In the US men’s grooming products market antiperspirant/deodorant and skincare/bodycare categories are seeing significant growth as key demographics look to skincare rituals and holistic body care practices that complement their overall wellness objectives. At the heart of this transformation is a redefined concept of masculinity, with innovative brands leading the charge in developing strategies designed to resonate with contemporary men, offering them tailored solutions, ingredient-centric products and specialized treatments.
While multi-step grooming rituals vary among individuals, the core market remains anchored in essential, hygiene-focused products. Nonetheless, a notable shift toward openness and exploration is evident, especially among the younger demographic who prioritize products that enhance appearance and are not afraid to engage with previously ignored sub-categories. This younger cohort is more inclined towards investing in premium offerings that focus on “clean” and effective ingredients. Regardless of price, building a strong sense of brand trust remains crucial, highlighting the need for brands to deliver clear, top-level messaging that emphasizes product effectiveness, safety and perceived value, thus fostering a deeper connection with their audience.
The report covers the US market for personal care products that are designated specifically for men, and does not provide a comprehensive overview of all products purchased by men. The product categories include:
This report is written by Carson Kitzmiller, a senior analyst in the beauty and personal care category at Mintel. Carson joined Mintel in 2022. Prior to Mintel, she worked in various product development and consumer insights roles focused on CPG and personal care within specialty retail, DTC, and contract manufacturing.
The category is rooted in hygienic use, but younger men are embracing a new era of expanded product use, modern masculinity and using BPC as an expression of self.
Carson Kitzmiller
Senior Analyst, Beauty & Personal Care
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