Key Players
Competitive Landscape
Future Market Insights names ten groups in the men grooming products market. P&G and Edgewell publish shaving results directly. Unilever and Estée Lauder show portfolio and channel moves, and Beiersdorf, Shiseido and L'Oréal report at brand or regional level. Kao, Colgate-Palmolive and Johnson & Johnson round out the group.
Between June 2025 and August 2026, company releases pointed in different directions. Unilever agreed to buy Dr. Squatch, and P&G reported Grooming growth of 4%.[1][2] Edgewell reported a 0.8% decline in Wet Shave net sales, and Beiersdorf reported a 6.8% organic decline for NIVEA.[5][7] Competition is moving towards groups that pair a shaving or skin franchise with an owned online route.
Company developments mapped to drivers, trends and opportunities (2026-2036)
| Development | Driver | Trend | Opportunity |
|---|---|---|---|
| August 2026: Natura Brazil revenue fell 14.8% in the second quarter. | Product unavailability and a difficult macro environment cut volume in relationship selling. | Direct selling lost volume in Brazil. | Retail and online routes may reach buyers that direct selling no longer serves. |
| July 2026: P&G reported Grooming net sales of USD 6,918 million, up 4%. | Grooming is reported as a stand-alone segment. | A large shaving supplier grew in fiscal 2026. | Shaving ranges can anchor adjacent category launches. |
| October 2025: Estée Lauder announced a Shopify partnership. | Direct-to-consumer strategy across online and freestanding stores. | Prestige groups are rebuilding digital commerce. | Men's lines such as Aramis and Lab Series may use the same platform. |
| June 2025: Unilever agreed to acquire Dr. Squatch. | Unilever sought premium and high-growth areas. | Large groups are buying focused men's brands. | International scaling of a direct-to-consumer brand. |
Source: Future Market Insights, Men Grooming Products Market Report, 2026-2036.
P&G, Edgewell and Unilever hold the most direct evidence on shaving and men's brands, but the groups differ by category weight and channel route. Estée Lauder and Shiseido act through prestige and regional channels. Beiersdorf reports brand-level results that do not isolate men.
Who leads the men grooming products market?
Shaving products lead product type sales at 29% in 2026, and P&G and Edgewell are the two groups with reported shaving segments.
Which companies have documented men's grooming positions?
Edgewell reports Men's Systems inside Wet Shave.[5] P&G reports Grooming as a separate segment and lists Gillette among the brands in the release.[2] Unilever agreed to acquire Dr. Squatch.[1] Estée Lauder lists Aramis and Lab Series among company brands.[3]
What should buyers evaluate before approving a supplier?
Retail buyers check sell-through by range, price parity with the brand's own site and the supplier's record on new launches. Supplier segment results, such as the gap between P&G and Edgewell, show which ranges are gaining. Terms for online listings and returns often decide the first order.
How is competition expected to change through 2036?
Competition is moving towards groups that hold both a shaving franchise and an online route. Acquisitions of focused men's brands, such as Dr. Squatch, bring digital-first buyers into large portfolios. Sales will grow at a CAGR of 7.7%, so the added USD 8.1 billion goes first to groups that fund launches and online reach.
Representative Company Overview
| Company | Positioning | Documented development |
|---|---|---|
| P&G | Grooming reported as a stand-alone segment | July 2026: reported Grooming net sales of USD 6,918 million, up 4%, for fiscal 2026. |
| Edgewell | Wet Shave and Sun and Skin Care segments | November 2025: reported Wet Shave net sales of USD 1,218.9 million for fiscal 2025. |
| Unilever | Personal care group with a focused men's brand agreement | June 2025: agreed to acquire Dr. Squatch. |
| Estée Lauder | Prestige brand portfolio including Aramis and Lab Series | October 2025: announced a Shopify partnership. |
| Beiersdorf | Consumer business led by NIVEA | August 2026: reported a 6.8% organic decline for the NIVEA brand in the first half. |
Research Methodology
The companies included in the report represent current market structure and do not indicate a market-share ranking. Company facts come from company filings, press releases and trade press dated May 2025 or later.
