In 2025, men’s grooming in Uzbekistan shows strong growth with retail sales reaching UZS873 billion, a 19% increase year-on-year. This growth rate surpasses previous years, indicating a robust demand within the region. The overall economic environment supports this trend, with Uzbekistan’s real GDP growth and a stable population reflecting a favourable demographic and economic backdrop for consumer expenditure expansion.

In 2025, men's grooming in Finland demonstrated steady growth, with retail sales value reaching EUR89 millions, reflecting a growth of 4% from 2024. This growth is notably driven by the continued maturation of the category, which remains relatively immature, leaving considerable potential to be realised. Younger male consumers, particularly Gen Z, are more inclined to increase their usage of men's grooming products, which supports ongoing expansion.

In 2025, men's grooming in Ukraine experienced robust retail value growth of 13%, reaching UAH8.6 billion. This growth was mainly driven by elevated inflation of 12% as volume sales stagnated, indicating economic pressures on consumers. Despite these challenges, the category outperformed economic growth rates, driven primarily by consumers’ prioritisation of value-for-money and essential grooming products over discretionary spending. This behavioural shift was reflected in increased sales of mas

Men’s grooming in Turkey experienced remarkable retail value growth in 2025, reaching TRY20,007 million, reflecting a 44% increase from the previous year in current terms. This growth far outpaced the inflation rate of 35% in the year, and was supported by solid real GDP growth of 3% in 2025. The population rose to 85.7 million in 2025, providing a broad consumer base, while consumer expenditure in Turkey also showed significant upward momentum, as the rising median disposable income per househo

The men's grooming category in Brazil demonstrated robust current value growth of 7%?in 2025, with retail sales reaching BRL35.5 billion. This growth was supported by a shift towards intentional, value-led consumption rather than impulse spending, as persistent inflation compels male consumers to prioritise products with clear performance benefits and everyday relevance. The increasing population, reaching approximately 212 million in 2025, coupled with rising consumer expenditure, were further

Men's grooming in Portugal shows steady growth in retail value sales, increasing by 3% on the previous year to reach EUR314 million in 2025. The category's expansion aligns with broader economic conditions in Portugal, where consumer expenditure is forecast to rise consistently as the median disposable income per household increases (reaching EUR35,975 in 2025 from EUR34,102 in 2024). The population of Portugal stands at approximately 10.7 million, offering a stable consumer base, while real GDP

In 2025, men's grooming in Australia achieved a retail value of AUD1,368 million, reflecting a 6% growth from the previous year. This growth is underpinned by a consumer shift towards skin-first routines and practical self-care, with men increasingly adopting simple, results-oriented products such as lightweight SPF moisturisers, gentle exfoliators, and hydrating mists. The premiumisation trend accelerates within this category, particularly in skincare, pre- and post-shave products, and fragran

Men's grooming in Kenya demonstrated robust growth in 2025, with retail sales value reaching KES7.7 billion, reflecting a 9% increase from the previous year in current terms. This growth was underpinned by urbanisation, rising disposable incomes, particularly in Nairobi and Mombasa, and a consumer shift towards wellness-oriented and science-backed grooming products. Inflationary pressures have encouraged more intentional and cautious spending, leading consumers to favour affordable yet effective

In 2025, men’s grooming in South Korea experienced steady growth, with retail value reaching KRW1,198 billion, reflecting a 3% increase compared to 2024. This expansion outpaces real GDP, which stood at 1% in 2025, indicating a resilient and expanding segment despite overall economic conditions. Population trends show a slight decline to approximately 51.7 million, but consumer expenditure continues to rise, signalling strong purchasing power and sustained demand for personal care products. Men'

In 2025, men's grooming sales in Germany continued to rise, reflecting an increased prioritisation of personal appearance and grooming routines among male consumers. The retail value of men's grooming reached EUR3.3 billion, growing by 6% compared to 2024 and outpacing general economic growth. This growth is supported by a stable population of approximately 83.6 million people and rising consumer expenditure as the median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611

In 2025, men’s grooming in India achieved strong value growth of 9%, with retail sales reaching INR186.3 billion. This expansion continues a trajectory of high single-digit and double-digit value growth observed since 2020. The market benefits from a growing population base, which reached 1.46 billion in 2025, alongside rising disposable incomes among young urban professionals. These demographic factors ensure a broadening consumer base and intensify demand for sophisticated grooming products. F

In 2025, men’s grooming in the Philippines experienced strong growth, reaching retail value sales of PHP22,045 million with a 12% increase on the previous year. This growth aligns with a favourable economic backdrop, where the total population is 117 million, steadily increasing from previous years. Consumer expenditure in the Philippines also rose to PHP21,362.6 billion in 2025, reflecting a steady increase in disposable income and household consumption. This economic environment encourages Fi

Men’s grooming in the UK recorded a strong performance in 2025, with sales increasing by 6%?in current value terms to reach GBP2.3 billion. The UK’s total population reached 69.1 million in 2025, with this continued upward trend supporting sustained demand for grooming products.

Men's grooming in Thailand recorded strong current value growth of 7%?in 2025, with retail sales reaching THB20.9 billion. This growth rate outpaced the global and Asia Pacific average, as the category continues to rebound from earlier pandemic-related stagnation and captures demand from urban, appearance-conscious consumers. While the overall population in Thailand was declining slightly in 2025, men's grooming maintained momentum through product innovation and evolving consumer behaviour, part

Men’s grooming in Mexico in 2025 experienced a notable slowdown in growth in both volume and value terms, against a backdrop of economic uncertainty and cautious consumer sentiment. Retail value sales reached MXN49,508 million, representing a 5% increase in current terms compared to 2024, which was a deceleration from the higher growth rates recorded in previous years, while volumes declined. This performance highlights the impact of Mexico’s domestic political transition and global trade tensio

Men’s grooming in China achieved a modest value increase of 1% in 2025, reaching CNY15,304 million, signalling stabilisation after a period of decline. This growth, although moderate, stands out in the context of continued macroeconomic pressure and subdued consumer sentiment, with China’s GDP growth at 5% and inflation nearly flat at 0.1%. The population stands at 1,408 million, but this is on a declining trend, and cautious and intentional spending is evident, particularly in discretionary per

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

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