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PUBLISHER: TechSci Research | PRODUCT CODE: 1703371

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PUBLISHER: TechSci Research | PRODUCT CODE: 1703371

Male Toiletries Market - Global Industry Size, Share, Trends, Opportunity and Forecast, By Product, By Price Range, By Sales Channel, By Region & Competition, 2020-2030F

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Description

Table of Contents

Global male toiletries market was valued at USD 26.92 billion in 2024 and is projected to reach USD 37.40 billion by 2030, growing at a compound annual growth rate (CAGR) of 5.69% during the forecast period.

Market Overview
Forecast Period2026-2030
Market Size 2024USD 26.92 Billion
Market Size 2030USD 37.40 Billion
CAGR 2025-20305.69%
Fastest Growing SegmentOnline
Largest MarketNorth America

Market growth is driven by rising male engagement in personal grooming, increased disposable incomes, and the growing influence of social media and celebrity endorsements. Key product categories include skincare, haircare, deodorants, and shaving essentials, with an increasing consumer shift toward premium, multifunctional, and clean-label offerings. Additionally, the rapid expansion of e-commerce and the emergence of direct-to-consumer (DTC) brands are transforming consumer purchasing behaviors. Sustainability, ethical sourcing, and natural ingredients are becoming core preferences among consumers, influencing brand strategies and product development.

Key Market Drivers

Evolving Attitudes Toward Male Grooming

The modern male consumer is increasingly attentive to personal care and appearance, challenging long-standing gender norms in the grooming industry. Social and cultural shifts, bolstered by the visibility of grooming influencers, celebrities, and online content, are encouraging men to adopt comprehensive skincare and grooming routines.

According to a July 2024 study, 52% of U.S. men now use facial skincare products-up 68% from 31% in 2022. This behavior is especially pronounced among Gen Z males (ages 18-27 in 2024), where usage rose from 42% to 68% in just two years.

Urbanization, a more appearance-conscious work environment, and the mainstreaming of self-care are further fueling demand. As a result, products such as facial cleansers, moisturizers, anti-aging creams, and grooming kits tailored to specific skin and hair needs are gaining popularity. This rising awareness represents a significant opportunity for brands aiming to meet the diverse and evolving expectations of the modern male consumer.

Key Market Challenges

Intensifying Competition and Need for Differentiation

The male toiletries market is highly competitive, characterized by the presence of established global brands, emerging startups, and niche DTC players. Major companies such as Unilever, Procter & Gamble, and L'Oreal leverage their brand equity and global distribution capabilities to maintain market dominance.

Simultaneously, newer entrants are challenging incumbents by offering organic, clean, and customized grooming solutions, creating a fragmented and crowded landscape. Consumers are frequently overwhelmed by the breadth of options, leading to lower brand loyalty and more fluid purchasing decisions.

To remain competitive, brands must clearly differentiate themselves through unique value propositions such as natural formulations, eco-friendly packaging, personalization via AI, or multifunctional benefits. However, maintaining innovation while managing cost competitiveness is a persistent challenge, especially for smaller brands with limited resources.

Key Market Trends

Growing Demand for Skincare and Multifunctional Products

Men's grooming habits are evolving beyond traditional hygiene essentials. There is a notable rise in demand for targeted skincare products such as cleansers, serums, moisturizers, and anti-aging treatments-particularly among younger demographics focused on wellness and long-term skin health.

Moreover, male consumers increasingly seek practical, time-saving solutions, fueling demand for multifunctional products. Brands are launching all-in-one grooming solutions, including 3-in-1 shampoos, conditioners, and body washes, as well as moisturizers with SPF and beard oils that combine hydration with skincare benefits.

These products appeal to male consumers who favor simplicity, efficiency, and convenience in their grooming routines, driving innovation in the category and reshaping product portfolios across the industry.

