Market Research Report

India Men's Grooming Market Research Report: Forecast (2023-2028)

By Category (Shaving, Face Care, Body Care, Hair Care, Fragrance), By Price Category (Premium & General), By Sales Channel (Online, Offline), By Region (North, East, West, South, N...orth-East), By Company (Gillette India Ltd, Hindustan Unilever Ltd, Vini Cosmetics Pvt Ltd, Malhotra Shaving Products Pvt Ltd, Marico Ltd, Helene Curtis India Ltd, J K, Vidyut Metallics Ltd, Nivea India Pvt Ltd, McNroe Chemicals Pvt Ltd, Emami Ltd, Tarz) Read more

  • FMCG
  • Apr 2023
  • 94
  • CG33015

Market Definition

Men's grooming can be traced back to 10,000 BC when Egyptians were obsessed with fragrant oils, bathing milk, kohl, and aloe vera. Then came Romans, the Middle Ages, the Victorian Era, and the 1900s. Since then, the men's grooming industry has been flourishing unprecedentedly. To look fit & young, men have become increasingly receptive to personal care products, including skincare, hair care, shaving, and much more, the major for which goes to Millennials, followed by rigorous research & technological advancements.

With innovations in men's grooming products, everything that was forbidden earlier is now acceptable— moisturizing skin, shaving chest, underarms, and even intimate areas. Now males have brands & products customized to their requirements. In view of these trends, the men's grooming business is on a continuous boom, especially in India, where numerous start-ups are entering the industry to cater to the varied consumer demands.

Market Insights

The India Men's Grooming Market is anticipated to grow at a CAGR of 11.2% during the forecast period, i.e., 2023-28. Most of the market expansion would be propelled by changing lifestyles & demographics, improving disposable incomes, mounting social media penetration, growing availability of a wide variety of products, the rapidly expanding retail & e-commerce sector, and rising urbanization.

Besides, the growing consciousness among men about personal wellness & appearance and the increasing number of unisex & male salons in the country, coupled with the mounting prevalence of natural, clean label, & organic products owing to increasing consumer awareness of the harmful effects of chemical compounds used in male grooming products, are other crucial aspects projected to boost the market in the coming years.

Report Coverage Details
Study Period Historical Data: 2018-21
Base Year: 2022
Forecast Period: 2023-28
CAGR (2023-2028) 11.2%
Region Covered North, East, West, South, North-East
Key Companies Profiled Gillette India, Ltd., Hindustan Unilever, Ltd., Vini Cosmetics, Pvt. Ltd, Malhotra Shaving Products, Pvt. Ltd., Marico, Ltd., Helene Curtis India, Ltd, J K, Vidyut Metallics, Ltd., Nivea India, Pvt. Ltd., McNroe Chemicals, Pvt. Ltd., Emami Ltd., Tarz Distribution India Pvt. Ltd., Baccarose Perfumes & Beauty Products Pvt. Ltd., ITC, Ltd.,, Menezes Cosmetics, Pvt. Ltd., Godrej Consumer Products Ltd., Others
Unit Denominations USD Million/Billion


In the past few years, particularly with the advent of the Covid-19 pandemic, men have become increasingly aware of skincare, ingredients, and efficacy & application of a wide array of grooming products. With the ever-evolving needs of men, numerous innovative products being launched, and the emerging trends of botanical & natural ingredients, the men's grooming industry has come a long way, and a dramatic expansion is likely in the following years.

Manscaping, which once was taboo, is another opportunistic area for market participants. A majority of men nowadays are going for hair removal creams or sprays made explicitly for them. Moreover, numerous brands are adding men's intimate care products to their portfolios.

Hence, as more & more men have indulged in this domain, grooming has broken the gender barrier. With the launch of make-up collections for men and male-targeted & gender-neutral products, these trends are certainly creating new avenues for the men's grooming market to witness lucrative prospects in India over the coming years.

