Men's Intimate Care Products Market

How big is Men's Intimate Care Products Market in 2026?

Men's intimate care sales rise on a 10.5% CAGR from 2026 to 2036. Men's intimate care closed 2025 at USD 15.4 billion. Sales are put at USD 17.0 billion (estimated) in 2026, heading to a projected USD 47.3 billion by 2036.

Demand for men's intimate care products will grow at a CAGR of 10.5% from 2026 to 2036, according to FMI, reaching USD 47.3 billion by 2036. The market is estimated at USD 17.0 billion in 2026, up from USD 15.4 billion in 2025.

Face wash buyers are the target shoppers for intimate care, and the men's skincare products market shares the 10.5% CAGR from 2026 to 2036, so brands will add intimate washes to skincare orders. Razors share the store shelf in the men's grooming product market, at a CAGR of only 7.7% over the same years, so retailers will shift grooming facings to anti-chafing creams.

Discreet ordering shapes the first purchase. About 34.6% of 2026 sales (estimated) go through online stores, so digital brands reach new buyers before shelf brands do. For instance, Unilever agreed in June 2025 to acquire Dr. Squatch, a men's brand sold online, in retail stores and direct to consumers.[1] Founder-led names such as Dr. Squatch will reach global store networks.

However, challenger brands such as Ballsy and Lumin will face Unilever and P&G labels with wider shelf reach. Successful challengers will defend premium prices through subscription kits that hold repeat orders of washes, wipes and anti-chafing creams. Intimate washes lead product sales on an estimated 31.2%, and online stores stay among the segments setting the pace of growth. Pharmacies will open a second route through dermatologist-backed ranges.

Key Market Trends & Insights

• Product type: intimate washes lead on an estimated 31.2%, with wipes and deodorant sprays next.
• Ingredient type: chemical-based formulas hold about 47.5% (estimated), and organic or natural formulas gain on paraben-free demand.
• Sales channel: online stores take an estimated 34.6%. Dr. Squatch sells primarily in North America and Europe, Unilever said in June 2025.[1]
• End user: daily use accounts for roughly 64.3% (estimated), ahead of sports and fitness and medical use.

Regional Highlights

• Chinese sales post a 7.8% CAGR from 2026 to 2036, top of the profiled list, FMI data indicate.
• India comes next on a 7.5% CAGR. The United States registers a 7.2% CAGR and Germany 7%, with the United Kingdom at the bottom on 6.9% over the same years.
• Gillette India reported sales of Rs 783 crore for the quarter to 30 June 2026, up 11%.[2]

Market Size & Forecast

Table 1: Market Size and Forecast for the Men's Intimate Care Products Market (USD billion and percentage), 2025 to 2036

Metric	Value
2025 Market Size	USD 15.4 billion
Estimated Market Size in 2026	USD 17.0 billion
Projected Market Size by 2036	USD 47.3 billion
CAGR, 2026 to 2036	10.5%
Added Revenue, 2026 to 2036	USD 30.3 billion
Market Expansion Multiple	2.8x

Intimate care, on a 10.5% CAGR from 2026 to 2036, is one of the faster corners of men's personal care. On FMI figures, the men's skincare products market also records a 10.5% CAGR over the same years, so brands selling both will share the same routine-led buyer. Beard oils and balms reach the same bathroom shelf, and the men beard care market grows at a 7% CAGR over the same decade. Beard brands will add intimate washes to catch faster-growing demand from the same buyer.

Digital-First Brands, Acquisitions and Shelf Entry

Unilever led large personal care groups into men's brands built online. Unilever agreed to buy Dr. Squatch from growth equity firm Summit Partners in June 2025 and planned to scale the brand internationally.[1] Underlying sales at Unilever Personal Care rose 4.8% in H1 2026, and Dove grew high-single digit with gains in deodorants and skin cleansing.[3] Edgewell, owner of the Bulldog and CREMO marks, cited growth in Skin Care and Grooming in North America in fiscal 2025.[4] Beiersdorf reported a 6.8% organic sales decline for NIVEA in the first half of 2026.[5] Gillette India grew quarterly sales 11% in the June 2026 quarter on innovation and retail execution across channels.[2] Grooming net sales at Procter & Gamble rose 4% to $6,918 million in fiscal 2026.[6] Digital brands such as Manscaped will keep launching intimate lines first, and Unilever, P&G and Edgewell will scale the most successful brands through acquisition or licensing.

