The conversation around self-care has evolved dramatically over the past decade. Once weighed down by outdated notions that equated grooming with vanity, men are now embracing self-care as a symbol of confidence, health, and personal growth. It’s no longer seen as a “feminine” practice but as an essential part of modern masculinity. In fact, a Dove study revealed that 80% of men admit to using their partner’s products in the shower—a telling sign that the grooming aisle is no longer off-limits.
But why are men suddenly “pookie”-fying themselves? Let’s break it down.
- A Shift in Perception:
A growing 70% of men now believe their face is their real “money-maker”, recognizing the connection between appearance and opportunities, whether personal or professional. Grooming is no longer just about looking good—it’s about feeling confident, staying healthy, and keeping up in a competitive world. - Cultural Influence:
Social media, dating apps, and celebrity culture play a massive role, influencing 45% of Gen Z men to invest in their appearance. Young men aim to attract partners (33%), while older men focus on looking younger (44%). This generational divide underscores the universal appeal of self-care, albeit with different motivations. - Rising Awareness of Health Risks:
Men are 40% more likely to develop skin cancer than women, highlighting the importance of proper skincare. As conversations around health become mainstream, grooming is increasingly seen as a preventive measure rather than a luxury. - Exploding Interest Online:
Search volumes tell the story: Google searches for “men’s skincare routine” have surged 857% in the last five years. This explosion reflects a growing curiosity and willingness to learn about grooming essentials.
What’s Happening in the Grooming Aisle?
The transformation is visible in the numbers:
- 1 in 2 men are buying more skincare products than they did five years ago.
- 56% of young men and 7 in 10 men aged 51+ now follow daily skincare routines.
- The average man spends ₹500/month on grooming and dedicates 10 minutes/day to their skincare routine.
This shift isn’t limited to urban centers. Tier 2 and Tier 3 cities in India are also witnessing a surge in demand, driven by affordable options and increased internet penetration.
A Booming Market: By the Numbers
The men’s grooming market is growing faster than ever, fueled by rising disposable incomes, social acceptance, and innovation. Globally:
- The market reached $202 billion in 2022 and is expanding at a CAGR of 8%.
- Shaving products still dominate with a 43% market share, but premium grooming products are the fastest-growing segment, with a 10.5% CAGR.
In India, the numbers are equally impressive:
- The market generated $13,007 million in 2022 and is projected to hit $25,893 million by 2030, growing at a 9% CAGR.
- Digital-first shopping channels are surging at a 12.6% CAGR, with D2C brands leading the way.
Key Players Shaping the Market
- Homegrown Startups:
- Bombay Shaving Company and USTRAA are thriving with their unique blend of offline and e-commerce strategies.
- These brands cater to men with affordable yet high-quality products, often leveraging influencer marketing and social media to attract younger audiences.
- Big Retailers Adapting:
- Nykaa launched Nykaa Man in 2022, directly addressing the growing demand for men’s grooming products.
- This move has positioned Nykaa as a one-stop shop for modern men looking to upgrade their routines.
- Established Players Expanding:
- Emami Ltd’s acquisition of The Man Company reflects the growing interest in premium grooming products.
- Similarly, Marico Limited’s Beardo has crossed the ₹100 crore revenue mark, a milestone that underscores the profitability of this sector.
The Psychology Behind the Boom
This grooming revolution is more than skin deep. Men are rewriting what self-care means in the modern era:
- Confidence and Control: A well-groomed appearance is often linked to higher self-esteem and a sense of control in an unpredictable world.
- Breaking Taboos: Grooming was once stigmatized as “feminine,” but today, it’s celebrated as a form of self-expression and personal investment.
- Social Expectations: From polished LinkedIn profiles to Instagram-worthy selfies, looking good is now part of the modern man’s toolkit for success.
What’s Next for Men’s Grooming?
As the industry grows, a few trends are shaping its future:
- Sustainability: Eco-friendly packaging and vegan products are gaining traction, as environmentally conscious consumers demand more ethical options.
- Personalization: AI and tech-driven solutions, such as skincare quizzes and subscription boxes, are making grooming highly tailored and convenient.
- Premiumization: With rising disposable incomes, men are willing to spend more on niche, high-quality products like premium colognes, serums, and beard care kits.
The men’s grooming industry is no longer just a niche—it’s a thriving market segment that’s redefining masculinity and self-care. From skincare routines to premium colognes, grooming is more than a trend; it’s a lifestyle shift that’s here to stay. For men, it’s about more than looking good—it’s about feeling good, staying healthy, and owning their confidence in a rapidly changing world.
As brands innovate and men embrace self-care without hesitation, the grooming aisle will only continue to expand—both in size and significance.
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