Key Market Players

  • L'Oreal S.A.
  • Unilever plc
  • Beiersdorf AG
  • The Procter & Gamble Company
  • Kao Corporation
  • Shiseido Co., Ltd.
  • The Estee 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:

  • Deodorants
  • Haircare Products
  • Skincare Products
  • Shower Products

Male Toiletries Market, By Price Range:

  • Premium
  • Mass

Male Toiletries Market, By Sales Channel:

  • Hypermarket/Supermarket
  • Departmental stores
  • Pharmacies
  • Online
  • Others

Male Toiletries Market, By Region:

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Indonesia
  • South America
    • Argentina
    • Colombia
    • Brazil
  • 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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Product Code: 28052

Table of Contents

1. Introduction

  • 1.1. Product Overview
  • 1.2. Key Highlights of the Report
  • 1.3. Market Coverage
  • 1.4. Market Segments Covered
  • 1.5. Research Tenure Considered

2. Research Methodology

  • 2.1. Methodology Landscape
  • 2.2. Objective of the Study
  • 2.3. Baseline Methodology
  • 2.4. Formulation of the Scope
  • 2.5. Assumptions and Limitations
  • 2.6. Sources of Research
  • 2.7. Approach for the Market Study
  • 2.8. Methodology Followed for Calculation of Market Size & Market Shares
  • 2.9. Forecasting Methodology

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions
  • 3.5. Overview of Market Drivers, Challenges, and Trends

4. Global Male Toiletries Market Outlook

  • 4.1. Market Size & Forecast
    • 4.1.1. By Value
  • 4.2. Market Share & Forecast
    • 4.2.1. By Product (Deodorants, Haircare Products, Skincare Products, Shower Products)
    • 4.2.2. By Price Range (Premium, Mass)
    • 4.2.3. By Sales Channel (Hypermarket/Supermarket, Departmental stores, Pharmacies, Online, Others)
    • 4.2.4. By Region
    • 4.2.5. By Company (2024)
  • 4.3. Market Map

5. North America Male Toiletries Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Product
    • 5.2.2. By Price Range
    • 5.2.3. By Sales Channel
    • 5.2.4. By Country
  • 5.3. North America: Country Analysis
    • 5.3.1. United States Male Toiletries Market Outlook
      • 5.3.1.1. Market Size & Forecast
        • 5.3.1.1.1. By Value
      • 5.3.1.2. Market Share & Forecast
        • 5.3.1.2.1. By Product
        • 5.3.1.2.2. By Price Range
        • 5.3.1.2.3. By Sales Channel
    • 5.3.2. Canada Male Toiletries Market Outlook
      • 5.3.2.1. Market Size & Forecast
        • 5.3.2.1.1. By Value
      • 5.3.2.2. Market Share & Forecast
        • 5.3.2.2.1. By Product
        • 5.3.2.2.2. By Price Range
        • 5.3.2.2.3. By Sales Channel
    • 5.3.3. Mexico Male Toiletries Market Outlook
      • 5.3.3.1. Market Size & Forecast
        • 5.3.3.1.1. By Value
      • 5.3.3.2. Market Share & Forecast
        • 5.3.3.2.1. By Product
        • 5.3.3.2.2. By Price Range
        • 5.3.3.2.3. By Sales Channel

6. Europe Male Toiletries Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Product
    • 6.2.2. By Price Range
    • 6.2.3. By Sales Channel
    • 6.2.4. By Country
  • 6.3. Europe: Country Analysis
    • 6.3.1. France Male Toiletries Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Product
        • 6.3.1.2.2. By Price Range
        • 6.3.1.2.3. By Sales Channel
    • 6.3.2. Germany Male Toiletries Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Product
        • 6.3.2.2.2. By Price Range
        • 6.3.2.2.3. By Sales Channel
    • 6.3.3. Spain Male Toiletries Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Product
        • 6.3.3.2.2. By Price Range
        • 6.3.3.2.3. By Sales Channel
    • 6.3.4. Italy Male Toiletries Market Outlook
      • 6.3.4.1. Market Size & Forecast
        • 6.3.4.1.1. By Value
      • 6.3.4.2. Market Share & Forecast
        • 6.3.4.2.1. By Product
        • 6.3.4.2.2. By Price Range
        • 6.3.4.2.3. By Sales Channel
    • 6.3.5. United Kingdom Male Toiletries Market Outlook
      • 6.3.5.1. Market Size & Forecast
        • 6.3.5.1.1. By Value
      • 6.3.5.2. Market Share & Forecast
        • 6.3.5.2.1. By Product
        • 6.3.5.2.2. By Price Range
        • 6.3.5.2.3. By Sales Channel