Table 2: Brand and Channel Indicators for the Men's Intimate Care Products Market (percentage, INR and dates), mixed reporting years from 2025 to 2026

Indicator	Data Point	Relevance	Source
Unilever deal for Dr. Squatch, June 2025	Agreed purchase from Summit Partners	A large group buying a digital-first men's brand.	[1]
Dr. Squatch channels	Digital commerce, retail and DTC	The route an online brand takes to shelves.	[1]
Unilever Personal Care, H1 2026	Underlying sales up 4.8%	Group demand in deodorants and cleansing.	[3]
Dove, H1 2026	High-single-digit growth	Mass brand with a men's sub-line.	[3]
Gillette India sales, quarter to June 2026	Rs 783 crore, up 11%	Men's grooming demand in India.	[2]
NIVEA organic sales, H1 2026	Down 6.8%	Pressure on a mass men's care brand.	[5]
Edgewell North America, fiscal 2025	Growth in Skin Care and Grooming	Group owner of Bulldog and CREMO.	[4]
P&G Grooming net sales, fiscal 2026	$6,918 million, up 4%	Scale of the Gillette parent in grooming.	[6]
Manscaped retail entry in the UAE, November 2025	First official retail market in the region	A global grooming brand moves from online into stores.	[7]
Marico Premium Personal Care, Q1 FY27	Run-rate of about ₹450 crore	Male grooming inside an Indian premium portfolio.	[8]

Analyst Perspective

“The strongest opportunity belongs to digital-first brands that can carry a trusted intimate wash or anti-chafing cream from online subscription into pharmacy and supermarket aisles. I expect large personal care groups to keep buying digital-first brands, so founders who prove repeat purchase and clean formulations will set the terms.”

- Rahul Pandita, Principal Consultant, Future Market Insights.

How is the Men's Intimate Care Products Market segmented?

Four product axes and region split the market. In 2026, washes lead products on an estimated 31.2%. Chemical-based formulas carry about 47.5% (estimated), online stores an estimated 34.6%, and daily use roughly 64.3% (estimated).

By product type: wash, wipes, deodorants/sprays, powders, lotions/creams, others.

By ingredient type: chemical-based, organic or natural, and hybrid.

By sales channel: supermarkets/hypermarkets, specialty stores, pharmacies/drug stores, online, others.

By end user: daily use, sports and fitness, and medical use.

By region: Oceania, South Asia, East Asia, Europe, the Americas, and Middle East & Africa.

Why do intimate washes lead product type sales?

Washes take an estimated 31.2% of 2026 product sales, with wipes and deodorant sprays next.

Table 3: Product Type Share for the Men's Intimate Care Products Market (percentage share), 2026

Product Type	Estimated Share (2026)
Intimate Wash	31.2%
Intimate Wipes	18.6%
Deodorants and Sprays	17.4%
Lotions and Creams	13.9%
Powders	10.5%
Others	8.4%
Total	100.0%

Table 4: Product Type Leadership and Market Growth for the Men's Intimate Care Products Market (segment and CAGR percentage), 2026 to 2036

Metric	Value
Global CAGR (2026 to 2036)	10.5%
Leading Segment	Intimate Wash

A wash fits into the daily shower and makes an easy first purchase for a man new to the category. Washes take about 31.2% (estimated). Wipes follow on an estimated 18.6% and deodorants and sprays on roughly 17.4% (estimated). Lotions and creams hold near 13.9%, powders near 10.5% and others near 8.4%, all estimated. Dove grew high-single digit over H1 2026, helped by good performances in deodorants and skin cleansing.[3] Washes and wipes will keep the fastest product growth, FMI analysis shows, as gym and travel use spreads.

• Anti-chafing creams will gain with runners and cyclists.
• Unilever Deodorants grew mid-single digit in developed and emerging markets in H1 2026.[3]

Why do chemical-based formulas lead ingredient type sales?

Chemical-based formulas make up about 47.5% (estimated) of the 2026 ingredient mix, and organic or natural and hybrid formulas follow.

