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KEY POINTS

  • Global sales of men’s grooming products reached nearly $50 billion in 2017 and are on track to grow by 16% by 2020, according to Euromonitor International. The men’s grooming market accounted for 10.7% of the $464 billion global beauty and personal care market in 2017.
  • According to Euromonitor, American men, on average, use 4.1 grooming products and spend 48 minutes on grooming per day, which includes washing, conditioning and styling their hair; shaving; and body and facial care.
  • According to survey data from Prosper Insights & Analytics, Walmart, CVS, Target, Walgreens and Amazon are the five specific retailers where American men purchase skincare and cosmetic products most often.
  • Millennial men surveyed by Prosper shop at specialty stores such as Sephora, Ulta, Macy’s and Bed Bath & Beyond for skincare and cosmetic products more often than their Gen X and baby boomer peers do. Gen X and baby boomer men shop for these products more frequently at value retailers such as Costco, Dollar General, Dollar Tree, Sam’s Club and Family Dollar.
  • In September 2018, luxury cosmetics maker Chanel launched Boy de Chanel, a makeup line for men that includes tinted foundation, eyebrow pencils and lip balm.

This is the second report in our Beauty Insights series. Each report in the series offers a concise review of a prominent or emerging theme or trend in global beauty markets. In this report, we examine the global men’s grooming market and highlight a few companies that are taking the opportunity to target the growing number of male consumers who are shopping for skincare and beauty products.

Men’s Grooming Products Account for 10.7% of the Global Beauty and Personal Care Market and Are on Track to Grow by 16% by 2020

Global sales of men’s grooming products reached nearly $50 billion in 2017 and are on track to grow by 16% by 2020, according to Euromonitor International. Globally, the largest male grooming market in absolute terms is Western Europe, where category sales totaled $12.3 billion in 2017 and are projected to grow at a CAGR of 3.1% from 2017 to 2022, while the Eastern European category sales totaled $3.6 billion in 2017, and are projected to grow at a CAGR of 4.4% from 2017 to 2022. The market is smallest in the Middle East and Africa region, where men’s grooming product sales reached $3.4 billion in 2017 and are expected to grow to $4.7 billion in 2022. The market in Latin American is growing the fastest: men’s grooming product sales in the region totaled $11.3 billion in 2017 and are expected to grow at a 7.1% CAGR to 2022, to reach $15.9 billion. By way of comparison, the global men’s grooming market is expected to grow at a CAGR of 5.2% to 2022, according to Euromonitor.

Skincare, Haircare and Fragrances Are Driving Men’s Grooming Sales

Sales growth of men’s toiletries—which Euromonitor defines as men’s bath and shower, deodorant, skincare, and haircare products—is outpacing sales growth of men’s shaving products. Men’s toiletries are expected to grow at a CAGR of 5.8% from 2017 to 2022, from $18.9 billion to $25.0 billion, while shaving products are expected to grow at a CAGR of 3.4% from $14.5 billion to $17.1 billion, over the same period. Men’s fragrances are expected to grow the fastest among the three categories, at a 6.0% CAGR from 2017 to 2022, from $16.2 billion to $21.6 billion, according to Euromonitor.

According to Euromonitor’s annual Beauty Survey, men’s personal grooming routines are driven by haircare and shaving, with more than 40% of men globally reporting that they wash their hair daily with shampoo, versus 25% who use facial cleansers daily. The graph below highlights the top 10 grooming products used by men globally.

According to Euromonitor’s survey, American men use an average of 4.1 beauty products daily. This compares with 4.9 products in Brazil, 2.0 in Russia and 2.8 France. The Beauty Surveyalso highlighted men’s beauty concerns by region. In terms of haircare, these include:

  • Gray hair (36% Russia, 23% France)
  • Greasy or oily hair (27% Brazil)
  • Thinning hair (20% US)

Men’s top skincare concerns include:

  • Blackheads (39% Brazil, 18% US)
  • Dark circles (21% France)
  • Wrinkles (35% Russia)

Some 5% of US Men Purchase Body Moisturizers, Facial Cleansers, Facial Moisturizers and Hand Moisturizers Once a Week

While most men focus on routine grooming needs, there is an opportunity for brands and retailers to expand their men’s grooming portfolios beyond haircare and shaving products, as many men are also interested in skincare, anti-aging, sun protection, sleep, and overall health and wellness products.

