Competitive Landscape
Unilever Leverages Heritage Brands as L'oréal Gains Ground
Men’s grooming in the UK remains relatively fragmented, with the top three companies, Unilever, L'Oréal and Procter & Gamble, collectively accounting for not much more than a third of the market in value terms in 2025. Over the five-year period from 2020 to 2025, the industry has become slightly less concentrated, as leading players have gradually lost share to both established and emerging competitors.
Unilever Expands into Beauty and Wellness with Dr Squatch
A significant development was seen in 2025 with Unilever’s acquisition of Dr Squatch, completed in June, marking a strategic move to broaden its reach in personal care with a focus on beauty and wellness. This acquisition follows Unilever’s divestment of its ice cream business, signalling a clear intent to deepen its commitment to personal care.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in United Kingdom?
- How are products distributed in United Kingdom?
- 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 United Kingdom - Category analysis
Key Data Insights
Beast and Gillette Use Digital and Inclusive Strategies to Fuel Growth
Beast and Gillette Use Digital and Inclusive Strategies to Fuel Growth
Caldera + Lab Launches Anti-Ageing Solutions for Male Longevity Needs
Gillette’S Community Focus Shifts Attitudes Towards Inclusive Masculinity
Brands to Target Unisex Appeal as Efficacy Trumps Labels
Men Shift to Wellness and Longevity over Traditional Masculinity
E-Commerce and Ai to Drive Customisation and Convenience in Routines
Unilever Leverages Heritage Brands as L'oréal Gains Ground
Unilever Expands into Beauty and Wellness with Dr Squatch
Amazon Drives E-Commerce Gains as Subscribe-And-Save Reshapes Routines
Amazon Captures Loyalty with Discounting and Delivery for Essentials
Beauty and Personal Care in the United Kingdom - Industry Overview
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Key Data Insights
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Coola and Neutrogena Reshape Routines with Science and Wellness
Dyson and the Ordinary Drive Ingredient Transparency and Trust
Premium and Hybrid Brands to Secure Long-Term Consumer Loyalty
Fragrances Outpace Rivals as Premiumisation Drives Value Gains
Ingredient-Led Innovation and Global Brands Reshape Expectations
L’Oréal Expands Science-Led Brands as Procter & Gamble Loses Ground
Unilever and L’Oréal Use Acquisitions to Drive Premium Growth
Neutrogena and Dyson Advance Science-Led and Transparent Innovation
Kérastase and Medicube Blend Digital and Physical Retail to Drive Engagement
Medicube and Ai-Powered Recommendations Accelerate Digital Discovery
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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