Table 5: Ingredient Type Share for the Men's Intimate Care Products Market (percentage share), 2026

Ingredient Type	Estimated Share (2026)
Chemical-based	47.5%
Organic/Natural	31.8%
Hybrid	20.7%
Total	100.0%

Chemical-based products fill mass-market shelves, and organic and natural formulas grow faster. Chemical-based lines hold about 47.5% (estimated). Organic or natural formulas reach an estimated 31.8%, and hybrid formulas about 20.7% (estimated). Dr. Squatch markets natural soaps, body washes and deodorants.[1] Organic or natural formulas will add to the 31.8% share each year. Natural claims in men's intimate care draw on the same plant-based ingredient base as the natural cosmetics market, which advances at a 5.7% CAGR from 2026 to 2036. Men's intimate care grows faster on a 10.5% CAGR, so ingredient suppliers will add men's intimate grades to natural cosmetics ranges.

• Botanical, probiotic and essential-oil formulas will gain premium shelf space.
• Dr. Squatch lists natural cold process bar soap as a hero product.[1]

Why do online stores lead sales channel sales?

An estimated 34.6% of 2026 channel volume goes through online stores, with supermarkets, pharmacies, specialty stores and others behind.

Table 6: Sales Channel Share for the Men's Intimate Care Products Market (percentage share), 2026

Sales Channel	Estimated Share (2026)
Online	34.6%
Supermarkets/Hypermarkets	27.3%
Pharmacies/Drug Stores	19.2%
Specialty Stores	12.4%
Others	6.5%
Total	100.0%

Men buying intimate products for the first time prefer a discreet checkout to a shelf in a busy aisle. Online stores carry about 34.6% (estimated). Supermarkets and hypermarkets follow on an estimated 27.3%, and pharmacies hold roughly 19.2% (estimated). Specialty stores take near 12.4% and others near 6.5%, both estimated. Gillette India credited retail execution across channels for 11% quarterly sales growth in 2026.[2] Supermarkets and hypermarkets, at 27.3%, will narrow the online lead as Gillette and Dove place intimate lines next to razors and deodorants.

• Pharmacies will gain from dermatologist-backed and medical-use products.
• Unilever cited digital and e-commerce execution in China in H1 2026.[3]

Why does daily use lead end user sales?

Daily routines generate about 64.3% (estimated) of 2026 end user sales, with sports and fitness and medical use splitting the balance.

Table 7: End User Share for the Men's Intimate Care Products Market (percentage share), 2026

End User	Estimated Share (2026)
Daily Use	64.3%
Sports and Fitness	24.9%
Medical Use	10.8%
Total	100.0%

Daily hygiene routines create repeat purchases, and fitness or medical needs arise less often. Daily use takes about 64.3% (estimated). Sports and fitness buyers account for an estimated 24.9%, and medical use for roughly 10.8% (estimated). Edgewell reported growth in Skin Care and Grooming in North America in fiscal 2025.[4] Sports products will grow with gym membership and endurance events, and medical use will gain from dermatologist recommendations.

• Subscription kits will tie daily-use buyers to one brand.
• Edgewell sells Bulldog and CREMO skin care products.[4]

What are the drivers, restraints, and opportunities in the men's intimate care products market?

Demand for men's intimate care products rises with hygiene awareness, grooming acceptance and discreet online buying. Growth of the men's intimate care products market slows in markets with persistent stigma, and subscription and natural formulations open the main opportunity.

• Driver: Wider acceptance of grooming routines and online brands that sell discreetly.
• Restraint: Social stigma and cultural taboos in conservative markets.
• Opportunity: Natural, probiotic and subscription products from digital-first brands.

Group Acquisitions Bring Online Brands to Retail Shelves

Adoption of men's intimate products is rising with grooming acceptance, according to FMI. Unilever plans to scale Dr. Squatch internationally after the brand grew in the US.[1] The deal was expected to close later in 2025, subject to regulatory approvals.[1] Dr. Squatch and other acquired brands will reach pharmacies and supermarkets in new countries, and wider store presence will normalise intimate care as a routine purchase.