According to US survey data from Prosper Insights & Analytics, approximately 50% of American men regularly purchase body moisturizers, facial cleansers, facial moisturizers and hand moisturizers. Approximately 5% of men in the US purchase these products as frequently as once a week, and approximately 7% of them purchase such products two or three times per month. As men become more interested in skincare and health and wellness, brands and retailers can seize the opportunity to meet their needs by expanding product assortments beyond the basics to include, for example, products that offer anti-aging, sun protection or acne solutions.

More than a Quarter of American Men Shop Most Often at Walmart for Skincare and Cosmetic Products

According to Prosper’s survey data, Walmart is the top destination for skincare and cosmetic product purchases among American men, with 27.3% of survey respondents saying they shop there most often for such products. While 21.8% of survey respondents said that they had “no preference” with regard to where they buy skincare and cosmetics, 8% said that they buy these most often at CVS, 7% at Target, 4.3% at Walgreens and 3.7% at Amazon. Some 13.1% of respondents named “other” as the location where they most frequently buy such products. The top five retailers named above accounted for 50.3% of responses. There were 19 retailers named by survey respondents that each accounted less than 2% of responses.

Millennials Shop More Often at Beauty Specialty Stores than Gen Xers and Baby Boomers

In the US, millennial men (ages 20–35) are more likely than their Gen X (ages 36–53) and baby boomer (ages 54–72) counterparts to shop for skincare and cosmetic products at specialty stores such as Macy’s, Sephora, Bath & Body Works and Ulta, according to Prosper’s survey data. Some 3.9% of millennial men surveyed said that they shop most often for skincare products at these four retailers, compared with 2.1% of Gen X men and 1.7% of baby boomer men. Stores such as Costco, Dollar Tree, Dollar General, Sam’s Club and Family Dollar ranked higher among the value-conscious Gen X and baby boomer demographics in Prosper’s survey.

Globally, Beauty Brands Are Targeting Men and Branching into Men’s Skincare and Even Some Beauty Product Categories

In September 2018, Chanel launched its first makeup line for men, Boy de Chanel, which features tinted foundation, eyebrow pencils and lip balm. The company said in a statement, “Beauty is not a matter of gender, it is a matter of style.” The foundation comes in eight sheer shades and offers SPF 25 protection. The brow pencil comes in four colors and the clear lip balm has a matte finish. Chanel first launched its men’s line in South Korea on September 1 and is set to roll it out internationally between November and January 2019. Chanel’s was the first mainstream men’s beauty product launch by a major luxury cosmetics brand, and it signals that the men’s beauty market is poised for further growth.

Hims is a brand that focuses on haircare, skincare, and health and wellness products for men. Along with hair kits to “cover all bases,” Hims’ haircare offering includes products to treat male pattern baldness and edible kits with vitamins that promote thicker hair and stronger nails. The brand’s skincare solutions include anti-aging kits, acne solutions for inflammation, vitamin C serums and wrinkle cream.

Lab Series offers products for men that are marketed based on type of solution. The website includes an e-magazine with articles such as “Should You Use a Serum, a Moisturizer, or Both?” and “7 Tips for a Better-Looking Movember: Quickly Improve Your Look.” The company reported that its best-sellers include its Daily Moisture Defense Lotion, Multi-Action Face Wash, All-in-One Face Treatment, Age-Less Power V Lifting Cream, Future Rescue Repair Serum and Max LS Power V Instant Eye Lift. The company also sells a BB tinted moisturizer that offers SPF 35 protection.

Dr. Barbara Sturm is a German doctor who has translated her orthopedic research and practice into advances in aesthetic nonsurgical medicine. She is recognized for offering nonsurgical anti-aging treatments and rejuvenation of the skin matrix. One example is her incubation, centrifugation and reintroduction of a patient’s own blood proteins. When combined with hyaluronic acid and injected, this treatment is claimed to have an anti-inflammatory and highly regenerative effect on the cellular level that returns a youthful glow to the skin and combats some of the central causes of skin aging. Dr. Sturm has a cultlike following among influencers and celebrities and has created a men’s line of skincare and face creams.

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