Recent men's grooming patents focus on oil control, hydration and hairloss solutions, while intimate hygiene supports cleanliness, comfort and odour control.
Neha Srivastava, Senior Patent Analyst – Food & Drink and Beauty & Personal Care
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- What you need to know
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WHAT CONSUMERS WANT AND WHY
- Men are interested in a wide range of personal care products, highlighting a broader trend towards self-care
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PRODUCT INNOVATION TRENDS
- Skin and haircare opportunities may shape the future of men’s grooming
- Graph 1: % of beauty and personal care launches featuring a male demographic claim, by category, 2021-26
- Men’s grooming launches focus on controlling sebum, reducing hair loss and intimate hygiene
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THE PATENT LANDSCAPE
- Men’s grooming patent publications have remained relatively stable over the last decade
- Graph 2: patents related to men’s grooming including skincare, haircare, intimate hygiene and odour control, 2016-26
- China leads in patent grants for men’s grooming
- Individual contributors dominate male grooming patents, not global brands
- Graph 3: top 10 organisations with granted patents related to men’s grooming including skincare, haircare, intimate hygiene and odour control, 2026
- Prioritise men’s skincare routines
- Moisturising and mattifying claims dominate men’s skincare launches
- Graph 4: % of skincare launches with a male demographic claim, that feature selected beauty-enhancing claims, 2021-22 vs 2025-26
- Men’s skincare launches feature soothing and anti-inflammatory botanicals
- Innovators tackle men’s skin concerns with ingredient blends that regulate sebum, reduce inflammation and boost hydration
- All-in-one skincare products with oil-controlling ingredients offer convenience with efficacy
- Combine pigments with skincare ingredients in men-focused launches
- Look for solutions to improve hair health
- Men’s shampoos combat dandruff by regulating oil secretion and address hair loss through fibroblast growth factors
- Patents reveal natural ingredients for men’s shampoos with antibacterial, cleansing and scalp-improving properties
- Enhance cellular activity and boost microcirculation in the scalp to help prevent baldness
- Use ingredients that stimulate growth factor production and reduce follicle inflammation to improve hair health
- Beard care and shaving formulas become more advanced
- Emphasise intimate hygiene and body odour control
- Incorporate pH-balancing ingredients and natural antibacterials into men’s hygiene product launches
- Formulate men’s intimate hygiene products with soothing and moisturising botanical extracts
- Use natural, non-endocrine-disrupting ingredients in odour control launches
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KEY TAKEAWAYS
- Key takeaways
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APPENDIX
- Research methodology
- Key patent examples for men’s grooming
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