Competitive Landscape
Procter & Gamble Leads Men’S Grooming Sales
Men's grooming in the Philippines exhibited high concentration, with the top two manufacturers, Procter & Gamble Philippines Inc and Unilever Philippines Inc, holding significant retail value shares of 20% and 18%, respectively, in 2025. Other manufacturers such as Avon Cosmetics Inc and L’Oréal Philippines Inc hold smaller shares of 4% and 3%, respectively, indicating a competitive but not overly fragmented landscape.
Emerging Local Brands Leverage Digital Trends to Capture Niche Demand
To capitalise on the rising demand in men’s grooming, several local brands have emerged, including Camou, which is gaining popularity on TikTok Shop with its straightforward, affordable items like the mattifying sunstick and sunscreen serums. In addition to Camou, a growing number of small Filipino grooming start-ups are entering the market, offering essential sun protection and acne-control products, reflecting a trend towards locally made, practical and budget-conscious choices for Filipino men.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
- Which are the leading brands in Philippines?
- How are products distributed in Philippines?
- 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 the Philippines - Category analysis
Key Data Insights
Steady Growth Driven by Increasing Population and Rising Consumer Expenditure
Steady Growth Driven by Increasing Population and Rising Consumer Expenditure
Men’S Toiletries Leads Sales with Significant Volume and Value Growth
Clear Men Drives Lifestyle Grooming with Digital Engagement
Dove Men and Nivea Men Promote Clean, Gentle and Effective Protection
Old Spice Leverages Tiktok Lives and Digital Raffles to Boost Engagement
Filipino Men to Embrace Grooming as a Lifestyle-Driven Investment
Men’S Toiletries to Lead Value Sales While Fragrances Drive Fastest Growth
Brands Innovating with Multifunctional Products to Capture Evolving Male Needs
Procter & Gamble Leads Men’S Grooming Sales
Emerging Local Brands Leverage Digital Trends to Capture Niche Demand
Retail Offline Remains Dominant Channel for Men’S Grooming
Retail E-Commerce Reshapes Purchase Behaviour with Social and Convenience Appeal
Beauty and Personal Care in the Philippines - Industry Overview
Multifunctional Products Drive Premiumisation Amid Evolving Consumer Behaviour
Key Data Insights
Multifunctional Products Drive Premiumisation Amid Evolving Consumer Behaviour
Colour Cosmetics Leads Growth Driven by Gen Z and Digital Strategies
Lifestyle Trend Drives Demand for Beauty and Personal Care
Dove Serum Caters to Hot Weather and Sensitive Skin
Digital-First Platforms Set to Empower Filipino Consumers and Drive Category Growth
Skin Care Set to Maintain Lead in Sales While Colour Cosmetics Accelerates
Consumer Demand for Multifunctional, Climate-Friendly Products to Shape Innovation
Preventative Health and Everyday Wellbeing to Continue Driving Premiumisation
Unilever Maintains Leading Position with Well-Established Brands
Digital-First Strategies Drive Brand Growth and Differentiation
Retail Offline Dominates Distribution as Consumers Shift Towards Hybrid Shopping Models
Retail E-Commerce Accelerates Growth Driven by Digital Engagement and Live Selling
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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