In 2024, Brazil remained the world’s second-largest men’s grooming arena, recording a third consecutive year of double-digit value expansion. Men’s fragrances again led performance. Brazil is the global leader in the segment, with sales exceeding USD4 billion in current value terms around 20% higher than the United States. Fragrances account for 66% of men’s grooming in Brazil, compared with a global average of 36%, reflecting a deep cultural attachment to scent across age groups. Euromonitor In

Men’s grooming saw strong single-digit growth in current value terms in 2024. The men’s grooming category in India has seen a major shift in the last few years of the review period. What was once a small set of products that included men’s razors and blades, deodorants, and shaving foam has now expanded to include serums, moisturisers, sunscreen, face mists, under-eye creams, intimate hygiene, and even concealers. This is being led by the changing attitudes of younger consumers, rising disposabl

The Kenyan market for men’s grooming continued to expand in current value terms in 2024. Urbanisation has been a key driver of this growth, with major cities like Nairobi and Mombasa seeing an influx of young professional males who prioritise their personal appearance. In addition, the greater availability of men’s grooming products in supermarkets, specialist stores, and online channels has made these offerings more accessible to urban consumers.

Men’s grooming in South Africa is experiencing significant growth and diversification, moving well beyond its traditional focus on shaving and basic hygiene. Today, men are engaging more actively in personal care routines, prompting the emergence of new subcategories tailored specifically to their needs. Dedicated men’s shampoos such as Head & Shoulders anti hair fall, are now formulated to address concerns such as scalp health, hair thinning, or product buildup. Beard care ranges, including oil

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Sales of men’s grooming products in Algeria continued to rise in current value terms in 2024. However, much of this growth was attributed to soaring inflation rather than a substantial increase in underlying demand. Heightened price sensitivity, driven by rising living costs, continued to steer consumers towards more affordable grooming solutions, particularly mass-market products. Nevertheless, rising image-consciousness among Algerian men continued to support the positive development of the ma

Men’s grooming saw low value sales in New Zealand in 2024, albeit at an improved rate than seen in 2023. The recent inflationary and cost of living pressures resulted in a slowdown in the growth of the category, but this is cited as a temporary dip in performance due to economic circumstance. Beyond this, men’s grooming has enjoyed success in recent years, due to changing consumer attitudes regarding the importance of personal care for men. While men’s razors and blades and deodorant categories

Value sales of men’s grooming products increased in Germany in 2024, as male consumers continued to invest in their appearance and personal care routines. Men's fragrances remained the largest category, with sales rising in value terms, while mass-market men’s hair care emerged as the most dynamic segment. Although many men in Germany still opt for gender-neutral or unisex products, often due to their lower price points, a growing number are recognising the benefits of grooming products specific

Retail value sales of men’s grooming posted modest growth in 2024, largely due to the sluggish performance of razors and blades, which remain a major component of the category. As this segment nears maturity, growth has been further constrained by the popularity of beards and reduced shaving frequency, especially among younger men embracing the three-day beard trend. Moreover, the fact that a significant proportion of Moroccan men are not employed in formal professional roles – where regular sha

Men’s grooming registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. Increasing urbanisation, as well as a growing influence of Western culture also led to an increased interest in grooming, with extensive marketing campaigns also driving growth. In addition, the increasing penetration of supermarkets and hypermarkets is leading to an increasing range of offerings. That being said, there is

Men’s grooming saw strong current value growth in Nigeria in 2024, but this was driven by a strong rise in unit prices, with the average unit price increasing by 40%. Volume sales, meanwhile, declined as the poor economic conditions, characterised by high inflation, limited consumer spending power and forced many consumers to reduce consumption and focus their spending on core essentials such as food. A reduction in formal employment also led to reduced volume demand as the need to maintain a pr

Men’s grooming achieved low positive growth in value terms in Cameroon in 2024, with volume also positive, albeit lower than value but still up compared to the previous year. Men’s shaving is the largest and best performing category, while men’s mass fragrances also contribute to growth. In Cameroon, the traditional belief is for men to prioritise financial success over appearance, leading to minimal interest in men’s grooming beyond basic needs of shaving, moisturising, and fragrances. This cul

In 2024, it became increasingly evident that Austrian men are placing greater importance on grooming and personal care, leading to a notable rise in demand for men’s toiletries. Categories such as men’s deodorants, men’s hair care, and men’s bath and shower all posted strong performances, supported by an expanding variety of product launches that raised consumer awareness and drove shelf space expansion in retail. Convenience remained a key theme, with a growing preference for multifunctional pr

The steady growth of men’s grooming highlights how men’s personal care and grooming routines have become more important over time. With societal shifts and changes in how people perceive masculinity there has been a rise in awareness and adoption of robust personal care routines by men, resulting in the usage of more men’s grooming products. Men’s grooming has significantly benefited from these changes in consumer behaviour and changing social norms, with sales increasing across all categories i

Men’s grooming saw steady growth in current value terms in Sweden in 2024 although it remains a relatively underdeveloped category outside of men’s shaving and men’s fragrances. While value sales increased in 2024—boosted by premiumisation—volume growth remained limited due to weak demand for men-specific products. Many Swedish men continue to favour unisex or general-purpose toiletries, especially for bath and shower, hair care, and skin care. Additionally, in the more mature fragrances categor

Men's grooming experienced solid current value growth in the UK in 2024. Although the performance remained healthy, the growth rate represented a slight deceleration from the previous year. This can be attributed to a more tempered hike in unit prices. However, consumer demand for male-specific beauty and personal care products remained strong, leading to an uptick in volume terms in 2024. The sustained interest in men’s grooming has been largely driven by growing awareness of personal care rout

Men’s grooming saw current value growth in the United Arab Emirates in 2024. Men’s fragrances is the largest category within men’s grooming, with fragrances playing an important traditional role in local culture. Men’s fragrances was also the fastest growing category. Men’s deodorants is also an important category. In the United Arab Emirates, a distinctive trend amongst male consumers is their inclination towards gender-specific deodorants, which they utilise not only under their arms but also

In 2024, value sales of men’s grooming in Portugal recorded positive growth, despite a poor performance in shaving. Shaving has lost value across all its segments, largely influenced by the ongoing trend for beards. As more men embrace facial hair, traditional shaving routines are being replaced by beard maintenance and styling solutions.

Men’s grooming saw a healthy rise in value sales in Latvia in 2024. Interest in skin care, beard care, and fragrance continued to grow, particularly for younger men of under 30-years-of-age. Grooming was increasingly seen as part of broader self-care, and that was reflected in subtle changes in messaging, with less about shaving and more about daily confidence and upkeep.

In 2024, men’s grooming in Estonia was supported by the growing interest in men’s self-care and solid performance in men’s fragrances. Value growth was driven by both premium gifting and small upgrades in personal care staples, like shaving products and face washes. Younger men are beginning to pay more attention to skin care and fragrances, moving beyond just functionality and signalling a gradual shift in grooming habits.

In 2024, men’s grooming in Lithuania continued to see modest retail volume growth and a strong, if much slower, increase in retail current value sales. Many men target products that are especially designed for them, with a preference for strong scents, large packaging and a single format. Men's fragrances was the largest category in retail value sales terms at the end of the review period, with a preference for premium brands. The leading brands in men’s fragrances in retail value sales terms in