The global market for men's cosmetics has been growing dynamically, with men's skincare products leading the industry and accounting for around 27% of the total market by 2020, or around $55 billion worldwide. Europe remains the most important market for men's cosmetics, with online sales gaining ground, not least due to men's shopping habits after COVID-19, with 33% of French consumers preferring this channel. France stands out as Europe's leading cosmetics exporter, with a remarkable export rate of almost 50%, mainly to Germany, the USA and Spain.

Despite the COVID-19 pandemic, the French men's grooming sub-segment continues to show resilience, particularly for beard care products, which jumped 26%. The market remains dominated by large multinationals such as L'Oréal, Unilever and Procter & Gamble, which hold a substantial share of the market, but there is also a growing prevalence of emerging brands specializing in natural and organic products. Organic and eco-responsible ranges, such as Armani Beauty's, are gaining ground, as are trends towards high-quality, gender-neutral skincare products. The desire for well-being and good looks is driving younger, urban men to turn to more specialized, quality-oriented cosmetics, indicating significant market growth potential in these segments.

Changing grooming habits fuel growth in the men's cosmetics market

In recent years, men's grooming habits in the relevant market have evolved considerably. The traditionally limited use of basic hygiene products such as soaps and shampoos has expanded, paving the way for a more diversified range of cosmetics specifically designed for men. This evolution is explained by the fact that men are increasingly concerned with their appearance and well-being, which in turn has fuelled demand for a wider range of personal care products. One of the key trends in the men's cosmetics market is the increasing adoption of skincare routines that go beyond simple cleansing, shaving and moisturizing. Men are increasingly adopting more specialized products such as face and body scrubs, as well as light-textured moisturizers.

The market has seen a marked increase in sales of these products, particularly facial care products, which account for a significant share of the market. For example, sales of facial care products for men grew by around 5-6% year-on-year. Beard care is another segment that has seen considerable growth. Men are investing more in the care of their beards, as evidenced by sales of beard care products, which jumped by over 20%. The growing popularity of the beard trend has led to an increase in the overall cosmetics market, with companies like Bulldog consolidating their position by making a significant contribution to market growth.

What's more, men's interest in cosmetics is not limited to traditional skincare products. The men's make-up segment is also experiencing strong growth worldwide. Although the country's market appears to be in its infancy, the potential for growth is clear from global trends and the growing interest in men's beauty brands. The growing penchant for organic and natural products has also left its mark on the men's cosmetics market.

A growing awareness of product quality, sourcing and manufacturing has steered men towards organic or natural labels. This trend is indicative of a generational shift, with younger men prioritizing the well-being of their skin and the environment, and often willing to pay a premium for higher-quality products.

In addition, the market performed strongly in the online retail space, with a significant proportion of men preferring to buy their cosmetics over the Internet. Ease of access and the ability to find products to suit their lifestyle have made online purchasing a preferred mode for male consumers. In terms of figures, while all the key players in the men's cosmetics market are on the rise, the number of men buying their products online is also on the increase

The men's cosmetics landscape is marked by leading entities that have carved out significant market share and visibility.

These include leading multinationals with extensive brand portfolios and a diverse range of products for all segments of the men's cosmetics market. These conglomerates not only offer widely recognized brands, they also drive industry innovation, shape consumer trends and maintain a powerful presence in global markets.

  • L'Oréal: Considered a titan in the world of cosmetics, L'Oréal leads the way with its Men Expert range, which offers an array of skin care, hair care and grooming products designed for men. L'Oréal products are renowned for their innovation, quality and mass-market appeal.
  • Beiersdorf AG: Known for its leading brands such as NIVEA, Beiersdorf AG has firmly established itself in the men's skin care segment. NIVEA Men is a popular sub-brand with products ranging from moisturizers to shower gels and shaving products.
  • Procter & Gamble: This global giant operates several well-known brands, including Gillette, which has become almost synonymous with men's shaving and grooming needs. Its extensive range includes razors, shaving foams and other skin care products.
  • Unilever: Home to famous brands such as Axe and Dove Men+Care, Unilever has captured a significant share of the men's personal care market. Its products cover deodorants, shower gels and hair styling solutions.
  • Shiseido: This Japanese company has broken into the men's cosmetics segment, offering high-end skin care and grooming products. It targets a demanding clientele looking for high-end skincare solutions.
  • Chanel and LVMH: These luxury fashion houses also offer exclusive lines of men's cosmetics that combine sophistication and care. From fragrances to skincare, their luxury appeal and high quality standards distinguish them in the high-end segment of the market.
  • L'Occitane: Renowned for its products based on natural and organic ingredients, L'Occitane has expanded its range to include men's skincare and bodycare products that promote sustainable development and environmental awareness.

