Deep Dive: Global Male Grooming Market
- The global market for male grooming products is booming. It is projected to reach US$60.7 billion by 2020, according to Euromonitor. Valued at US$17.5 billion in 2015, male toiletries—which includes men’s bath and shower, deodorant, skin and hair care products—is expected to outpace that of shaving products and fragrances.
- Brick-and-mortar accounts for over 80% of male grooming product sales globally. A number of retailers have designed their store layouts to meet male consumers’ needs in this category, while some have incorporated grooming services at their outlets, enhancing the customer experience and creating opportunities for cross-selling.
- Although most of the beauty giants have already created dedicated brands or sub-brands for their male grooming products, several male grooming startups have emerged in recent years, successfully tapping into the unmet needs and growing trends in this field.