The Australia men's grooming products market has seen substantial growth in recent years, driven by increasing consumer interest in personal care and grooming. Traditionally dominated by shaving products, the market has expanded to include a wide range of products such as skincare, haircare, deodorants, and beard care. The rising focus on appearance and personal grooming, especially among younger generations, has shifted the perception of grooming from a basic necessity to an essential lifestyle choice. With the increasing influence of social media and evolving beauty standards, men’s grooming products are no longer niche; they’ve become mainstream.

Australia Men's Grooming Products Market Size

The Australia men's grooming products market size reached USD 504.20 million in 2024. This strong market performance is expected to continue, with a compound annual growth rate (CAGR) of 5.30% projected between 2025 and 2034. By 2034, the market is expected to reach USD 845.06 million, reflecting the growing demand for quality grooming products among Australian men. The market’s expansion is being fueled by a combination of changing cultural attitudes, increasing disposable incomes, and the growing availability of high-quality grooming solutions.

Australia Men's Grooming Products Market Trends

• Beard care products: With the rising popularity of beards, beard grooming products such as oils, balms, and trimmers are seeing increased demand. Men are investing more in maintaining their facial hair, which is driving sales in the beard care segment.

• Skincare and anti-aging products: Men are increasingly adopting skincare routines, leading to a rise in demand for skincare products designed specifically for men. Anti-aging creams, moisturizers, and cleansers are growing in popularity as more men seek products that cater to their skin type and needs.

• Natural and organic products: As consumers become more conscious of the ingredients in their grooming products, there is a growing preference for natural and organic men’s grooming products that are free from harsh chemicals.

• Shaving products innovation: While traditional shaving products remain popular, there is a rise in demand for innovative shaving tools and products, such as electric razors and shaving creams designed to reduce irritation and improve the shaving experience.

• Multi-purpose grooming solutions: With busy lifestyles, there is a shift towards products that serve multiple functions, such as 2-in-1 shampoos and conditioners, 3-in-1 body washes, and other multi-use grooming solutions that save time and provide convenience.

Australia Men's Grooming Products Market Growth

The growth of the Australia men's grooming products market is driven by several factors:

• Cultural shift toward male grooming: Grooming is becoming an essential part of the daily routine for Australian men, which is driving the demand for a diverse range of products.

• Rising male-focused marketing: Brands are increasingly targeting male consumers with advertising campaigns that promote personal care and grooming, creating awareness and driving market demand.

• Growing e-commerce platforms: The rise of online shopping is making it easier for consumers to access a wide variety of men’s grooming products. E-commerce platforms allow brands to reach more customers, including niche segments, driving sales in the market.

• Celebrity and influencer culture: Social media influencers and celebrities promoting grooming products have a significant impact on consumer purchasing decisions. As men become more engaged with beauty and grooming influencers, they are more likely to adopt grooming routines and purchase related products.

• Increased availability of high-end products: The increasing availability of premium men’s grooming products in supermarkets, pharmacies, and online retailers has also contributed to market growth. Consumers are willing to spend more on high-quality grooming products.

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 forecast indicates steady growth at a CAGR of 5.30% from 2025 to 2034. By 2034, the market is expected to reach USD 845.06 million. This growth will be driven by an expanding range of grooming products, with more innovative offerings such as customized skincare solutions, eco-friendly grooming tools, and products catering to specific skin types and conditions. As consumer preferences evolve, the market will continue to embrace personalization and sustainability, further fueling its expansion.

Competitive Analysis

The Australia men's grooming products market is highly competitive, with both global and local players competing for market share. Key players in the market include:

• The Procter & Gamble Company – Known for its popular brands such as Gillette, Procter & Gamble continues to dominate the men’s grooming market with a wide range of shaving and grooming products.

• Beiersdorf AG – With brands like NIVEA Men, Beiersdorf leads in providing skin care, shaving, and after-shave products tailored for men.

• L’ORÉAL SA – L’Oréal has successfully expanded its offerings in the men’s grooming sector, including skincare, haircare, and beard care products.

• Unilever Plc – A global leader in personal care, Unilever offers a broad portfolio of grooming products for men under brands such as Dove Men+Care and Axe.

• The Bearded Chap – A local Australian brand known for its premium beard care products, including oils, balms, and grooming kits, catering to the growing beard care market in Australia.

• Others – Numerous local and international brands, including niche players focusing on organic and sustainable grooming products, contribute to the competitive landscape.