U.S. Men’s Grooming Products Market Size Worth $97.39 Billion By 2032 | CAGR: 7.9%

U.S. Men’s Grooming Products Market Size Worth $97.39 Billion By 2032 | CAGR: 7.9%

The U.S. Men’s Grooming Products Market size is expected to reach USD 97.39 billion by 2032, according to a new study by Polaris Market Research. The report U.S. Men’s Grooming Products Market Share, Size, Trends, Industry Analysis Report, By Product (Skin Care, Hair Styling, Shave/Beard Care, Accessories, And Color Cosmetics); By Distribution Channel; By Type; Segment Forecast, 2024 - 2032” gives a detailed insight into current market dynamics and provides analysis on future market growth.

The rise of sophisticated males and the increasing influence of celebrities and influencers have transformed traditional notions of masculinity, resulting in a significant uptick in men's expenditures on grooming products. With a heightened awareness of grooming and self-care, there has been a surge in demand for such products. This trend is bolstered by the proliferation of men's salons, which not only offer grooming services but also stimulate the demand for grooming products by introducing men to novel grooming techniques and merchandise.

Furthermore, technological advancements have revolutionized the men's grooming industry, with manufacturers integrating cutting-edge technologies into their products. This innovation has led to the introduction of innovative solutions like body groomers and electric shavers alongside traditional razor blades. The expansion of product offerings has contributed to the growth of the men's cosmetics market, catering to a broader spectrum of consumer preferences and requirements.

In addition, established men's grooming brands are leveraging marketing campaigns and social media platforms such as Facebook and Twitter to promote their products and engage with consumers. These platforms serve as potent tools for reaching target audiences and fostering brand awareness and loyalty among male consumers.

Moreover, the escalating demand for organic and natural products has attracted new entrants to the male grooming industry. As consumers become more discerning about the ingredients in their grooming products, there is a growing preference for organic and eco-friendly alternatives. New market players are capitalizing on this trend by offering organic men's grooming products, thereby further expanding the market and accommodating evolving consumer preferences.

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The demand for natural and organic men's grooming products has seen a significant rise in recent years, driven by increasing consumer awareness and preferences for healthier and eco-friendly options. Manufacturers have recognized this trend and are capitalizing on it by developing grooming products made entirely of natural ingredients and free from harmful chemicals such as parabens, sulfates, and synthetic fragrances. These products appeal to consumers who prioritize sustainability, environmental consciousness, and the use of clean ingredients. By offering natural and organic alternatives, manufacturers can tap into this growing market segment and cater to the evolving preferences of male consumers.

U.S. Men’s Grooming Products Market Report Highlights

  • In 2023, the skin care segment accounted for the largest market share in the U.S. men’s grooming products market. Skincare brands have been actively developing and launching products targeting male consumers hence the segment is projected to dominate the U.S. men’s grooming products market in the upcoming years.
  • The supermarkets & hypermarkets segment is expected to grow at the fastest CAGR during the forecast period. Supermarkets and hypermarkets often run promotional activities, discounts, and special offers on grooming products to attract customers. These promotions can incentivize consumers to try new products or stock up on their favorite ones, contributing to increased sales and growth in this segment.
  • The global key market players are Baxter of California, Colgate-Palmolive Company, Coty Inc., Estee Lauder Companies, Inc., Procter & Gamble (P&G), Reckitt Benckiser, The SpringHill Company, Unilever PLC.

Polaris Market Research has segmented the U.S. men’s grooming products market report based on product, distribution channel, type.

U.S. Men’s Grooming Products, Product Outlook (Revenue - USD Billion, 2019 - 2032)

  • Skin Care
  • Hair Styling
  • Shave/Beard Care
  • Accessories
  • Color Cosmetics

U.S. Men’s Grooming Products, Distribution Channel Outlook (Revenue - USD Billion, 2019 - 2032)

  • Supermarkets & Hypermarkets
  • Online
  • Others

U.S. Men’s Grooming Products, Type Outlook (Revenue - USD Billion, 2019 - 2032)

  • Mass
  • Premium

U.S. Men’s Grooming Products Market Report Scope

Report Attributes


Market size value in 2024

USD 52.81 Billion

Revenue forecast in 2032

USD 97.39 billion


7.9% from 2024 – 2032

Base year


Historical data

2019 – 2022

Forecast period

2024 – 2032

Quantitative units

Revenue in USD billion and CAGR from 2024 to 2032

Segments covered

By Product, By Distribution Channel, By Type


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