Explore the latest innovations in men’s grooming products in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the 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.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global men’s grooming market. Understanding global trends in the men’s grooming products market has never been so easy.
To discover more about the global men’s grooming market, take a look at Mintel’s extensive market research.
Meet The Expert
This report is written by Dionne Officer. Dionne is responsible for researching, writing and publishing the annual beauty, personal care and healthcare ‘A year of innovation’ reports. They have recently completed a Masters in Cosmetic Science at London College of Fashion where they focused on the sustainability of cosmetic ingredients and technologies.
Men’s grooming faces challenges from global economic pressures, but evolving societal perspectives keep the category brimming with potential.
Dionne Officer
Research Analyst – BPC Innovation
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INTRODUCTION
- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: deodorants benefit from premiumisation
- Take cues from fine fragrances and facial skincare
- Unilever dominates the men’s deodorant category
- Graph 1: male deodorant launches, by ultimate company, 2024
- Premium claims make their way to the deodorant category
- US brand Dr. Squatch enters the UK deodorant market
- Europe: facial skincare NPD is needed
- Help men be consistent with their skincare
- Anti-ageing claims become more prominent
- Facial skincare NPD hones in on anti-ageing actives
- L’Oréal extends Men Expert Power Age range
- The Middle East & Africa (MEA)
- Cooling products make headway in MEA
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ASIA PACIFIC (APAC)
- Asia: Asia continues to lead male facial skincare NPD
- Learn from Asia’s success with lightweight textures
- Heritage helps Asia Pacific lead in skincare
- Graph 2: male grooming launches, by region, 2024
- Facial skincare launches appeal on multiple levels
- Bioré updates packaging to aid convenience
- Asia: fragrance growth expected in Asia
- Get acquainted with local trends to succeed with fragrances
- Keep up momentum of fragrance launches
- Graph 3: male fragrance launches, 2020-24
- Fragrance launches align with consumer needs
- Australia & New Zealand (ANZ)
- ANZ brands invest in male-centric launches
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THE AMERICAS
- North America: haircare stagnates, but brands are succeeding
- Elevate men’s haircare with purpose-driven products
- Link botanical ingredients to hair health
- Graph 4: top five male hair product claims, 2024
- Innovation puts purpose at the fore
- North America: beard care can save a declining shaving category
- Shaving and facial skincare brands can collaborate
- Beard care products increase in launch activity
- Graph 5: male face/neck care products for beards*, 2020-24
- Beard care products take centre stage
- Razors try to maintain relevance through innovation
- Latin America: budget men’s grooming needed
- Be price-sensitive in LATAM
- Graph 6: branded and private-label male grooming product launches, by price, 2020-24
- Launch low-priced men’s grooming products
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.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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