerce penetration, representing the proportion of total U.S. retail sales occurring online, has steadily increased. In 2022, it was 20.7%, slightly down from 20.8% in 2021. However, by 2024, it reached a record 22.7%. Since 2020, online sales have consistently accounted for at least one-fifth of total U.S. retail sales.

Key Market Drivers

Increasing Awareness of Male Grooming

Traditionally, personal care and grooming were primarily associated with female consumers. However, shifting societal norms and evolving perceptions of masculinity have encouraged men to invest more in grooming and hygiene products. Social media, celebrity endorsements, and influencer marketing have played a crucial role in this transition, as male consumers are exposed to new trends, skincare routines, and grooming practices. A July 2024 study found that 52% of U.S. men use facial skincare products, reflecting a 68% surge from 31% in 2022. This trend is especially prominent among Gen Z men (ages 18-27 in 2024), with usage increasing from 42% in 2022 to 68% in 2024. The rising focus on personal care and grooming among men presents a major opportunity for brands, further propelling the male toiletries market

Moreover, the influence of urbanization and changing workplace culture has made personal appearance and hygiene essential for confidence and self-presentation. The demand for facial cleansers, moisturizers, anti-aging creams, and specialized grooming kits has surged, with brands developing tailored solutions to meet diverse skin and hair types. This growing awareness of self-care among men continues to expand the market.

Rising Disposable Income and Premiumization Trends

The increasing purchasing power of consumers, particularly in emerging economies, has fueled the demand for high-quality and premium male toiletries. As disposable incomes rise, men are more willing to invest in superior grooming products that offer added benefits such as long-lasting fragrances, organic formulations, and dermatologically tested ingredients.

Premiumization is a key trend shaping the market, with luxury brands and high-end grooming products witnessing strong demand. High-performance formulations, sophisticated packaging, and exclusive brand experiences are influencing male consumers to opt for upscale toiletries. Additionally, personalized grooming solutions and subscription-based services are gaining traction, as men seek customized products tailored to their skin and hair needs.

Sustainability and Natural Ingredient Preferences

With increasing environmental concerns, male consumers are becoming more conscious of the sustainability aspects of grooming products. The demand for natural, organic, and cruelty-free toiletries is on the rise, leading brands to develop eco-friendly formulations with plant-based ingredients and biodegradable packaging.

Many companies are shifting toward sustainable practices by eliminating harmful chemicals such as parabens, sulfates, and synthetic fragrances. Vegan and cruelty-free certifications have become key selling points, attracting eco-conscious consumers. Additionally, refillable packaging, waterless formulations, and minimal-waste products are gaining popularity, as brands strive to align with the global push for sustainability.

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Key Market Challenges

Intense Market Competition and Brand Differentiation

The male toiletries sector has become increasingly competitive, with established global brands, emerging startups, and niche direct-to-consumer (DTC) players all vying for market share. Traditional giants such as Unilever, Procter & Gamble, and L’Oréal dominate the space, leveraging strong brand recognition, extensive distribution networks, and large-scale marketing campaigns. At the same time, new brands are entering the market, offering innovative formulations, organic products, and personalized grooming solutions.

This intense competition makes it challenging for brands to stand out. Consumers are bombarded with an overwhelming variety of options, leading to decision fatigue. To succeed, companies must focus on differentiation through unique selling points (USPs) such as natural ingredients, sustainable packaging, AI-driven personalization, or multifunctional products. However, maintaining innovation while balancing affordability can be difficult, especially for smaller players competing against large corporations with greater resources.

Consumer Skepticism and Education Gaps

Although awareness of male grooming has increased, there is still a significant gap in consumer education regarding product benefits and usage. Many men remain hesitant to invest in skincare or haircare beyond basic essentials such as deodorants and shaving creams. The stigma surrounding male grooming in some cultures further hampers market growth, as certain consumers perceive grooming beyond shaving and hygiene as unnecessary or overly luxurious.

Additionally, skepticism about product efficacy, ingredient claims, and marketing hype presents a barrier. With growing concerns over chemicals, allergens, and misleading advertisements, consumers are becoming more cautious about their purchases. Transparency in ingredient sourcing, dermatological testing, and sustainability claims has become a priority, forcing brands to build trust through clear communication, certifications, and third-party endorsements.

Key Market Trends

Rise of Skincare and Multifunctional Grooming Products

Traditionally, male grooming products were limited to basic hygiene essentials such as deodorants, shaving creams, and shampoos. However, as self-care awareness grows, men are increasingly investing in skincare solutions tailored to their needs. Products like facial cleansers, moisturizers, serums, and anti-aging creams are gaining traction, particularly among younger consumers seeking to maintain healthy skin.

