Key Players
Competitive Landscape
The four largest shares belong to Manscaped, Unilever, Procter & Gamble and Beiersdorf, and digital-first challengers such as Ballsy, Lumin and compete for the balance. Future Market Insights puts Manscaped at 18 to 22%, Unilever (Dove Men+Care) at 14 to 18%, Procter & Gamble (Gillette) at 12 to 16% and Beiersdorf (Nivea Men) at 8 to 12%. Other companies hold 35 to 45%.
Unilever, Beiersdorf, Gillette India and Manscaped took different paths after mid-2025. Unilever bought into men's care through Dr. Squatch.[1] Beiersdorf set an 18-month turnaround for NIVEA.[5] Gillette India grew double digit in the June 2026 quarter.[2] Manscaped opened a retail route in the UAE in late 2025.[7]
Company developments mapped to drivers, trends and opportunities (2026-2036)
| Development | Driver | Trend | Opportunity |
|---|---|---|---|
| June 2025: Unilever agreed to acquire Dr. Squatch. | Growth of digital-first men's brands. | Large groups buy online brands. | International roll-out of acquired lines. |
| July 2026: Unilever Personal Care grew 4.8% in H1. | Deodorant and cleansing demand. | Mass brands extend into men's routines. | Intimate sub-lines under Dove Men+Care. |
| July 2026: Gillette India grew quarterly sales 11%. | Men's grooming demand in India. | Retail execution across channels. | Intimate products next to razors. |
| August 2026: Beiersdorf launched an 18-month NIVEA turnaround. | Weak NIVEA sales. | Portfolio rebalancing. | Refreshed men's ranges. |
Source: Future Market Insights, Men's Intimate Care Products Market Report, 2026-2036.
Digital-first selling and group retail reach compete in the race to establish market leadership. Digital-first brands sell direct, build subscription bases and test new formats quickly. Unilever, Procter & Gamble and other large groups bring retail reach and can buy proven brands, as the Dr. Squatch agreement shows.[1]
Who leads the men's intimate care products market?
Manscaped holds the largest share at 18 to 22%, ahead of Unilever (Dove Men+Care) at 14 to 18%.
Which companies made recent acquisition or results announcements?
Unilever agreed to buy Dr. Squatch in June 2025.[1] Gillette India reported 11% sales growth for the June 2026 quarter.[2] Beiersdorf reported a 6.8% organic decline at NIVEA in the first half of 2026.[5]
What do buyers look for in an intimate care product?
Buyers look for gentle, pH-balanced and dermatologist-tested formulas, discreet packaging and delivery, and clear odour or chafing benefits. Natural and paraben-free claims sway first purchases.
How will competition change through 2036?
Unilever, P&G and Beiersdorf will buy more digital-first brands. Ballsy, Lumin and other challengers will launch probiotic and waterless formats to stay ahead. Retailers and pharmacies will give intimate care a dedicated shelf space as stigma fades.
Representative Company Overview
| Company | Positioning | Recent development |
|---|---|---|
| Unilever | Owner of Dove Men+Care and Dr. Squatch | June 2025: agreement to acquire Dr. Squatch. |
| Procter & Gamble (Gillette India) | Grooming group in India | July 2026: quarterly sales of Rs 783 crore, up 11%. |
| Beiersdorf | Owner of NIVEA and Nivea Men | August 2026: 18-month NIVEA turnaround plan. |
| Edgewell Personal Care | Owner of Bulldog and CREMO | November 2025: growth in North American Skin Care and Grooming. |
| Manscaped | Share leader in men's grooming | November 2025: first official retail market in the region, the UAE. |
| Marico | Indian owner of Beardo | August 2026: Premium Personal Care run-rate of about ₹450 crore. |
Research Methodology
Personal care group acquisition releases, half-year results and Indian exchange filings dated after April 2025 inform this view of men's intimate care. The companies included in the report represent current market structure and do not indicate a market-share ranking.
