Male Toiletries Global Market Report 2026

Male toiletries refer to consumer products utilized by men for overall personal hygiene and aesthetic enhancement. Men are increasingly focusing on fashion, grooming, and cultivating a conscious image, leading to investments in various toiletry items. These include shaving products, facial cleansers, deodorants, skin care products, exfoliators, anti-aging creams, sunscreens, and more.

The primary categories of male toiletries encompass deodorants, hair care products, skincare products, and shower products. Deodorants come in various forms, including aerosol antiperspirants, body sprays, roll-on deodorants, sticks and solids, deodorant gels, and deodorant creams designed specifically for men. These products are classified into mass-market and premium segments, with distribution channels ranging from supermarkets and hypermarkets to pharmacies, specialty stores, departmental stores, and others.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

Tariffs are impacting the male toiletries market by increasing costs of imported fragrances, specialty chemicals, packaging materials, and formulation ingredients. Consumer goods companies in North America and Europe are most affected due to reliance on imported inputs, while Asia-Pacific faces pricing pressure on export-oriented personal care production. These tariffs are raising product prices and squeezing margins. However, they are also encouraging local ingredient sourcing, domestic manufacturing expansion, and innovation in cost-efficient product formulations.

The male toiletries market research report is one of a series of new reports from The Business Research Company that provides male toiletries market statistics, including male toiletries industry global market size, regional shares, competitors with a male toiletries market share, detailed male toiletries market segments, market trends and opportunities, and any further data you may need to thrive in the male toiletries industry. This male toiletries market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The male toiletries market size has grown strongly in recent years. It will grow from $28.73 billion in 2025 to $30.57 billion in 2026 at a compound annual growth rate (CAGR) of 6.4%. The growth in the historic period can be attributed to increasing disposable income levels, rising urban male population, growing awareness of personal grooming, expansion of retail distribution channels, influence of celebrity endorsements.

The male toiletries market size is expected to see strong growth in the next few years. It will grow to $38.57 billion in 2030 at a compound annual growth rate (CAGR) of 6.0%. The growth in the forecast period can be attributed to increasing focus on clean-label personal care, rising demand for anti-aging male products, expansion of e-commerce penetration, growing personalization through digital platforms, increasing influence of social media marketing. Major trends in the forecast period include rising demand for premium male grooming products, growing focus on natural and organic ingredients, increased adoption of skincare routines among men, expansion of online and direct-to-consumer sales, enhanced product personalization trends.

The rise in global population is expected to drive the growth of the male toiletries market. Population growth, driven by improvements in healthcare that reduce mortality rates and increase life expectancy, results in more individuals surviving to adulthood. Male toiletries support personal hygiene and overall well-being, complementing public health improvements that contribute to population growth. For instance, in December 2024, according to the United States Census Bureau, the U.S. population reached 340.1 million as of July 1, 2024, up 0.98% from 336.8 million in 2023-the highest annual growth rate recorded. Therefore, population growth is expected to propel the male toiletries market.

Major companies in the male toiletries market are concentrating on launching men's grooming products to broaden their product ranges and meet the increasing demand for specialized skincare, haircare, and grooming solutions tailored to men's unique needs. Men's grooming products encompass a wide array of personal care items specifically crafted for men to maintain their appearance, hygiene, and grooming. This effort aims to redefine men's grooming by encouraging self-care routines that are both inclusive and innovative. For example, in April 2024, Piramal Pharma Limited, an Indian-based company, introduced BOHEM, a men's personal grooming product line. This line includes a hair removal spray, beard growth oil, and underarm roll-on. BOHEM intends to expand its offerings to include face washes, serums, and shower gels, addressing the varied needs of modern men. This expansion highlights the brand's dedication to providing comprehensive grooming solutions.

In June 2023, VLCC Health Care Ltd., an India-based wellness and beauty company, acquired Happily Unmarried Marketing Private Ltd for an undisclosed amount. This strategic acquisition allows VLCC to enter the men's grooming market, leveraging share swapping and secondary buy-out methods. Happily Unmarried Marketing Private Ltd specializes in consumer products and lifestyle brands, including grooming and personal care items.

Major companies operating in the male toiletries market are Beiersdorf AG, L'Oreal S.A., The Procter & Gamble Company, Shiseido Company Limited, The Estee Lauder Companies Inc., Coty Inc., Molton Brown Limited, Vi-John Group, Unilever plc, Edgewell Personal Care, Koninklijke Philips N.V., Natura & Co., Colgate-Palmolive Company, Johnson & Johnson, The Hut.com Ltd., Brickell Brands LLC, The Hut.com Limited, Baxter of California LLC, Bulldog Skincare Limited, Harry's Inc., Jack Black LLC, Aramis Inc., Malin+Goetz LLC, Menaji Worldwide LLC, Men's Society Limited, Murdock London Limited, Neville Limited, Proraso S.r.l., Recipe for Men AB, Taylor of Old Bond Street Limited, The Art of Shaving LLC, Truefitt & Hill Limited, Uppercut Deluxe Pty. Ltd.

North America was the largest region in the male toiletries market share in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the male toiletries market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the male toiletries market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain

The male toiletries market consists of sales of male skincare products such as facewash, sunscreens, and facial scrubs. Values in this market are 'factory gate' values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Male Toiletries Market Global Report 2026 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses male toiletries market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

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Where is the largest and fastest growing market for male toiletries ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The male toiletries market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
• The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
• The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
• The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
• The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
• The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.

Scope

• Markets Covered:1) By Product: Deodorants; Haircare Products; Skincare Products; Shower Products
• 2) By Age Group: Teenagers (13-19 years); Young Adults (20-35 years); Adults (36-55 years); Seniors (55+ years)
• 3) By Distribution Channel: Supermarkets And Hypermarkets; Pharmacies; Specialty Stores; Departmental Stores; Other Distribution Channels
• Subsegments:
• 1) By Deodorants: Roll-On Deodorants; Spray Deodorants; Stick Deodorants; Natural Or Organic Deodorants
• 2) By Haircare Products: Shampoos; Conditioners; Hair Styling Products; Hair Treatments
• 3) By Skincare Products: Facial Cleansers; Moisturizers; Sunscreens; Shaving Products
• 4) By Shower Products: Body Wash; Bar Soap; Shower Gels; Exfoliating Scrubs
• Companies Mentioned: Beiersdorf AG; L'Oreal S.A.; The Procter & Gamble Company; Shiseido Company Limited; The Estee Lauder Companies Inc.; Coty Inc.; Molton Brown Limited; Vi-John Group; Unilever plc; Edgewell Personal Care; Koninklijke Philips N.V.; Natura & Co.; Colgate-Palmolive Company; Johnson & Johnson; The Hut.com Ltd.; Brickell Brands LLC; The Hut.com Limited; Baxter of California LLC; Bulldog Skincare Limited; Harry's Inc.; Jack Black LLC; Aramis Inc.; Malin+Goetz LLC; Menaji Worldwide LLC; Men's Society Limited; Murdock London Limited; Neville Limited; Proraso S.r.l.; Recipe for Men AB; Taylor of Old Bond Street Limited; The Art of Shaving LLC; Truefitt & Hill Limited; Uppercut Deluxe Pty. Ltd.
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain
• Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
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