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The Rise and Rise of Men’s Grooming Market – Get the Guy’s Style

Payal Ahuja – Aug 21, 2018

TAGS:  Skin Care      Hair Care    

The Rise and Rise of Men’s Grooming Market – Get the Guy’s StyleMale grooming continues to remain one of the most interesting and innovative segments in beauty and personal care landscape. Product innovation, expanding consumer base, evolving consumer trends, increasing interest of male consumers in appearance and grooming etc. are among the few factors fueling the market growth.

According to Euromonitor, the global market for male grooming products is projected to exceed a value of USD60 billion by 2020. This results in significant growth from its current level of USD47 billion.


A growing consciousness among men concerning their appearance combined with an increasing awareness regarding the benefits of products specific to men are a driving force behind the market's triumph. Old habits of little beyond a cursory cleaning and shaving regime are finally giving way, consequently strengthening the growth of men's skin care products.


Not Just Shaving & Fragrances – Male Grooming is Much More Now


The trend of male grooming has gone beyond the basics of shaving and fragrance. In recent years, more men are paying attention to their appearance, boosting the growth of male-specific skin care and hair care products.

Several beauty and personal care brands have developed products dedicated to meet growing skin care needs & hence adding to the overall growth.

To further understand more about this segment, check out some modern day trends and formulations tips for men care products by industry expert Belinda Carli:

Men's Grooming Products
Men's Grooming Products: Formulation Tips!
Men Care Products
Modern Trends in Men Care Market


Now let’s discuss some of the active men care brands in the market…

Unilever Moisturizing Range for Men


Dove Men+Care Elements Men's Grooming Range Unilever’s Dove Men+Care, Axe/Lynx etc. brands offer advanced products for men to look, smell, and feel your best.

Dove Men+Care develops body and face washes featuring MICROMOISTURE technology for men’s skin. They provide optimal hydration for healthier, stronger skin for total comfort and fresh, clean skin.

Dove Men+Care antiperspirants and deodorants combine ¼ moisturizer technology to moisturize and help protect skin, reducing the risk of irritation and leaving it feeling comfortable.

In Feb 2017, Dove Men+Care launched Elements product line that draws on the transformative freshness of nature. This range is developed using premium ingredient combinations including Minerals and Sage, Charcoal and Clay, and Mineral Powder and Sandalwood, which create a transformative feeling of freshness for men’s grooming routines.


Skin Care for Men by L’Oreal Men Expert


L’Oreal offers men expert range with advanced technology powered by ingredients specifically tailored for the modern men. Whatever is age and lifestyle, Men expert range has a complete range of products of hair, body & skin care.

Men Expert skincare is specially formulated to help fight the key signs of aging while the Men Expert beard care line takes action against irritation from everyday shaving. Its ‘Hydra’ range features:

  • Hydra energetic to recharge skin and help avoid signs of fatigue 
  • Hydra power contains mountain water to comfort dry & irritated skin with refreshing feel while 
  • Hydra sensitive targets sensitive skin issues with soothing and nourishing benefits. It contains no alcohol or colorant

L’Oreal Men Expert Hydra Sensitive Range


New Body Shaving Line by NIVEA MEN


Beiersdorf’s Nivea Men range offers effective skin caring products for men to feel good in their skin and look well-groomed. Recently to meet the growing trend of “no body hair”, Nivea Men has launched new range claimed to be the UK’s first body shaving range.

The Nivea Men Anti-irritation Body Shaving line includes a body shaving stick designed for easy use in the shower, as well as a more traditional shaving gel and an after-shave body lotion.

Nivea Men Anti-irritation Body Shaving Line

The list of men care brands is endless! Some of the other interesting offerings include:

  • L’Oreal – Biotherm Homme, Kiehl’s
  • Procter & Gamble – Gillette
  • Johnson & Johnson – Neutrogena Men
  • Shiseido – Shiseido men
  • ...and many more

Also, products with botanical ingredients further appear to support continued interest in this category. Such as:

  • Bulldog Stubble Moisturizer – It combines natural ingredients like aloe vera and camelina oil to soothe skin and soften stubble.
  • P’ure Papayacare Papaya Ointment – It is made with fermented organic papaya to lock in the fruit’s papain enzyme to restore and soothe skin.
  • Man Cave Micellar Water – This ‘all-natural and cruelty-free’ male grooming brand develops no-rinse formula which leave skin soft and moisturized.
  • Benecos Beard Oil - This Vegan Society-certified product combines a blend of organic argan, sunflower and sweet almond oil to nourish and soften the skin and beard.

Head to toe, the men's market is flourishing. Eye care, skincare, hair care and shave products, interest continues in men's personal care.

Whether to maintain a younger looking image, or support a well-groomed appearance allowing men to appear competitive and fit, there is enough activity keeping this market booming & resulting in many more advanced products for men!



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