2026
10
A Year of Innovation in Men’s Grooming 2026
2026-02-11T16:00:54+00:00
REP78F05226_85CF_4F02_B052_2685CFCF02BE
2195
191138
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Report
en_GB
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

Shiyan Zering, Senior Beauty and Personal Care Analyst

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.

Collapse All
    • 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
  1. 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
  2. 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
  3. 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

What is 'A Year of Innovation' Report?

To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.

How We Analyse a Year of Innovation

By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.

A Deep Dive into Product Launches

The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.

Powered by the Global New Products Database (GNPD)

Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.

Uncovering Trends and Consumer Shifts

Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.

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