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The statistics show the estimated size of the global male personal care market between 2012 and 2020. The global male personal care market is estimated to reach a value of about **** billion U.S. dollars in 2016.

Male Personal Care

In the last decade, there has been a fundamental shift in male grooming culture. Male grooming items used to be shampoo, deodorant, shaving cream, and little else. However, from London to New York and São Paulo, today the bathroom cabinets in middle-class homes are filled with moisturizers, facial cleansers, eye contour serums, bronzers, concealers, anti-aging products, and even mud masks: all specifically designed for men.

Men have started to invest more money in male grooming products than in shaving products. Facial product sales, in particular, have soared, and there is no turning back. More and more men place greater importance on their appearance. It is a matter of self-esteem and the desire to feel more attractive, more successful, and increasingly, younger.

Entering the global demand for male personal care products is not an easy task, especially for brand owners who have spent decades supplying female consumers. L’Oréal, for example, has made a significant investment in its Men Expert line, but the L’Oréal brand is still primarily associated with women. For some men, this remains a barrier when purchasing products from this line. Smaller rivals specializing in male personal care products have capitalized on this weakness.

The sector can expect further segmentation of male personal care products, especially in developed markets where there are more opportunities for greater evolution. Regarding skincare, growth will be seen in products designed not only for different skin types but also for different beard lengths. Naturally, the number of product launches for men will remain low compared to female products, but the gap will narrow over time.