The Australian men’s grooming products market has experienced significant growth in recent years as more men embrace personal care and grooming routines. Historically, grooming was seen as a female-dominated space, but today, more and more men are becoming conscious of their appearance and hygiene, prompting a surge in demand for various grooming products. These products include everything from shaving creams, beard oils, and hair styling gels to skincare products like moisturizers and cleansers tailored for men.
With increasing awareness of self-care and hygiene among Australian men, there is a growing focus on high-quality, specialized grooming solutions that cater to the unique needs of male skin and hair. The rising popularity of men’s skincare, beard care, and haircare products has driven a strong shift in the grooming habits of Australian men. Additionally, the rising influence of digital media and celebrity endorsements has encouraged more men to take a proactive approach to grooming.
As the market continues to evolve, new innovations and trends in personal care products are emerging, with many products now offering natural ingredients and catering to more specific needs, such as anti-aging, skin irritation, and sensitive skin concerns.
Australia Men’s Grooming Products Market Size
In 2024, the Australian men’s grooming products market reached a size of USD 504.20 Million. This strong market performance is indicative of the increasing importance placed on grooming by Australian men. The expansion of the grooming category is driven by changing consumer attitudes toward male beauty standards, as well as greater availability of grooming products across both online and offline retail channels.
The market is expected to grow at a compound annual growth rate (CAGR) of 5.30% between 2025 and 2034, reaching an estimated value of USD 845.06 Million by 2034. This growth is supported by the rise of premium, specialized grooming products, increasing demand for eco-friendly and sustainable alternatives, and a growing interest in beard and haircare products. Furthermore, the greater convenience of e-commerce platforms has played a significant role in boosting sales, allowing Australian consumers easier access to a broader range of products.
Australia Men’s Grooming Products Market Trends
- Beard Care and Grooming: One of the most significant trends in the Australian men’s grooming market is the growing popularity of beard care. More men are embracing facial hair, and with this trend comes the demand for products like beard oils, balms, waxes, and shampoos. This shift is driving the growth of the beard care category, as men seek to maintain and groom their facial hair properly.
- Skincare for Men: Male skincare is gaining traction in Australia, with men increasingly investing in products such as cleansers, moisturizers, anti-aging creams, and serums. Men’s skincare routines are becoming as comprehensive as those of women, with a specific focus on products designed for male skin, which tends to be thicker and oilier than female skin. As a result, brands are offering tailored solutions that address common skin concerns like acne, aging, and sensitivity.
- Natural and Organic Grooming Products: There is a rising trend toward natural and organic grooming products in Australia. Consumers are becoming more aware of the harmful effects of synthetic chemicals, which has led to increased demand for grooming products made with organic and eco-friendly ingredients. This includes natural oils, plant-based moisturizers, and products free from parabens and sulfates.
- Sustainability and Eco-Friendly Packaging: Sustainability is another trend shaping the Australian men’s grooming market. Consumers are increasingly seeking brands that prioritize eco-friendly packaging and sustainable sourcing. Many grooming brands are shifting toward recyclable packaging, reducing plastic waste, and using sustainable ingredients in their formulations. This focus on sustainability is likely to drive growth in the market as eco-conscious consumers look for greener alternatives.
- Premium Products and Personalization: Men’s grooming is becoming more of a luxury experience, with an increasing number of consumers opting for premium products. Whether it’s high-quality shaving razors, skincare products with advanced formulations, or bespoke grooming kits, Australian men are willing to pay more for products that promise a more personalized or premium experience.
Australia Men’s Grooming Products Market Growth
The Australian men’s grooming products market is expected to experience continued growth due to several key factors. The rising acceptance of grooming and personal care routines among men is contributing to this expansion, with male consumers increasingly viewing grooming as part of their overall wellness and lifestyle.
Men are becoming more focused on their appearance, with grooming no longer being an afterthought. The increasing number of brands offering targeted, high-quality products specifically designed for male needs is fueling market growth. Additionally, the convenience and accessibility of online shopping and the growing preference for premium grooming products are further contributing to the sector’s expansion.
Moreover, the increasing prevalence of male-focused beauty and grooming influencers on social media platforms like Instagram and YouTube is playing a crucial role in educating men on the importance of grooming and introducing them to new products. As these influencers continue to highlight grooming routines, they help normalize the practice, driving both awareness and sales.
Australia Men’s Grooming Products Market Segmentation
Breakup by Type
- Hair Care
- Skin Care
- Shave/Beard Care
Breakup by Price Category
- Mass
- Premium
Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Convenience Stores
- Specialty Stores
- Online
- Others
Australia Men’s Grooming Products Market Forecast
The Australia men’s grooming products market is forecast to grow at a CAGR of 5.30% between 2025 and 2034. By 2034, the market is projected to reach USD 845.06 Million. Key drivers of this growth include:
- Shifting Social Norms: As societal attitudes towards male grooming continue to evolve, more Australian men are incorporating grooming products into their daily routines. This shift is expected to sustain the demand for various products, including skincare, haircare, and beard care items.
- Increased Investment in Skincare: With greater awareness of skin health, more Australian men are expected to invest in skincare, which will drive sales in this category. The increasing popularity of anti-aging products, cleansers, and moisturizers will significantly contribute to the growth of the market.
- Sustainability Trends: As sustainability continues to gain importance, brands offering eco-friendly products and packaging will likely see a surge in demand. This trend is expected to influence both product innovation and consumer purchasing behavior, fueling growth in the market.
- Technological Advancements: Advances in grooming technology, such as electric razors and hair clippers with enhanced features, are likely to attract consumers looking for efficient and high-performing tools. These innovations will help propel market expansion in the coming years.
Competitive Landscape
The Australian men’s grooming products market is highly competitive, with both global and local brands vying for market share. Major players in the market include:
The Procter & Gamble Company: Known for its Gillette brand, Procter & Gamble dominates the shaving products market and is expanding its presence in other categories such as skincare and haircare.
Beiersdorf AG: Beiersdorf’s NIVEA Men brand is a key player in the market, offering a wide range of grooming products tailored to men’s skin.
L’Oréal SA: L’Oréal’s men’s grooming lines, including brands like L’Oréal Men Expert, are gaining traction in Australia with a focus on skincare and haircare solutions.
Unilever Plc: With brands like Dove Men+Care and Axe, Unilever is a dominant player in the men’s grooming market, offering a variety of personal care products for men.
The Bearded Chap: A local Australian brand known for its premium beard care products, The Bearded Chap is gaining popularity among Australian men for its high-quality formulations.
Others: Numerous other brands, both international and local, are also contributing to the competitive landscape. These include niche and boutique brands that focus on organic, vegan, and natural products for the environmentally conscious consumer.
