Men's beauty industry statistics: a $6.7 billion grooming leader and 89,617 male cosmetic surgeries

Key findings

1. Procter & Gamble's Grooming segment reported net sales of $6,662 million in fiscal 2025, essentially unchanged from $6,654 million a year earlier^[1].
2. P&G says it holds more than 45% of the global grooming market and more than 60% of the global blades and razors market^[1].
3. Edgewell's Wet Shave segment, which sells Schick and Wilkinson Sword razors, had fiscal 2025 net sales of $1,218.9 million, down 0.8%, with North America organic sales down 7.2%^[4].
4. US plastic surgeons performed 89,617 cosmetic surgical procedures on men in 2025, compared with 89,519 in 2024^[2].
5. Men accounted for about 5.9% of all cosmetic surgical procedures in 2025 (menhaircuts.net calculation: 89,617 / 1,523,330)^[2].
6. Male breast reduction was the most common cosmetic surgery for men in 2025 at 20,879 procedures, followed by liposuction at 18,938^[2].
7. Average household spending on personal care products and services rose from $866 in 2022 to $978 in 2024^[3].
8. Circana found men's prestige fragrance sales in the three weeks up to Father's Day 2022 were 85% higher than in the three weeks before^[5].

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How big is the men's grooming business?

There is no single official figure for the men's beauty industry, so the clearest numbers come from the companies that dominate it. Procter & Gamble's Grooming segment, which sells Gillette, Venus and Braun products, reported net sales of $6,662 million for the fiscal year ended June 30, 2025, against $6,654 million the year before^[1].

Behind that flat total, unit volume rose 2% and pricing added another 2%, offset by foreign exchange, geographic mix and divestitures^[1]. The segment's net earnings were $1,577 million, or 23.7% of its net sales^[1].

Grooming made up 8% of P&G's total net sales in fiscal 2025^[1]. The company's Grooming segment includes male and female blades and razors, appliances such as electric shavers, and pre- and post-shave products^[1].

Who sells the most razors and shavers?

P&G reports that it is the global market leader in grooming with more than 45% share, and that its global blades and razors share is more than 60%, mainly through Gillette and Venus^[1]. In electric shavers, mostly sold under the Braun brand, it holds over 25% of the male electric shaver market^[1].

The second large US player is Edgewell Personal Care. Its Wet Shave segment reported fiscal 2025 net sales of $1,218.9 million, down 0.8% from $1,229.3 million in fiscal 2024^[4]. Segment profit was $190.3 million, down 6.7%^[4].

Put side by side, P&G's Grooming segment sold about 5.5 times as much as Edgewell's Wet Shave segment in their 2025 fiscal years (menhaircuts.net calculation: $6,662 million / $1,218.9 million)^[1][4]. The fiscal years end three months apart, so the comparison is approximate.

Are men buying fewer razors?

The filings point to a soft North American market. Edgewell's organic Wet Shave sales fell 1.2% in fiscal 2025, driven by a 7.2% decline in North America organic sales, which the company linked to lower volumes, higher promotional spending and continued declines in shave preps and disposables^[4]. International sales grew 3.7%^[4].

P&G's Grooming volume grew 2% in fiscal 2025, which the company attributed to growth in India, the Middle East and Africa and in Europe, partly offset by a decline in North America that it put down to retail inventory reduction^[1].

Neither company ties the change to beard trends, so it would be a stretch to read the numbers as proof that more men are skipping the razor. For the facial hair side of the story, see our beard grooming guide and the facial hair data in our dress code report.

• Edgewell Wet Shave organic sales, fiscal 2025: down 1.2% overall^[4]
• Edgewell Wet Shave North America organic sales: down 7.2%^[4]
• P&G Grooming unit volume, fiscal 2025: up 2%^[1]

How much do US households spend on personal care?

The BLS Consumer Expenditure Surveys track personal care products and services as one category, covering haircuts, salon services, cosmetics, skincare and shaving products for everyone in the household. Average spending was $866 per consumer unit in 2022, $950 in 2023 and $978 in 2024^[3].

The 2022 to 2023 jump of 9.7% was statistically significant, while the 2.9% rise in 2024 was not, according to the BLS^[3]. Personal care made up about 1.2% of average household spending of $78,535 in 2024 (menhaircuts.net calculation: $978 / $78,535)^[3].

The survey does not split this category by gender, so it cannot say how much of the total goes to men's products.

How many men get cosmetic surgery?

The American Society of Plastic Surgeons estimates that men had 89,617 cosmetic surgical procedures in 2025, essentially flat against 89,519 in 2024^[2]. All patients combined had 1,523,330 cosmetic surgical procedures in 2025, up 7%^[2].

That puts men at about 5.9% of cosmetic surgeries (menhaircuts.net calculation: 89,617 / 1,523,330). Women accounted for 1,431,257 procedures^[2].

