The ever-rising male grooming market

Governed by a rising demand for personal care products tailored to men’s needs, the male grooming market continues on a growth trajectory, albeit at a slower pace.

New product launches, continued subscription box services, aggressive marketing, and rising indies contribute to the growing yet slowing category. Kline’s upcoming ‘Male Grooming Products: U.S. Market Analysis and Opportunities’ report explores this segment, with robust analysis on trends, brands, product categories, and outlook for the next five years. Its consumer survey chapter takes a deep dive into various triggers and influencers of purchase decisions and identifies the unmet needs of consumers.

Let us look at the key highlights expected to arise in our market analysis:

What has contributed to the developments of the male grooming category over the past year?

Men’s skin care continues to be a growing segment, with the entrance of more ‘naturally positioned’ men’s brands, such as Bulldog, recording solid growth while prestige brands, such as Kiehl’s, continue to appeal to men’s grooming needs with moisturizing, anti-aging, and oil-control products.

New entrants are stirring up the category, such as Redken Brews – a complete men’s grooming line that includes skin care, hair care, shaving products, body cleansers, and beard products.

What are the fastest growing categories in this market?

Skin care for men is the fastest growing category with a rising demand for exfoliants, anti-aging creams, SPF products, eye creams, tinted moisturizers, and even masks taking shelf space in both luxury and mass retailers alike.

Subscription box services – a multimillion-dollar category created by brands like Dollar Shave Club – receive a fresh boost as marketers expand the service beyond razors to body washes and deodorants in a bid to compete with disruptors, such as Harry’s.

How is the retail landscape evolving for men’s grooming? 

Mass retailers are increasingly dedicating shelf space for men’s grooming ranges. Brick-and-mortar stores continue to dominate the market – a trend that is declining in other categories. Target, a key mass retailer, responds to the trend by doubling down on men’s offerings and introducing new in-store experiences for men.

What does the future of the male grooming industry look like?

Products that appeal to millennial male consumers are expected to trend upward, specifically those that cater to a simplistic routine. Multi-purpose products, such as beard-body-hair wash or scalp + skin serums, are likely to dominate the men’s category.

Manscaping is here to stay, and clear shaving gels are expected to stay in demand against foams.

Dollar Shave Club’s new spot on YouTube shows a diverse range of men, including a drag queen, using its products as they prepare for a night out their way – marking the evolution and diversity of men’s social identities – a trend expected to reflect in the way men indulge in personal care.


Kline’s Male Grooming Products: U.S. Market Analysis and Opportunities analysis will reveal many more insights and data on this dynamic market segment. The report analyzes the market for products marketed exclusively to men, excluding products marketed to both sexes, even though clearly men purchase and use a significant portion of those. The market study of this report tracks the male grooming market, which is broken out into six product classes:

• Deodorants and antiperspirants (spray, stick, rollon, and gel), excluding crystal deodorants and deodorant sheets

• Fragrances (eau de toilettes, parfums, colognes, aftershaves)

• Hair care products (conditioners, shampoos and styling products)

• Personal cleansing products (bar soap and body washes)

• Shaving products (creams and gels), excludes razors and blades

• Skin care products for men (facial skin care and hand and body lotions)

The analysis covers consumer purchases in the United States through all channels: Direct (person-to-person, home shopping, infomercials, and the Internet); Department stores; Mass outlets (mass merchandisers, drug stores, food stores, and warehouse clubs); Specialty (vertically integrated stores and cosmetics specialty retailers); Professional (salons and spas, doctors’ offices).

This report will enable subscribers to identify business opportunities by analyzing the dynamics in this hard-to-track industry, understanding market growth factors, the competitive landscape, and future trends.