Summary of our market study

The French market for men's cosmetics is estimated at between €1.6 and €1.8 billion.

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 United States and Spain.

The market is worth between €1.6 and €1.8 billion.

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. We are also witnessing the emergence of brands specializing in natural and organic products. Organic and eco-responsible ranges, such as Armani Beauty's, are gaining ground, as are trends in 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.

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

In recent years, men's grooming habits 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.

Men are increasingly concerned with their appearance and well-being. One of the main 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 are growing by around 5-6% a year. Beard care is another segment that has seen considerable growth. Sales of beard care products jumped by over 20%. The growing popularity of the beard trend has led to an increase in the overall cosmetics market, with companies such as Bulldog.

The men's make-up segment is also experiencing strong growth worldwide.

A growing awareness of product quality, sourcing and manufacturing has steered men towards organic or natural labels.

Online retail sales are growing, and this is the preferred purchasing method for men.

Main players in the sector.

  • L'Oréal: L'Oréal is the leader with its Men Expert range.
  • Beiersdorf AG: NIVEA Men is a popular sub-brand with products ranging from moisturizers to shower gels and shaving products.
  • Procter & Gamble: operates several well-known brands, including Gillette
  • Unilever: owns well-known brands such as Axe and Dove Men+Care.
  • Shiseido: This Japanese company has made a breakthrough in the men's cosmetics segment.
  • Chanel and LVMH also offer exclusive lines of men's cosmetics, from fragrances to skincare.
  • L'Occitane is renowned for its products based on natural and organic ingredients.

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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 ...

6 Positioning the players

6.1 Segmentation

There are * main types of player in the cosmetics industry, distinguished by their size and positioning:

  • Chanel
  • Shiseido
  • L'Occitane Groupe
  • Clinique (Estée LAUDER)
  • Clarins Groupe
  • Bulldog Skincare
  • Horace
  • Men-Ü
  • Baxter of California
  • American Crew
  • Jack Black Skin Care
  • Anthony Cosmetics
  • Aesop (L'Oréal groupe)
  • Grown Alchemist (L'Occitane Groupe)
  • 66°30
  • Bivouak
  • Botak
  • Into The Beard
  • La Crème Libre
  • Les Hommes d'abord
  • Monsieur Barbier
  • Sapiens
  • Big Moustache

List of charts presented in this market study

  • 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

Clarins relies on its boutiques to grow in the United States and China - 05/04/2024
  • - Purchase of the Serraval estate in 2016. - Acquisition in February of 150 hectares of land near Nîmes, including 50 hectares of arable land.
  • - Investment of 135 million euros in a new production site in Troyes.
  • - Clarins vertically integrates one third of its plant production.
  • - Global cosmetics market: 4.5% growth last year.
  • - In China (20% of Clarins sales): 11% increase in activity in the last six months of 2023.
  • - In the United States (the world's leading beauty market): 15% increase in activity last year.
  • - Online activity in China representing 47% of sales.
  • - More than fifty physical points of sale in China, representing a third of the global network of Clarins stores.
  • - Acquisition of American "clean beauty" brand Ilia for $150 million.
Chanel investe ancora in Italia: nuova giunteria per Gensi Group - 29/02/2024

1. **Investimento Chanel nel Calzaturificio Gensi Group**: - Inaugurazione di un nuovo reparto di giunteria di 3.000 metri quadrati nel sito produttivo di Mosciano Sant'Angelo (Teramo). - Attivazione di 4 nuove linee di produzione da 70 metri ciascuna. - Attualmente, 6 linee di produzione sono in funzione, con un piano di raddoppio nei prossimi 3 anni attraverso l'inserimento di nuove risorse professionali. 2. **Iniziative Aziendali per la Sostenibilità**: - Formazione di 3 gruppi di lavoro dedicati alla sostenibilità ambientale dell'azienda un anno fa. - Riduzione dei consumi energetici e degli scarti di lavorazione. - Avanzamenti nel riciclo e riuso. - Avvio dell'istituto interno di formazione "M'Astri Nascenti" in collaborazione con Arsutoria School, con 60 persone formate fino ad oggi. 3. **Forza Lavoro e Piani di Assunzione**: - Attualmente, l'azienda ha oltre 660 collaboratori, dei quali oltre 120 sono orlatrici. - Sono previste nuove assunzioni per aumentare ulteriormente la forza lavoro. 4. **Produzione Chanel e Supply Chain Italiana**: - Le calzature Chanel sono progettate in Francia ma prodotte in Italia. - Aziende italiane controllate da Chanel implicate nella produzione: Roveda di Parabiago (acquisita nel 1999), Gensi di Giulianova (acquisita nel 2015), e Ballin Shoes (acquisita nel 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.

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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