A Changing Landscape in Men’s Grooming Market

A Changing Landscape in Men’s Grooming Market

Space on his face   

There is expanding space on his face and the men’s grooming market has skyrocketed. Between 2008 and 2013 alone, the market for men’s personal skin care products rose 15%, according to market research firm Mintel.    


Several factors seem to have contributed to this growth:  

Changing social norms : There has been a shift in societal attitudes towards personal grooming for men. Men are as keen to impress people socially and on social media. Many choose careers like modelling that need them to look good, like never before. 

Movement to urbans : Cities hold better job opportunities; obviously there’s movement from tier 2-3 towns to cities. The pressure to look well-groomed is higher in the cities.   

Increased disposable income : Rising disposable incomes among the middle class have made grooming products and services more affordable and accessible to a larger segment of the population.  

Influence of media and advertising : Advertisements and media campaigns have played a significant role in in promoting skin care essentials to both men and women.   

Celebrity talk : Young and middle aged, celebrity across ages is promoting skin care products, making these more aspirational.  

Online retail : The growth of e-commerce has made it easier for consumers to access a wide range of grooming products. 

Interesting product formats : Companies are constantly introducing innovative products including products for different skin types and concerns, hair care, and beard grooming.  

Salon and spa chains : The proliferation of salon and spa chains in urban and semi-urban areas has made professional grooming services more accessible to men.  

Rise of beard culture : The popularity of facial hair, especially beards, has led to a surge in the demand for beard grooming products, including oils, balms, and trimmers.  

So, looks like there is going to be a war for that space on his face and it’s likely it will be fiercer than that on her’s.   


Rashmi Thosar
Founder, CEO, Brandcare 

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