GVR Report cover Men’s Skincare Products Market Size, Share & Trends Report

Men’s Skincare Products Market Size, Share & Trends Analysis Report By Product (Shave Care, Creams & Moisturizers), By Distribution Channel, By Region, And Segment Forecasts, 2020 - 2027

  • Report ID: GVR-4-68038-227-3
  • Number of Pages: 80
  • Format: Electronic (PDF)

Report Overview

The global men’s skincare products market size was valued at USD 11.6 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 6.2% from 2020 to 2027. Increasing awareness among males regarding personal hygiene and grooming globally has been driving the demand for men’s skincare products over the years. At a macro level, factors such as rising disposable income among consumers and mushrooming growth of distribution channels are bolstering the demand for men’s skincare products worldwide.

U.S. men’s skincare products market size

Moreover, the rising popularity of men’s skincare solutions sourced from sustainable materials is a key factor driving the market. Prominent brands within the industry are increasingly focusing on green formulations in response to the growing demand for natural ingredients.

The universal need for skincare is creating a healthy demand for men’s skincare products. The average modern ban is becoming increasingly keen on caring for his skin, thereby encouraging many skincare product manufacturers to enter the men’s category. With relatively tougher, oilier, and thicker skins than women, men face myriad challenges, distinct from that of women when it comes to skin health. Thus, beauty and personal care brands capitalize on the need for men to care for their skin by offering products to target males of all skin types.

Various factors are challenging the men’s skincare products market. Prominent among them is the rising prevalence and availability of counterfeit/fake products. As is the case with women’s skincare products, counterfeit products are rampant within the men’s category, most notably in the Asian markets such as China and India. The circulation of fake products was observed to be more widespread through the online distribution channel.

Another prominent factor restraining market growth is the problem of consumer perception. In this regard, internationally-reputed brands, whose names are typically associated with women’s beauty range, face resistance when it comes to acceptance among men. However, brands are likely to focus more on advertising and marketing activities in a bid to achieve a higher brand reputation among male consumers worldwide.

The increased exposure to social media has been contributing to the healthy demand for men’s skincare solutions. In this respect, men are becoming increasingly aware of the need for body image, hygiene, and self-grooming. Furthermore, skincare brands are increasingly targeting shoppers through the online platform (e-commerce) and allowing them easy accessibility to a rapidly expanding product range.

Men's Skincare Products Market Trends

E-commerce retail channels play a significant role in the distribution of men’s skincare products since a considerable amount of the market revenue is generated through these channels. Online sales channels make it easy for consumers to browse through millions of products in one place without having to visit retail stores physically.

E-commerce retail sales are expected to witness substantial gains in the coming years on account of rising consumer spending, growing population, and increasing access to the internet. In addition, the introduction of mobile shopping apps and the availability of safe & convenient payment gateways are contributing to the growth of the online retail industry. Fashion blogs, as well as social media apps such as Pinterest and Instagram, have significantly helped influence more and more men across the globe to try out new skincare products.

The global men’s skincare products market is being driven by growing global consumer preference for natural or chemical-free products. Naturally derived men’s skincare products help reduce the reliance on petroleum-based ingredients. Thus, the concept of sustainability has been driving the demand for natural skincare products for men over the years.

Herbal skincare products are available in a wide variety of formulations to suit the requirements of a varied set of consumers, irrespective of their skin tone. This is further supported by an improving global distribution network, which drives the availability of herbal and natural men’s skincare products worldwide. The demand for herbal or natural men’s skincare products is increasing rapidly owing to their perceived health benefits, such as lack of side-effects and higher skin-friendliness. Herbal skincare products also nourish the skin with vital minerals and nutrients, further propelling their demand.

As is the case with most personal care and cosmetic products, counterfeiting continues to threaten the demand for men’s skincare products worldwide. Counterfeiting is most prevalent in Asian markets, particularly India and China. The high prevalence of counterfeit skincare products in these countries is one of the biggest concerns for skincare brands operating in the market as such practices have the potential to lead to brand dilution.

In addition, growing smartphone penetration and internet access have enabled the mushrooming of new distribution channels for counterfeit products in countries such as China. Some of the recent counterfeiting trends that have been challenging the growth of the men’s skincare market are the duplication or copying of men’s skincare products’ designs to produce replicas and a surge in advertisements through social media platforms that distribute counterfeit products.

Product Insights

In terms of product, the market is segmented into five categories, namely shave care, creams and moisturizers, sunscreen, cleansers and face wash, and other products. The shave care segment held the largest share of 32.7% in 2019 and is likely to maintain its lead throughout the forecast period.

Both pre-shave and post-shave care products are gaining traction among men worldwide. In this regard, shave gel or foam continues to remain the most popular shave care product among men. However, manufacturers of men’s skincare products are increasingly tapping into newer categories, such as facial scrubs, moisturizers, and polishes. Non-conventional men’s skincare products, such as oils and serums, are likely to gain popularity in the near future as a result of their rising sales through the e-commerce channel over the years.