ASPS built these estimates from member surgeon data, its endorsed partner CosmetAssure and a national claims dataset, together representing more than 3,000 board-certified plastic surgeons^[2]. The counts cover surgery only. For minimally invasive treatments such as neuromodulator injections, ASPS now presents the most common treatments by volume rather than by procedure count^[2].

What cosmetic procedures do men get most?

Male breast reduction (gynecomastia surgery) led the list at 20,879 procedures in 2025, down 12% from 2024^[2]. Liposuction followed at 18,938, then eyelid surgery at 14,327^[2].

Some smaller face procedures grew quickly among men: facelifts rose 17% to 5,077, neck lifts rose 25% to 3,479 and facial fat grafting rose 42% to 3,146^[2]. Nose reshaping was up 4% to 6,886^[2].

Hair restoration is not part of the ASPS cosmetic surgery tables. Our thinning and balding guide covers the options men weigh there.

Do men buy fragrance and skincare?

Fragrance is one of the clearest men's categories in retail data, and it is heavily gift-driven. Circana reported that in 2022, men's prestige fragrance sales in the three weeks leading up to and including Father's Day were 85% higher than in the three weeks before, and grew 10% over 2021^[5]. Physical stores took 85% of men's fragrance revenue in the week before Father's Day 2022^[5].

Skincare use is lower. A 2024 YouGov poll found 39% of US men have a consistent skincare routine and 17% use moisturizer daily^[6]. YouGov's 2017 analysis found that men made up 52% of the people considering acne-relief products from Proactiv or Clearasil^[7].

Our men's skincare statistics report breaks those routines down in more detail.

Are younger men driving the men's beauty market?

Survey data from Britain suggest they are. YouGov reported that among men aged 18 to 34, consideration of skincare and cosmetics brands doubled from 3.1% to 6.1% between 2020 and 2024^[8]. Over the same period, consideration of Dior among young men rose from 6.3% to 28.1%, and of Chanel from 3.7% to 21.4%^[8].

In the same YouGov data, 39% of men aged 18 to 34 said they use beauty products to enhance their appearance, and 65% said looking physically attractive is important to them, compared with 46% of all men^[8].

In the US, YouGov's 2017 analysis found at least a third of men aged 18 to 49 said they use beauty products to make them look better^[7].

Frequently asked questions

Methodology and limitations

This report uses primary filings and official statistics. Company figures come from Procter & Gamble's Form 10-K for the fiscal year ended June 30, 2025 and Edgewell Personal Care's Form 10-K for the fiscal year ended September 30, 2025, both read on SEC EDGAR. Cosmetic surgery counts come from the American Society of Plastic Surgeons 2025 Procedural Statistics Release, including its male gender distribution table. Household spending is from the BLS Consumer Expenditure Surveys 2024 release. Fragrance data come from Circana; survey data come from YouGov (US 2017 and 2024, UK 2025). Shares and ratios are menhaircuts.net calculations from the cited inputs. Sources accessed October 15, 2026.

Limitations

There is no government measure of the men's beauty or grooming market, and private market-size estimates are paywalled or inconsistent, so this report relies on company segment results instead. P&G's Grooming segment includes women's razors (Venus) and sells worldwide, so it is not a pure US men's figure; P&G and Edgewell also have fiscal years that end three months apart. ASPS figures are statistical estimates that cover cosmetic surgery only, not injectables or hair restoration. The BLS personal care category covers all household members and is not split by gender. Circana's Father's Day data are from 2022 and cover prestige fragrance only. YouGov UK brand consideration measures interest, not purchases.

Every figure on this page links to its source. Numbers are reported as published; any menhaircuts.net calculation is labelled and shows its inputs. Spotted an error? Tell us and we will check it.

Sources

1. The Procter & Gamble Company Form 10-K, fiscal year ended June 30, 2025, U.S. Securities and Exchange Commission (EDGAR) (2025). Accessed October 15, 2026.
2. 2025 Plastic Surgery Statistics Report (Procedural Statistics Release), American Society of Plastic Surgeons (2026). Accessed October 15, 2026.
3. Consumer Expenditures in 2024 (news release), U.S. Bureau of Labor Statistics (2025). Accessed October 15, 2026.
4. Edgewell Personal Care Company Form 10-K, fiscal year ended September 30, 2025, U.S. Securities and Exchange Commission (EDGAR) (2025). Accessed October 15, 2026.
5. Father's Day Fragrance Predictions, Circana (2023). Accessed October 15, 2026.
6. Americans' top skin concerns and how much they'd spend to treat them, YouGov (2024). Accessed October 15, 2026.
7. A third of younger men use beauty products to make them look better, YouGov (2017). Accessed October 15, 2026.
8. Young men in Britain are embracing skincare more than ever, YouGov (2025). Accessed October 15, 2026.

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