Market Overview
With a projected CAGR of 6.8%, the men’s grooming products market in Thailand is estimated to grow from USD 643.2 million in 2026 to USD 893.7 million by 2031, highlighting sustained expansion in the category. Growth is being supported by urbanisation, rising middle-class spending and a broader shift in social norms, as grooming becomes increasingly accepted as part of male self-care, confidence and personal presentation. Younger Thai consumers are especially receptive to beauty and personal care routines, helped by social media, pop culture and the use of male celebrities and influencers in category marketing.
Men’s skin care is expected to remain a core growth pillar as consumers become more ingredient-aware and more focused on problem-solving benefits. Demand is moving beyond basic cleansing toward products addressing oily skin, acne, ageing, body odour, hair loss, brightening and overall skin health. This reflects a more sophisticated market in which male consumers are researching product efficacy and seeking formulas tailored to specific needs. Multifunctional products will also gain relevance, as they combine convenience, visible benefits and stronger value perception.
Premiumisation will provide another important source of value growth, particularly in fragrances and higher-end grooming lines. Fragrance is becoming a form of self-expression and lifestyle signalling, supported by the entry of international luxury players, niche fragrance brands and celebrity-led campaigns. Higher-income urban consumers are likely to trade up to products that offer stronger sensory appeal, superior performance and more aspirational positioning, while mass brands are expected to introduce elevated lines that keep premium benefits accessible to middle-income consumers.
Channel development will reinforce category expansion. Beauty specialists will remain important for product discovery, consultation and premium purchases, while convenience stores will support daily-use products through accessibility and quick replenishment. E-commerce will continue to broaden consumer choice, giving men access to international, niche and specialist products while supporting price comparison, reviews and influencer-led discovery. Over the forecast period, brands that combine clear efficacy, male-focused positioning, sustainability cues and strong omnichannel execution are likely to capture the strongest growth in Thailand’s increasingly sophisticated men’s grooming market.
Providing a holistic view of the Thailand men’s grooming products market, this report analyzes historical performance from 2021 onward and projects trends through 2031. It evaluates market size, growth rates, and key segments, uncovering the forces driving change in the sector. With a focus on product type, price range, packaging type and distribution channel, the report delivers a detailed analysis to inform strategic planning and market positioning.
What’s Inside the Report
This report presents a comprehensive dataset detailing the Thailand men’s grooming products market size from 2021 to 2031, with metrics reported in (Units/THB/USD). It includes historical data and forward-looking projections through 2031, with CAGR analysis provided for both timeframes. The market is segmented by product type, price range, packaging type and distribution channel, enabling granular assessment of growth performance. The comparative view of historical versus forecasted growth supports identification of high-potential submarkets and informs evidence-based strategic planning.
Beyond quantitative indicators, the report provides qualitative insights into emerging market dynamics. Drawing on expert interviews and macroeconomic context, it analyzes the underlying causes of market expansion and contraction. Evolving consumer preferences, and environmental regulations are examined as structural forces shaping the competitive landscape. The report also highlights fast-growing sub-segments and untapped innovation-driven opportunities across the value chain.
Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2021 onward. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.
Market Segmentation
The segmentation of the Thailand men’s grooming products market is outlined below:
Product type – e.g., men’s bath and shower products, men’s deodorants, men’s fragrances and perfumes, men’s hair care products, men’s shaving products (post-shave products, pre-shave products, razors and blades), men’s skin care products
Price range – e.g., mass men’s grooming, premium men’s grooming
Packaging type – e.g., flexible packaging, glass jars and bottles, metal cans and tubes, paper containers, rigid plastic containers
Distribution channel – e.g., beauty stores, convenience stores, department stores, direct selling, e-commerce, hair salons, hypermarkets, personal care stores, pharmacies, small grocery stores, supermarkets, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
Market share insights presented in this report illustrate the evolving competitive landscape of the men’s grooming products sector in Thailand, with data on top-performing brands and consolidation trends. Key market participants include: Amorepacific Corporation, Amway Corporation, Beiersdorf AG, Better Way (Thailand) Co., Ltd., Chanel S.A., Clarins SA, Colgate-Palmolive Company, Coty Inc., Giffarine Skyline Laboratory & Health Care Co., Ltd., I.P. One Co., Ltd., Kao Corporation, Lion Corporation, L’Oreal S.A., LVMH Moet Hennessy Louis Vuitton SA (LVMH), Mandom Corporation, NatureLab Co., Ltd., Neo Corporate Co., Ltd., Osotspa Public Company Limited (OSP), PUIG SL, Shiseido Company, Limited, Societe BIC S.A., The Procter & Gamble Company (P&G), Unilever PLC, etc.