On the other side of these behemoths, new competitors have emerged to meet specific needs in men's skincare. These challengers tend to focus on niche markets, offering specialized products that respond to changing consumer preferences: **Horace:** A relative newcomer, Horace differentiates itself through a direct-to-consumer approach, offering high-quality products.

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  • Last update : 28/02/2024
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Summary and extracts

1 Market overview

1.1 Introducing and defining the men's cosmetics market

Cosmetics are defined by the public health code as " any product intended to be placed in contact with the superficial parts of the human body with a view to cleaning them, perfuming them, modifying their appearance, protecting them, maintaining them in good condition or correcting body odors ". Men's cosmetics are adapted to the specific needs of men's skin and bodies.

The men's cosmetics market can be divided into several segments:

  • hygiene products (shower gel, shampoo, deodorant) ;
  • skincare products (shaving foam, aftershave, body cream);
  • beauty products (perfumes, make-up).

In 2023, the European market for men's beauty and personal care products is doing well, and should continue to grow until at least 2032, with a CAGR of 4.4%.

In France, while the cosmetics market is evolving slowly, with a CAGR of 1.39%, the men's cosmetics segment is booming and represents a significant growth driver, driven by changing consumer habits and an ever-expanding product offering.

The types of products used by men are increasingly diverse, and are no longer limited to simple shower gels, deodorants or shampoos. New brands are investing in this buoyant segment, proposing a range of products dedicated to and adapted to male customers, while also benefiting from the rise of digitalization. The product offering is therefore increasingly complex, and the men's cosmetics segment is no exception to the organic trend. We must also include the men's make-up segment, which is growing rapidly worldwide.

1.2 The global market for men's cosmetics is growing

according to Grand View Research, the global market for men's cosmetics is experiencing positive growth. In fact, the global market in **** was estimated at $***.* billion, and is expected to grow at a CAGR of *% between **** and ****:

Sales trends in the global men's cosmetics market World, ****-****, in billions of dollars Source: ...

1.3 The European beauty and skincare market

The overall European market for beauty and skincare products is a dynamic one, which is expected to develop positively over the next few years. Sales in **** are estimated at $***.** billion, and the market is expected to grow at a CAGR of *.**% between **** and ****. These figures enable us to estimate sales for ...

1.4 A French market growing in value and volume

The FEBEA (***) estimates cosmetics manufacturing sales at **.* billion euros in ****.

Cosmetics market size France, ****-****, billions of dollars Source: ****

Over the period ****-****, the cosmetics manufacturing market in France experienced significant growth, as evidenced by the gradual increase in sales. In ****, sales stood at **.* billion euros, rising to **.* billion euros in ...

1.5 French trade balance in cosmetics

Cosmetics market trade balance France, ****-****, in billions of dollars and as a % of sales Source: ****

The trade balance of the cosmetics market in France from **** to **** reveals annual variations in the values of imports, exports and the coverage rate. Despite these fluctuations, the trade balance remains in surplus every year, ...

2 Demand analysis

2.1 Men taking better care of themselves: the groom boom

In the past, a man's beauty routine was limited to a good shower gel and a fresh-smelling aftershave... Since then, they've embraced more sophisticated beauty rituals, and even dare the occasional colored make-up... This trend has a name: the "groom boom".

Today, the majority of men are familiar with the use ...

