Vietnam Men's Grooming Market Overview, 2031

Personal grooming is the process of cleaning and maintaining body parts. Grooming is done not only for hygiene reasons but also to make a good impression and appear presentable. In the case of men, both teenagers and adults place a high value on personal grooming. However, the products chosen may differ depending on the application. Men are spending more money on grooming products as attitudes towards traditional masculinity shift as a result of the rise of the metrosexual male and the growing influence of celebrities and influencers. Furthermore, the growing number of men's salons is fueling demand for male grooming brands. Some market participants are creating new electrical items, such as shavers and razors, by incorporating new performance characteristics based on cutting-edge technology. As incomes rise, so does demand for consumer goods and increased spending on luxuries, spawning a multibillion-dollar industry of various cosmetic products and services. Moreover, there has been a shift in men's attitudes towards looking younger. Due to the exciting trend of trying new things, more men are confident and satisfied with what they see in the mirror every day. In terms to the growth of men's toiletries outpacing that of fragrances and shaving products indicates that male grooming has progressed beyond the basics of shaving and fragrance. In recent years, more men have paid attention to their appearance, fueling the growth of male-specific skin care and hair care products.

The market for men’s grooming products all over the world is growing quickly, fueled by changing lifestyles and new views on masculinity. With more men joining the workforce and becoming more aware of their skin, bodies, and general appearance, the need for grooming products has increased. Contemporary buyers want solutions that make their daily routines easier while providing several benefits, which has led to the increased popularity of multi-functional products. Items that offer UV protection, moisturizing, and cleansing capabilities are especially attractive, as they save time and cater to various skincare requirements. This aspect of convenience is particularly appealing to busy professionals and younger adults who prioritize efficiency while still wanting high quality. Another significant factor driving this trend is the rising focus on personal wellness and appearance. Men are becoming more engaged in following skincare routines, understanding that grooming plays a role in how they look as well as their confidence and well-being. Social media has boosted this trend, with influencers and public figures setting elevated standards for appearance and grooming. Sites like Instagram, YouTube, and TikTok highlight grooming routines and suggest products, creating societal expectations to look well-groomed and motivating men to try out new items. The growth of e-commerce has also played a key role in speeding up market expansion. Online shopping provides ease, competitive prices, and a wide selection of both local and international brands, making it simpler for men to find and buy grooming products. Increased disposable income, urban growth, and greater awareness of skincare are other elements driving demand.

Men's grooming market by product is divided into hair care, skincare, shaving products, fragrances and Others. In the cosmetics and personal care sector there are evident patterns in the demand for various product types, influenced by cultural habits, climate, and lifestyle choices. Skin care represents the most significant and rapidly expanding category, boosted by increasing awareness around skin well-being, anti-aging products, and sun protection methods. Shoppers are showing a preference for products that serve multiple purposes, like serums, moisturizers with sun protection, and specific treatments for sensitive or troubled skin. Hair care continues to be an essential industry segment, shaped by local weather, styling trends, and an increasing interest in scalp health, solutions for hair loss, and treatments akin to those used in salons. The market for shaving items is also growing, especially among men who are adopting more elaborate grooming routines that include care before and after shaving. Fragrances carry both cultural meanings and aspirational values, with tastes ranging from light everyday aromas to unique, luxury scents for special events. The Others category, which encompasses body care, deodorants, oral hygiene, and other hygiene items, is experiencing a rise due to an increased focus on wellness, personal cleanliness, and preventive measures. Across various areas, new product developments are taking on more significance, emphasizing functionality, safety, and the use of natural components, as buyers look for items that provide effectiveness and an enjoyable experience.

Men's grooming market by price range is divided into mass products and premium products. The personal care and cosmetics industry exhibits a split between affordable and luxury items, reflecting the varied spending power and preferences of consumers. Affordable products lead in sales volume, owing to their reasonable prices, extensive availability, and practical benefits. Locally made and private-label items are particularly popular in areas where consumers are more price-conscious, frequently offering dependable quality at lower costs. Meanwhile, luxury products are steadily increasing in popularity, notably in skincare, hair care, and fragrances. Consumers living in cities or with higher incomes tend to favor sophisticated formulas, ethical sourcing, and premium experiences. Buying premium products is typically selective, with consumers mixing high-end purchases with cost-effective staples in their daily routines. The separation of prices is greatly shaped by perceived worth, brand trustworthiness, and the performance of products, instead of being driven solely by the desire for status. Throughout various markets, the presence of both affordable and luxury products illustrates a practical mindset where accessible and high-quality spending can occur simultaneously.

Men's grooming market by distribution channel is divided into supermarkets/hypermarkets, convenience stores, specialty stores, online retail stores and other retail channels. The distribution methods in the cosmetics and personal care industry are becoming more varied, merging conventional retail with online and specialized channels. Supermarkets and hypermarkets continue to be primary sources for affordable products, providing convenience along with appealing prices. Specialty shops, such as perfume stores, beauty boutiques, and pharmacies, lead the market for high-end skincare, fragrances, and makeup, offering expert guidance and engaging shopping experiences. Pharmacies are trusted sources for medical-grade and dermo-cosmetic items, while convenience stores mainly concentrate on essential hygiene and grooming options. Online shopping has become a vital distribution channel, fueled by digital interaction, e-commerce sites, and mobile access, allowing consumers to explore a wider variety of brands, reviews, and deals. Other sales avenues, including salons, direct-to-consumer websites, and travel retail, remain significant for specialized and premium products. Distribution techniques are increasingly focused on allowing access through multiple channels, blending the credibility associated with physical retail with the convenience and reach of online platforms.



Men's grooming market by nature is divided into natural and conventional. Interest from consumers in both natural and traditional products is influencing the cosmetics and personal care industry. The demand for natural and organic items is steadily increasing, fueled by a rise in knowledge about safety of ingredients, sustainability, and health. Products made with botanical extracts, oils from plants, and simple recipes are especially attractive in the areas of skincare, hair care, and body care, while eco-friendly packaging enhances trust from consumers. On the other hand, traditional products still hold a significant market share due to their cost, effectiveness, and the confidence consumers have in them. Many of these traditional products are backed by scientific research, dermatological testing, and are designed for local environmental conditions. The market is not sharply divided; instead, it is merging, with traditional brands adding natural features and messages about sustainability, while natural brands focus on effectiveness, clinical validation, and high-end branding. This balanced strategy across different areas enables consumers to focus on both practicality and ethical aspects, fostering innovation and variety while still keeping traditional products available.

Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Men’s Grooming Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Hair Care
• Skin Care
• Shaving Products
• Fragrances
• Others

By Price Range
• Mass Products
• Premium Products

By Distribution Channel
• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Stores
• Online Retail Stores
• Other Retail Channels

By Nature
• Natural
• Conventional