Distribution Channel Insights

By distribution, the men’s skincare market is segmented into two five categories, namely supermarkets and hypermarkets, convenience stores, pharmacies, e-commerce, and other distribution channels. As is the case with women’s skincare products, supermarkets and hypermarkets emerged as the most dominant distribution channel for men’s skincare solutions in 2019.

Global men’s skincare products market share

As men continue to evolve their grooming habits, skincare brands and retailers are likely to consider the omnichannel marketing strategy to target men of different age groups. This technique encompasses the distribution of products through both online and offline media/platforms. The e-commerce segment is expected to expand at the fastest CAGR during the forecast period owing to a considerable rise in the number of online shoppers globally. Amazon.com, Inc. continues to remain the biggest online distributor of men’s skincare solutions worldwide.

Regional Insights

Europe emerged as the largest regional market and accounted for almost 30% share of the overall revenue in 2019. Led by countries such as Germany and U.K., manufacturers operating in this region are benefiting from a rapidly expanding customer base. Europe also houses a sizable number of conventional and natural men’s skincare brands, thereby justifying its prominence in the international market.

The demand for men’s skincare products in Germany is expected to witness a steady value growth over the forecast period, given the rising emphasis on self-care and wellness among men. At a macro level, increasing number of affordable products with discounts across prominent retail channels has been favoring the market growth.

As bio-dynamic farming continues to become more mainstream in Germany, an increased demand has been witnessed for science-backed and healthy men’s skincare products. In this regard, skincare formulations that replicate the human skin by including medical-grade vitamins, algal molecules, high-quality lipids, and synthesized molecules that are naturally found in it are likely to gain traction in the country throughout the forecast period.

Asia Pacific is expected to expand at the fastest CAGR over the forecast period. The proliferation of direct-to-consumer brands, most notably in countries such as China and India, is a key factor driving the market in this region. Manufacturers operating within the Asia Pacific are expected to benefit from a growing millennial population in the near future.

South Korean men have long since embraced beauty and cosmetic products. Over the past decade, men in the country have become some of the world's biggest spenders on skincare globally. According to a report by Cable News Network, the men’s skincare and beauty products market witnessed close to 44% increase between 2011 and 2017.

The growing interest of men toward personal grooming and skincare has resulted in many international cosmetic companies focusing on expanding operations in the country considering the high growth potential. For instance, in December 2019, beauty & cosmetics giant Amore Pacific acquired a minority stake in Milk Makeup. The move was aimed at enabling Milk Makeup to expand its skincare and cosmetics business in South Korea with Amore Pacific in its capital. The American startup’s products will be sold through its own independent stores in the East Asian country. The growing establishment of international companies in the country is expected to have a positive influence on the market growth.

Key Companies & Market Share Insights

The global market has been characterized by the presence of both international and domestic players. Prominent market participants compete primarily based on price and product quality. The threat of new entrants within the industry is expected to be low throughout the forecast period on account of the strong foothold of internationally reputed market players, including L'Oréal and Procter and Gamble. However, indie brands are expected to enter the men’s skincare sphere in the foreseeable future, most notably in the Asian markets. As indie brands typically operate with small budgets, these brands are likely to market their products through social media in a bid to attract prospective consumers, most notably millennials. Some of the prominent players in the men’s skincare products market include:

  • Procter and Gamble

  • Unilever

  • L'Oréal

  • Johnson & Johnson Consumer Inc.

  • Edgewell Personal Care

  • Coty, Inc.

  • Philips

  • Energizer Holdings Inc.

Men’s Skincare Products Market Report Scope

Report Attribute


Market size value in 2020

USD 12.34 billion

Revenue forecast in 2027

USD 18.92 billion

Growth Rate

CAGR of 6.2% from 2020 to 2027

Base year for estimation


Historical data

2016 - 2018

Forecast period

2020 - 2027

Quantitative units

Revenue in USD million/billion and CAGR from 2020 to 2027

Report coverage

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

Segments covered

Product, distribution channel, and region

Regional scope

North America; Europe, Asia Pacific, Central & South America: and MEA

Country scope

U.S.; U.K.; Germany; China; India; Brazil, South Africa

Key companies profiled

Procter and Gamble; Unilever; L’Oreal; Johnson & Johnson Consumer Inc.; Edgewell Personal Care; Coty, Inc.; Philips; and Energizer Holdings Inc.

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options

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 and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the global men’s skincare products market report based on product, distribution channel, and region:

  • Product Outlook (Revenue, USD Million, 2016 - 2027)

    • Shave Care

    • Creams & Moisturizers

    • Sunscreen

    • Cleansers & Face Wash

    • Others

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)

    • Supermarkets & Hypermarkets

    • Convenience Stores

    • Pharmacies

    • E-commerce

    • Others

  • Regional Outlook (Revenue, USD Million, 2016 - 2027)

    • North America

      • U.S.

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • China

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

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