Men’s Pre-shave Products Market Assessment, By Product Type [Pre-shave Oils, Pre-shave Gels, Pre-shave Lotions, Pre-shave Creams, Pre-shave Soaps], By Category [Organic, Conventional], By Price Range [Mass, Premium], By End-user [Residential, Commercial],

Men’s Pre-shave Products Market Assessment, By Product Type [Pre-shave Oils, Pre-shave Gels, Pre-shave Lotions, Pre-shave Creams, Pre-shave Soaps], By Category [Organic, Conventional], By Price Range [Mass, Premium], By End-user [Residential, Commercial], By Distribution Channel [Online, Offline], By Region, Opportunities and Forecast, 2017-2031F

Global men’s pre-shave products market was valued at USD 1.53 billion in 2023, expected to reach USD 3.56 billion in 2031, with a CAGR of 11.17% for the forecast period between 2024 and 2031. The market is a crucial part of the larger male grooming industry that has experienced considerable growth in the recent past. With products ranging from pre-shave oils, gels, and lotions, the market includes products for softening the hair and moisturizing the skin.

Several factors account for rising market growth. Enhanced personal grooming concern among men is a primary reason which has been reinforced by changing societal norms that value self-care. The growth is facilitated by accessing to these commodities through the rapidly growing e-commerce platforms. Moreover, brands are focusing on targeted marketing campaigns to spread awareness about the advantages of using pre-shave products.

With more consumers becoming environmentally conscious, a shift towards sustainable pre-shave products has been observed. Consumers these days are more conscious of the ingredients used in manufacturing the products. Brands are introducing innovative products that are environmentally friendly and promote healthy lifestyles by avoiding the use of harmful substances.

The market is quite competitive and is ruled by The Procter & Gamble (P&G) Company, L’Oréal S.A., and Unilever PLC, with their wide-reaching distribution networks and high brand loyalty. Emerging companies such as Harry's, Inc. as well as Krete, LLC are witnessing growth due to their new products as well as direct approaches to marketing strategies.

The market will continue expanding based on growing emphasis on self-care, rising disposable incomes, and sustained innovation of products. In December 2022, Cremo, owned by Edgewell Personal Care Company, launched its range of men’s grooming products in Australia. The range included shave prep products, along with others such as men’s beard styling, hair styling, and body wash.

Celebrity Endorsements to Drive the Market Demand

Leveraging the influence and reach of famous personalities, brand names significantly increase the demand for men’s pre-shave products. Aspirational qualities which relate to the consumers are often expressed by famous people representing these products such as beauty attraction, self-confidence, and prosperity. The product’s visibility is enhanced whenever a pre-shave product is endorsed by a popular figure, thereby giving it credibility and popularity.

For instance, when a popular actor or sportsman advertises a pre-shave product, it creates a strong link between the product and the celebrity’s imagined standard of grooming. It drives the demand for the endorsed products among the fans of the specific personalities. Moreover, they always come along with large marketing campaigns on different platforms, such as Facebook and Instagram, and on screens and magazines to achieve wide visibility worldwide.

Additionally, since the market is already saturated and the products must be distinctive, endorsements tend to be quite beneficial to the brands. By choosing celebrities who resonate with their target market and fundamental values, brands seek to increase both their customer base and sales. Hence, the perceptions of customers regarding men's pre-shave products are influenced by celebrity endorsements, which leads to a rise in demand.

For instance, in April 2024, professional basketball player LeBron James launched his own male grooming range, The Shop, in collaboration with Parlux and The Springhill Company. The range includes products such as deep-conditioning beard cream, shave cream, and aftershave-toner, among others. The range is available across the United States with launch in 1,600 Walmart stores.

Increased Awareness of Personal Grooming Among Men Propels the Market Growth

The need for men's pre-shave products to enter the market has grown with more men realizing the positive effects of personal grooming on their lives. The sudden transformation has been brought about by the way society has changed, where men now prioritize grooming and value taking care of themselves. It helps men in being self-assured enough to engage in a variety of activities, including maintaining a well-groomed appearance.

An increase in consumer interest in custom-made pre-shave products such as oils, gels, creams, and lotions that purportedly enhance the smoothness and convenience of shaving directly linked to these new heights of consciousness. The influence of media, together with fashion trends andthe sudden rise in popularity associated with social media platforms is instrumental when it comes to advertising a variety of grooming products.

In addition, it is much easier for men to identify appropriate alternatives, since several product lines are available which meet the needs of a variety of skin types and personal tastes. In April 2023, the skincare brand, eos Products, LLC, entered the men's grooming products industry with the launch of UltraProtect Men's Shave Cream. The company's first two product smells, Fresh Woods and Blue Surf, marketed as fragrance and irritant-free for the most delicate skin types.

