U.K. Men’s Grooming Market Size, Share, and Trends Analysis Report – Industry Overview and Forecast to 2032

What is the U.K. Men’s Grooming Market Size and Growth Rate?

• The U.K. men’s grooming market size was valued at USD 1.29 billion in 2024 and is expected to reach USD 2.32 billion by 2032, at a CAGR of 7.60% during the forecast period
• The U.K. men's grooming market is experiencing significant growth driven by several key factors. Growing awareness of health and wellness among consumers has led to an increased demand for grooming products that promote personal care and hygiene. Moreover, there is a rising trend towards eco-friendly grooming products, reflecting a growing environmental consciousness among consumers. The surge in DIY grooming practices further contributes to market expansion, as men seek convenience and control over their grooming routines

What are the Major Takeaways of Men’s Grooming Market?

• The market benefits from the availability of a wide range of product varieties catering to diverse consumer preferences. However, inadequate regulation of grooming products and the high prices associated with some items pose restraints on market growth. Nevertheless, there are ample opportunities for expansion, including the increasing demand for customized grooming products, fueled by evolving consumer preferences. The rise of the e-commerce sector facilitates accessibility and convenience for consumers, while strategic partnerships and collaborations drive innovation and market penetration
• The male toiletries segment dominated the market with a 45% revenue share in 2024, driven by the widespread use of shaving creams, gels, skincare lotions, and personal hygiene products

Report Scope and Men’s Grooming Market Segmentation       

What is the Key Trend in the Men’s Grooming Market?

Enhanced Convenience Through AI and Voice Integration

• A significant and accelerating trend in the men’s grooming market is the integration of artificial intelligence (AI) and personalized grooming technologies. These innovations are enhancing user experience by tailoring products and services to individual skin, hair, and lifestyle needs
• For instance, L’Oréal’s Perso smart skincare and grooming device uses AI to create customized formulations for daily use. Similarly, Philips GroomTribe app connects with grooming devices to track shaving patterns and provide personalized recommendations
• AI in grooming enables features such as skin diagnostics, facial mapping, and predictive product recommendations. Some grooming brands now use smart mirrors with AI to analyze skin health and suggest personalized regimens. In addition, voice-assisted integration with Alexa and Google Assistant allows users to access grooming tips or reorder products seamlessly
• The growing fusion of AI, connected apps, and grooming devices facilitates a unified grooming ecosystem. Through one interface, consumers can manage shaving, skincare, and hairstyling, creating a holistic personal care experience
• This shift towards intelligent and intuitive grooming solutions is redefining consumer expectations. Consequently, companies such as Gillette and L’Oréal are developing AI-enabled devices that offer personalized grooming routines and recommendations in real time
• The demand for grooming products with AI-driven personalization and connected features is rapidly increasing, as consumers increasingly value convenience, customization, and digital lifestyle integration

What are the Key Drivers of Men’s Grooming Market?

• The rising focus on male personal care and wellness, coupled with evolving lifestyle preferences, is a key driver of men’s grooming market growth
• For instance, in January 2024, Beiersdorf AG expanded its Nivea Men line with advanced skincare formulations targeted at hydration and anti-aging, reflecting growing male demand for high-performance grooming products
• As men become more conscious of appearance, skin health, and self-care, demand is increasing for specialized grooming categories such as beard care, anti-aging, and multifunctional products
• Furthermore, the growing popularity of e-commerce platforms and direct-to-consumer models is driving market accessibility, offering personalized product bundles and subscription-based grooming services
• The convenience of all-in-one solutions, subscription grooming kits, and premium grooming devices is accelerating adoption across both urban and emerging markets. The influence of celebrity endorsements and social media grooming trends also plays a significant role in driving consumer engagement

Which Factor is Challenging the Growth of the Men’s Grooming Market?

• Price sensitivity and cultural perceptions remain significant challenges to the widespread adoption of Men’s Grooming products. Premium grooming brands often come with a higher price tag, limiting accessibility in cost-conscious markets
• For instance, while luxury grooming brands such as The Estée Lauder Companies’ Lab Series cater to affluent consumers, many men in emerging economies remain hesitant to invest heavily in grooming beyond basic hygiene products
• In addition, lingering cultural stigmas around men’s grooming in some regions restrict broader market acceptance. Traditional perceptions that grooming beyond shaving is unnecessary continue to act as barriers in certain demographics
• Addressing these challenges requires affordable product ranges, education campaigns, and localized marketing strategies. Companies such as Unilever and L’Oréal are actively promoting inclusive campaigns to normalize men’s self-care and expand grooming adoption
• While premium segments are growing, bridging the gap between luxury and affordable grooming will be vital to capturing mass-market consumers and sustaining long-term growth

How is the Men’s Grooming Market Segmented?

