Market Overview
The USA men’s grooming products market is projected to reach USD 17.3 billion by 2031, expanding at a compound annual growth rate of 3.9%. Growth is expected to be steady rather than rapid, reflecting a mature market where traditional shaving is under pressure but broader male self-care is gaining depth. Men are moving beyond basic grooming into routines shaped by skin health, body odour management, wellness and personal identity, while increasingly expecting products to deliver visible results, clean formulations and practical value.
The category’s centre of gravity is shifting away from shaving-led growth. Razors and blades face saturation, longer replacement cycles and stronger private-label competition, making the segment more dependent on innovation and value defence. By contrast, skin care and deodorants are becoming more dynamic because they respond to more current consumer needs: sensitivity, acne, ageing, scalp and skin health, full-body freshness and convenience. Deodorants are also becoming a bridge between function and fragrance, as premium scent houses and mass brands use lower-priced formats to give consumers access to elevated fragrance experiences without the cost of full-size perfumes.
Dermocosmetics and gender-neutral positioning are likely to reshape men’s skin care over the forecast period. Male consumers are becoming more educated about ingredients and more responsive to products that are dermatologist-backed, science-led or recommended for specific skin and hair concerns. This creates a favourable environment for brands that communicate health benefits, proven efficacy and simple routines rather than relying on traditional masculine branding. The rise of gender-neutral and inclusive personal care also means men may increasingly buy products based on performance and formulation credibility, not whether the label is explicitly “for men.”
Digital platforms and celebrity-led brands will remain important in shaping discovery. Online premium beauty stores are making advanced skin care more accessible while adding education around male skin needs, and social media collaborations with athletes, entertainers and influencers are helping brands cut through a crowded market. At the same time, younger consumers are scrutinising ingredients, sustainability claims and price points more closely. The strongest performers are likely to combine clean or science-backed formulations, multifunctional benefits, accessible pricing and culturally relevant storytelling that makes men’s grooming feel modern, efficient and health-oriented.
Providing a holistic view of the USA 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 provides a detailed assessment of the USA men’s grooming products market, including historical data and forward-looking projections through 2031. It breaks down the industry by product type, price range, packaging type and distribution channel, with compound annual growth rates (CAGRs) for both past performance and forecast periods. By analyzing growth trajectories, the study pinpoints high-opportunity segments to inform strategic investments.
Also included in the report is an analysis of the market’s underlying trends and drivers. Informed by executive-level interviews and verified macro-level data, this section explores the fundamental shifts influencing demand and competition. It outlines how changes in innovation cycles, and consumer expectations have affected recent developments, while pointing to segments with the greatest forward momentum and associated risks.
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 USA 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, department stores, direct selling, e-commerce, hypermarkets, pharmacies, supermarkets, warehouse clubs, 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
The study outlines the distribution of market share among key players in the men’s grooming products industry in USA, offering visibility into brand dominance and market leadership. Major participants include: Bath & Body Works, Inc., Beiersdorf AG, Chanel S.A., Colgate-Palmolive Company, Combe Incorporated, Coty Inc., Dolce & Gabbana S.R.L., Dollar Shave Club, Inc., Edgewell Personal Care Brands LLC, Euroitalia S.R.L., Henkel AG & Co. KGaA, Hermes International SCA, HF Global, Inc., High Ridge Brands Co., Inter Parfums, Inc., Kenvue Inc., LG H&H Co., Ltd., L’Occitane International S.A., L’Oreal S.A., LVMH Moet Hennessy Louis Vuitton SA (LVMH), Mary Kay Inc., Perio, Inc., PUIG SL, Revlon, Inc., Shiseido Company, Limited, Societe BIC S.A., Suave Brands Company, The Estee Lauder Companies Inc., The Procter & Gamble Company (P&G), The Thriving Brands Company, Unilever PLC, Victoria’s Secret & Co., etc.
The report includes detailed market share analysis for major competitors across the total men’s grooming products market, alongside segment-level insights covering 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:
USA men’s grooming products market share
USA men’s fragrances and perfumes market share
USA men’s toiletries market share
USA men’s bath and shower products market share
USA men’s deodorants market share
USA men’s hair care products market share
USA men’s skin care products market share
USA men’s shaving products market share
USA men’s post-shave market share
USA men’s pre-shave market share
USA 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
USA Men’s Grooming Products Market – Product Type Analysis
USA Men’s Grooming Products Market – Price Range Analysis
USA Men’s Grooming Products Market – Packaging Type Analysis
USA Men’s Grooming Products Market – Distribution Channel Analysis
Company/Brand Shares Analysis
Bath & Body Works, Inc.
Beiersdorf AG
Chanel S.A.
Colgate-Palmolive Company
Combe Incorporated
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table USA Men’s Grooming Products Market 2021-2031
Chart USA Men’s Grooming Products Market, Net Growth, 2021-2031
Chart USA Men’s Grooming Products Market, Growth Rates, 2021-2031
Table USA Men’s Grooming Products Market by Product Type, 2021-2031
Chart USA Men’s Grooming Products Market by Product Type, CAGR Historic and Forecast, 2021-2031
Chart USA Men’s Grooming Products Market by Product Type, 2021-2031
Table USA Men’s Grooming Products Market by Price Range, 2021-2031
Chart USA Men’s Grooming Products Market by Price Range, CAGR Historic and Forecast, 2021-2031
Chart USA Men’s Grooming Products Market by Price Range, 2021-2031
Table USA Men’s Grooming Products Market by Packaging Type, 2021-2031
Chart USA Men’s Grooming Products Market by Packaging Type, CAGR Historic and Forecast, 2021-2031
Chart USA Men’s Grooming Products Market by Packaging Type, 2021-2031
Table USA Men’s Grooming Products Market by Distribution Channel, 2021-2031
Chart USA Men’s Grooming Products Market by Distribution Channel, CAGR Historic and Forecast, 2021-2031
Chart USA Men’s Grooming Products Market by Distribution Channel, 2021-2031
Table USA Men’s Grooming Products Market Share (%), by Companies, 2021-2025
Chart USA Men’s Grooming Products Market, by Companies, 2025
Table USA Men’s Grooming Products Market Share (%), by Brands, 2021-2025
Chart USA Men’s Grooming Products Market, by Brands, 2025
Table USA – Population (Millions) and Forecast
Table USA – Consumer Price Index (CPI) and Forecast
Table USA – Gross Domestic Product and Forecast
Table USA Men’s Grooming Products Market: Spend as a Proportion of GDP (%)
Table USA Men’s Grooming Products Market: Consumption per Capita (Population)
Companies Mentioned
The companies profiled in this USA Men’s Grooming Products market report include:
Bath & Body Works, Inc.
Beiersdorf AG
Chanel S.A.
Colgate-Palmolive Company
Combe Incorporated
Coty Inc.
Dolce & Gabbana S.R.L.
Dollar Shave Club, Inc.
Edgewell Personal Care Brands LLC
Euroitalia S.R.L.
Henkel AG & Co. KGaA
Hermes International SCA
HF Global, Inc.
High Ridge Brands Co.
Inter Parfums, Inc.
Kenvue Inc.
LG H&H Co., Ltd.
L’Occitane International S.A.
L’Oreal S.A.
LVMH Moet Hennessy Louis Vuitton SA (LVMH)
Mary Kay Inc.
Perio, Inc.
PUIG SL
Revlon, Inc.
Shiseido Company, Limited
Societe BIC S.A.
Suave Brands Company
The Estee Lauder Companies Inc.
The Procter & Gamble Company (P&G)
The Thriving Brands Company
Unilever PLC
Victoria’s Secret & Co.
