The male grooming industry has seen explosive growth over the past decade, expanding beyond traditional shaving products to encompass a broad range of specialized care for every aspect of men’s hygiene. This evolution reflects a shift in attitudes toward self-care, with men investing more in personal grooming to maintain not just their beards, but their entire bodies—including below-the-belt areas.

Today’s male grooming market is driven by demand for premium products, natural ingredients, and specialized solutions for beard care, skincare, and intimate hygiene. Let’s explore how male grooming is changing, the products that are driving growth, and how brands are adapting to meet these evolving needs.

Male Grooming: A Multi-Billion Dollar Industry

The global male grooming market was valued at over $70 billion in 2023, with a projected compound annual growth rate (CAGR) of 8% through 2030. This growth is fueled by rising consumer awareness around personal hygiene, social acceptance of grooming routines, and the increasing availability of specialized products catering to men’s unique needs. While traditional products like razors and shaving creams still account for a significant portion of sales, the industry has expanded to include beard care, skincare, hair removal, and intimate hygiene solutions.

Men are no longer simply interested in looking clean-shaven; they are seeking comprehensive grooming routines that include beard maintenance, skin health, and even specialized care for sensitive areas. This shift reflects a broader cultural change, where self-care is seen as essential for everyone, regardless of gender.

The Rise of Beard Care Products

Beard care remains one of the fastest-growing segments within male grooming, with men spending significantly on products that help maintain and style their facial hair. The beard grooming market, which includes oils, balms, conditioners, washes, and trimmers, is expected to reach nearly $40 billion by 2030. As beards have become a mainstream fashion statement, consumers are looking for high-quality products that enhance beard health, manage frizz, and add shine.

Brands like Beardbrand, Honest Amish, and Grave Before Shave have capitalized on this trend by offering premium beard care products with natural ingredients, artisanal scents, and sophisticated branding. There are many other diverse companies such as Scotch Porter, Beard Brothas, and Barbudo Beard Products that cater to African-American and Latino consumers. Larger companies, such as Gillette, Philips, and Wahl, have also expanded their product lines to include advanced grooming tools with features like adjustable length settings and precision trimming capabilities.

Skincare and Beyond: Expanding the Scope of Grooming

Skincare is no longer a category exclusively associated with women. Men are increasingly investing in skincare routines that go beyond shaving, including moisturizers, serums, and sunscreens tailored specifically for male skin. The global men’s skincare market is projected to reach $18.92 billion by 2026, as men become more aware of the importance of hydration, sun protection, and anti-aging.

Products formulated specifically for male skin, which is typically thicker and more prone to oiliness than female skin, are gaining popularity. Brands like Kiehl’s, Bulldog, and Lumin are leading the way in men’s skincare, offering solutions that address concerns such as post-shave irritation, acne, and fine lines.

The Rise of Below-the-Belt Grooming Products

As male grooming continues to evolve, a growing number of brands are addressing the specific needs of intimate hygiene. Products designed for male genitalia, including intimate washes, creams, powders, and grooming tools, are seeing increased demand. These products aim to provide comfort, cleanliness, and confidence by addressing common concerns such as odor, irritation, and excessive sweating.

Below-the-belt grooming encompasses a variety of products:

  • Intimate Washes: Specialized cleansers formulated for the genital area are designed to be gentle on sensitive skin while maintaining pH balance and reducing odor. Brands like Ballsy and MANSCAPED, and Derm Dude have created washes that contain natural ingredients like tea tree oil, aloe vera, and witch hazel to soothe and cleanse.
  • Powders and Creams: To address moisture and friction in the groin area, talc-free powders and anti-chafing creams are becoming popular. Products like Fresh Balls, Happy Nuts, and Crop Preserver offer long-lasting dryness and reduce irritation, especially for active men.
  • Grooming Tools: Trimmers designed for below-the-belt grooming are being equipped with features like skin-safe blades, adjustable guards, and waterproofing to ensure safe and comfortable use. MANSCAPED’s Lawn Mower series has set the standard in this space, offering ergonomic designs and advanced trimming technology specifically for intimate grooming.

The Influence of Social Media and Grooming Influencers

Social media plays a significant role in shaping men’s grooming habits, with influencers and content creators driving awareness and adoption of new products. Platforms like YouTube, TikTok, and Instagram are filled with grooming tutorials, product reviews, and personal care tips that help normalize and promote below-the-belt grooming. Influencers such as Eric Bandholz (Beardbrand), Alex Costa, and James Welsh have large followings that look to them for advice on beard care, skincare, and intimate grooming.

This digital influence extends to below-the-belt care as well. Campaigns by brands like MANSCAPED, which combine humor and practical advice, have helped destigmatize intimate hygiene and made it more approachable. By using a light-hearted tone, these brands make it easier for men to openly discuss and invest in products for sensitive areas.

The Growth of Niche Grooming Brands and Personalization

The male grooming market is increasingly defined by niche brands that specialize in specific grooming needs, including intimate care. The trend toward personalization allows consumers to find products that cater to their unique concerns, whether it’s beard care, skincare, or intimate hygiene. Some brands such as The Bearded Mack are taking personalization to the next level by offering customized grooming kits or subscription services that deliver tailored products based on individual preferences.

This movement towards niche and personalized grooming products aligns with the growing interest in natural and organic ingredients. Consumers are seeking high-quality formulations that are free from harsh chemicals and safe for sensitive skin, particularly in intimate areas. Brands that prioritize transparency in their ingredient lists and provide detailed information about the benefits of their products are resonating strongly with this audience.

The Future of Male Grooming

The future of male grooming will likely continue to evolve toward a holistic approach to self-care that includes all aspects of the body. As social acceptance of intimate hygiene products grows, brands will need to innovate by offering solutions that are not only effective but also marketed in a way that normalizes and destigmatizes their use.

Technological advancements will also shape the future of grooming. Smart grooming devices, such as AI-powered trimmers that adapt to individual hair thickness and growth patterns, could soon become the norm. Additionally, the rise of virtual skincare consultations and apps that offer personalized grooming advice will make it easier for men to curate routines that meet their specific needs.

Male Grooming is More Than Skin Deep

The male grooming industry has expanded far beyond shaving and is now a comprehensive market that includes beard care, skincare, and even intimate hygiene. As men continue to invest in self-care, brands have a unique opportunity to address diverse grooming needs and preferences. By embracing transparency, personalization, and education, companies can help shape the future of male grooming while empowering men to feel confident in every aspect of their care.

Want to Learn More?

Unlock the full potential of the male grooming market with targeted consumer insights. At Insights in Marketing, we help brands understand what drives men to invest in self-care and how to reach them effectively. Contact us today to learn how our research can help you stay ahead of grooming trends and grow your business.