These days, there’s a product for every aspect of a man’s appearance. Whether you’re after a smooth, bare-faced look or something more streamlined, from specialized beard trimmers to a volumizing hair spray that will keep your mane looking thick and healthy. And, if that’s not enough, there are an endless number of skincare products and tools for men and men-identifying individuals to use to get their hair and skin looking its best.
Across the globe, men are grooming themselves more than ever before, thanks to a slew of new products designed specifically for them. But with so many options out there, it can be hard to know which ones are essential and which purported must-haves just don’t cut it. To help you figure out which grooming items are worth the investment and which ones are better left on the shelf, we asked experts to weigh in on what’s actually necessary to have a well-groomed appearance.
Grooming products include shaving and skin care, beard and mustache waxes and balms, deodorants, and body wash. The biggest driver of demand in this category is the growing fashion trend toward clean-shaven men, which is boosting sales for products like razors and shaving cream.
In addition, customers are increasingly demanding natural and organic products in this market, particularly those with a clean-label designation. As a result, many new market players are entering the field with a focus on offering such options. For example, in April 2022, Edgewell Personal Care Company launched a line of razors called Schick Xtreme Men’s Bamboo Hybrid Razors that feature recycled packaging and blades made from 75 percent recycled steel. Other companies, including Beiersdorf AG’s brand Nivea Men, have incorporated plant-based ingredients into their grooming product offerings.
Another driving factor in this category is the growing popularity of multi-functional products. These are designed to simplify the personal care routine for consumers by combining several functions into one product. For example, some face washes have built-in moisturizers and sunscreen to help protect against sun damage. Others may have anti-aging benefits as well.
The global market for men’s grooming products is dominated by a few key industry players. These include household names like Procter & Gamble Co, Unilever, and L’Oreal SA, as well as smaller, independent producers. The competition is intense, but these industry leaders are using a variety of strategies to grow their presence and win market share. These include new product launches, strategic acquisitions and mergers, and marketing campaigns focused on sustainability.
The global market for men’s grooming is expected to grow at a CAGR of 7.9% during the forecast period, from US$ 63,140.3 Mn in 2022 to over US$ 139,588.4 Mn in 2033. One of the factors that could hinder growth in this market is limited retail space, as many brands are competing for a limited amount of shelf space at stores. As a result, some retailers have restricted the sale of certain brands to prevent overstocking.