Impact of Covid-19 on the India Men’s Grooming Market

The advent of Covid-19 in 2020 moderately impacted the India Men's Grooming Market due to reduced production & consumption and a significant decline in consumer spending. Since many social arrangement facilities & offices shut down due to stringent movement restrictions, men's grooming products, particularly the shaving segment, witnessed a notable decline in sales.

India Men's Grooming Market Research Report: Forecast (2023-2028)

However, the 'Do-It-Yourself (DIY)' grooming trend witnessed significant growth amidst the pandemic. Since many beauty salons were closed, and even in places where they were not, consumers were forgoing services owing to concerns over close physical contact. As a result, men were trying different looks during the lockdown, which marginally surged the sales of men's grooming products. Presently, personal grooming firms are actively focusing on their e-commerce platforms & supplying at-home personal care goods to ensure consumer engagement on their websites.

Market Segmentation

Based on Category:

  • Shaving
    • Shaving Cream & Gel
    • After Shave Lotion
    • Razor Blade
      • Disposable
      • Systems
      • System Razor
      • System Refill Blades
      • Other Razors & Blade
    • Electric Product (Trimmer)
  • Skin Care
    • Face Care
    • Body Care
  • Hair Care
    • Shampoo
    • Conditioner
    • Gel & Serum
  • Fragrance
    • Deo
    • Perfume (EDT, Cologne)

Of them all, shaving currently accounts for a significant share of the India Men's Grooming Market, with increasing sales of shaving creams, gels, trimmers, razors blades along with notable innovations in these products by the market leaders in order to enhance their performance. Besides, the trend of growing facial hair, especially among the young generation, is another contributor to the rapidly expanding men's grooming market for shaving care.

From simple razors blades like disposable system razor, refill blades, etc., to advanced body groomers & electric shavers, such transitions have opened new directions for companies to yield significant revenue. Moreover, the ever-increased spending on personal grooming, particularly by the youth & the working population, to keep their beard as desired, alongside the launch of various products exclusively for maintaining facial hair, shall further augment the India Men's Grooming Market growth through 2028.

Based on Sales Channel:

  • Online
  • Offline
    • Specialty Stores
    • Supermarkets/Hypermarkets
    • Convenience Stores

Here, supermarkets & hypermarkets hold the majority market share for men's grooming products in India, owing to their easy availability, extensive range of products, and hassle-free payments & product replacements. These stores provide customers with a one-stop shopping experience, coupled with a detailed in-person product demo, which allows people to choose from numerous brands with exciting combos or promotional offers. Several brands have also started maintaining a dedicated section for men's grooming products across these stores. In addition, a typically lower price point than specialty stores in these stores is another prominent aspect contributing to the burgeoning sales of men's grooming products in India and, in turn, fueling the overall market expansion.

However, on the other hand, with the mounting penetration of the internet, smartphones, & social media, online sales channels have gained traction in the country, especially after the pandemic. More & more brands are doing target marketing and forming alliances with leading e-commerce platforms like Amazon & Flipkart in order to expand their online presence and gain a wider audience. Moreover, benefits like heavy discounts, quick doorstep deliveries, and easy financing options offered by online portals are also stimulating the growth of the men's grooming industry in India.

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Frequently Asked Questions

   A. The India Men’s Grooming Market is forecast to grow at a CAGR of 11.2% during 2023-28.

   A. The growing consciousness among males about personal hygiene & looks and the increasing availability of a wide range of personal care products for men are the primary factors anticipated to drive the India Men’s Grooming Market during 2023-28.

   A. Shaving products like gels, creams, trimmers, blades, razors, etc., are projected to create remunerative prospects for the leading players in the India Men’s Grooming Market through 2028.