2.2 Demand for organic and natural products

French consumers are showing a growing trend towards natural and organic cosmetics. This trend reflects a growing interest in products that respect the environment, health and well-being. Increasingly aware of the ingredients contained in the products they use, consumers are looking for formulations that are more transparent and free from controversial ...

2.3 A significant proportion of French people wear a beard

The increasingly common practice of wearing a beard is playing a major role in the boom in cosmetics sales worldwide and in France. According to Boursorama, Australian researchers have estimated that the "beard peak" in the world will be reached in the first half of ****. With this new fashion comes a ...

2.4 Interview with Alexis de Guitaut, director of the Rasage Classique website

As part of an interview with an industry expert, we present an interview we conducted with Alexis de Guitaut, director of the Rasage Classique website.

Cantiane, Businesscoot analyst

Hello and welcome to Vue d'Ensemble, the podcast that gives you a **-minute insight into the challenges facing a market. My name is ...

3 Market structure

3.1 Value chain

In the cosmetics market, production production processes differ depending on the type of product, but cosmetics laboratories have very strict procedures, from the choice of raw materials to human testing in specialized clinics. The trend is even towards ever-higher standards, with brands gradually removing dangerous or controversial substances from their products ...

3.2 Number of companies and number of employees

Change in the number of employees registered in activity ****Z "Manufacture of perfumes and toilet preparations" France, ****-****, in number of employees Source: ****

In France, changes in the number of employees registered under activity ****Z "Manufacture of perfumes and toilet preparations" between **** and **** show a steady growth trend. The number of ...

3.3 Distribution dominated by supermarkets

Men's cosmetics products can be distributed via three modes of distribution:

Exclusive distribution: a single distributor for a given area, allowing control of distribution and brand image; Selective distribution: a limited number of distributors to control brand image; Intensive distribution: the manufacturer chooses maximum distribution, to reach a very wide customer ...

4 Offer analysis

4.1 Product segments

As a result, men are taking over the beauty segment of the market : traditional care products are no longer sufficient, in line with the new desire to take care of oneself. In addition to the major players in the sector and the luxury houses, which offer more products, other players are ...

4.2 Sales prices

Change in the annual consumer price index recorded under the nomenclature "**.*.*.*.* - Make-up and skin care products" France,****-****, index Source: ****

Changes in the annual consumer price index for make-up and skincare products in France between **** and **** show slight but significant variations. Until ****, increases were very slight, with indices never exceeding ...

4.3 Development of beauty tech and digital

The rise of beauty tech in the global cosmetics market

Beauty tech is emerging as a major asset for differentiating brands, both online and in-store, by offering personalized experiences. This trend harnesses technological advances to meet changing consumer needs, notably through virtual trials that enhance the shopping experience by amplifying sensory ...

5 Regulations

5.1 European regulations governing marketing conditions

Regulation (***) N°****/**** repealed the "Cosmetics Directive" **/***/EEC on **/**/****. The aims of this regulation are "to ensure a high level of consumer health protection, to simplify and harmonize notification procedures, to clarify responsibilities, to guarantee the traceability of products, and to promote and protect the health of consumers".claration procedures, clarify responsibilities, ...

5.2 Labeling cosmetic products

Cosmetic product labeling meets regulatory requirements designed to protect consumers and provide them with fair, transparent information.Regulation (***) n°***/**** of July **, ****, which establishes the uniform criteria that claims relating to cosmetic products must meet in order to be used.

The regulations concerning the labeling of cosmetic products stipulate the mandatory information ...