Stigma Holds Back Mass Retail

Taboos rank among the barriers between demand and adoption, keeping many men from picking intimate products off an open shelf. Key challenges faced by manufacturers include stigma in conservative markets and slow repeat purchase in mass retail. Beiersdorf launched an 18-month turnaround plan after NIVEA organic sales fell 6.8% over January to June 2026.[5] P&G Grooming volume fell, mainly in IMEA, and organic sales held flat for April to June 2026.[6] Gillette and Nivea Men will need clear education and discreet packs before intimate lines sell at scale in stores.

Natural and Subscription Lines Create New Revenue

Subscription plans reward brands such as Dr. Squatch that carry broad ranges. Sales potential is expected to emerge from natural, pH-balanced and probiotic formulas sold on subscription. Dr. Squatch also sells hair care, skin care, lip balm and cologne next to soaps.[1] Brands that start with a wash will add creams, wipes and sprays to the same plan. Intimate sprays reach the same subscription buyer as the antiperspirants and deodorants market, so deodorant brands will add body sprays for intimate use to subscription boxes.

Which country CAGRs are profiled in the Men's Intimate Care Products Market?

Table 8: Country CAGR Comparison for the Men's Intimate Care Products Market (CAGR percentage), 2026 to 2036

Country	CAGR
China	7.8%
India	7.5%
United States	7.2%
Germany	7%
United Kingdom	6.9%

How do country-level CAGRs compare in the men's intimate care products market?

Asian markets lead the profiled list, with China and India the countries setting the growth agenda. China tops the list with a 7.8% CAGR over 2026 to 2036. India is next on a 7.5% CAGR. American sales post a 7.2% CAGR and German sales 7%. British sales post a 6.9% CAGR, the lowest of the five. All five profiled rates run below the 10.5% global CAGR, FMI reports.

• China grows on rising incomes, live-stream selling and cross-border e-commerce.
• India pairs urban buyers with Ayurvedic and odour-control products.
• The United States leads on subscription and DTC services with wide retail reach.
• Germany favours hypoallergenic and dermatologist-approved formulas.
• The United Kingdom values natural ingredients and anti-chafing products.

Full report country CAGRs cover: Oceania, South Asia, East Asia, Europe, North America and Latin America regional totals, plus Middle East & Africa.

Country-wise Analysis

China Men's Intimate Care Products Market Outlook (2026 to 2036)

Live-stream selling and cross-border e-commerce bring new men's care brands to Chinese buyers quickly. K-beauty and J-beauty trends shape Chinese men's care formats. Sales in China expand at a 7.8% CAGR from 2026 to 2036. Unilever credited digital and e-commerce execution for performance in China in the first half of 2026.[3] 

Key takeaway: China rewards brands that sell through live streams and platforms before opening retail shelves.

India Men's Intimate Care Products Market Outlook (2026 to 2036)

Gillette India posted Rs 783 crore of sales for April to June 2026, an 11% gain.[2] Urban men with rising incomes are adding grooming steps, and humid weather lifts demand for odour control. India records a 7.5% CAGR from 2026 to 2036. Marico reported an annualised revenue run-rate of about ₹450 crore in Q1 FY27 for Premium Personal Care, a portfolio that spans male grooming.[8] Healthy consumer traction for Beardo and Plix supported strong growth in the Marico digital-first portfolio.[8] Brands such as The Man Company, Beardo and Ustraa will extend into intimate washes and powders through Flipkart and Amazon.

Key takeaway: Indian demand will come from humid-climate odour control, sold first on marketplaces.

United States Men's Intimate Care Products Market Outlook (2026 to 2036)

The United States posts a 7.2% CAGR from 2026 to 2036. Subscription services and DTC brands shaped the American category, and wide retail reach through Walmart and Amazon now adds volume. Unilever cited the US success of Dr. Squatch when agreeing to buy the brand in 2025.[1] Premium organic and pH-balanced products will keep American prices higher than in most profiled markets.

Key takeaway: DTC brands moving into mass retail under group ownership will carry American growth.

Germany Men's Intimate Care Products Market Outlook (2026 to 2036)

German buyers trust hypoallergenic, dermatologist-approved and paraben-free formulas. Sebamed and Weleda sell hypoallergenic, dermatologist-approved formulas to German buyers. Germany records a 7% CAGR from 2026 to 2036. Beiersdorf, home of Nivea Men, began an 18-month NIVEA turnaround in 2026.[5] Pharmacy listings for Sebamed, Weleda and Nivea Men will carry German growth.

