Male Grooming: U.S. Market Brief

Regional Coverage: United States

Base Year: 2018
Published June 2019

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Base Year: 2020
To be Published 2nd Quarter 2021

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An insightful analysis examining the market for male grooming products, this report focuses on market size and growth, key trends, and factors driving sales during pandemic times. It will explore product trends and category developments, identify where new entrants are launching their product and how brands are expanding distribution, and focus on how wellness is impacting the segment.


  • Analysis of key product categories relating to the health of skin and hair for men
  • Consumer sales only
  • Excludes back-bar sales to professional outlets

Table of Contents


  • Scope
  • Sources and methods

Market Overview

  • Key learnings
  • Total market size and growth for 2019-2020
  • Category sales and share for total market
  • Product category (as listed in Table 1) snapshots including:
    • Key new product launches
    • Marketing activity
    • Brand sales for leaders and emerging players
  • Retail outlet breakdowns (as shown in Table 2)
  • Competitive landscape with parent company and brand sales by category
  • Outlook through 2025
Beard care Personal cleansing products
Deodorants ​Shaving products
Fragrances ​Skin care products
Hair care


Department stores Food stores
Direct sales (including e-commerce) ​Mass merchandisers
Drug stores ​​Professional outlets
Specialty stores

Report Benefits

This report serves as an excellent resource for marketers or potential marketers of male grooming products. It will help subscribers understand key market dynamics while providing:

  • A highly reliable market assessment that can be used for identification of potential acquisition targets
  • Direction of growth areas for retail outlets, including e-commerce
  • An outlook that will lend assistance in predicting future areas of opportunities

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