Men's grooming PR has to reach men and the women who buy for them. Drug Store News reported in March 2025 that Euromonitor put men's grooming sales above $57 billion in 2024, up 6%, and that Circana found men made up a third of the fragrance business. Merchandisers also noted that women buy a hefty portion of products for men.
How big is men's grooming and where is growth?
Men's grooming sales grew 6% in 2024 to top $57 billion, according to Euromonitor figures cited by Drug Store News. The article does not say whether the figure is U.S. or global, so a brand should check the definition before quoting it.
Fragrance led the growth. Larissa Jensen, senior vice president and global beauty industry advisor at Circana, said men made up a third of the fragrance business and grew faster than the overall category in 2024. Investment bank Piper Sandler estimated that men's spending on fragrance rose 26% that year.
Price tiers are widening too. Drug Store News reported that Dossier sells versions of popular men's fragrances at Walmart, mostly for under $30, and that a Walmart line with boxer Jake Paul prices its body wash, body spray and deodorant under $10. A pitch for a premium product has to explain why it costs more than those options.
Who actually buys men's grooming products?
Women buy a large share of men's grooming products, which is why a men's grooming PR plan has to reach them too. Drug Store News reported that merchandising men's products is a challenge because women buy a hefty portion of products for males. Target and CVS have separate men's sections, and other retailers place men's items inside each category.
NielsenIQ's description of its US Men's Grooming Category Overview 2025 puts category sales at $7.1 billion across bath and shower, deodorants, shaving, hair care and facial skin care. It says online growth outpaced in-store and that Millennials and Gen Z are driving engagement. That figure covers a narrower basket than the Euromonitor total, so the two numbers should not be compared.
The practical consequence is a split audience. Men read fitness and lifestyle media and follow creators, while the women who buy for them read gift guides and women's lifestyle sections.
What messages work for men's grooming brands?
Men's grooming brands do best with simple, direct products that are not copies of women's lines. Drug Store News reported that mass-market male shoppers are drawn to masculine imagery, and that social media influencers have given men permission to use scents and skin care.
Claims are a second message. John Ludeke, vice president of marketing at Dr. Squatch, told the publication that the brand keeps its products 98% natural, and the brand tapped actress Sydney Sweeney to introduce its body wash. A percentage claim like that is the kind of detail a reporter will ask a brand to document.
Hair is a third message. Amber Carter, associate vice president of marketing at Scientific Hair Research, said searches for scalp care are growing and that men see hair care as an extension of skin care and wellness.
| Audience | Where they look | Pitch angle (my suggestion) |
|---|---|---|
| Men who use the product | Fitness and lifestyle media, creators | A simple routine and a documented claim |
| Women buying for men | Gift guides and women's lifestyle editors | Ease of choice, price and gifting occasion |
| Retail buyers | Trade media | Placement, shelf logic and sell-through |
What should a men's grooming PR plan include?
A men's grooming PR plan should include two pitches, documented claims and a plan for where the product sits on the shelf. Five steps put that into practice.
- Write one pitch for men and a separate one for the women who buy for them.
- Document every ingredient and natural-percentage claim before pitching it.
- Find out whether retailers shelve the product in a men's section or inside a category, and pitch the buyer accordingly.
- Choose a creator or celebrity only if the audience fits the price tier, as Dwayne Johnson's Papatui and the Jake Paul line do at their own price points. The influencer marketing guide covers disclosure and measurement.
- Ask ChatGPT, Gemini and Google's AI Overviews which grooming products they recommend for a man and as a gift, then record whether your brand is named and which source is cited. The GEO agency guide explains what to look for.
Men's grooming sits inside the wider beauty category, so the beauty PR guide and the piece on why editors and experts still matter in beauty PR apply here as well. Grooming brands can see 5W's grooming products and services marketing practice. Playbooks for other consumer categories sit in the industry PR guides.
The through-line is that men's grooming has two buyers and a claim that has to be proven. Write for both, document the claim and know the shelf.
Frequently asked questions
How big is the men's grooming market?
Euromonitor put men's grooming sales above $57 billion in 2024, up 6%, according to Drug Store News, while NielsenIQ describes a $7.1 billion U.S. category across narrower segments. The figures use different baskets, so a brand should name the source and definition when it quotes one.
Who buys men's grooming products?
Men buy men's grooming products, and women buy a large share of them as well. Drug Store News reported that women buy a hefty portion of products for males, which is why pitches should reach gift buyers.
Is men's fragrance growing?
Men's fragrance is growing, according to the sources Drug Store News cited. Circana said men grew faster than the overall fragrance category in 2024 and made up a third of the fragrance business, and Piper Sandler estimated men's fragrance spending rose 26%.
Do men's grooming brands need celebrity partners?
Men's grooming brands do not need celebrity partners, although they are common in the category. Drug Store News described Dwayne Johnson behind Papatui and a Walmart line with Jake Paul, and reviews, expert voices and documented claims can also earn coverage depending on budget and price tier.