List of charts

  • Sales trends in the global men's cosmetics market
  • Sales of the world's leading players
  • Breakdown of the global cosmetics market by region
  • Cosmetics consumption
  • Size of the European beauty and personal care market
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Latest news

Chanel invests in Italy again: new joint for Gensi Group - 29/02/2024
  • **Chanel investment in the Gensi Group Footwear Factory**:
    • - Inauguration of a new 3,000-square-meter splicing department at the Mosciano Sant'Angelo (Teramo) production site.
    • - Activation of 4 new production lines of 70 meters each.
    • - Currently, 6 production lines are in operation, with a plan to double them in the next 3 years through the inclusion of new professional resources.
  • **Corporate Sustainability Initiatives**:
    • - Formation of 3 working groups dedicated to the company's environmental sustainability a year ago.
    • - Reduction in energy consumption and processing waste.
    • - Advances in recycling and reuse.
    • - Launch of in-house training institute "M'Astri Nascenti" in collaboration with Arsutoria School, with 60 people trained to date.
  • **Workforce and Hiring Plans**:
    • - Currently, the company has more than 660 employees, of whom more than 120 are hemlines.
    • - New hires are planned to further increase the workforce.
  • **Manufacturing Chanel and Italian Supply Chain**:
    • - Chanel shoes are designed in France but produced in Italy.
    • - Italian companies controlled by Chanel involved in production: Roveda of Parabiago (acquired in 1999), Gensi of Giulianova (acquired in 2015), and Ballin Shoes (acquired in 2020).
Luxury: the Clarins family invests in hotels - 27/02/2024
  • - Famille C Participations (FCP) has invested €130 million in Evok Collection.
  • - The "experiential luxury" market could reach 2.5 trillion euros by 2030, with annual growth of 4-8%.
  • - The French Clarins brand employs 9,000 people and claims to be Europe's number one in high-end skincare.
  • - Clarins is forecasting sales growth of 15% to 2022, with a value of 1.75 billion euros.
  • - Clarins has around fifty hotel spas worldwide.
  • - FCP's objective is to open 15 hotel establishments in five years.
  • - Evok Collection has six addresses in Paris and Venice.
Chanel creates "La Parcelle", a new green and artistic space - 14/09/2023
  • Le 19M, the space dedicated to Chanel's métiers d'arts, was inaugurated in 2021.
  • Le 19M brings together 600 craftsmen and experts in eleven Maisons d'arts.
Partnership between Clinique and mark and Spencer - 21/04/2023
  • summer 2022: Marks & Spencer and Clinique begin partnership
  • 500 references: Number of Clinique products on the Marks & Spencer e-commerce site
  • 700 Marks & Spencer stores in the UK
  • 34 Marks & Spencer stores with Clinique corners and brand experts
  • 40 Marks & Spencer outlets with displays featuring Clinique products, including in men's textile departments.
L'Oréal acquires Aesop. - 04/04/2023
  • L'Oréal acquires Australian beauty brand Aesop
  • Transaction valued at 2.5 billion euros
  • The acquisition is the result of negotiations between L'Oréal and Brazilian group Natura & Co, owner of Avon and The Body Shop
  • Aesop was founded in Melbourne, Australia, in 1987
  • Today, Aesop has almost 400 stores in its international network
  • Aesop's sales in 2022 were estimated at $537 million
  • Aesop's growth in 2022 reached +21% at constant exchange rates
  • The acquisition of Aesop is expected to be finalized in the third quarter of 2023
  • L'Oréal made this acquisition in response to growing consumer demand for premium beauty brands
  • This is the largest brand acquisition ever made by the L'Oréal group.
Melvita (L'Occitane) aims to double its presence in pharmacies and parapharmacies - 03/03/2023
  • Melvita celebrates its 40th anniversary and has been a subsidiary of the L'Occitane group since 2008.
  • Melvita has 1,500 retail outlets in France and hopes to double this figure within the next two years.
  • Pharmacies and parapharmacies account for almost 50% of Melvita's revenues.
  • Melvita closes five stores in Hong Kong
  • Japan could soon become Melvita's biggest market, with 26 points of sale.
  • In Malaysia and Taiwan, Melvita has five stores each.
  • Since 2014, Melvita's factory in Ardèche has been responsible for the production of all tubes and jars, while the production of bottles is handled by the L'Occitane group's factory in Manosque.
  • Melvita has had its own sales department since summer 2022.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

L'Occitane Groupe
Clinique (Estée LAUDER)
Clarins Groupe
Bulldog Skincare
Baxter of California
American Crew
Jack Black Skin Care
Anthony Cosmetics

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