Key takeaway: Pharmacy-led, dermatologist-backed products will draw German shoppers.

United Kingdom Men's Intimate Care Products Market Outlook (2026 to 2036)

FMI ties UK demand to natural ingredients and sustainability. Anti-chafing and intimate deodorant products sell through online stores and drugstores such as Superdrug. The United Kingdom posts a 6.9% CAGR from 2026 to 2036, the slowest profiled rate. Edgewell, owner of the Bulldog mark, reported durable growth in international markets in fiscal 2025.[4] Drugstore listings will decide which challenger brands reach national scale.

Key takeaway: UK sales will turn on drugstore listings and natural formulations.

Who are the notable companies in the men's intimate care products market?

Manscaped, Unilever (Dove Men+Care), Procter & Gamble (Gillette) and Beiersdorf (Nivea Men) hold the largest shares, and Ballsy, Anthony, Lumin, Brickell Men's Product also compete.

FMI puts Manscaped first on 18 to 22%. Unilever (Dove Men+Care) holds 14 to 18%, and Procter & Gamble (Gillette) 12 to 16%. Beiersdorf (Nivea Men) holds 8 to 12%, and other companies together take 35 to 45%. Manscaped leads through product innovation, trimming tools, skincare-focused products and global expansion. In November 2025, Manscaped named the UAE the first official retail market for the brand in the region, through distributor Monster Middle East.[7] The collection is available in 40 countries on manscaped.com.[7] Unilever added Dr. Squatch through a June 2025 agreement.[1]

• Share leaders: Manscaped, Unilever (Dove Men+Care), Procter & Gamble (Gillette), and Beiersdorf (Nivea Men).
• Brands named in country markets: Dr. Squatch, Below the Belt, Bulldog Skincare, The Man Company, Beardo, and Ustraa.

Competitive Benchmarking: Men's Intimate Care Products Market

Table 9: Competitive Benchmarking for the Men's Intimate Care Products Market (qualitative documentation ratings), 2026

Company	Digital Channels	Retail Reach	Acquisitions	Disclosure
Unilever	High	High	High	High
Procter & Gamble (Gillette India)	Low	High	Low	High
Beiersdorf	Low	High	Low	High
Edgewell Personal Care	Low	Medium	Medium	High

Each cell grade (High, Medium, Low) follows the amount of dated company reporting per topic.

Key Developments in the Men's Intimate Care Products Market

• In August 2026, Beiersdorf reported a 6.8% organic NIVEA sales decline for the first half and an 18-month turnaround plan.[5]
• In August 2026, Marico reported 23% growth in Q1 FY27 consolidated revenue from operations to ₹3,957 crore.[8]
• In July 2026, Gillette India posted an 11% rise in quarterly sales.[2]
• In July 2026, P&G Grooming net sales for fiscal 2026 reached $6,918 million, up 4%.[6]
• In July 2026, Unilever said Personal Care underlying sales rose 4.8% in the half year.[3]
• In November 2025, Manscaped began a retail roll-out in the GCC with Monster Middle East.[7]
• In November 2025, Edgewell reported fiscal 2025 results with growth in North American Skin Care and Grooming.[4]
• In June 2025, Unilever agreed to acquire Dr. Squatch.[1]

Key Players in the Men's Intimate Care Products Market

Share Leaders

• Manscaped
• Unilever (Dove Men+Care)
• Procter & Gamble (Gillette)
• Beiersdorf (Nivea Men)

Challenger Brands

• Ballsy
• Anthony
• Lumin
• Brickell Men's Products

Brands Named in Country Markets

• Dr. Squatch
• Below the Belt
• Bulldog Skincare
• The Man Company
• Beardo
• Ustraa

Men's Intimate Care Products Market - Report Scope

Table 10: Report Scope for the Men's Intimate Care Products Market (coverage fields and definitions), 2026 to 2036

