Competitive Landscape
L’Oréal Leverages Brand Equity to Sustain Its Share Even as Fragmentation Intensifies
Men's grooming in China remains relatively concentrated, but the landscape is becoming increasingly fragmented, a trend seen over the period from 2020 to 2025. In 2025, L’Oréal (China) held the highest company share at 22%, followed by Procter & Gamble (Guangzhou) with 14%, and Unilever China at 10%.
Emerging Brands Disrupt through Social Commerce
The ongoing fragmentation of the competitive landscape is driven by the rise of more agile and niche competitors, particularly local players such as Guangzhou Mizi Cosmetics, which increased its share from less than 1% in 2020 to more than 2% in 2025. Such local and emerging companies are leveraging social commerce platforms, which enable local brands to rapidly gain visibility and traction.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in China - Category analysis
Key Data Insights
Sales Stabilise, with Men's Fragrances the Leading Growth Driver
Sales Stabilise, with Men's Fragrances the Leading Growth Driver
Alpecin Wins Trust with Science-Led Anti-Hair Loss Solutions
Lifestyle-Driven Routines Shift Male Priorities beyond Hygiene
Younger Men to Fuel Gradual Growth through Targeted Adoption and Selective Premiumisation
Men's Fragrances and Deodorants to Benefit as Routines Move beyond Basics
Social Commerce and Innovation Expected to Drive Targeted Brand Opportunities
L’Oréal Leverages Brand Equity to Sustain Its Share Even as Fragmentation Intensifies
Emerging Brands Disrupt through Social Commerce
Retail E-Commerce Attracts Male Consumers with Price Transparency and Privacy
Warehouse Clubs and Beauty Specialists Grow Thanks to Offering Value
Beauty and Personal Care in China - Industry Overview
A Return to Growth, with Both Premium and Mass Sales Rising
Key Data Insights
A Return to Growth, with Both Premium and Mass Sales Rising
Fan Beauty Diary’S Mask-First Strategy Unlocks Mass Appeal
Mao Geping’S Accessible Fragrances Bridge Inclusivity and Luxury
Lifestyle-Driven Beauty and Consumer Rituals Reshape the Chinese Market
Domestic Brands to Invest in Research and Development to Secure Long-Term Advantage
Gen Z Expected to Drive Emotional Engagement as Loyalty Shifts to Lifestyle Affinity
Local Brands Anticipated to Expand into Southeast Asia to Counter Domestic Saturation
L'oréal Leverages Innovation and Portfolio Breadth to Consolidate Its Lead
Douyin Accelerates Livestream Shopping as Social Commerce Eclipses Legacy Formats and Offline Sales
Harmay and Hotmaxx Drive Offline Innovation as Brand Livestreams Disrupt Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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