Report Overview

Rising disposable income among men, shifting societal norms, influence of social media, and an increasing focus on personal hygiene are expected to drive United States Male Grooming Products Market during the forecast period between 2024 and 2030.

United States Male Grooming Products Market – Industry Trends & Forecast Report, 2030

United States Male Grooming Products Market size was estimated at USD 16.39 billion in 2023. During the forecast period between 2024 and 2030, United States Male Grooming Products Market size is projected to grow at a CAGR of 8.45% reaching a value of USD 25.27 billion by 2030. Prominent drivers of the market include growing awareness among men about the advantages of skincare products in addressing issues like dryness, acne, and aging. Additionally, the growing reliance on e-commerce allows men to conveniently purchase these products from home, while rising health and wellness trends further fuel this growth. Personal grooming, which involves maintaining one's appearance across all body parts to foster a positive self-image, reflects a person's intellect, maturity, and professionalism. To meet these needs, companies are increasingly focusing on offering unique personal care products that provide added value to consumers. Men's grooming encompasses a wide range of products, from shaving and skincare to hair care, with rapid innovation in areas like hair spray, fragrances, and beard wax, presenting significant growth opportunities for the market. This sector's growth is largely driven by men's increasing awareness of beauty and personal hygiene.

Male Grooming Products – Overview

Male grooming products are a range of personal care items specifically designed for men to maintain their appearance, hygiene, and overall well-being. These products typically include skincare, haircare, shaving, and beard care items, as well as fragrances and styling products. Male grooming products are tailored to address men's unique needs, offering solutions for issues, such as dryness, acne, aging, hair management, and facial hair maintenance. The category has evolved to encompass both basic hygiene essentials and advanced grooming products, reflecting the growing emphasis on men's beauty, health, and self-care.

United States Male Grooming Products Market

Growth Drivers

Men’s Increasing Focus on Personal Hygiene

A growing emphasis on personal hygiene is significantly boosting the United States male grooming products market. According to Worldometer, 82.9% of the United States population lived in urban areas in 2023, where fast-paced lifestyles drive the demand for quick and efficient grooming solutions. Urban consumers, particularly men, are increasingly focused on maintaining a well-groomed appearance in both social and professional settings, leading to a surge in sales of male grooming products. This trend is further supported by diverse retail channels and aggressive marketing efforts, which cater to the rising awareness among men regarding the importance of skincare and overall wellness. Health and wellness trends, highlighting the benefits of natural and organic products, are also fueling the demand for grooming products made from sustainable ingredients. Additionally, the convenience offered by e-commerce platforms is playing a crucial role, as more men turn to online shopping for premium and specialized grooming brands, further propelling market growth.

Challenges

Changing Consumer Preferences

Changing consumer preferences could restrain the growth of United States Male Grooming Products Market. As men increasingly prioritize minimalism and simplicity in their grooming routines, there is a growing shift away from extensive product usage. This trend, driven by a preference for a more natural appearance and reduced reliance on multiple grooming products, is limiting the demand for a broader range of grooming items. Additionally, the rise of alternative grooming practices and DIY solutions further curbs the market's expansion, as consumers seek cost-effective and personalized options over traditional grooming products.

Impact of Escalating Geopolitical Tensions on United States Male Grooming Products Market

Escalating geopolitical tensions among countries and spreading across regions could have a significant impact on the growth of United States Male Grooming Products Market. Such tensions can disrupt global supply chains, leading to delays in raw material procurement and product manufacturing, resulting in potential shortages and increased costs. Additionally, international trade restrictions and tariffs might cause price fluctuations, making grooming products more expensive for consumers. These challenges could also affect consumer confidence, leading to reduced spending on non-essential items like grooming products. Furthermore, heightened geopolitical risks could divert focus towards more essential goods, thereby limiting the market's growth as consumers prioritize basic necessities over grooming and self-care products.

United States Male Grooming Products Market

Segmental Coverage

United States Male Grooming Products Market – By Age

On the basis of age, United States Male Grooming Products Market is divided into 18–35 years, 35–55 years, and 55 years & above segments.

United States Male Grooming Products Market – By Income

Based on income, United States Male Grooming Products Market is divided into Low income, Medium income, and High-income segments.

United States Male Grooming Products Market – By Beard Dye Product Type

By beard dye product type, United States Male Grooming Products Market is divided into Color spectrum [Black, brown, and other shades], Temporary Dye, Permanent Dye, Natural Dye, and Organic Dye segments.

United States Male Grooming Products Market – By Hair Gel Product Type

Based on hair gel product type, United States Male Grooming Products Market is divided into Natural and Organic gel, Styling Beyond gels, and Professional-grade gels segments.

United States Male Grooming Products Market – By Face Cream

On the basis of face cream, United States Male Grooming Products Market is divided into Hydration Booster [Hyaluronic acid, glycerin, aloe vera]; Anti-Aging Warriors [Retinol, vitamin C, antioxidant]; Acne Fighters [Salicylic acid, Niacinamide, tea tree oil, others]; Sun Defenders [SPF 30, SPF 50, others]; and Specialized Solutions [Cream for sensitive skin, oily skin, uneven skin tone, dark circle]) segments. The anti-aging warriors segment holds the highest share in United States Male Grooming Products Market by face cream, due to a growing awareness among men about aging and the effectiveness of anti-aging ingredients like retinol, vitamin C, and antioxidants. Men are increasingly seeking preventative skincare solutions to address signs of aging, such as wrinkles and fine lines, driven by the trend towards maintaining youthful skin. The segment benefits from continuous innovation and effective marketing, which highlight the proven benefits of these ingredients and cater to the expanding male grooming market. As men invest more in specialized skincare, the demand for anti-aging products continues to rise, making this segment a leading force in the market.

Competitive Landscape

Major players operating in United States Male Grooming Products Market include Procter & Gamble, Colgate-Palmolive, Unilever, L'Oreal, Estee Lauder, Beiersdorf, Shiseido, Baxter of California, Coty, Edgewell Personal Care, Johnson & Johnson, and Reckitt Benckiser. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In February 2024 - Barberino's, the renowned Italian barbershop chain, announced the opening of its first luxury salon in New York at 520 Madison Avenue.

• In October 2023 - Unilever sold its Dollar Shave Club to Nexus Capital Management, a private equity firm based in the United States. The deal includes Dollar Shave Club’s razors, grooming products, and electric trimmers.

Scope of the Report

By Age

• 18–35 years

• 35–55 years

• 55 years and above

By Income

• Low income

• Medium income

• High income

By Beard Dye Product Type

• Color spectrum (Black, Brown, other Shades)

• Temporary dye

• Permanent dye

• Natural dye

• Organic dye

By Hair Gel Product Type

• Natural and Organic gel

• Styling Beyond gels

• Professional-grade gels

By Face Cream

• Hydration Booster (Hyaluronic acid, glycerin, aloe vera)

• Anti-Aging Warriors (Retinol, vitamin C, antioxidant)

• Acne Fighters (Salicylic acid, Niacinamide, tea tree oil, others)

• Sun Defenders (SPF 30, SPF 50, and others)

• Specialized Solutions (Cream for sensitive skin, oily skin, uneven skin tone, dark circle)