Coverage field	Report scope
Market breakdown	Product type; ingredient type; sales channel; end user; region
Quantitative units	USD billion
Market definition	Intimate washes, wipes, deodorants and sprays, powders, lotions and creams and other intimate hygiene products for men, in chemical-based, organic or natural and hybrid formulas.
Regions covered	North America; Latin America; Europe; South Asia; East Asia; Oceania; Middle East & Africa
Countries covered	China; India; United States; Germany; United Kingdom
Key companies profiled	Manscaped, Unilever (Dove Men+Care), Procter & Gamble (Gillette), Beiersdorf (Nivea Men), Ballsy, Anthony, Lumin, Brickell Men's Products
Forecast period	2026 to 2036

Men's Intimate Care Products Market - Research Methodology

Table 11: Research Methodology for the Men's Intimate Care Products Market (research methods and approach), 2026 edition

Method	Approach
Data Sources	Acquisition announcements, half-year and quarterly results and exchange filings of personal care groups from May 2025 onward.
Desk Research	Brand acquisitions, channel shifts, product claims and country demand drivers were reviewed for each profiled market.
Market Sizing and Forecasting	The model runs from USD 15.4 billion in 2025 at a 10.5% CAGR for 2026 to 2036.
Data Validation	Company figures were checked against the reporting period named in each release.

Men's Intimate Care Products Market by Segments

Men's Intimate Care Products Market segmented by Product Type:

• Intimate Wash
• Intimate Wipes
• Deodorants and Sprays
• Powders
• Lotions and Creams
• Others

Men's Intimate Care Products Market segmented by Ingredient Type:

• Chemical-based
• Organic/Natural
• Hybrid

Men's Intimate Care Products Market segmented by Sales Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Pharmacies/Drug Stores
• Online
• Others

Men's Intimate Care Products Market segmented by End User:

• Daily Use
• Sports and Fitness
• Medical Use

Men's Intimate Care Products Market by Region

• North America
• Latin America
• Europe
• South Asia
• East Asia
• Oceania
• Middle East & Africa

Research Sources and Bibliography

• [1] Unilever. (2025, June 23). Unilever to acquire men's personal care brand Dr. Squatch. https://www.unilever.com/news/press-and-media/press-releases/2025/unilever-to-acquire-mens-personal-care-brand-dr-squatch/
• [2] Gillette India Limited (NSE filing). (2026, July 30). Gillette India Ltd. Announces First Quarter Results. https://nsearchives.nseindia.com/corporate/GILLETTE_30072026114339_GIL_SE_Intimation_-_Press_Release.pdf
• [3] Unilever. (2026, July 28). Desire at Scale powering strong H1 performance. https://www.unilever.com/news/press-and-media/press-releases/2026/desire-at-scale-powering-strong-h1-performance/
• [4] Edgewell Personal Care. (2025, November 13). Edgewell Personal Care Announces Fourth Quarter and Fiscal 2025 Results; Provides 2026 Outlook. https://ir.edgewell.com/news-and-events/press-releases/2025/11-13-2025-110044688
• [5] Beiersdorf AG. (2026, August 3). Half-year results 2026, Derma outperformance continues, NIVEA enters next phase of rebalancing with 18-month turnaround plan. https://www.beiersdorf.com/newsroom/press-information/all-press-releases/2026/08/03-half-year-results-2026
• [6] The Procter & Gamble Company. (2026, July 29). P&G Announces Fourth Quarter and Fiscal Year 2026 Results. https://www.sec.gov/Archives/edgar/data/0000080424/000008042426000093/fy2526q4amj8-kexhibit991.htm
• [7] MANSCAPED (Business Wire). (2025, November 26). MANSCAPED Partners with Monster Middle East for its Inaugural Retail Rollout in the GCC. https://www.businesswire.com/news/home/20251126315698/en/MANSCAPED-Partners-with-Monster-Middle-East-for-its-Inaugural-Retail-Rollout-in-the-GCC
• [8] Marico Limited (NSE filing). (2026, August 4). Marico Information Update for Q1FY27 (Quarter ended June 30, 2026). https://nsearchives.nseindia.com/corporate/marico_04082026154730_Se_int.pdf

This bibliography is provided for reader reference. The full report contains the complete reference list and detailed citations.

This Report Answers

• What will men's intimate care sales total in 2026 and 2036?
• What CAGR will the market post from 2026 to 2036?
• Which product type will hold the largest share?
• Which sales channel will carry the most volume?
• Which profiled country will grow fastest?
• Which brands and groups will shape the category through 2036?