GVR Report cover Aftershave Lotions & Creams Market Size, Share & Trends Report

Aftershave Lotions & Creams Market Size, Share & Trends Analysis Report By Product (Lotions & Balm, Splash), By Distribution Channel, By Region, And Segment Forecasts, 2019 - 2025

  • Report ID: GVR-3-68038-236-5
  • Number of Pages: 80
  • Format: Electronic (PDF)

Industry Insights

The global aftershave lotions and creams market size was valued at USD 1.6 billion in 2018. Increasing male consciousness regarding grooming and hygiene is a key factor fueling demand for aftershave lotions and creams. Product development in the male grooming industry has augmented the demand for aftershave products.

Most aftershave products that contain more than 50% of alcohol usually provoke irritation and dehydrate the skin. Companies are launching alcohol-free products that contain plant extracts, essential oil, and fragrances. For instance, in 2019, Nivea launched Nivea Men Sensitive Aftershave lotion.

U.S. aftershave lotions & creams market

The product is alcohol-free and contains vitamin E and chamomile, which provides immediate skin relief, hydrates skin, and protects from irritation. Some companies are offering products with antiaging technologies as these products help in making the skin look youthful and promoting a healthy texture. Increasing product visibility of such innovative products will help in the growth of this market over the forecast period.

Post-shave products are formulated to disinfect freshly shaved skin. Most products contain alcohol that provokes an irritation, dehydrates the skin, and even accelerates skin aging. Since these products are used on a daily basis, men with sensitive skin may suffer from disorders such as skin rash and acne.

Since, consumers are becoming aware of the harmful effects of synthetic chemicals used aftershave lotions, owing to which, consumers are shifting their preference from chemical to natural and organic ingredients, as these products are safer to use. As a result, many vendors started using natural ingredients such as green tea extracts, cucumber oils, and caffeine in their products as they help in nourishing skin.

The global male grooming market has witnessed significant growth in a couple of years. Although the urge to look good is higher among the urban population, the youth in rural areas is also becoming conscious. In addition, males in urban areas deal with lack of time, as a result, they seek convenient, time-saving, and multifunctional products. This, in turn, is expected to fuel demand for multifunctional post-shave lotions.

Product Insights

The lotion and balm segment held a leading share of 67.2% in 2018 and is expected to witness the highest growth from 2019 to 2025. These products are designed to use after wet shave to smooth, moisturized, and nourish skin, owing to which their demand is growing, especially in developing countries including China, India, and Brazil. Moreover, increasing product availability and rising spending on grooming is expected to augment product demand over the forecast period.

The segment is driven by rapid urbanization across the globe, increasing importance of personal grooming habits, and growing middle-class population over the forecast period. In addition, these products are gaining popularity among millennials, which, in turn, is expected to provide growth opportunities over the forecast period.

Distribution Channel Insights

The convenience store segment held a leading share of 32.6% in 2018. The growth is attributed by increasing product availability at these stores. The e-commerce segment is anticipated to witness significant growth over the forecast period owing to increasing internet penetration. Developing regions including Asia Pacific are expected to benefit from boosting e-commerce industry, which is attributed to growing urbanization. Companies are entering into partnerships with pureplay giants such as Amazon and Flipkart.

Global aftershave lotions & creams market

For instance, in 2019, Hindustan Unilever launched an Axe and Brylcreem store on Amazon. In addition, Nykaa, one of the beauty product retailers, entered into e-commerce by launching an exclusive online store for men called Nykaa Man. The store will offer a wide range of products including shaving, grooming kit, hair care, bread care, bath and body, sexual wellness, and sports nutrition with around 150 - 200 brands including Beardo, the Shave Doctor, Clinique for Men, and Kielh’s.

The supermarket/hypermarket segment is anticipated to expand at a CAGR of 4.8% over the forecast period. At these stores, consumers can try products before purchasing them, which, in turn, fuels the demand for hypermarket or retail chains. These retail chains are expanding their reach in tier II and III cities, especially in emerging countries such as India and China owing to rapid urbanization and a growing middle-class population. Moreover, the rise in penetration of the internet and the internet of things (IoT) is expected to assist the growth of the market.

Regional Insights

Europe emerged as the largest regional aftershave lotions and creams market in 2018 owing to rising demand for male grooming products, including aftershave lotions and balms. Shifting consumer preferences from conventional to a modern lifestyle is a major factor responsible for market growth in the region.

Asia Pacific is the fastest-growing regional market, expanding at a CAGR of 6.5% over the forecast period on account of increasing product penetration and rising middle-income households. Men are regular users of body shaving products and skin enhancement cosmetics in the APAC region, thereby boosting the regional market growth.

Aftershave Lotions & Creams Market Share Insights

The global market is highly competitive in nature due to the presence of top players including Procter and Gamble and Unilever. Some of the other key players operating in the market are Beiersdorf; Godrej Consumer Products Limited; L’Oréal; Colgate-Palmolive Company; Coty Inc.; D.R. Harris & Co Ltd.; Vi-john Group; and Herbacin cosmetic GmbH.

Increasing demand for natural and organic products and stringent regulations on use of certain synthetic chemicals are providing tough competition to various vendors. The market is identified by several strategic activities such as expansions, mergers and acquisitions, and product and technological innovations, attempted by key manufacturers in the industry. Morgan's Pomade Co Ltd., one of the major aftershave brands, launched Anti-Ageing Aftershave Balm.

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Report coverage      

Revenue forecast, company share, competitive landscape, growth factors and trends

Country scope

U.S., Germany, U.K., China, India, and Brazil

15% free customization scope (equivalent to 5 analyst working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as a part of customization

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global aftershave lotions and creams market report on the basis product, distribution channel, and region:

  • Product Outlook (Revenue, USD Million, 2015 - 2025)

    • Lotions & Balm

    • Splash

  • Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

    • Supermarket/Hypermarket

    • Convenience Store

    • Pharmacy Store

    • E-Commerce

    • Others

  • Regional Outlook (Revenue, USD Million, 2015 - 2025)

    • North America

      • The U.S.

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • China

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

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