The wide availability of products makes it possible for consumers to shave in a proper routine. With an increased awareness among men regarding the advantages associated with proper skin care and grooming practices, there has been an increase in their expenditure on high grade pre-shave products leading to increased global men’s pre shave products market size.

Pre-shave Oils Hold the Larger Market Share

Pre-shave oils dominate the market due to their comprehensive benefits and broad appeal. Pre-shave oils are highly effective in preparing the skin and beard for shaving by creating a protective barrier that reduces friction between the razor and the skin, minimizing the risk of razor burns and irritation. The ability to soften facial hair and provide a smooth surface, ensuring a closer and more comfortable shave.

Pre-shave oils are valued for their skin care benefits. Many formulations include natural oils and vitamins that nourish and moisturize the skin, making them a popular choice for men who prioritize skin health. For instance, Sandalwood Pre-Shave Oil by The Art of Shaving contains ingredients which are 100% sustainably sourced sandalwood essential oil, along with olive fruit oil, and castor seed oil. The versatility of products makes them suitable for all skin types, including sensitive skin, expanding their market reach.

Additionally, pre-shave oils often hold a premium positioning in the market, aligning with the growing consumer preference for high-quality grooming products. The premium appeal, combined with their practical benefits, solidifies their leading position in the global pre-shave products market.

Asia-Pacific is the Fastest Growing Global Men’s Pre-shave Market Share

Asia-Pacific is the fastest-growing market for men's pre-shave products, driven by several key factors. There is a burgeoning middle-class with increasing disposable incomes, leading to greater expenditure on personal grooming and self-care products. Cultural shifts towards modern grooming standards and the influence of western lifestyles have played a significant role in the growth. The rise in urbanization and a younger population demographic in countries such as China, India, and Japan have further fueled demand. These younger consumers are more exposed to global trends through social media and are keen to adopt advanced grooming routines, including the use of pre-shave products.

Moreover, the increasing presence of international grooming brands and the expansion of e-commerce platforms have made it easier for consumers to access a wide range of pre-shave products. Local brands are innovating to meet the specific needs of Asian skin types, which enhances market growth. Additionally, celebrity endorsements and targeted marketing campaigns have raised awareness and acceptance of grooming products among men in the region. Overall, the combination of economic growth, cultural shifts, and increased product accessibility underpins the rapid expansion of the men's pre-shave products market in Asia-Pacific.

In November 2023, Sephora USA, Inc., the leading omnichannel prestige beauty retailer, which deals in a variety of men’s grooming products, launched its annual beauty festival SEPHORiA, in Shanghai in China, marking its first certified carbon-neutral event. It was the first ever SEPHORiA held in Asia and outside the United States. The festival was aimed at defining and expanding the country’s beauty world.

Future Market Scenario (2024 – 2031F)

There will be a significant shift towards natural and organic pre-shave products. As consumers become more conscious about the ingredients in their grooming products, brands will respond by offering formulations free from harmful chemicals and rich in natural extracts.

The integration of technology in grooming routines is expected to rise. Smart grooming devices and personalized skincare apps will guide consumers in selecting and using pre-shave products more effectively, enhancing the overall shaving experience.

Sustainability will be a major focus, with brands adopting eco-friendly packaging and sustainable sourcing practices. The shift is driven by increasing consumer demand for environmentally responsible products.

Key Players Landscape and Outlook

The landscape of the men's pre-shave products market is dominated by both established global brands and innovative emerging players. Major companies such as The Procter & Gamble (P&G) Company (Gillette), Unilever PLC (Dove Men+Care, Axe), and L’Oréal S.A. (Men Expert) lead the market with their extensive product lines, strong brand recognition, and vast distribution networks. These industry giants continuously innovate, utilizing their resources to introduce advanced formulations and capture diverse consumer segments.

Emerging brands such as Harry's, Inc., The Art of Shaving, and Bulldog Skincare are gaining significant traction by focusing on high-quality, natural ingredients, and direct-to-consumer models. These companies appeal particularly to younger and environmentally conscious consumers looking for premium grooming solutions.

The outlook for key players in the men's pre-shave market is optimistic. Established brands are expected to maintain their dominance by enhancing product portfolios and expanding into emerging markets. Meanwhile, emerging brands will continue to disrupt the market with innovative products and personalized customer experiences. The emphasis on sustainability and natural ingredients will shape product development, catering to growing consumer demand for eco-friendly grooming options.