Market Overview
The North America men’s grooming products market is set for continued expansion, with value expected to increase from USD 15.3 billion in 2026 to USD 18.5 billion by 2031, representing a 3.8% CAGR. Growth will be steady rather than rapid, reflecting a mature regional market where traditional shaving is no longer the main engine of expansion. Instead, men’s grooming is being reshaped by a wider definition of self-care, with consumers paying more attention to skin health, scalp care, body odour management, fragrance, wellness and personal identity.
The shift is most visible in the move away from shaving-led demand toward skin care, deodorants, fragrances and premium hair care. In the US, razors and blades face pressure from saturation, longer replacement cycles and private label competition, while dermocosmetics, gender-neutral skin care and full-body deodorants are gaining relevance. In Canada, beard culture and casual styling are also reducing shaving frequency, but this is encouraging more selective spending on post-shave, beard, scalp and skin care products. Across both markets, the next stage of growth will depend on products that offer clear efficacy, simple routines and visible benefits rather than conventional masculine branding alone.
Premiumisation will remain important, but it will need to be supported by value. Consumers are increasingly open to premium fragrances, advanced skin care, scalp-health products and sustainable formats, yet economic pressure is keeping price comparison, promotions and cost-per-use central to purchasing decisions. This creates opportunities for brands that combine elevated positioning with practical benefits, such as dermatologist-backed formulas, clean ingredients, multifunctional use, refillable packaging or durable grooming tools. Deodorants are also becoming a bridge between affordability and premium scent, giving consumers a lower-cost way to access fragrance-led experiences.
Digital channels will continue to reshape discovery and conversion. E-commerce, online premium beauty platforms, subscriptions, loyalty programmes, virtual consultations and social media education are making grooming products easier to compare, understand and repurchase. Influencers, athletes, celebrities and dermatologists are also helping normalise broader routines among younger men, while raising scrutiny around ingredients, efficacy and sustainability claims. Over the forecast period, the strongest brands in North America are likely to combine science-backed performance, inclusive positioning, accessible pricing and omnichannel convenience, making men’s grooming feel efficient, health-oriented and culturally current.
Focused on delivering actionable insights, this report explores the North America men’s grooming products market, analyzing historical performance from 2021 onward and providing forecasts up to 2031. It assesses market size, growth dynamics, and segment-specific trends, highlighting the factors driving change in the industry. By breaking down the market into product type, price range, packaging type, distribution channel and country, the report equips decision-makers with a clear understanding of the competitive landscape and growth potential.
What’s Inside the Report
Providing a forward-looking view of the North America men’s grooming products market, this report presents size estimates from 2021 to 2031, with figures in (Units/USD). Historical data and projections through 2031 are supplemented with CAGR metrics to reveal both past momentum and future trajectory. Key segmentation areas – product type, price range, packaging type, distribution channel and country – highlight where growth is accelerating. The analysis is tailored to inform capital deployment, market expansion, and competitive positioning.
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.
A competitive benchmarking section tracks market share movements and brand positioning among key players from 2021 onward. The report maps consolidation trends, share shifts, and differentiation strategies, equipping stakeholders with actionable insights for portfolio optimization and long-term planning.
Market Segmentation
The North America men’s grooming products market is classified into the following segments:
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
Country – e.g., USA, Canada
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
This report presents market share figures for top companies operating in the men’s grooming products sector in North America, highlighting brand reach and competitive footprint. Notable 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.
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:
North America men’s grooming products market share
North America men’s fragrances and perfumes market share
North America men’s toiletries market share
North America men’s bath and shower products market share
North America men’s deodorants market share
North America men’s hair care products market share
North America men’s skin care products market share
North America men’s shaving products market share
North America men’s post-shave market share
North America men’s pre-shave market share
North America men’s razors and blades market share
Why Choose This Report?
Designed as a concise, data-rich market snapshot, this report is ideal for stakeholders seeking timely, reliable, and strategic insights. Whether you’re an investor, operator, consultant, or supplier, the data-driven structure supports confident, evidence-based decision-making.
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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
North America Men’s Grooming Products Market – Product Type Analysis
North America Men’s Grooming Products Market – Price Range Analysis
North America Men’s Grooming Products Market – Packaging Type Analysis
North America Men’s Grooming Products Market – Distribution Channel Analysis
North America Men’s Grooming Products Market – Country 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 North America Men’s Grooming Products Market 2021-2031
Chart North America Men’s Grooming Products Market, Net Growth, 2021-2031
Chart North America Men’s Grooming Products Market, Growth Rates, 2021-2031
Table North America Men’s Grooming Products Market by Product Type, 2021-2031
Chart North America Men’s Grooming Products Market by Product Type, CAGR Historic and Forecast, 2021-2031
Chart North America Men’s Grooming Products Market by Product Type, 2021-2031
Table North America Men’s Grooming Products Market by Price Range, 2021-2031
Chart North America Men’s Grooming Products Market by Price Range, CAGR Historic and Forecast, 2021-2031
Chart North America Men’s Grooming Products Market by Price Range, 2021-2031
Table North America Men’s Grooming Products Market by Packaging Type, 2021-2031
Chart North America Men’s Grooming Products Market by Packaging Type, CAGR Historic and Forecast, 2021-2031
Chart North America Men’s Grooming Products Market by Packaging Type, 2021-2031
Table North America Men’s Grooming Products Market by Distribution Channel, 2021-2031
Chart North America Men’s Grooming Products Market by Distribution Channel, CAGR Historic and Forecast, 2021-2031
Chart North America Men’s Grooming Products Market by Distribution Channel, 2021-2031
Table North America Men’s Grooming Products Market by Country, 2021-2031
Chart North America Men’s Grooming Products Market by Country, CAGR Historic and Forecast, 2021-2031
Chart North America Men’s Grooming Products Market by Country, 2021-2031
Table North America Men’s Grooming Products Market Share (%), by Companies, 2021-2025
Chart North America Men’s Grooming Products Market, by Companies, 2025
Table North America Men’s Grooming Products Market Share (%), by Brands, 2021-2025
Chart North America Men’s Grooming Products Market, by Brands, 2025
Table North America – Population (Millions) and Forecast
Table North America – Consumer Price Index (CPI) and Forecast
Table North America – Gross Domestic Product and Forecast
Table North America Men’s Grooming Products Market: Spend as a Proportion of GDP (%)
Table North America Men’s Grooming Products Market: Consumption per Capita (Population)
Companies Mentioned
Key industry players examined in this North America Men’s Grooming Products market analysis comprise:
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.