This report provides market share data for leading players in the overall men’s grooming products market, as well as in key segments including men’s grooming products, men’s fragrances and perfumes, men’s toiletries, men’s bath and shower products, men’s deodorants, men’s hair care products, men’s skin care products, men’s shaving products, men’s post-shave, men’s pre-shave and men’s razors and blades.
Market share analysis covered in the report:
Thailand men’s grooming products market share
Thailand men’s fragrances and perfumes market share
Thailand men’s toiletries market share
Thailand men’s bath and shower products market share
Thailand men’s deodorants market share
Thailand men’s hair care products market share
Thailand men’s skin care products market share
Thailand men’s shaving products market share
Thailand men’s post-shave market share
Thailand men’s pre-shave market share
Thailand men’s razors and blades market share
Why Choose This Report?
Designed as a data-rich strategic snapshot, the report delivers timely and reliable intelligence to support decisions across market entry, investment evaluation, supply chain planning, and competitive benchmarking. Whether you’re an investor, manufacturer, distributor, or consultant, this report delivers actionable value.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2021 to 2031
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Thailand Men’s Grooming Products Market – Product Type Analysis
Thailand Men’s Grooming Products Market – Price Range Analysis
Thailand Men’s Grooming Products Market – Packaging Type Analysis
Thailand Men’s Grooming Products Market – Distribution Channel Analysis
Company/Brand Shares Analysis
Amorepacific Corporation
Amway Corporation
Beiersdorf AG
Better Way (Thailand) Co., Ltd.
Chanel S.A.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Thailand Men’s Grooming Products Market 2021-2031
Chart Thailand Men’s Grooming Products Market, Net Growth, 2021-2031
Chart Thailand Men’s Grooming Products Market, Growth Rates, 2021-2031
Table Thailand Men’s Grooming Products Market by Product Type, 2021-2031
Chart Thailand Men’s Grooming Products Market by Product Type, CAGR Historic and Forecast, 2021-2031
Chart Thailand Men’s Grooming Products Market by Product Type, 2021-2031
Table Thailand Men’s Grooming Products Market by Price Range, 2021-2031
Chart Thailand Men’s Grooming Products Market by Price Range, CAGR Historic and Forecast, 2021-2031
Chart Thailand Men’s Grooming Products Market by Price Range, 2021-2031
Table Thailand Men’s Grooming Products Market by Packaging Type, 2021-2031
Chart Thailand Men’s Grooming Products Market by Packaging Type, CAGR Historic and Forecast, 2021-2031
Chart Thailand Men’s Grooming Products Market by Packaging Type, 2021-2031
Table Thailand Men’s Grooming Products Market by Distribution Channel, 2021-2031
Chart Thailand Men’s Grooming Products Market by Distribution Channel, CAGR Historic and Forecast, 2021-2031
Chart Thailand Men’s Grooming Products Market by Distribution Channel, 2021-2031
Table Thailand Men’s Grooming Products Market Share (%), by Companies, 2021-2025
Chart Thailand Men’s Grooming Products Market, by Companies, 2025
Table Thailand Men’s Grooming Products Market Share (%), by Brands, 2021-2025
Chart Thailand Men’s Grooming Products Market, by Brands, 2025
Table Thailand – Population (Millions) and Forecast
Table Thailand – Consumer Price Index (CPI) and Forecast
Table Thailand – Gross Domestic Product and Forecast
Table Thailand Men’s Grooming Products Market: Spend as a Proportion of GDP (%)
Table Thailand Men’s Grooming Products Market: Consumption per Capita (Population)
Companies Mentioned
Key industry players examined in this Thailand Men’s Grooming Products market analysis comprise:
Amorepacific Corporation
Amway Corporation
Beiersdorf AG
Better Way (Thailand) Co., Ltd.
Chanel S.A.
Clarins SA
Colgate-Palmolive Company
Coty Inc.
Giffarine Skyline Laboratory & Health Care Co., Ltd.
I.P. One Co., Ltd.
Kao Corporation
Lion Corporation
L’Oreal S.A.
LVMH Moet Hennessy Louis Vuitton SA (LVMH)
Mandom Corporation
NatureLab Co., Ltd.
Neo Corporate Co., Ltd.
Osotspa Public Company Limited (OSP)
PUIG SL
Shiseido Company, Limited
Societe BIC S.A.
The Procter & Gamble Company (P&G)
Unilever PLC
