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Report
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Men's grooming evolves with rising demand for tailored solutions, self-care rituals and innovative high-performance formats. Shiyan Zering, Senior Beauty and Personal Care Analyst…
Global
Men's Grooming
simple
A Year of Innovation in Men’s Grooming 2026
"Men's grooming evolves with rising demand for tailored solutions, self-care rituals and innovative high-performance formats."
Shiyan Zering, Senior Beauty and Personal Care Analyst
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What we have seen
Our pick of the most innovative launches in this review
Other innovative launches
Long-lasting claims are rising in male grooming
Graph 1: top 10 claims in male grooming launches (based on 2025), 2020-25
EUROPE, MIDDLE EAST & AFRICA (EMEA)
Europe: create targeted hair removal solutions for men
Men want specialised products for body hair
Male-specific claims have declined in hair removal
Some brands are getting specific with hair removal launches
Europe: formulate with hairloss in mind
Hairloss is an important topic
Anti-hairloss claims have declined, despite interest
Graph 2: male haircare launches carrying anti-hairloss claims, 2021-25
Brands are addressing men's hairloss
The Middle East & Africa (MEA)
Private label, naturals and a twist on masculine fragrances make headway in MEA
Brand innovation: MÄNN Skincare
ASIA PACIFIC (APAC)
Asia: spotlight on hair styling
Men want targeted hair styling solutions
The clear growth in male hair styling innovation
Graph 3: male hair styling launches carrying select claims, 2021-25
Launches focus on innovative textures and formats for styling
Asia: expand odour-control claims
Men's hygiene routines are seasonal
Offer odour-control benefits beyond deodorants
Graph 4: male grooming launches in select BPC categories carrying odour-related claims*, by sub-category, 2021-25
Brands are shaking up odour-control properties in wider categories
Australia & New Zealand
Sustainability and purpose-driven innovation leads in ANZ
Brand innovation: House of Atlas
THE AMERICAS
North America: modernise fragrances for men
Uniqueness drives men's fragrance demand
Fragrances lead male-focused innovation
Graph 5: male grooming launches, by the top five categories, 2021-25
Modern takes on men's fragrance
Brand innovation: Notewrks launches for the younger generation of men
North America: position skincare as self-care
Men are seeking relaxation through their skincare
Increasing potential for aromatherapy in men's grooming
Graph 6: male grooming launches carrying aromatherapy claims, 2021-25
Calming skincare backed by science and tradition
Brand innovation: Hardwicke's of California taps into 'slow shave' concepts
Latin America: create more caring products for local climate needs
Address gaps in men's skincare in LATAM
Graph 7: male grooming launches, by select sub-category, 2021-25
Brands launch advanced men's skincare solutions
Brand innovation: Setú gives more designated products to Latino men
Explore the latest innovations in men’s grooming with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product developments over the past 12 months.
Key innovation trends in the global men’s grooming market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
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