Male Grooming Market

Male Grooming Madness Continues

Taking the industry by storm, male grooming continues to be one of the fastest-growing segments in the beauty and personal care industry, advancing at high single-digit growth rates. New product introductions, relaunches, aggressive marketing strategies by brands, and most importantly—accessibility and ease of purchasing of products with a click of a button—contribute to the dynamic growth of the category. Kline’s soon-to-be-published Male Grooming: U.S. Market Analysis report explores this dynamic segment, focusing on market size and growth, news-making imports, alternate channel analysis, key new launches, and product trends. Moreover, this edition has insights into the consumer’s mind by exploring areas that answer questions of key grooming concerns men want to address and influencers of purchasing decisions.

Kline’s experts answer some of your questions regarding the category: 

What has contributed to the growth of the male grooming category?

  • Once generally considered as part of the luxury segment, male grooming products have migrated to mass, with companies like Edgewell entering the trade class through acquisition of Bulldog Skincare for Men, while Dove Men+Care penetrates further into the category with double-digit growth rates.

What categories are the fastest-growing?

  • Male consumers are increasingly looking for products focused on addressing their facial skin care needs, such as face wash, facial anti-aging lotions, eye creams, energy boosting serums, tinted moisturizers, and cleansers.
  • The category’s focus shifts from the initial cleansing-only routine to a broader hydration and nourishing-based routine with an increase in demand for masks, moisturizers, serums, and eye balms.
  • A new, multimillion dollar category has been created by innovative brands such as Dollar Shave Club, offering subscription box services that cater to convenience-seeking male consumers.

How are the retailers reacting to this phenomenon?

  • Retailers are on-board with this evolving phenomenon.
  • Mass retailers have increased the male grooming product shelf-space, allocating space and taking on new brands.
  • Target, one of the more progressive mass merchandisers, has started offering Bevel and Harry’s in its stores, and online and in certain stores, the mass merchandiser has allocated a whole male grooming section.
  • Specialty retailers, such as the Art of Shaving, continue to expand their store presence, while brands like Kiehl’s increase product offerings.

What categories do we expect to drive the market in the future?

  • The evolution of male grooming is set to continue, with an increasing number of men taking time and spending money on products to enhance their appearance and the way they feel.
  • Male-centric salons and barbershops, recently on an upswing, will continue to cater to the increasingly demanding male consumers with more services offerings and products.
  • The market will continue seeing new, Indie brands offering products targeted specifically to men.

Can you tell us more about the indie brands?

  • Independent brands in male grooming, such as Harry’s, have seen strong growth by offering unique product and ingredient stories combined with compelling digital marketing that resonates with today’s consumer.
  • Our report will identify 100 of these favorite brands and assess the factors that make them resonate with consumers.



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