Competitive Landscape
Procter & Gamble and Unilever Maintain Leadership Even as Innovation Shifts Shares
Men’s grooming in Mexico remains relatively concentrated, with Procter & Gamble de México SA de CV and Unilever de México S de RL de CV holding the top positions in 2025. Procter & Gamble led with a 19% retail value share, while Unilever followed with 17%.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Mexico?
- How are products distributed in Mexico?
- 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 Mexico - Category analysis
Key Data Insights
Economic Uncertainty Shifts Spending Towards Essentials, While Premium Brands Retain Loyal Buyers
Economic Uncertainty Shifts Spending Towards Essentials, While Premium Brands Retain Loyal Buyers
Men's Fragrances Outperforms, with Men's Toiletries Facing Notable Volume Decline
Nivea Men’S Age Defense Launch Drives Growth through Evolving Masculinity and Skin Health Focus
Beardburys Essentials Blends Craft Culture with Grooming Rituals
Younger Men Set to Drive Premiumisation and Digital Adoption for Visible Results
Digital Channels and Influencer Content Will Transform Brand-Consumer Relationships
Redefining Masculinity Anticipated to Unlock Demand for Holistic Self-Care Routines
Procter & Gamble and Unilever Maintain Leadership Even as Innovation Shifts Shares
Direct Selling Maintains Trust, but Faces Digital Disruption
Retail E-Commerce Accelerates as Shoppers Seek Convenience and Choice
Beauty and Personal Care in Mexico - Industry Overview
Mercado Libre and L'oréal Drive Online Sales through Ai-Powered Live Shopping
Key Data Insights
Mercado Libre and L'oréal Drive Online Sales through Ai-Powered Live Shopping
Fragrances Leads Growth as Premiumisation Accelerates
Ulta and K-Beauty World Shape Routines through Curated Korean Launches and Education
A Focus on Meeting Consumers' Lifestyle-Driven Needs in New Launches
Masstige and Wellness-Driven Innovations to Attract Value-Conscious Shoppers
Fragrances Yto Sustain Growth Leadership as Premiumisation and Innovation Accelerate
Social Commerce and Digital Content to Drive Consumer Experimentation and Loyalty
Frabel Expands Production and Digital Strategy to Strengthen Leadership
Investment in a Mexican Brand, and Opportunities Still Evident
L'oréal Groupe and Mercado Libre Partnership Accelerates Shift to Digital Shopping
Farmacias Del Ahorro and Tiktok Shop Redefine Experiential Beauty Retail
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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