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This statistic represents the estimated size of the global men's grooming market from 2012 to 2020. In 2016, the global men's grooming market was estimated at approximately **** billion U.S. dollars.

Men's Grooming

There has been a fundamental change in men's beauty care culture over the past decade. Men's grooming items used to consist of shampoo, deodorant, shaving cream, and not much else. But from London to New York and São Paulo, bathroom cabinets in middle-class households are now overflowing with facial cleansers, moisturizers, eye serums, tanning products, concealers, anti-aging products, and even mud masks—all specifically designed for men.

Men have started spending more money on grooming items specifically for men than on shaving products. Sales of skincare products, in particular, have exploded; and there is no going back now. More and more men tend to stockpile products to care for their appearance. It is a matter of self-confidence as much as anything else, and the desire to feel more attractive, be more successful, and above all, younger.

Tapping into the global demand for men's grooming products is not easy; especially for brand owners who have spent decades catering to female consumers. L’Oréal, for example, has made substantial investments in its Men Expert line, but the L'Oréal brand is still fundamentally associated with women. For some men, this remains a barrier to purchasing this brand. Small competitors specializing in men's grooming products have exploited this weakness.

The industry is expected to see new segmentation in men's grooming, particularly in developed markets where there are opportunities for stronger growth. For skincare, growth is forecasted in products designed not only for different skin types but also for different beard lengths. The number of product launches for men will always be low compared to products for women, of course, but the gap will narrow over time.