Multifunctional products are also gaining popularity, as men prefer simple yet effective grooming routines. Brands are responding with all-in-one solutions such as 3-in-1 shampoos, conditioners, and body washes, as well as moisturizers with SPF protection and beard care products infused with skin-nourishing ingredients. These multi-use products offer convenience while minimizing time and effort, making them particularly appealing to male consumers who prefer minimalistic grooming routines.

Digital Commerce and Subscription-Based Services

The digital revolution has transformed the way male grooming products are marketed and sold. E-commerce platforms and direct-to-consumer (DTC) brands are reshaping the market by offering personalized shopping experiences, product recommendations, and doorstep delivery services. Social media marketing, influencer collaborations, and targeted advertisements have made it easier for brands to engage with male consumers and educate them on grooming routines.

Subscription-based grooming services have also emerged as a strong trend. Companies like Dollar Shave Club and Harry’s have capitalized on the convenience factor by offering customized subscription boxes that deliver razors, shaving creams, and skincare products directly to consumers on a regular basis. These services not only enhance customer retention but also allow brands to build long-term relationships with their audience.

Segmental Insights

Product Insights

Skincare products was the dominating segment in the global male toiletries market, driven by increasing awareness of self-care, rising disposable incomes, and growing demand for premium grooming solutions. Men are adopting skincare routines that include moisturizers, cleansers, serums, and sunscreens to maintain healthy skin and combat aging. Brands are responding with tailored formulations, multifunctional products, and natural ingredients to cater to male-specific skin concerns. The influence of social media, celebrity endorsements, and digital commerce has further accelerated market growth. As men prioritize skincare beyond basic hygiene, this segment continues to lead in innovation, sales, and consumer engagement globally.

Sales Channel Insights

Hypermarkets/Supermarkets dominated the global male toiletries market due to their extensive product variety, competitive pricing, and convenience. These retail outlets offer a one-stop shopping experience, allowing consumers to compare different brands, access promotional discounts, and make quick purchasing decisions. Established brands leverage strong distribution networks to ensure wide availability in these stores, enhancing market reach. Additionally, in-store promotions, bundling offers, and exclusive deals drive higher sales. Despite the rise of e-commerce, hypermarkets and supermarkets remain the preferred choice for many consumers, particularly in developing regions where online shopping penetration is still growing.

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Regional Insights

North America dominated the global male toiletries market due to high consumer awareness, premium grooming trends, and strong retail infrastructure. The region benefits from a well-established personal care industry, with leading brands like Procter & Gamble, Unilever, and L’Oréal offering advanced skincare, haircare, and grooming solutions. The rising demand for natural and multifunctional products, along with the influence of social media and celebrity endorsements, further boosts sales. Additionally, the region’s strong e-commerce presence, coupled with widespread availability in hypermarkets and specialty stores, ensures accessibility. North America’s focus on innovation and premiumization continues to drive market leadership globally.

Recent Developments

• ​In July 2024, Garnier Men launched the "Fit for Your Face" campaign to promote personalized skincare among Indian men. Featuring celebrities like John Abraham and Mumbai Indians cricketers, the initiative emphasizes using appropriate skincare products.

• ​In June 2024, Jake Paul introduced "W," a men's skincare line, at Walmart stores. The brand offers affordable, straightforward products aimed at simplifying men's grooming routines, reflecting Paul's commitment to accessible personal care.

• ​In May 2024, Onoxa introduced its inaugural men's skincare line, featuring products like advanced vitamin C moisturizer. This launch underscores Onoxa's commitment to innovation and offers beauty entrepreneurs new opportunities in the men's grooming market.

• ​In March 2024, Dwayne "The Rock" Johnson introduced Papatui, a men's personal care brand offering face, tattoo, body, and hair care products. Available at Target stores and online, Papatui emphasizes quality ingredients and excludes parabens, sulfates, dyes, alcohol, and PEGs.

Key Market Players

• L'Oréal S.A.
• Unilever plc
• Beiersdorf AG
• The Procter & Gamble Company
• Kao Corporation
• Shiseido Co., Ltd.
• The Estée Lauder Companies Inc.
• Coty Inc.
• Molton Brown Limited
• Edgewell Personal Care Company

Report Scope:

In this report, the Global Male Toiletries Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Male Toiletries Market, By Product:

o   Deodorants

o   Haircare Products

o   Skincare Products

o   Shower Products

• Male Toiletries Market, By Price Range:

o   Premium

o   Mass

• Male Toiletries Market, By Sales Channel:

o   Hypermarket/Supermarket

o   Departmental stores

o   Pharmacies

o   Online

o   Others

• Male Toiletries Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  Japan

§  India

§  South Korea

§  Indonesia

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Male Toiletries Market.

Available Customizations:

Global Male Toiletries Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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