7. Asia-Pacific Male Toiletries Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Product
    • 7.2.2. By Price Range
    • 7.2.3. By Sales Channel
    • 7.2.4. By Country
  • 7.3. Asia-Pacific: Country Analysis
    • 7.3.1. China Male Toiletries Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Product
        • 7.3.1.2.2. By Price Range
        • 7.3.1.2.3. By Sales Channel
    • 7.3.2.Japan Male Toiletries Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Product
        • 7.3.2.2.2. By Price Range
        • 7.3.2.2.3. By Sales Channel
    • 7.3.3. India Male Toiletries Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Product
        • 7.3.3.2.2. By Price Range
        • 7.3.3.2.3. By Sales Channel
    • 7.3.4. South Korea Male Toiletries Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Product
        • 7.3.4.2.2. By Price Range
        • 7.3.4.2.3. By Sales Channel
    • 7.3.5. Indonesia Male Toiletries Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Product
        • 7.3.5.2.2. By Price Range
        • 7.3.5.2.3. By Sales Channel

8. Middle East & Africa Male Toiletries Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Product
    • 8.2.2. By Price Range
    • 8.2.3. By Sales Channel
    • 8.2.4. By Country
  • 8.3. MEA: Country Analysis
    • 8.3.1. South Africa Male Toiletries Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Product
        • 8.3.1.2.2. By Price Range
        • 8.3.1.2.3. By Sales Channel
    • 8.3.2. Saudi Arabia Male Toiletries Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Product
        • 8.3.2.2.2. By Price Range
        • 8.3.2.2.3. By Sales Channel
    • 8.3.3. UAE Male Toiletries Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Product
        • 8.3.3.2.2. By Price Range
        • 8.3.3.2.3. By Sales Channel
    • 8.3.4. Turkey Male Toiletries Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Product
        • 8.3.4.2.2. By Price Range
        • 8.3.4.2.3. By Sales Channel

9. South America Male Toiletries Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Product
    • 9.2.2. By Price Range
    • 9.2.3. By Sales Channel
    • 9.2.4. By Country
  • 9.3. South America: Country Analysis
    • 9.3.1. Brazil Male Toiletries Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Product
        • 9.3.1.2.2. By Price Range
        • 9.3.1.2.3. By Sales Channel
    • 9.3.2. Argentina Male Toiletries Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Product
        • 9.3.2.2.2. By Price Range
        • 9.3.2.2.3. By Sales Channel
    • 9.3.3. Colombia Male Toiletries Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Product
        • 9.3.3.2.2. By Price Range
        • 9.3.3.2.3. By Sales Channel

10. Market Dynamics

  • 10.1. Drivers
  • 10.2. Challenges

11. Market Trends & Developments

  • 11.1. Merger & Acquisition (If Any)
  • 11.2. Product Launches (If Any)
  • 11.3. Recent Developments

12. Porters Five Forces Analysis

  • 12.1. Competition in the Industry
  • 12.2. Potential of New Entrants
  • 12.3. Power of Suppliers
  • 12.4. Power of Customers
  • 12.5. Threat of Substitute Products

13. Competitive Landscape

  • 13.1. Company Profiles
    • 13.1.1. L'Oreal S.A.
      • 13.1.1.1. Business Overview
      • 13.1.1.2. Company Snapshot
      • 13.1.1.3. Products & Services
      • 13.1.1.4. Financials (As Per Availability)
      • 13.1.1.5. Key Market Focus & Geographical Presence
      • 13.1.1.6. Recent Developments
      • 13.1.1.7. Key Management Personnel
    • 13.1.2. Unilever plc
    • 13.1.3. Beiersdorf AG
    • 13.1.4. The Procter & Gamble Company
    • 13.1.5. Kao Corporation
    • 13.1.6. Shiseido Co., Ltd.
    • 13.1.7. The Estee Lauder Companies Inc.
    • 13.1.8. Coty Inc.
    • 13.1.9. Molton Brown Limited
    • 13.1.10. Edgewell Personal Care Company

14. Strategic Recommendations

15. About Us & Disclaimer

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