The market is segmented on the basis of product type, price range, and distribution channel.

• By Product Type

On the basis of product type, the men’s grooming market is segmented into male toiletries, fragrances, drugs, and others. The male toiletries segment dominated the market with a 45% revenue share in 2024, driven by the widespread use of shaving creams, gels, skincare lotions, and personal hygiene products. Consumers increasingly prioritize daily grooming routines and multifunctional products that combine hydration, anti-aging, and UV protection, boosting demand.

Fragrances and specialty grooming drugs are witnessing rising popularity among urban male consumers seeking personalization and premium experiences. The demand for male toiletries is further strengthened by e-commerce availability, celebrity endorsements, and subscription-based delivery models, making this segment the most significant contributor to the overall Men’s Grooming market. The segment continues to grow steadily as personal care awareness among men rises globally.

• By Price Range

On the basis of price range, the market is segmented into mass products and premium products. The mass products segment held the largest revenue share of 60% in 2024, reflecting strong adoption in emerging markets and cost-sensitive consumer segments. Affordable shaving kits, skincare, and deodorants remain the first choice for most men due to accessibility and practicality.

Premium products, including high-end fragrances and luxury skincare, are growing at a faster CAGR from 2025 to 2032, driven by rising disposable incomes, aspirational lifestyles, and the desire for personalized grooming solutions. Brands are expanding offerings across both price tiers to capture wider market coverage, ensuring that both budget-conscious and affluent consumers are catered to.

• By Distribution Channel

On the basis of distribution channel, the men’s grooming market is segmented into offline and online channels. The offline segment accounted for the largest revenue share of 65% in 2024, driven by traditional retail outlets, supermarkets, and pharmacy chains, which offer the advantage of product trial, immediate purchase, and brand visibility.

Online sales are growing at the fastest CAGR due to convenience, doorstep delivery, wider product selection, subscription boxes, and digital promotions. E-commerce platforms allow consumers to compare products, read reviews, and access niche or international brands, fueling adoption, especially among younger, tech-savvy male consumers. Companies are increasingly leveraging omnichannel strategies, integrating offline experience with online convenience to enhance sales and brand engagement.

Which are the Top Companies in Men’s Grooming Market?

The men’s grooming industry is primarily led by well-established companies, including:

• Procter & Gamble (U.S.)
• Coty Inc. (U.S.)
• Panasonic UK & Ireland (U.K.)
• Natura &Co (Brazil)
• Colgate-Palmolive Company (U.S.)
• Koninklijke Philips N.V. (Netherlands)
• Beiersdorf AG (Germany)
• Shiseido Co., Ltd. (Japan)
• Kao Corporation (Japan)
• ITC Limited (India)
• Reckitt Benckiser Group PLC (U.K.)
• Edgewell Personal Care (U.S.)
• The Estée Lauder Companies Inc. (U.S.)
• LVMH Moët Hennessy Louis Vuitton (France)
• L'Oréal Paris (France)
• Unilever (U.K.)

What are the Recent Developments in U.K. Men’s Grooming Market?

• In January 2024, Koninklijke Philips N.V.'s OneBlade Intimate is a pioneering gender-neutral grooming tool prioritizing safety and skin protection for sensitive areas, marking a significant step towards inclusivity in personal care. Designed to cater to diverse grooming needs, it ensures ease and comfort for all users, regardless of gender, emphasizing Philips' commitment to innovation and inclusivity in health technology
• In December 2023, Shiseido Co., Ltd. launched of LIFT Ventures signals its commitment to pioneering beauty and wellness innovation through strategic investments in early-stage companies worldwide, particularly in the Western hemisphere. This move underscores Shiseido's dedication to staying at the forefront of industry advancements, leveraging novel technologies and high-growth brands to shape the future of beauty and wellness
• In May 2021, The Estée Lauder Companies Inc. invested in Modern grooming brand Faculty and joined by Game of Thrones star Maisie Williams, secures USD 3 million in seed funding to redefine masculinity norms through cosmetics, including nail lacquer and stickers, aiming to empower consumers in defining their own masculinity

SKU-70821