U.S. Men’s Grooming Market Surges to $7.1 Billion, Driven by Self-Care and Online Sales
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The U.S. men’s grooming market is experiencing a period of robust growth, reaching $7.1 billion in sales from June 2024 to June 2025 – a 6.9% increase year-over-year – fueled by evolving perceptions of masculinity and a growing emphasis on self-care. A recently released report from NIQ (formerly Nielsen IQ) indicates a meaningful cultural shift is underway, with men increasingly prioritizing their appearance and well-being.
Cultural Shift and Aging Concerns
the expansion of the market is attributed to a basic change in societal norms as a key driver of this expansion. As one analyst noted, “Cultural change is a key factor behind this market growth,” with men now more readily accepting grooming as an integral part of their daily routines. This shift is reflected in survey data, revealing a 9 percentage point increase – from 50% in 2015 to 59% recently – in the proportion of men expressing concerns about aging. Simultaneously, the number of men actively purchasing products to address health and appearance concerns has risen sharply, jumping from 43% to 60% over the same period.
Online channels Lead Growth,But Brick-and-Mortar Remains Dominant
While traditional retail still holds the lion’s share of the market,online sales are rapidly gaining momentum. From June 2024 to June 2025, online accounted for 26.8% of total male grooming sales, generating $1.9 billion – a remarkable 27.6% increase compared to the previous year. This represents a 22.1% surge in sales volume. Despite this impressive growth, offline channels continue to dominate with a 73.2% market share, although growth was limited to a modest 1.1% increase in sales, reaching $5.2 billion, with a 1.4% decrease in sales volume.
Category Breakdown: Deodorant and Shaving Lead the Way
The U.S. men’s grooming market is currently dominated by a few key categories. According to the NIQ report, deodorant accounts for the largest share of sales at 28%, followed closely by shaving products at 27%. Shower and bath products represent 19% of the market, while hair care and perfume capture 13% and 11%, respectively. Within the bath and shower segment, body wash leads with $1 billion in sales, with soap experiencing a ample 33% growth rate, deodorant increasing by 11.4%, and body products soaring by 150%.The shaving segment saw a 14.5% increase,driven by the emergence of new brands. Hair care growth is centered around premium and functional products.
Strategies for Success: Targeting the Modern Male Consumer
For companies seeking to capitalize on this expanding market, a tailored approach is crucial. A senior official stated, “Domestic companies targeting American men’s beauty need to use strategies tailored to these market characteristics.” moving beyond a focus solely on functionality and ingredients is essential, and brands must rather resonate with the consumption patterns of American men.
Product Development
The report suggests prioritizing products formulated with natural and clean ingredients, offering multi-functional benefits, and providing a diverse range of scents. “The appeal of natural and multi-functional products has increased accessibility to grooming and aroused envy for beauty,” the report analyzed. Expanding product lines to include full-body body wash, full-body deodorant, hair loss and regrowth treatments, and thorough shaving lines is also recommended.
Marketing and Branding
Humor is proving to be a highly effective marketing tactic, with messages employing playful tones resonating strongly with male consumers. Social media platforms,particularly TikTok and Instagram,are key channels for amplifying these messages and fostering brand engagement. Brands like Dr. Squatch and Dude Wipes have successfully leveraged this approach, combining humorous content with imagery inspired by nature.
Target Audience
Millennials and households with teenage children represent a core consumer group,spending 26% more on men’s grooming products than the average consumer. This demographic is particularly receptive to social media marketing and online shopping, making them a crucial target for brands.
The report concludes that brands entering the U.S. men’s grooming market have significant opportunities by emphasizing multi-functional products, clean ingredients, and strategic pricing across both online and offline channels.
