Executive Summary

China’s male grooming market is performing well and is projected to continue to grow quickly. Urban Chinese men, particularly millennials, are increasingly image-conscious, and they spend more time and money on grooming than do male consumers in other demographics. We think that many grooming and beauty brands will further target Chinese male consumers to drive revenue growth in the coming years.

• Euromonitor International estimates that male grooming category sales in China will post strong year-over-year growth of 6.8% in 2018 and reach ¥14,220 million ($2,084 million).
• Urban Chinese men spend more time grooming themselves for different occasions than do those living in other areas, and millennial men, in particular, are showing a willingness to invest in beauty products: urban male millennials in China spent an average of ¥194 ($28) per month on beauty products over the past year, according to Prosper Insights & Analytics.
• Grooming and beauty brands have been developing different marketing campaigns to target the specific needs of male consumers in China. For example, L’Occitane has hired Asian pop idol Luhan as its brand ambassador.