   A. Gillette India Ltd, Hindustan Unilever Ltd, Vini Cosmetics Pvt Ltd, Malhotra Shaving Products Pvt Ltd, Marico Ltd, Helene Curtis India Ltd, J K, Vidyut Metallics Ltd, Nivea India Pvt Ltd, McNroe Chemicals Pvt Ltd, Emami Ltd, Tarz Distribution India Pvt Ltd, Baccarose Perfumes & Beauty Products Pvt Ltd, ITC Ltd, Menezes Cosmetics Pvt Ltd, Godrej Consumer Products Ltd, L'Oréal India Pvt Ltd, Procter & Gamble Hygiene & Health Care Ltd, VI John Group, and Reckitt Benckiser (India) Ltd. are the key companies participating in the India Men’s Grooming Market.

  1. Market Segmentation
  2. Introduction
    1. Product Definition
    2. Research Process
    3. Assumptions
  3. Executive Summary
  4. Impact of COVID-19 on India Men’s Grooming Market
  5. India Men’s Grooming Market Trends & Insights
  6. India Men’s Grooming Market Dynamics
    1. Growth Drivers
    2. Challenges
  7. Impact Analysis India Men’s Grooming Market Policies, Regulations, Product Standards
  8. India Men’s Grooming Market Hotspots & Opportunities
  9. India Men’s Grooming Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. Revenues (USD Million)
    2. Market Share & Analysis
      1. By Category
        1. Shaving
          1. Shaving Foam, Cream & Gel
          2. After Shave Lotion
          3. Razor Blade
            1. Disposable
            2. Systems
            3. System Razor
            4. System Refill Blades
            5. Other Razors & Blade
          4. Electric Product (Trimmer)
        2. Skin Care
          1. Face Care
          2. Body Care
        3. Hair Care
          1. Shampoo
          2. Conditioner
          3. Oil, Gel, Spray & Serum
        4. Fragrance
          1. Deodorants
          2. Perfume (EDT, Cologne)
      2. By Price Category
        1. Bath & Shower
          1. Premium
          2. General
        2. Fragrance
          1. Premium
          2. General
        3. Hair Care
          1. Premium
          2. General
        4. Skin Care
          1. Premium
          2. General
        5. Deodorant
          1. Premium
          2. General
      3. By Sales Channel
        1. Offline
          1. Speciality Stores
          2. Supermarkets/Hypermarkets
          3. General Stores
        2. Online
      4. By Region
        1. North
        2. East
        3. West
        4. South
        5. North-East
      5. By Company
        1. Competition Characteristics
        2. Revenue Shares, By Company
  10. India Men’s Grooming Market Key Strategic Imperatives for Success & Growth
  11. Competition Outlook
    1. Competition Matrix
      1. Product/ Solution Portfolio
      2. Target Markets
      3. Target End Users
      4. Research & Development
      5. Strategic Alliances
      6. Strategic Initiatives
    2. Company Profiles (Business Description, Product Segments, Business Segments, Financials, Strategic Alliances/ Partnerships, Future Plans)
      1. Gillette India, Ltd.
      2. Hindustan Unilever, Ltd.
      3. Vini Cosmetics, Pvt. Ltd
      4. Malhotra Shaving Products, Pvt. Ltd.
      5. Marico, Ltd.
      6. Helene Curtis India, Ltd, J K
      7. Vidyut Metallics, Ltd.
      8. Nivea India, Pvt. Ltd.
      9. McNroe Chemicals, Pvt. Ltd.
      10. Emami Ltd.
      11. Tarz Distribution India Pvt. Ltd.
      12. Baccarose Perfumes & Beauty Products Pvt. Ltd.
      13. ITC, Ltd.
      14. Menezes Cosmetics, Pvt. Ltd.
      15. Godrej Consumer Products Ltd.
      16. L'Oréal India Pvt. Ltd.
      17. Procter & Gamble Hygiene & Health Care Ltd
      18. VI John Group
      19. Reckitt Benckiser (India) Ltd.
      20. Others
  12. Disclaimer

India Men's Grooming Market Segmentation